Just a few days after kicking off her second global stadium tour, Viajando Por El Mundo Tropitour, in July, Karol G surprised her fans with the announcement of a new album: No Me Arrepiento de Sentir Tanto.
The CEO of Bichota Records is Billboard Español's Executive of the Month.
The 14-track set — which features standout collaborations with Drake and Bruno Mars — was released on Aug. 7 and debuted at No. 1 on Billboard‘s Top Latin Albums chart as well as in the top 10 of the all-genre Billboard 200 (No.
It also flooded Hot Latin Songs with 13 entries, led by “Ahí” with Drake, which debuted at No. 1 and was replaced a week later by another hit from the LP, “BbY WOW,” featuring Judeline and Rusowsky.
Behind all these achievements is Jessica Giraldo Navarro, CEO of Bichota Records and Karol G’s co-manager and sister. Giraldo Navarro — who leads the label’s global strategy alongside marketing director Luis Mesa, and plays a key role in managing Karol’s career — was named Billboard Español‘s Executive of the Month for August.
Billboard Español spoke with Giraldo Navaroo about Karol G’s most recent achievements and initiatives.
As CEO of Bichota Records and Karol’s co-manager, how would you sum up this past August.
It’s been, literally, a rollercoaster. I’d say that, beyond just August, the last three months have been non-stop work: starting the tour, aligning all the creative elements that are part of the tour — figuring out what works, making adjustments, because the first few shows are about fine-tuning until the tour gets to a point where it runs like clockwork.
All of that, in addition to the strategy for the album, which was almost a surprise album that Karol wanted to release that way, without much buildup or pre-launch strategy.
As a label and team, we were telling her, “No, we need to start pre-sales three months in advance, we need to release physical albums.” But the way she wanted to release it was very much tied to the album’s concept: like, “I don’t regret feeling so much, and I want to drop this album tomorrow, so I’m dropping it tomorrow.” And it’s been a wonderful surprise: The album is very personal to Karol and has really connected with people.
Obviously, the work has been ongoing: How do we take advantage of the platform we have in all these stadiums, where we’re reaching around 45,000 people every night.
How do we use that platform to keep promoting the album? It’s not just about the new segment Karol has created to promote the album, but also about what we can do with the screens, with brand activations.
And as we see which songs are connecting with the audience, we go in that direction too. It’s been a great way to measure.
You’ve also used the tour to promote the work of the Con Cora Foundation, even before the earthquake in Colombia. Can you tell us about that.
Con Cora does an activation at each venue called Mujer Segura (Safe Woman). It’s a space where we provide support and guidance to women on what to do if they feel they’re being harassed or are in danger: which hotlines to call, who to turn to, how to act.
It’s a fan activation that connects you to Con Cora on an emotional level. You can leave notes about how you feel, receive guidance, learn about Con Cora and the Mujer Segura program, and find out what to do if something happens during the show — sometimes incidents occur due to alcohol.
Garantimos que eles saibam onde procurar ajuda e onde nosso pessoal Con Cora, que usa coletes identificáveis, está estacionado.
In every location, we also take action like visiting a hospital or a shelter for women who’ve been victims of violence, abuse or other trauma. That’s how we’ve integrated our foundation into the tour.
But since [the double earthquake of June 24] in Venezuela — which happened near the start of the tour — we’ve been working nonstop. We showed a video about the foundation on the screens, explaining that everything we raised would go to [The House Project], Ricardo Montaner’s foundation.
Then the earthquake in Colombia happened, where the Fundación Con Cora is based.
As soon as the tragedy struck, we mobilized our team in Colombia. They went to the most affected areas — we have partner foundations in almost every region of Colombia — to provide on-the-ground support.
We delivered essential supplies: food, water, medicine, etc. We know that this stage of the emergency sees a lot of solidarity, but when the news stops being news, the most important phase begins: reconstruction.
That’s when many people forget it happened and move on to the next tragedy.
So we started with our QR code campaign. At all shows starting in Los Angeles, [where Karol performed at SoFi Stadium on Aug. 14, 15 and 16], we’ve been displaying it on the screens.
In L. A., we even used the Infinity Screen to show it throughout the time fans were arriving, during the opening act and after the show, with a message about Con Cora and what we’re doing.
This is Karol’s second stadium tour, a milestone for a female Latin artist. Did you anticipate going straight into another stadium tour with this album, or was it something you had to work toward.
On this tour, we’re doing 63 shows, plus a few yet to be announced. Right now, 97% of the tour is sold out. Obviously — given how much time is left — we still have Europe and Brazil; Brazil is a harder market to break into, but we’re doing really well there, too.
But a global stadium tour with over 90% of tickets sold is something to celebrate. I’d also like to highlight how massive the production has been. Karol always tells me, “I don’t care about the money; I want to outdo myself and give my fans the best experience.” So the investment she’s made in this tour to deliver this production — we have a spectacular show.
How do you balance your role as CEO of Bichota Records with being Karol’s co-manager.
By having a great team and being able to trust that team. At Bichota Records — with a lot of support from Noah Assad [CEO of Rimas Entertainment and Karol’s co-manager] — we’ve put together a very professional team in marketing, creative and other areas.
We also have a very close relationship with [Bichota Records’ distributor] Interscope. Karol is always in close contact with [Interscope Capitol Miamia president] Nir Seroussi and Interscope CEO John Janick.
So working as a team has made it much easier to handle both the label and a demanding project like Karol’s. And as her sister, I feel like I go the extra mile because, aside from everything else, I’m looking out for her.
What has been Interscope’s role beyond the distribution agreement.
In our agreement with Interscope, there’s a really cool bonus: they provide their entire machinery and teams in Miami, Los Angeles and internationally to work with us.
So we come up with a strategy at the office, present it, and they go all in. It’s 100% a team effort. And with this album release, which includes two major international collaborations with Bruno Mars and Drake, I can tell you that Interscope has been leading a big part of the work we’ve been doing.
Where do you see Bichota Records in five years? Do you think you’ll sign other artists.
A lot of emerging artists reach out to us for help. They’ll call and say, “I want to record, I want to sign with a publisher.” So I connect them with the right people.
Or they’ll say, “I need advice on this,” and I connect them with the right contacts. It’s been a very collaborative space for emerging artists and even for other industry artists who might need something from us.
But for now, signing other artists isn’t in our plans; we’re 100% focused on Karol G as far as the label is concerned.
What’s the biggest challenge and greatest satisfaction of working with your sister.
It’s a challenge, but also extremely gratifying. Karol and I, beyond just being sisters, are best friends: when something happens to her, I’m the first person she calls, and vice versa.
So sometimes I worry that, at some point, a disagreement or conflict could affect the relationship we have. But we’ve “managed” — in quotes, because sometimes it’s almost impossible — to separate the professional from the personal.
It’s also incredibly satisfying to see that everything we’ve accomplished has been very family-oriented. My dad was also involved in the project for many years.
He’s no longer as involved, but we’re a very close-knit family, so we celebrate all the achievements together. Seeing that it’s still something very family-driven is extremely rewarding.
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