About the company

A mega success in the urban “reggaeton music” scene, Luny Tunes and Mas Flow Inc. have been catalysts for the growth of Urban Reggaeton music into a world-renowned phenomenon. With multiple Gold and Platinum discs to their credit and international distribution via Universal Music Latino, Mas Flow has established a strong presence across all music genres in Latin America and the U.S.A. Mas Flow commenced full Fledge operations in 1999, headquartered in Carolina, PR.

What are your day-to-day responsibilities?

I generally oversee the business affairs of the labels. We just made a joint venture with Machete Music called "LTs Benjamin Records." I recently hired Mr. Simran Singh, former attorney for Universal Music Latin America, to be COO and Manager for Luny Tunes. He is now responsible for all the label activities and the Legal Department; handling all contractual issues and other legal responsibilities.

We are an independent label, so I used to do a little bit of everything from office work, registration of songs, closing deals, creating business relationships, publicity, promotion and booking. As the label grew, I hired more personnel to meet the needs of the company and keep a competitive edge. I currently take part in overseeing the Business Affairs Department taking care of label finances; bookkeeping, payroll. The A&R (Artists and Repertoire) Department that locates and signs new talent. They work with the artist in song selection, choice of producers (I have eight), recording studio selection abroad and they communicate with the label's Business Affairs Department to make sure all the paperwork and accounting issues involved with the actual recording of an act's record are setup properly. The Art Department supervises all product design jobs, (CD, Tape, Vinyl cover art etc), trade and consumer press advertising, retail sales posters and flats, and other needs of the print media. The Marketing Department is responsible for creating the overall marketing plan for every record the label is releasing. They are also involved in coordinating all the promotion, publicity, and sales campaigns that the label is committed to.

The Publicity Department arranges for any feature stories, interviews, or record reviews in local and national newspapers, magazines, web-zines, as well as the broadcast opportunities for such coverage on radio stations and television. They may also coordinate any of these publicity opportunities with an artist's own Publicist, since we have signed some talent to our labels.

The New Media Department produces and promotes the music videos for the label's artists that are shown on MTV2, MTV Tr3s, etc. This department also oversees some promotions and marketing opportunities on the Internet that use the audio and video technologies available from online hardware and software sites that support music.

The Product Development Department usually oversees the career planning of artists signed to the label. This department coordinates a consistent marketing and promotion presence for an artist throughout their career with the record label.

Since we have a distribution deal with Universal, they take care of all the retail activities of the label, and concentrate on building relationships with the key record store chains and other mass-market retailers. Their staff communicates regularly with the Promotion and Publicity departments at the label. Street dates, must be approved by them. There is so much more, though, every department here plays an essential role in the success or failure of the company. We are team members, working together toward the goal of providing high quality music, implementing innovative ideas and selling our CDs in the best and most profitable way for everyone involved.

Most notable milestones

Wow! We have gone through so much in the past few years. We have been able to work with great local artists. Daddy Yankee's "Barrio Fino" was produced by Luny Tunes. We made "Dale don Dale" for Don Omar's starting career; collaborations with Ricky Martin, Will. I. Am from The Black Eyed Peas, R. Kelly, Frankie J, Lenny Kavitz, Paris Hilton, Jennifer Lopez, RBD, Janet Jackson, Shakira, Alejandro Sans and the list goes on. We have been recognized for our efforts and for that we are very grateful.

