Erick Bohorquez
Summary
Creative professional with experience in music curation, competitor analysis, music metadata, content ID, brand marketing, event activation, promotions, and artist development. Out of the box thinker, energetic, collaborative, and reliable. Member of the Recording Academy Texas Chapter. Second generation, Spanish-speaking American with Colombian roots. Passionate about music marketing and driven by results.
Overview
22
22
years of professional experience
Work History
Music Content Specialist
YouTube Music at Google, Cognizant
Austin, TX
04.2021 - 01.2023
- Responsible for optimization and development of YouTube Music's programming corpus
- Plan, pitch, and execute comprehensive editorial features around artists, releases, events, and contextual moments
- Conducting hundreds of metrics-based analysis of playlist performance to drive programming decisions and increase playlist consumption
- Responsible for analyzing overall quality of product features and recommendations for music as well as verifying accuracy of lyrical content in North America
- Identifying and troubleshooting user-facing issues for technical teams
- New Release Scrubs, Video Metadata Quality, ATV/OMV Linking)
- Contributing to YouTube Music's global programming team and its efforts to drive site improvements and innovative features for users worldwide
- Monitoring and reacting to performance of playlists and campaigns
- Deep music expertise with specialty in Latin, Latin Urban, as well as Christian & Gospel
- UX and graphic design for high-touch playlist covers, highlight cards, and shelves
- Strengthened content through proofreading and editing
- Conducted online research to obtain relevant information and materials
Music Programmer
Mood Media
Austin, TX
04.2014 - 01.2020
- Managed over 30 key accounts including Hard Rock Cafe, Footlocker, Margaritaville, McDonald's, Cheddar's, Room & Board, Fazoli's, Applebee's, Macy's, and TJ Maxx
- Responsible for analyzing music lyric content which includes, QC-ing lyrics, analyzing music/artist metadata, and transcribing lyrics
- Verify lyric accuracy on content, ensuring it meets provided standards for clients
- Designed music programs available on DirecTV, reaching tens of millions of listeners per day
- Secured licensing agreements with major and indie record labels
- Worked with software development and testing team members to design and develop robust solutions to meet client requirements for functionality, scalability, and performance
- Work closely with Finance team to facilitate timely royalty payments per contractual agreements
- Managed relationships with labels, artists, and publishers, ensure new releases are serviced, and develop cross-promotional branding opportunities between artists and brands
Brand Manager
Greenhouse Agency, Inc
Austin, TX
01.2012 - 01.2013
- Media spokesperson and expert for Herradura, El Jimador, Don Eduardo, and Pepe Lopez tequila brands.
- Generated brand building opportunities and executed brand consumer events
- Championed on-premise, off-premise and non-traditional/non-licensed event efforts by building lasting trade and consumer relationships with targeted accounts
- Managed social media accounts
- Developed local media relationships and expertise to identify and leverage opportunities
- Developed and executed branding campaigns to educate target audiences on product features, benefits and values
Radio Account Executive
Entercom Communications
Austin, TX
01.2011 - 01.2012
- Specialized in On-Air and Digital advertising campaigns with focus on coop/retail tie-in for MIX 94.7 KAMX, Magic 95.5 KJCE, Talk Radio 1370AM KKMJ
- Identified and engaged prospective businesses and media buyers with customers who best align with stations' listening audience
- Collaborated with production team to produce radio jingles
- Performed client needs analysis and creatively presented recommendations for marketing challenges
- Made outbound calls to existing customers to upsell advertising packages
- Helped customers in determining design and layout of sold and spec ads
Sales and Marketing Manager
Rockstar Energy Drink
Austin, TX
01.2006 - 01.2011
- Responsible for product sales, marketing, promotion, placement, pricing, and special event management to increase market share in Central/South Texas, generating multi-million-dollar revenues by aggressive territory management and strategic product placement
- Doubled number of cases sold (99,907 cases)
- Managed both Regional and Territory Sales Managers at all Pepsi and Coca Cola Texas branch locations
- Coordinated radio spots and set up exclusive post-concert promotions leading to substantial jumps in product awareness and sales
- Post-concert promotions include Fall Out Boy/Gym Class Heroes after parties, Shop Boyz “Party like a Rockstar,” SXSW, Austin City Limits Festival, Mayhem Fest, Taste of Chaos, Alternative Press Tour, Uproar Festival, and Tuaca Ball
- Analyzed sales and marketing data for improved strategies
Manager of Marketing and Promotions
Island/Def Jam
Austin, TX
11.2005 - 01.2006
- Secured airplay for radio; set up promotions, “meet and greets”, in-studio performances, interviews, contributed to numerous #1 hits: Rihanna “SOS”, Ne-Yo “So Sick” Mariah Carey “Don't Forget About Us.”
- Developed and maintained relationships, managed bands, and executed all artist promo under Universal Music Group
- Oversaw all Marketing, Publicity, Sales and Video promo within Southwest market, receiving many accolades including 2005
- Developed and implemented marketing strategies to use for launches, rebranding campaigns and promotions
- Researched developing trends to stay updated with new ideas and marketing practices
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs
- Major Record Label of the Year
A&R Representative /Promotions
Elektra Records
Austin, TX / Los Angeles, CA
01.2001 - 01.2004
- Identified artists by compiling BDS Encore, R&R Music Tracking, Mediabase, and Soundscan reports for nationals
- Played integral role in promoting breakout artists such as Jason Mraz and Jet
- Assembled press and promotional dubbings for artists
- Supported VPs of Promotion for genres including Rock, Modern, Top40, Crossover, and Rhythm
- Analyzed impact of all spending, marketing, and promotional activity; compiled materials to communicate findings to wider artist services
- Managed release setup to ensure production process adhered to planned schedule
Education
Bachelor of Arts - Spanish and Music Business
The University of Texas
AustinSkills
- Chartmetirc, Mediabase, Nielsen
- Google Analytics
- Content Management Systems (CMS)
- Product Management & Forecasting
- Music Curation, Lyrical content, and Music Licensing
- Music Industry Software: Efficio, Selector, Soundboard
- Brand Marketing & Event Activation
- Sponsorship Procurement and Fundraising
- PR Campaign Management
- Graphic Design/Web: Canva, Wix
- Social Media Platforms
- Excel, Word, PowerPoint
Additional Information
- Achievements , Recording Academy Texas Chapter Member Band manager and musician for Superfónicos 2019 Black Fret Grant Winner -$20,000 Publications in Rolling Stone, Billboard, Remezcla, KCRW,Austin Chronicle, NPR Over 400 live performances: Austin City Limits MusicFestival (2018, 2021), SXSW Official Showcasing Artist,Blues on the Green, Levitation City of Austin Music Division Grant Recipient for $7,000(2019) Austin Music Award Nominee for Best Performing Bandand Best Latin Band (2018 and 2019) Gibson Artist Program Recipient (2019) Austin Music Foundation Artist Program Alumni Grammy U Mentor (2023)
Languages
Spanish
Native or Bilingual
Timeline
Music Content Specialist
YouTube Music at Google, Cognizant
04.2021 - 01.2023
Music Programmer
Mood Media
04.2014 - 01.2020
Brand Manager
Greenhouse Agency, Inc
01.2012 - 01.2013
Radio Account Executive
Entercom Communications
01.2011 - 01.2012
Sales and Marketing Manager
Rockstar Energy Drink
01.2006 - 01.2011
Manager of Marketing and Promotions
Island/Def Jam
11.2005 - 01.2006
A&R Representative /Promotions
Elektra Records
01.2001 - 01.2004
Bachelor of Arts - Spanish and Music Business
The University of Texas