Celebrate The Sound: Latin Music Interview with Alexandria Dávila

This month the GMA is celebrating our Latin music community. We had the opportunity to sit down with industry professional Alexandria Dávila, CEO of Adarga Entertainment Group, and hear about her history with Latin music.

About Alexandria Dávila:

Alexandria "Alex" Dávila is a music executive and entrepreneur. She is a partner and the chief executive officer of Adarga Entertainment Group, a company that provides music industry services to independent artists and record labels, including artist development, publishing, marketing and public relations, event production, consulting and distribution.

As CEO, Dávila’s strategic vision has positioned Adarga as a leading force in the growth and expansion of Latin Christian music in the United States and Latin America. She has worked with a myriad of award-winning artists and music companies to bring the genre to the forefront of the industry. 

Dávila has collaborated with Miel San Marcos, TWICE, Alex Campos, for KING & COUNTRY, Bethel Music, Ricardo Montaner, Fanny Lu, Alex Campos,Tercer Cielo, Blanca, Lecrae, Elevation Worship, Hillsong En Español, Jaci Velasquez, among others.

As part of the company’s services, Alexandria has also worked with leading companies such as Sony Music, Integrity Music, Curb Records, Essential Music Publishing, Provident Music Group, Reach Records, RCA Inspiration, and Gotee Records.

Beyond her CEO role, Dávila has been part of several productions. Her producer credits include “Mil Generaciones” by Elevation Worship and Miel San Marcos; “Color de Alegría” by Andy Alemany, TWICE, and Samuel ASH, and “Welcome Home (Este Es Tu Hogar)” by mixtr, TWICE, and Adarga. 

She also worked on Amazon Music Originals like “Júbilo/Jubilee” by Miel San Marcos and Maverick City Música; “Gozo Y Paz (God Rest Ye Merry Gentlemen)” by Blanca and Alex Campos; “Todo Lo Cambias/Everything Changes” by Lakewood Music, Tauren Wells, and Danilo Montero, and “Tu Amor No Tiene Fin” by Gateway Worship Español and Generación 12.

As an A&R, she has collaborated with Fellowship Creative and DOE on “HELP!!!,” with Jeff Mojica and Lowsan Melgar on “Lo Volverás A Hacer,” and with Essential Worship on “Gracias Dios,” among others. She also spearheaded the promotion of Miel San Marcos smash hit concerts “Pentecostés” at Madison Square Garden and “EVANGELIO” at  Crypto.com Arena.

Dávila currently serves as Latin Committee chair of the Gospel Music Association. She has also served as a chapter governor and secretary of the Washington, D.C. chapter board of The Recording Academy.  

Alexandria is a passionate advocate for the autism community.  She and her husband, Gabriel, are their son’s strongest supporters. 

She is a first-generation college graduate. She holds a Bachelor of Science in technical management from DeVry University and a Master of Arts in music entrepreneurship from Azusa Pacific University.

Tell us about your history with Latin music:

Latin music holds a steady place in the collection of my life's memories. Born in San Juan, Puerto Rico, and raised in Orlando, Florida, within a joyful Puerto Rican household, this genre has always been our family's love language. My father's beloved salsa classics, like Gilberto Santa Rosa and El Gran Combo, filled our home with cultural richness, while my mother's favorites—Lucecita Benítez, aka La Voz Nacional de Puerto Rico (The National Voice of Puerto Rico), and Olga Tañón—set the rhythm of our everyday moments.

These early musical experiences naturally led me to seek creative expression beyond our home. As a little girl, I shared my artistry through the Orlando Children's Choir and led worship at my local church, where I discovered my desire for bringing people together through the arts.

The church environment also played a key role in developing my organizational skills as I coordinated events and youth retreats. During that time period, we collaborated with emerging local artists like Billy (Musiko), Yariel, Omy Alka, Joannie, Crescendo, among others. Seeing them grow from promising newcomers into well-known names in the present has been truly inspiring.

My perspective on music expanded in middle school when I began listening to beats created by my friend Lui “El Pequeño Gigante,” one of which became “Más Que Vencedor” by Zammy Peterson ft. Funky. This season introduced me to music production and the Christian Urban movement through performers like Triple Seven, Manny Montes, and Funky. Around this time, I attended my first Christian concert featuring a band called Dèxios—a moment that would prove more significant than I could have imagined.

Years later, after marrying my husband, Gabriel Dávila, one of Dèxios's founders, the band became the first group I managed. Music remained a beautiful, ongoing thread in my life, now shared with my new family too. This transition marked the beginning of my journey from music lover to industry professional.

To cultivate this passion and gain a deeper understanding of the business, I strengthened my expertise with a BS degree in Technical Management from DeVry University and an MA degree in Music Entrepreneurship from Azusa Pacific University.

Then, a turning point in my career came in 2012 when I met Henry Alonso, owner of Adarga Entertainment Group. What began as a consulting relationship for our music projects developed into a mentorship that would shape my trajectory. Henry offered me a position starting as his administrative assistant, and I progressed to radio promoter, then COO in 2016, and ultimately CEO when he entrusted me with leading the company in 2019. Today, I'm CEO and partner at Adarga Entertainment Group.

