Azu Olvera

Azu Olvera is the General Manager of WK Records and Head of Music at WK Entertainment. In this role, she oversees talent relations, A&R, global marketing, strategic partnerships, and the overall direction of the record label, furthering WK Records’ mission of elevating Latin artists worldwide.

Previously, Azu was the Senior Director of Latin Talent & Industry Relations at SiriusXM and Pandora, where she played a key role in launching the SXM Miami studio. With over 15 years of experience, she has worked in A&R at Sony Music Mexico, led Global Marketing for U.S. Latin at The Orchard, and collaborated with major DSPs, radio partners, labels, and Grammy-winning artists. Recognized as a Billboard Latin Power Player (2020-2024), she has booked top-tier talent such as Ozuna, J Balvin, Maluma, and Fuerza Regida for exclusive content and events.

Azu is also the founder of «Agricultura Musical,» a collective connecting music creatives, and the CCO of the UNSIN music festival. She frequently speaks at industry panels on Latin music’s global impact, women’s leadership, and brand growth strategies in the U.S.