• Latin Billboard Awards 2004: Más flow - "Tropical Album of the Year/Duo or Group"
• Latin Billboard Awards 2004: Más flow - "Tropical Album of the Year/New Generation"
• Reggaeton People's Choice Awards 2004: Luny Tunes - "Producer of the Year"
• Latin Grammy Awards 2005: Barrio Fino - "Best Album of the Year/Urban" (as Producers)
• Reggaeton People's Choice Awards 2005: Luny Tunes - "Producer of the Year"
• Reggaeton People's Choice Awards 2005: Mayor Que Yo - "Best Song of the Year"
• Reggaeton People's Choice Awards 2005: Mas Flow 2 - Best Album of the Year"
• Latin Billboard Awards 2006: Luny Tunes - "Producer of the Year"
• Premios Lo Nuestro Awards 2006: Mas Flow 2 - "Best Album of the Year / Urban Category"
• Musica Furia 2007: Luny Tunes - "Reggaeton Producers of the year"
• Musica Furia 2007: Luny Tunes - "Reggaeton Producers of the year"
• BMI Latin Awards 2007: Luny – "Songwriter of the Year"
• 3 BMI Latin Awards 2007: Luny and Tunes – Most Played Songs: "Rakata," "Mayor Que Yo," "LLamé pa verte (Bailando Sexy)"
• 3 BMI Latin Awards 2007: Blue Kraft Music Publishing – won for three songs: "Rakata," "Mayor que Yo," "LLamé pa verte (Bailando Sexy)"

We are confident that there will be more to come, but our efforts continue to be concentrated in making great music.

What's the niche?

The Hispanic population is the fastest-growing segment in the United States, and a second generation of stateside-born Latinos is gaining more and more disposable income every year. In 2005, shipments of Latin music increased 13 percent for a retail value increase of 14 percent over the prior year, according to the Recording Industry Association of America. This rise was driven in part by the growing demand for Reggaeton; I personally believe that we played a major part in the growth, recognition and structure of what the genre is today. Luny and Tunes' love for the music and Luny's constant search for inspiration in the unification of the world's cultures, that is our niche.

What's the biggest challenge?

The biggest challenge is proving to music executives that Reggaeton is here to stay. There still doubt among music professionals that Reggaeton and niche-Spanish formats like it have staying power. As Daddy Yankee says in my song "Mirame:" "Los Números Hablan Por Sí Solos." Besides that, it's probably the music sharing revolution, until it comes to terms with the music industry. Proving to other artists that Mas Flow is a label with successful recording studios and that Luny Tunes can work with any genre and every type of artist not just reggaeton.

What's in store for the future?

We have many new artists signed, new compilations and solo albums, many collaborations on the plate.

Los Benjamins - La continuacion, Featuring New Artists, Y2K, Rookie, Joseph, releasing during spring 2007.

Joseph's and el Rookie's Album will be released in the summer 2007. New singer Ektor will have an album release on late fall 2007.

Tell us about Deevani

Deevani is Luny's creation ( the name I mean). She represents my passion for different cultures and more importantly for different languages. I am grateful for the opportunity to share that passion with many others around the world. Deevani's album will be coming by the end of 2007 or beginning of 2008. I am also working on the Bhangraton Project. There will be many surprises.

How is Deevani received by the South Asian Community?

So far everyone loves the new kind of music I am trying to present. They email me and tell me "I still can't believe you are not Indian!". They understand my respect for their culture and their traditions. They also know it's not something that came to be because of greed or fame. I have been involved with the South Asian Community for about 16 years now.

I have had friends from India and Bangladesh who are now interested in visiting my country and learning about my traditions and my language. That makes all so worth it.

Best way to keep a competitive edge

Like I said before, every department here plays an essential role in the success or failure of the company. We are team members, working together toward the goal of providing high quality music, implementing innovative ideas, adapting to changes in the industry and taking measures accordingly, and ultimately selling our CDs in the best and most profitable way for everyone involved.

That's why I have created www.tuindustriamusical.com, it thrives on teaching new artists the tools of the trade.

Guiding principle in life

No Matter what the obstacles are, I do what I love and I try to do it as best as I can. I believe in the power of the mind to achieve anything I want.

Don't demonize your adversaries. It makes them more defensive and less receptive to your views. People respond to arrogance with their own arrogance, creating rigid polarization. Be a perpetual learner, and constantly challenge your own views.

Be like a child: "humble by nature," "teachable and trusting". Little children are color-blind, they have no idea of race or prejudice. (Acts:10:34,35).

Yardstick of success

"The only yardstick for success our society has is being a champion. No one remembers anything else." John Madden. He also said: "Self-praise is for losers. Be a winner. Stand for something. Always have class, and be humble."

Goal yet to be achieved

I am currently conducting research to obtain my Ph.D in International Business. I feel like it's taking forever, but I am so busy that I do mostly everything online and on my spare time.

