Today we’d like to introduce you to Barbara Rivas
Hi Barbara, please kick things off for us with an introduction to yourself and your story.
My journey in the music industry began in broadcasting, where I spent nearly a decade in radio and TV, interviewing some of the biggest names in Latin and global music, including Anuel AA, Anitta, Farruko, Rauw Alejandro, J Balvin, Jhayco, Myke Towers, Eladio Carrión, Jessie Reyez, and The Black Eyed Peas. This experience gave me invaluable insight into the industry, allowing me to develop deep connections and a keen understanding of artist development, audience engagement, and storytelling.
Transitioning to the business side of music, I’ve had the privilege of working with some of today’s most exciting artists, including Lenier, Omar Courtz, IAmChino, Vikina and Pitbull. As Label Manager at Mr. 305 Records, I oversee a diverse roster of over 12 artists spanning reggaetón, Latin EDM, country, pop, and R&B. I lead artist development, A&R, marketing, and distribution strategies to drive our artists’ careers forward. A highlight of my journey has been playing an instrumental role in Omar Courtz’s debut album Primera Musa, which reached #1 on Apple Music’s Top Latin Albums and debuted at #6 globally on Spotify’s Top Album Chart. The album’s success, including a viral hit and multiple platinum certifications, is a testament to my passion for crafting impactful, culture-driven music strategies.
Beyond artist development, I’ve had the opportunity to contribute to industry milestones, such as the Grammy-nominated single Bambole by Vikina & Deorro, which helped introduce the “Best Latin Electronic Music Performance” category at the Latin Grammys. Additionally, I manage key projects for Pitbull, including his albums Trackhouse and Trackhouse Daytona 500 Edition, as well as his latest hit Now or Never.
But my work extends beyond music. As an immigrant and Latina in this industry, I’m deeply committed to fostering diversity, inclusion, and opportunities for underrepresented communities. This passion led me to create The Blissful Project, a mindfulness and well-being initiative designed to support professionals in navigating the industry’s high-pressure environment while prioritizing their mental, physical, and spiritual health.
The music industry just like most industries is fast-paced and relentless, often leaving artists and executives with little time for self-care. The Blissful Project was born out of my own experiences and a deep desire to create a space where individuals can reconnect with themselves and others. Through guided meditation, sound healing, yoga, breathwork, and wellness workshops, The Blissful Project fosters resilience, self-care, and empowerment. It’s more than just an initiative—it’s a movement that encourages music professionals to embrace mindfulness, balance, and sustainability in their careers.
“Our goal is to create a space where women and men can come together, uplift one another, and cultivate strength in every aspect. We thrive on providing our community with experiences that nurture their well-being, whether through workouts, yoga, sound therapy, aromatherapy, or journaling—fostering a balanced life where they can truly feel the blissfulness within – Mind, Body & Soul.”
Our events and gatherings are thoughtfully curated to provide a safe and uplifting environment where participants can release stress, recharge, and cultivate a sense of community. Whether through intimate workshops, group sessions, or digital resources, The Blissful Project is dedicated to shifting the narrative around mental health in entertainment, helping individuals integrate well-being into their daily lives.
Today, I continue to merge my love for music, culture, and wellness, shaping not just artists’ careers but also the industry’s approach to success and self-care. My mission is to lead with innovation, purpose, and empowerment—helping both artists and professionals thrive in an ever-evolving landscape.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely hasn’t been a smooth road. Like many in the industry, I’ve faced challenges that have tested my resilience and drive. As a Latina and an immigrant navigating the music business, I’ve had to work twice as hard to carve out my place and prove myself in a competitive, often male-dominated field. There were moments of doubt, setbacks, and learning curves, but each challenge shaped me into the leader I am today.
One of the biggest struggles has been balancing the relentless pace of the music industry with personal well-being. The industry moves fast—long hours, constant travel, and the pressure to always deliver results can be overwhelming. I’ve seen so many talented artists and executives burn out because there’s little space to prioritize mental and physical health. This struggle is actually what inspired The Blissful Project. I wanted to create a space where music professionals could find balance, recharge, and develop the tools to sustain long-term success without sacrificing their well-being.
Another challenge has been ensuring that underrepresented voices, particularly Latin artists and professionals, get the recognition and opportunities they deserve. The industry has come a long way, but there’s still work to do in terms of true representation and inclusion. I’m passionate about opening doors for others, advocating for diversity, and making sure that talented artists and professionals have the resources and platforms they need to thrive.
