Alex Malverde

Alex Malverde is the founder and CEO of Homegrown Entertainment, an independent record label and booking agency for some of the most important acts of Latin American hip hop. Artists such as La Banda Bastön, Aleman, Yoga Fire, Fntxy, BrunOG, Álvaro Díaz (Puerto Rico), all work directly with the Homegrown brand and rest at ease at the top of the Spanish made hip hop food chain. Homegrown’s commercial success and its omnipresence in everything that has to do with hip hop in Mexico, are no accidents, but the outcome of meticulous and constant work for the best part of the last six years (and counting), orchestrated and coordinated by this Mexico City’s native.

Homegrown Entertainment’s greatest accomplishments have been releasing massively successful albums and songs; having artists that perform all year round, in all of Mexico and other countries, and with presence in the most important music festivals; and collaborating with important brands and other relevant artists inside and outside Mexico. And it’s all been thanks to professional artist management, a proper use of PR, and a business model based on a simple but effective creed: friendship is the core of all endeavors; a genuine love of music; daily efforts.

Alex has also been a teacher for many other artists outside of Homegrown, and a role model for managers and directors of other labels; he’s been a key element for letting Mexican hip hop penetrate spaces previously barred, such as FM radio and all sorts of clubs and discos, plus the festivals themselves; and he’s been a bridge between artists and relevant brands. His work has also been important so that many people who make decisions in the entertainment industry, notice the great relevance that urban music artists have in Mexico today, in terms of the massive following they have, in terms of music talent, and in terms of the role they play in Mexican society as heroes and examples to follow.

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