Criteria Entertainment

What Criteria Entertainment does

Criteria Entertainment is a privately held entertainment services firm headquartered in Los Angeles, California, with additional offices in Bogotá, Colombia, and Mexico City, Mexico. Founded circa 2010, the company operates without a unified software product, positioning itself as a "One-Stop Shop" for the Latin music and US Hispanic markets. It delivers a portfolio of 15 professional services — including A&R support, artist management, brand integrations, consulting, content creation, creative services, digital marketing and social strategy, DSP pitching, industry outreach, marketing and promotion, media relations and publicity, specialized radio servicing, sync and licensing pitching, tour marketing and festival promotion, and web development — deployed through a worldwide network of accomplished executives and partner companies.

The firm serves four primary client segments: artists (individual performers and bands), labels, publishers, and brands. Its roster includes Grammy and Latin Grammy winners Mon Laferte, Draco Rosa, and Flor de Toloache; Latin Grammy nominee Francisca Valenzuela; major-label-signed talent such as Oscar Ortiz (Sony Music Latin); and additional artists including Bunbury, Linda Perry, ÄSTRA, Lika Nova, and Dear Boy. Enterprise counterparties include Universal Music, Live Nation, Ocesa, Red Bull, Hollywood Forever, and Pro Chile. Distribution is direct-to-consumer via a consulting booking platform (criteria.setmore.com) and direct engagements, with services priced on a per-client, customized basis that is not publicly disclosed.

Revenue is generated exclusively through professional services engagements. Criteria is privately held with no disclosed funding rounds, institutional investors, or parent entities. Leadership is anchored by Diana Rodriguez (recognized by The Latin Recording Academy as one of the Leading Ladies of Entertainment 2024), with Guillermo Morales, Juan Abella, Sylvio Fagundes, and Mirna Solórzano across operational roles. Operating geographies include the US, Colombia, Mexico, broader Latin America, and Spain. No proprietary technology, AI/ML capabilities, APIs, or patents are disclosed in the source data.

Name

Criteria Entertainment

Legal name

Criteria Entertainment

Website

https://criteriaentertainment.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Criteria Entertainment is a Los Angeles-based, privately held entertainment services firm providing A&R, artist management, marketing, sync licensing, and brand partnership services to artists, labels, publishers, and brands across the Latin music and US Hispanic markets.

Ownership category

akta.pro rank

Product category

Music Artist Management & Promotion Services

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (711410), Advertising Agencies (541810), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)

SIC

Services-Amusement & Recreation Services (7900), Services-Advertising (7310)

akta.pro primary industry

Full-Service Artist Management (MPAIAGAA)

akta.pro secondary industries

Talent Agency & Representation Services (HSACAHAK), Talent Booking Agencies (Live Performance) (MPAIAGAB), Artist Booking, Talent Buying & Agency Services (MPAGAAAF)

Keywords

• Latin music marketing
• Artist management services
• Music promotion consulting
• Sync licensing pitching
• Hispanic market publicity

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Professional Services: The company generates revenue through providing a comprehensive suite of professional services including Marketing, Promotion, Digital, A&R, Publicity, Public Relations, Live Events, Synch & Licensing, Brand Partnerships, Artist Management, Consulting, Content Creation, Creative Services, DSP Pitching, Industry Outreach, Media Relations, Specialized Radio Servicing, Tour Marketing, Festival Promotion, and Web Development.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Criteria Entertainment provides a One-Stop Shop of professional services to artists, record labels, music publishers, and brands operating in the Latin and US Hispanic markets. Its service portfolio spans A&R support, artist management, brand integrations, strategic consulting, content creation, creative services, digital marketing and social strategy, DSP pitching, industry outreach, marketing and promotion, media relations and publicity, specialized radio servicing, sync and licensing pitching, tour marketing and festival promotion, and web development. Engagements are delivered through a worldwide network of executives and partner companies deployable on a flexible, per-client basis across Spanish-speaking territories in the Americas and Spain.