Despite the obstacles, every challenge has reinforced my commitment to making a lasting impact. Whether through artist development at Mr. 305 Records or wellness advocacy with The Blissful Project, my goal is to continue pushing boundaries and creating opportunities that empower both artists and industry professionals to succeed on their own terms.
Can you tell our readers more about what you do and what you think sets you apart from others?
I specialize in artist development, A&R, marketing, and label operations, helping artists build lasting careers while strategically growing their brands in an ever-evolving industry. As the Label Manager at Mr. 305 Records, I oversee a diverse roster of over 12 artists across reggaetón, Latin EDM, country, pop, and R&B. My role involves everything from signing new talent and developing creative strategies to ensuring successful releases that maximize cultural impact and commercial success.
I’m known for my ability to fuse music, digital trends, and cultural moments to create powerful campaigns. One of my proudest accomplishments is the success of Primera Musa, the debut album from Omar Courtz. Under my leadership, the project hit #1 on Apple Music’s Top Latin Albums, debuted at #6 globally on Spotify’s Top Album Chart, and saw its lead single, Que Vas Hacer Hoy, spark a viral movement on TikTok with over 1 million creations and 800 million views. The album went Platinum while the single reached 4x Platinum in the U.S.—a testament to the power of strategic storytelling, digital engagement, and cultural resonance.
I also played a key role in Vikina & Deorro’s Bambole, which became part of history as the first-ever nominee for “Best Latin Electronic Music Performance” at the Latin Grammys. And of course, working directly with Pitbull on projects like Trackhouse and Now or Never has been an incredible experience, allowing me to contribute to the vision of a global icon.
What sets me apart is my holistic approach to artist development. I don’t just focus on numbers or short-term success—I build long-term careers by combining music, branding, digital strategies, and wellness. This is where The Blissful Project also plays a crucial role. The industry can be high-pressure and overwhelming, so I actively create spaces where artists and professionals can recharge, find balance, and sustain their success without burnout.
I’m most proud of the impact I’m making—not just in the careers of artists but in shaping the future of the music industry with innovation, inclusivity, and well-being at the forefront. Whether through breaking records, mentoring rising talent, or advocating for diversity and mental health, my goal is to lead with purpose and create meaningful change in an industry I love.
Where do you see things going in the next 5-10 years?
Over the next 5-10 years, I see the music industry continuing to evolve rapidly, driven by technology, audience behavior, and a growing emphasis on artist independence and well-being. Some of the biggest shifts and trends I anticipate include:
– The Rise of AI & Data-Driven A&R
Artificial intelligence and advanced data analytics are already shaping how we discover and market artists. AI will play a bigger role in predicting hit songs, analyzing fan engagement, and even personalizing music experiences. However, while AI can enhance discovery, I believe human connection and cultural intuition will always be irreplaceable in artist development.
– Latin Music’s Continued Global Domination
Latin music is no longer just a genre—it’s a movement. Over the next decade, I see even more crossover collaborations with global artists, regional Latin, Latin Afrobeat and even salsa sounds gaining mainstream appeal and continued expansion into non-Spanish-speaking markets. The influence of Latin music on pop culture will only deepen.
– Artists Taking More Control
The traditional label model is shifting as more artists embrace independence. With platforms like TikTok, YouTube, and direct-to-fan subscription models (such as Patreon and Discord communities), artists have more control than ever. Labels will need to adapt, offering flexible deals that prioritize artist ownership and creative freedom rather than outdated, restrictive contracts, where as artist are also expected to work their part of the deal to achieve success in their projects.
– Music & Wellness Becoming Intertwined
The conversation around mental health and artist well-being is growing louder, and I believe it will become a priority across the industry. We’re seeing more artists speak out about burnout, the pressures of social media, and the need for balance. This is why initiatives like The Blissful Project are so important—helping artists and professionals sustain long-term success without sacrificing their well-being. In the future, I see labels, managers, and brands incorporating more wellness resources into their artist support structures.
Final Thoughts
The music industry is more dynamic than ever, and the next decade will bring exciting opportunities for both artists and executives who are willing to innovate. Those who embrace technology while staying rooted in authentic storytelling, cultural movements, and artist well-being will thrive. Personally, I look forward to continuing to push boundaries at Mr. 305 Records, supporting the next generation of Latin stars, and growing The Blissful Project to make a lasting impact on both the music and wellness industries.
Contact Info:
- Website: https://www.theblissfulproject.com
- Instagram: https://www.instagram.com/blissful.barbie/
- LinkedIn: https://www.linkedin.com/in/barbara-rivas-8a4401178
- Other: https://www.instagram.com/blissful.project
Image Credits
Josie Zetina – INKA originals
