Lenny Tavárez & More Share Key Advice for Indie Artists at Latin Music Week 2025

The 2025 Billboard Latin Music Week officially kicked off Monday (Oct. 20) at The Fillmore Miami Beach with “The Power of Independence” panel presented by Platoon.

In the conversation — moderated by Billboard’s Ingrid Fajardo — artist Lenny Tavárez, duo producer MadMusick (comprised of brothers Yan and Yon) and Pinky Mordan (head of Latin music at Platoon), discussed how to successfully lead a career as an independent artist.

Below, check out the best takeaways from the panel:

Pinky on Discovering New Artists: “Managing [artists] as an independent boutique is interesting. At Platoon, we specifically seek out artists we want to work with and make an impact on the genre.”

Lenny on Major Label vs. Indie Label: “All my processes have been necessary. I miss some things about [major] record labels, but they’re not as powerful. I think the positive thing about being independent is that they don’t try to change the DNA you want to project yourself with. When I started with Sony as my duo Dyland and Lenny, the A&R told us we needed a merengue. The label came with pre-made songs. Later, when I moved to Warner, they had many of the characteristics of an independent label, which I liked, but for artists like me, who find it difficult to be controlled, independent labels will maintain the artist’s mental health.”

MadMusick on Labels Wanting to Change a Producer’s Sound: “Our job is to solve problems. If we come with a project and we’re solid on the sound, it’s better. People are competing for attention, not to make the best product.”

Pinky on Platoon’s Role in an Artist’s Career: “We don’t want to overly affect the [artist’s] vision. It would be about amplifying their stories, their vision, adding certain things the artist isn’t seeing. The challenge is for the artist to come with their team, and we can push that aspect.”

MadMusick on Social Media’s Importance: “You have to know how to use it; it’s a full-time job. Many indie artists don’t use it to their advantage. Big labels push that, they demand it. Many artists use social media only to sell music and stop showing the human being. You have to show your personality, who you are authentically, and that’s what truly builds a fan base.”

Lenny on the Future of Indie Artists: “I used to think that being your best version and preparing yourself was what would take an artist to the next level, to stardom. But since I signed with Sony for $40,000 in 2010, and the following year they filmed Peter El Anguila for $1,000,000 — an artist who hadn’t prepared himself, and just because he went viral — I’ve seen the imbalance. I feel like artists should know every aspect of the business — the royalties, how to own the master, how the artist can benefit from the music business.”

Spanning 36 years, Latin Music Week is the single-most important and largest gathering of Latin artists and industry executives in the world. This year’s event — featuring Anuel AA, Carlos Vives, Carín León, DJ Khaled, Daddy Yankee, Ivy Queen, Gloria Estefan, Kapo, Laura Pausini, Netón Vega, Ozuna, Pablo Alborán, and Xavi, among others — hosts panels, marquee conversations, roundtables, networking and activations, in addition to its celebrated Billboard En Vivo showcases. 

Latin Music Week also coincides with the 2025 Billboard Latin Music Awards, set to air Thursday, Oct. 23, on Telemundo and Peacock, where Bad Bunny will be honored as Top Latin Artist of the 21st Century.