Product overview

Criteria Entertainment is a One-Stop Shop service provider for the Latin music market and US Hispanic market, offering a comprehensive suite of artist services rather than a unified software product. The company's service portfolio includes A&R Support, Artist Management, Brand Integrations, Consulting, Content Creation, Creative Services, Digital Marketing & Social Strategy, DSP Pitching, Industry Outreach, Marketing and Promotion, Media Relations & Publicity, Specialized Radio Servicing, Sync & Licensing Pitching, Tour Marketing & Festival Promo, and Web Development. These services are deployed through a worldwide network of executives to serve artists, labels, publishers, and brands across Spanish-speaking territories.

Differentiator

Problem solved

Functional benefit

Products and services

• A&R Support Talent discovery, creative direction, and artistic development services for artists in the Latin market.
• Artist Management Comprehensive management services for artists covering career development, touring, and brand partnerships across Latin markets.
• Brand Integrations Facilitation of brand partnerships and integration opportunities connecting artists with corporate sponsors and consumer brands.
• Consulting Strategic consulting for artists, labels, publishers, and brands entering or expanding in the Latin and US Hispanic markets, booked through the criteria.setmore.com platform.
• Content Creation Development and production of multimedia content for artists including music videos, social media content, and promotional materials.
• Creative Services Creative direction and design services including visual identity, branding, and artistic concept development for artists and entertainment clients.
• Digital Marketing & Social Strategy Comprehensive digital marketing including social media strategy, content distribution, and online audience development for artists.
• DSP Pitching Pitching and promotional services to digital streaming platforms including Spotify, Apple Music, and other DSPs.
• Industry Outreach Network-based outreach and relationship building within the Latin music industry across multiple Spanish-speaking territories.
• Marketing and Promotion Traditional and digital marketing campaigns, promotional strategies, and release marketing for artists and releases.
• Media Relations & Publicity Press and media relations, publicity campaigns, and media strategy for artists and releases.
• Specialized Radio Servicing Radio promotion and marketing services tailored specifically for Latin and US Hispanic radio markets.
• Sync & Licensing Pitching Synchronization and licensing services placing music in film, television, advertising, and other media.
• Tour Marketing & Festival Promo Tour marketing, festival promotion, and live event publicity services for artists across Latin markets.
• Web Development Website development and digital presence services for artists and entertainment clients.

Named customers16 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Wasserman Group: Talent representation and management company with music, sports, and culture divisions. Comparable as a broad incumbent providing artist management and brand partnership services, including for music clients, though at much larger scale.
• Creative Artists Agency (CAA): One of the largest global talent agencies representing musicians, actors, and creators. Overlaps with Criteria in artist representation and deal negotiation across music, including live bookings and brand partnerships, though at a much larger, multi-genre scale.
• United Talent Agency (UTA): Major global talent and entertainment agency with deep music representation practice. Comparable as a broad incumbent offering artist management, touring, and brand partnership services alongside Criteria's more focused Latin music offering.
• Concord Music Group: Independent music company with recorded music, publishing, and artist services divisions including management. Comparable as a broad incumbent offering artist representation alongside distribution and label services in adjacent markets.
• WME (Endeavor): Global talent agency representing artists in music, film, and beyond. Comparable to Criteria as a broad incumbent in artist representation and live/touring services, but operating across all genres and at significantly larger scale.

Direct peers

• Paradigm Talent Agency: Talent agency with substantial music department servicing recording artists. Directly comparable to Criteria in artist representation, touring, and brand partnership brokering across multiple genres.
• Agency for the Performing Arts (APA): Mid-sized talent agency with a strong music department representing recording artists. Directly comparable to Criteria as a competing artist representation firm offering similar management, deal-making, and promotion services.
• Primary Wave Talent Management: Independent music talent management and publishing company representing legacy and contemporary artists. Directly comparable to Criteria as a talent management peer offering artist management, publishing, and marketing services.

Emerging players

• Create Music Group: Independent music company offering label, distribution, and artist services including marketing and DSP pitching. Partially overlaps with Criteria's artist services stack but operates a label-driven model rather than pure management.
• EMPIRE Distribution: Independent music distribution and label services company representing artists across Latin music and beyond. Partially overlaps with Criteria in DSP pitching, marketing, and label-adjacent artist services, though operating as a label versus a manager.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/rodrigd
• YouTubeyoutube.com/channel/UCXZUjCttqUdLUVEk716jqYg
• Facebookfacebook.com/Criteriaent
• Instagraminstagram.com/criteriaent
• LinkedInlinkedin.com/company/criteriaentertainment

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Criteria Entertainment