WK Records has appointed Azucena “Azu” Olvera as GM, the company tells Billboard. According to the label, which was founded in 2020 by executive Walter Kolm, Olvera will leverage her “extensive expertise in talent relations, A&R, global marketing and strategic partnerships to further WK Records’ mission of cultivating groundbreaking music and elevating Latin artists on a global scale.”

Before joining WK Records — home to Los Esquivel, Cheo Gallego and Alex Rose, among other artists — Olvera was at SiriusXM and Pandora, where she served as senior director of Latin talent & industry relations and helped establish the SXM Miami studio. Her A&R experience will also branch out to management firm WK Entertainment (parent company to WK Records), whose roster includes Maluma, Carlos Vives, Emilia and Lasso.

“We’re incredibly excited to welcome Azu to WK Records,” Kolm said in a statement. “Her proven leadership and deep understanding of the Latin music landscape will be invaluable as we continue to grow our roster and elevate Latin talent globally. Azu brings a fresh perspective and an innovative spirit that aligns perfectly with our vision for the label.”

“I am thrilled to join WK Records as General Manager! This is a game-changing opportunity to team up with some of the best in the business,” added Olvera. “Latin music has an extraordinary power to transcend borders and connect with audiences on a deep level. I look forward to leveraging my experience to elevate the success of our artists, attract new talent, and drive innovative strategies that will amplify the company’s reach in the music industry.”

Headquartered in Miami, WK Records — which also distributes Maluma and Wisin‘s respective imprints and provides label services to acts including Ryan Castro and SOG — has functioned as an incubator for artists from the United States, Puerto Rico, Spain and Latin America. In 2021, it launched a division dedicated to the regional Mexican music market. And last year, the company expanded to Brazil to develop local artists while creating new opportunities for the label’s roster.