Mainstream the Mas Flow's producers and artists' influence, fully into the "English, European and Asian Markets"

Best practical advice

Knowledge without practice is useless; it's like preaching in the desert.

Read Conny Mendez's books
The Quest for Knowledge resulted in the emergence of the individual; who, for the first time in history, sought happiness, achievement and personal fulfillment.

"Three passions, simple but overwhelmingly strong, have governed my life: the longing for love, the search for knowledge , and unbearable pity for the suffering of mankind."
– Bertrand Russell

Knowledge without practice is meaningless

Supportive words from a family member or friend on your venture

My Mother is our strongest support, she is very spiritual and very wise. She keeps us focused on our goals. Her most repeated words: "Everytime you make the desicion to do something, think of how your children will feel if they ever find out about it."

My mother believes in and practices fervently what she preaches. She told me one day: "Do not insulate yourself from the pain of the world. Shielding yourself from heartbreak prevents transformation. Let your heart break open, and learn to move in the world with a broken heart." As Gibran says, "Your pain is the medicine by which the physician within heals thyself." When we open ourselves to the pain of the world, we become the medicine that heals the world. This is what Gandhi understood so deeply in his principles of ahimsa and Satyagraha. " A broken heart becomes an open heart, and genuine transformation begins." This I believe she took from a book she read to me, and then she (my mother) went on to say: "What you attend to, you become. Your essence is pliable, and ultimately you become that which you most deeply focus your attention upon. You reap what you sow, so choose your actions carefully. If you constantly engage in battles, you become embattled yourself. If you constantly give love, you become love itself. "

When I was five years old, I already knew how to read the newspaper, some people were commenting about it praising me and I felt shy and started to cry and my mother said to me: " Ines, knowledge is power, feel proud of it always"

A friend of mine Sandy Singh told me one day, "You and your life are empowering women all over the world." Even though I think she exaggerated, I hope to have the means necessary to make a big difference in many people's lives.

Mentor(s) and why?

The most heroic, hard working woman I will ever meet, My Mother.

What motivated you to get started?

With Mas Flow: Help my brother's company grow.

With tuindustriamusical.com : The desire to share my knowledge and provide a medium for others to do the same.

Like best about what you do?

I have a world of opportunities laid out for me, and all the great people I am able to meet on a daily basis.

Like least about what you do?

It takes time away from my children.

At age 10, what did you want to be when you grew up?

Oprah Winfrey. Oprah is a role model to women and people of all walks of life. She has given money to numerous charities and clubs, and encourages our youth to pursue their dreams. Oprah focuses on the importance of education, family values, self-improvement, and self-worth. She promotes literacy among adults with her reading club, and gives authors a better chance at becoming successful in the increasingly competitive writing world. Oprah gives all and expects nothing in return, except that the recipients of her gifts use them to maximum potential.

What was your first job?

I was a cashier at a shoe store called La Gloria, in PR.

Biggest pastime outside of work

Writing poems and songs, spending time with my kids.

Person most interested in meeting

Judy McGrath, MTV's Chairman & CEO and Fortune's 12th "Most Powerful Woman" in 2006. I believe that if we meet we could share insights pertaining to issues such as women in positions of power and in better portraying yourself not only as a woman but as a human being and coping with all the technology changes affecting the music industry. I always read about her and all her career advancements.

Leader in business most interested in meeting

Oprah Winfrey, it's no surprise. She is a talented, smart woman a great example to follow.

Three interesting facts about yourself

1. I am the proud mother of three boys: eight, seven and five years old.
2. I speak 12 languages, seven of them read and written as well.
3. I am a self-published writer.

Three characteristics that describe you

1. Outgoing
2. Passionate
3. Stubborn

Three greatest passions

1. My Family
2. Music
3. Other Cultures

Favorite book

The Bible – It is a very intriguing book.

Favorite causes

Child abuse of any kind
Illiteracy

Who would you like to be contacted by?

Anybody can contact us. We are always open to new ideas. We love to work with everyone though

I resent sometimes the approach of some people without any ethical regard or respect for the music business and sometimes for me as a business woman.