Today we’d like to introduce you to Alejandro Vicuña.
Hi Alejandro, thanks for joining us today. We’d love for you to start by introducing yourself.
I come from a different world. Although I was always passionate about music, I studied materials engineering in Caracas, Venezuela — a career path that felt more secure at the time. I graduated, found a job, and started working. But very quickly, I realized it wasn’t fulfilling. The pull toward music and entertainment never really went away.
In 2012, I made a decision that changed everything: I left my job, moved to the U.S., and enrolled at Full Sail University to pursue a masters degree in Entertainment Business.
After graduating, I got my first real break as an assistant producer at Telemundo, working on a music talent show called Yo Soy El Artista. From there, I joined CMN (Cardenas Marketing Network), one of the top live event promoters for Latin music in the U.S. Over the next few years, I was part of producing and promoting more than 100 arena shows across the country. I worked on international tours for artists like Marc Anthony, Luis Miguel, Wisin & Yandel, Maluma, Ozuna, and Alejandro Sanz. I also led the negotiation of Marc Anthony’s multimillion-dollar tour in Spain in 2020.
In 2021, I joined NEON16 as General Manager. That role expanded my focus beyond touring into creative strategy, cultural storytelling, and brand partnerships. I led a 15-person team across A&R, management, marketing, and events. We secured major deals with brands like the NFL, Bacardí, Pandora, and SharkNinja, and built campaigns that blended music, culture, and commerce. That same year, NEON16 was named Fast Company’s Most Innovative Music Company — a recognition I’m still proud to have been part of.
By 2023, I felt ready to build something of my own. That’s when I launched Vicmedia House, a creative studio based in Miami focused on merch and fan experiences for Latin artists. We help artists connect with their superfans through meaningful moments — whether it’s a capsule merch drop, a VIP tour experience, or a content-driven collaboration with a global brand.
In our first 18 months, we’ve generated nearly $1 million in revenue. We’ve worked with artists like Feid, Joaquina, Elena Rose, and Ela Taubert, and partnered with Champion, Amazon Music, Bacardí, Warner Music Latina, and KIA, among others. We’ve also supported Warner Music Latina with Myke Towers’ Island Boyz album release in New York City, managing all official merchandise and fan engagement.
In 2025, we expanded even further — leading the international tour booking for Alleh & Yorghaki, whose hit single “Capaz” has sold out more than 40 shows across Latin America, U.S. and Spain.
Throughout my career, I’ve been recognized by outlets like iHeart Radio, Caracol TV, and Cadena Dial, and was named to Hits Daily Double’s “Noisemakers” list. I also stay actively connected to Full Sail University, mentoring students who are building careers in entertainment. That matters to me — I didn’t have many mentors early on, so I try to be the person I wish I had when I was starting out.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Definitely not. I’m an immigrant — and that alone makes everything more complex. In the U.S., you can’t just show up and start working in entertainment. You need a visa, and that process is long and uncertain. It took me 10 years to finally get my green card.
When I moved from Venezuela, I was 30 years old and starting from scratch. Back home, I was a materials engineer with a stable career. But here, I had to rebuild — I took internships, worked as a production assistant, and did whatever it took to learn and grow in a new country and a new industry.
There were moments of doubt, of course. But I’ve always believed that while it’s not easy, it’s simpler than most people think — if you plan well, stay consistent, and keep showing up.
Can you tell our readers more about what you do and what you think sets you apart from others?
At the core, I help artists connect with their audience in ways that go beyond the stage or a streaming platform. I specialize in building experiences — whether it’s through tour merchandising, branded content, or strategic partnerships. My work lives at the intersection of music, business, and culture.
I’m most proud of staying true to the original vision I had when I left engineering: working with major Latin artists and building something of my own. Negotiating Marc Anthony’s Spain tour felt like a full-circle moment. So did leading the global partnership between Feid and Champion — a project that merged culture, fashion, and fandom at a massive scale. And now, helping Alleh & Yorghaki take their first international tour to over 40 sold-out shows — it’s incredibly rewarding to help artists hit that next level.
What sets me apart? I take this work personally. I show up with the same level of care whether it’s a stadium tour or a small merch drop. I’m also someone people can trust — and that’s not always a given in this industry. I don’t chase clout. I focus on doing great work, treating people right, and making sure the artist wins. That reputation has opened more doors than any title ever could.
Any advice for finding a mentor or networking in general?
For me, it’s always been about connecting with people I genuinely respect. I usually do a lot of research on professionals I admire — not just for what they’ve done, but how they think and carry themselves. If I feel there’s some alignment, I’ll reach out. I keep it simple — I ask for a quick 15-minute chat or some advice. That’s how I’ve built some of the most meaningful relationships in my career.
With networking, I focus more on quality than quantity. I’m not the type to collect a hundred business cards. At events, I try to be intentional — I look for people I actually want to build with long-term, not just network for the sake of it. I think when you approach it from a place of authenticity, people can feel that — and that’s when real connections happen.
Contact Info:
- Website: www.vicmediahouse.com
- Instagram: https://www.instagram.com/vicmediahouse_
- Linkedin: https://www.linkedin.com/company/vicmedia-house/
- Other: https://www.instagram.com/alevicuna
