It was an emotional Billboard Latin Power Players event, with executive of the year George Prajin and his star artist, Peso Pluma, both delivering heart-felt messages that touched upon resilience, friendship and belief against all odds.
“I love you like a father George,” said Peso Pluma, who surprised Prajin at the Power Player celebration at Casadonna in Miami to give him his award.
“The talent and sacrifice that we put in is one thing, and all the doors that you have opened for us, and all the things that you have done so that we can have an opportunity to show ourselves as greats before other exponents of music and the industry, have been very important not only for me and for you as a person, but for an entire country, an entire generation,” he said.
Prajin, a Latin music veteran who began his career working at his father’s one-stop distribution company in Los Angeles and now not only manages Peso Pluma but also is a partner in his Double P Records as well as heading Prajin Parlay, was visibly emotional when he picked up his award.
“I realized dreams that I never thought I would realize,” he said. “And I stand today because of you,” he added, pointing to Peso Pluma. “And I share this award with you. We’re doing this together. Regional Mexican has always been a genre that’s been one of the most profitable genres but often overlooked. And I’m very proud to be receiving this award on behalf of the genre.”
Prajin went on to thank numerous people, including his roster of artists (including Tito Double P and Jasiel), his staff (including publicists Elina Adut) and other music industry executives and companies, including Jimmy Humilde, Richard Bull, Jason Pascal of The Orchard and Del Records, who released early hit “Ella Baila Sola” alongside Eslabón Armado.
While Prajin was the centerpiece of the celebration, the evening also honored, for the first time, the main label and publishing winners of the 2024 Billboard Latin Music Awards. Sony Music Latin president Alex Gallardo picked up the award for Top Latin albums label of the year, home to Shakira, Marc Anthony and Manuel Turizo, among many others. The label also wins Latin airplay label of the year; Tropical airplay and albums label of the year; Latin pop airplay label of the year; regional Mexican albums label of the year and Latin rhythm airplay label of the year.
Hot Latin songs label of the year went to Interscope Capitol Labels Group, with hits by Xavi, Ivan Cornejo and Karol G, and was picked up by Nir Seroussi and fellow power players José Cedeño and Manny Prado.
Publishing Corporation of the year went to Sony Music Publishing, home to Keityn, Shakira and Edgar Barrera, and was picked up by CEO Jorge Mejía.
In addition, the Choice award went to Rebeca León of Lionfish Entertainment and RImas Entertainment was honored with a special 10 year impact award accepted by founder and CEO Noah Assad along with co-founder Junior Carabaño and Raymond Contreras, head of Rimas’ management arm, Habibi, and Rimas Entertainment CEO Jorge Bracero.