Five years ago, Latin music moguls Diego Laviada and Hernán Villarreal, who both worked at Sony Music Mexico for more than two decades, launched their own marketing and promotion agency called Dubbing Hits.

“I felt the desire to do something else,” Laviada, CEO of Dubbing Hits and former vp of marketing and promotion at Sony Music Mexico, tells Billboard. “When I told Hernán about wanting to start this project, he got really excited and decided to join me. I didn’t have much to offer him at first, other than this big idea and the dream to follow it.”

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