Joel Medina
With over 30 years in raw music industry experience with a concentration in sales, publishing and business operations, Joel Medina went from physical, “pounding the pavement” in local markets to national sales, to now a digital veteran. Heavily focused on increasing revenue streams in strategic manners, Joel has a proven ability to push sales channels through developed relationships, constant networking and developing teams for maximized benefit.
Joel is a heavily connected, experienced industry executive with a high business IQ that has shown real results over his career. Navigated process of changing formats: cassettes to cd’s to digital. Involved in many millions of records sold w/the biggest artist in Latin music. Strong mix of business skills particular to the music industry: Digital distribution, publishing, marketing plans, promotion, & licensing.
Joel has worked with some of the largest physical distributors, working with every genre, from Urban, R&B, Reggae, Rock, Pop, Classical and of course, Latin. In the early 90’s, he focused strictly on Latin music at the helm of the Latin division for the largest distributor at that time, Alliance Entertainment. Since then, he has worked for various independent records labels like Balboa Records (Musart) with rosters of superstar artists like Joan Sebastian, Pancho Barraza, Pepe Aguilar, Diego Verdaguer, Amanda Miguel, Marisela and many more.
Joel’s decision to work strictly for independent record labels has been strategic. Having been offered executive positions at all the major labels, he opted to stay with independent record label IM Records for over 15 years. The liberty to lead in many areas within a company rather than only focusing on one department has always been more attractive than the accolades a high profile position could offer him. His ability to put strategies to a test and the nimbleness of independence has always been the key to his success. Since then he has successfully transitioned into the digital space and now brings his vast knowledge and experience to TuStreams as one of its leaders.
