Meet Yvette Medina | CEO of Creative Management Firm (Artist Management)

We had the good fortune of connecting with Yvette Medina and we’ve shared our conversation below.

Hi Yvette, we’d love to hear about how you approach risk and risk-taking
I firmly believe that risk taking is what has made me who I am today. There are so many things that can cross your mind and lead you to doubt yourself but if you don’t try you’ll never know and if it doesn’t work out its an opportunity to learn and grow. Ive never regretted any of my decisions and I’ve been fortunate that each risk I’ve taken has lead me to another great opportunity. whether it was moving across country, leaving a great job to another or even starting my own company they were all decisions that were the next logical step for me. I think the feeling of “what if” is worse than actually taking that risk and if I got to bet on anything, it’s myself. Somehow it will always work out.

Alright, so let’s move onto what keeps you busy professionally?
No ones journey is easy and some are harder than others but what sets me apart is that I always go into everything giving e 110%. Every opportunity I’ve gotten I’ve earned. This industry is difficult to get your foot because its who you know and I didn’t know anyone. I had to rely on my hard work. I grew up in East LA where just finishing high school is a big deal so to go to college and then get into the music industry at an amazing company like CAA was a great accomplishment all together. Im proud that im a Latina entrepreneur in the music industry. I’ve been able to maneuver through this industry when for so long I was the only Latina in various companies. It was never easy and continuously had to prove myself but really I overcame these challenges by always working hard. At the end of the day you can’t deny hard work and dedication. I always put 110% into everything I do and I’ve been able to work with so many amazing people because they can see that and that reputation is what gets you the next opportunity and has helped me stay in the industry this long. Ive learned along the way to stay true to what you believe in and always believe in yourself. What I want the world to know about me is that I’ve always let my work speak for itself but I think its important that in this day and age there are a lot of other Latinas/minority women out there thinking that opportunities like this aren’t possible but its possible and I hope I can inspire future generations to pursue whatever they may want to do and I hope to give those other generations that help to get their foot in the door that I didn’t have back when I started.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Well I think everyone knows you can’t go wrong when in miami. im more of a low-key type of person but places I love going too in Miami would be to eat Puerto Sagua in Miami Beach, Rusty Pelican in Key Biscayne, Komodo in Brickell, Fi’lia at SLS Brickell. For Drinks; Sugar at The East hotel rooftop, hanging out: SLS pool in Brickell. If your visiting Miami you have to go to the beach and really anywhere is a great spot.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I have been very fortunate to have always had amazing people in my life that have always believed in me in different times but all have been equally as important. From Darryl Eaton at CAA who gave my first real job in the music industry, Bruno Del Granado who continuously pushed me to grow in different areas in the music industry from WME to Sony, Pitbull who really took my career to another level when I left Sony to go work for him directly and as a team we were able to impact the music industry in both latin and general market when no one else was doing it. Romeo Santos and Johnny Marines for allowing me to join them at Rocnation Latin as their GM, my current artists that I manage Paloma Miami and Ecko and all the other artists and colleague’s that I’ve been able to learn from and grow with throughout the years. Surrounding yourself with family and friends that get you through all these different phases are also key and the daily reinforcement you need. In a nutshell its a team effort and no one can do it alone.

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Linkedin: www.linkedin.com/in/yvettmedina