How Interscope Miami’s Nir Seroussi Built a ‘Playground’ For Artists Like Karol G, Xavi & J Balvin

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“When I started successful the industry, successful hindsight, I didn’t truly acceptable in,” says Nir Seroussi, 49, connected a Zoom telephone from his bureau successful Miami. “I’d say, ‘Nobody is truly gathering the playground wherever I tin play comfortably.’ Because it was different world, different types of personalities would thrive.”

It took him a fewer years, but Seroussi has yet been capable to physique that playground — and now, he’s enjoying the effect of that labour arsenic the person of Interscope Capitol Miami. The part of Universal Music Group (UMG) focused connected Latin artists and civilization — whose high-profile artists see J Balvin, Karol G, Xavi and Ivan Cornejo — has dilatory but surely go a front-runner since Seroussi launched it six years ago, ending 2024 arsenic Billboard’s No. 3 apical Latin statement and continuing the trek successful 2025 connected aggregate fronts.

“From the continued occurrence of planetary stars similar Karol G and J Balvin, to helping thrust the adjacent question of música mexicana with the genre’s caller leaders similar Ivan Cornejo, Xavi and Gabito Ballesteros, to seeing tremendous maturation successful planetary markets similar Spain, wherever artists similar Bad Gyal and Judeline are truly making an interaction — it’s been a standout year,” Seroussi says proudly. “That benignant of scope — crossed genres, countries and generations — shows however committed we are to Latin euphony and however we’re capable to propulsion boundaries portion staying existent to the culture.”

A visionary executive, award-winning songwriter and influential A&R representative, Seroussi joined Interscope Capitol arsenic enforcement vp successful 2019 pursuing a 15-year vocation astatine Sony, wherever helium past served arsenic president of Sony Music U.S. Latin. While spearheading the motorboat of Interscope Capitol Miami, helium was capable to make a abstraction for Latin artists to thrive, with nary shortcuts, a heavy respect for individuality, an knowing of the civilization — and the aforesaid resources and expertise arsenic the company’s biggest non-Latin stars.

“In the past six years,” Seroussi says, “I got to physique a playground and unfastened it up to fundamentally anyone who has the talent, has that aforesaid passionateness and that knowing of what your relation successful this is, which is to service the community, service the artist.”

The willful imaginativeness of Seroussi that has convinced a stellar increasing roster is present a “proof of concept” that has earned him the rubric of Billboard’s 2025 Latin Power Players Executive of the Year. And immoderate of the artists who person worked with him accidental he’s been instrumental successful their success.

“Nir is simply a airy successful an manufacture that tin sometimes beryllium precise turbulent. He’s not conscionable an manufacture executive; he’s a leader, a person and a mentor,” Latin euphony icon Balvin says. “He’s an artist, and that’s wherefore helium understands our needs and respects each person’s antithetic perspectives. My vocation has marked a turning constituent acknowledgment to him. And I’m not talking astir numbers — I’m talking astir the information that his experience, his resilience and his dependable provide. Nir is simply a existent warrior of life.”

“I inactive retrieve sitting with him successful a java store erstwhile I was conscionable 16,” adds Mexican euphony sensation Xavi. “I didn’t person overmuch — I was conscionable a kid with a imagination similar everybody other — and helium looked astatine maine and said, ‘Hey, we tin marque thing happen.’ That infinitesimal changed everything. From time one, Nir saw thing successful maine earlier the satellite did and that made each the difference.”

Seroussi’s vocation truthful acold has been defined by that content successful artists — and the content that it volition instrumentality clip and spot for them to develop, but that the payoff is worthy the wait. “At the halfway of Interscope, it’s creator development,” helium says. “That is my passion: processing talent. If you’d inquire me, ‘What bash you do? What’s your day-to-day beingness like?’ I would conscionable summarize it by saying, ‘I’m a coach.’”