Music Monday: Tiktok & Spotify as Business Tools

Sponsored by: Used Kids Records & Music Go Round

Panelist Info:

Lysa Cardenas, Global Music Programs Manager at Tiktok

Lysa Cardenas is currently the Global Music Programs Manager at TikTok where she is focused on building new ways to connect TikTok with the music industry – by finding and amplifying trending music, creating artist release campaigns, and developing in-real-life music activations for TikTok. Most recently, Lysa was the Program Manager for TikTok In The Mix – TikTok’s first-ever live music concert featuring performances from Cardi B, Niall Horan, Peso Pluma, Anitta, Charlie Puth, & Renee Rapp. Directed by Emmy-award winning director Hamish Hamilton, the concert had a sold out audience of 17,000 people, drove +33M viewers on TikTok, and is now streaming on Hulu and Disney+.

Previously, Lysa was the US Latin Editor at TikTok where she created a spotlight program for Latin music called #Rompiendo which has featured artists like Anitta, Daddy Yankee, & Camilo. Prior to her time at TikTok, she managed Strategic Partnerships at UnitedMasters where she helped connect independent artists to partnership opportunities with major brands like the NBA, American Eagle, Cash App, & ESPN.

Lysa has been featured as one of Business Insider’s 15 Music Power Players shaping the industry and Hits Daily Double’s Noisemakers. She is a chapter leader for the non-profit organization Latinas in Tech Miami and graduated in 2018 from Berklee College of Music with a degree in Music Business & Management.

Juan Carlos Cardenas, Music Licensing and Global Co-Leader of Banda at Spotify

“Juan Carlos Cardenas, or JC for short, is part of the music licensing team at Spotify, where he is responsible for managing the operationalization of Spotify’s top global music agreements. Additionally, JC serves as the current Global Co-Lead of Banda, Spotify’s Latinx group.

Formerly, JC was part of the Business & Legal Affairs team at Sony Music Entertainment and served as President of the Sony Emerging Professionals board – the youngest in the history of the group.

JC is a 2018 graduate of Berklee College of Music holding a dual bachelor’s degree in Music Business/Management and Contemporary Writing & Production. During his time at Berklee, he was an award-winning student leader who established a renowned partnership between Harvard Law School and Berklee, served as President of the Berklee Law & Management Group, and Vice President of Student Government.

Born in Quito, Ecuador, JC is passionate about Latin music & and culture.”

Jason Rawls, ED.D, Producer, DJ, Author, Educator, Speaker, Music Columbus Board Director

Known for his work with Black Star, a hip hop group comprised of Mos Def and Talib Kweli, Dr. Rawls contributed production on “Brown Skin Lady” and “Yo, Yeah,” which placed him on the map among independent hip hop producers. The album Mos Def & Talib Kweli Are Black Star was critically acclaimed as one of the best albums of 1998 and was a major force in the late-1990s underground hip hop explosion. Dr. Rawls has also worked with artists such as Dose One, Domo Genesis (Odd Future), Capital Steez (Pro Era), Beastie Boys, Slum Village, El Da Sensei, Sadat X, Count Bass D, Grand Agent, 9th Wonder, J-Live, Us3, and Moka Only. Dr. Rawls has released three solo albums, and contributed to the NEO-SOUL movement, producing the likes of Aloe Blacc, Eric Roberson, Dudley Perkins, and many others. Fusing jazz and hip hop, (coining the term “Jazz-Hop”) his 2006 work with The Liquid Crystal Project led to national acclaim for his collaboration with B-Jazz, Rob Riley, Eddie Bayard and Charles Cooper and their tribute to the legendary producer J Dilla. His Columbus-based production company and record label continues to make an impact in the national hip hop scene, and he is in high demand as a DJ for top clubs and private functions around the country.

Dr. Rawls holds a bachelor’s degree in business from the University of Cincinnati, a master’s degree in education from Ashland University, and an Educational Doctorate in Educational Administration from Ohio University. He is currently an Assistant Professor at The Ohio State University and is leading the creation of their hip hop studies program. He also has over 15 years of K-12 teaching experience. In 2019, Rawls co-authored the book, “Youth Culture Power: A #HipHopEd Guide to Teacher-Student Relationships and Student Engagement” with John Robinson through Peter Lang Publishers.