I've had the privilege of working with some of the most influential Latin Christian artists and songwriters worldwide, contributing to album development, promotional campaigns, and live events. It's been a true honor to serve alongside extraordinary talents including Miel San Marcos, Danilo Montero, Ricardo Montaner, Christine D’Clario, Jaci Velásquez, Blanca, among many others, as well as to create strategic partnerships with labels such as Reach Records, Hillsong Music, Provident Music Group, and Curb Records.

Navigating this leadership role as a woman in the music industry presents unique challenges, particularly when balancing intensive company involvement with being a wife and mother. Yet I feel incredibly blessed to do both.

From those early days listening to salsa in our Puerto Rican home to leading a respected entertainment group, I feel that connecting people and building a space for creatives has always been my calling.

What defines the Latin music?

To me, Latin music is the heartbeat of our culture—it surrounds everything we are and reflects the different phases of our history as it continues to evolve. It tells where we come from and preserves the essence of our most meaningful narratives.

One of the things I love most about Latin music is its impressive diversity. It embraces a rich tapestry of influential genres and styles, each with its own origins and unique sound. Below are a few examples that showcase this variety:

Salsa, which originated in New York with deep Cuban and Puerto Rican roots, stands alongside reggaetón, an urban genre born in Puerto Rico that masterfully blends reggae, hip-hop, and Latin rhythms. The Dominican Republic contributes the romantic melodies of bachata and the fast-paced, energetic beats of merengue, while Colombia gave birth to cumbia, which has since evolved into distinct regional styles across Latin America.

Latin pop has captured global audiences with its catchy, melodic appeal through artists like Shakira, Ricky Martin, Marc Anthony, and Luis Fonsi, while the slow-tempo romantic bolero traces its beginnings to both Cuba and Mexico. Brazil enriches the landscape with samba’s rhythmic danceability and bossa nova’s smooth, jazz-influenced sophistication, and Mexico rounds out this diverse musical mosaic with ranchera and mariachi, traditional styles often characterized by deeply emotional and patriotic themes.

This genre often reflects political, social, and emotional experiences of the people. Its lyrics may reference migration, love, identity, and resilience. Exploring the cultural roots of the music can deepen your appreciation. 

How is Latin music influencing culture today?

It is influencing global culture—not just as a musical style, but as a force reshaping fashion, language, and media. It has evolved from a regional genre into a dominant presence in mainstream global entertainment.

Bad Bunny has been Spotify’s most streamed artist worldwide for several consecutive years. Songs like “Despacito” by Luis Fonsi and Daddy Yankee have broken global records and topped charts in countries where Spanish is not even spoken.

Latin Christian music is experiencing a remarkable surge in influence that extends far beyond church or spiritual communities, making a profound impact across Latin culture, identity, and music trends. 

This growing movement resonates powerfully with youth throughout Latin America and the United States, who are increasingly drawn to artists that sound like their peers and, at the same time, deliver messages of hope, purpose, and faith.

The genre has expanded far beyond traditional worship ballads to embrace the full spectrum of urban Latin styles. Artists are merging reggaetón, trap, and salsa with faith-centered lyrics. This evolution enables them to compete sonically with the general market across major platforms like YouTube, Spotify, Amazon Music, Instagram, and TikTok, effectively bridging the gap between sacred and cultural expression while creating authentic space for faith in everyday life.

Additionally, Latin Christian artists are expanding their reach through tours across the U.S., Latin America, and Europe. They are also forging powerful collaborations with global ministries such as Hillsong Worship, Elevation Worship, and Bethel Music.

Some of these Latin artists influencing culture today include Miel San Marcos from Guatemala; Puerto Rico’s Alex Zurdo, Funky, and Indiomar, and bilingual worship leader Christine D’Clario.

This cross-cultural interaction has become so significant that many international churches now regularly include Spanish versions of popular English worship songs.

For someone new to Latin music, where is a good place to start?

A great place to start with Latin music is by exploring its incredible diversity, as I mentioned earlier. Latin Christian music alone isn’t just one sound—it spans worship, reggaetón, rap, pop, salsa, rock, acoustic, and much more. This variety means there’s something for everyone.

Lyrics are a central part of Latin Christian music, so pay close attention to them. Even the most upbeat reggaetón songs often focus on meaningful themes like redemption, grace, healing, struggles with faith, and social issues such as poverty, violence, and depression.

If you’re bilingual, consider listening to collaborations between Latin and English-speaking artists, such as Miel San Marcos with for King & Country; Ricardo Montaner with Kirk Franklin, or Gateway Worship Español with Lecrae.

“Creeré” - Tercer Cielo (Pop Ballad)

About Adarga Entertainment Group:

Adarga Entertainment Group is an independent minority-owned company with over 200 clients, 14 thousand music assets, 11 billion video views, and 12 billion audio streams. Adarga's clients have been recognized in major music awards, including GRAMMY®, Latin GRAMMY®, Dove Awards, Monitor Music Awards, and Premios Arpa. The company boasts a 65% female workforce, including its CEO, Alexandria Davila. Its core services are music consulting, artist development, marketing, event production, publishing, and distribution to independent artists and record labels. Founded in 2007, the team is based in Los Angeles, Washington D.C., Guatemala City, and Bogotá.

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