In August, the Trans-Siberian Orchestra unveiled plans for one the most ambitious tours in the group’s 25-year history — 106 concerts across 64 major markets from two touring teams crisscrossing North America with truckloads of production gear including video walls, lifts carrying musicians over crowds, and tons of lighting gear. Each piece of equipment was designed for rapid loading and unloading from tightly packed semitrucks, sometimes multiple times per day, and to perform flawlessly during the show. The fast pace means that some shows must be created without a pre-rig — typically set up in advance by a smaller crew to install essential rigging like motors and trusses — meaning the entire show must be assembled and struck within a single day. 

That’s a daunting task which requires “us to bring on the smartest guys we know in touring — SGPS ShowRig,” says TSO tour director Elliot Saltzman, who has worked with the Las Vegas-based company since 2006. “They became part of the team, not just a vendor.” 

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That team-oriented approach has helped SGPS ShowRig carve out a space in one of the industry’s most competitive sectors — concert production design, fabrication and automation. Founded in 1974 by Eric Pearce as Showlights, the company grew into SGPS — short for Show Group Production Services — by creating complex show pieces for major artists, like Kanye West’s floating stages from his Saint Pablo tour to MGK’s show-stopping helicopter built for his 2022 arena tour.

From its 250,000-square-foot headquarters in Las Vegas, plus five other facilities worldwide, SGPS supplies the skeletal systems of live entertainment: the trusses, lifts, and automation rigs that make tours, residencies, festivals, and corporate shows move. 

Demand for concert production is busier than ever, SGPS ShowRig President Ned Collett says, and the complexity of the requests is constantly evolving. Clients increasingly want automation that can safely move artists and set pieces in new ways. “Lifts are still the most popular,” he explains. “Drum risers, artist lifts, stages that rotate or elevate—but video walls that open and close, or stages that turn between bands, are also very popular. The challenge is giving designers the creative motion they want while making it reliable and tourable.”

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Reliability isn’t just a talking point — it’s Pearce’s founding mantra: every piece of equipment is built “like an English brick shithouse” to endure the rigors of the road, engineered for compact packing, repeated load-ins and load-outs, and flawless, millimeter-precise performance. The company’s own technicians often travel with tours to make sure each piece works when needed.  

Creative director John McGuire of Traskhouse, who has designed shows for West, Blink-182 and Travis Scott, relies on SGPS for large-scale manufacturing. His LA studio prototypes his designs, then SGPS executes the steel and aluminum builds. “They’re phenomenal at metal work, truss structure, and automation,” McGuire says. For Scott’s 2023 Coachella set, SGPS fabricated the circular stage and lifts that became the centerpiece of the production. 

McGuire recalls SGPS manufacturing the internal structure for 40-foot Kid Cudi statues that appeared in New York, Los Angeles, and Paris. “They gave me the backbone I could then turn into creative sculpture,” he says. 

For Saltzman and TSO, the challenge is repetition at scale. The orchestra mounts more than 100 shows each holiday season, sometimes two a day, with effects like a giant Tesla coil or synchronized snow globe that must work identically in every city. “Our audiences expect consistency, whether at Madison Square Garden or a matinee in Green Bay,” Saltzman says. “SGPS ensures the globe goes up and down when it’s supposed to, every time.”

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Those expectations have shaped SGPS’s approach. The company routinely hosts multi-day planning meetings in Las Vegas with lighting, sound, pyro, and video vendors. Engineers examine how many times each piece of equipment must be touched by crew hands, designing systems to minimize labor. “We counted how many hands touch a truss or a light fixture,” Saltzman says. “If you can reduce it from 10 to five, you’ve saved time and money”. 

Automation remains the company’s growth engine. Executives note that hydraulic systems are largely gone, replaced by servo motors that allow precise, oil-free control. Designers are leaning on lifts and turntables to create dramatic reveals and fast changeovers. “There’s a trend back to mechanical movement — walls that fly apart, stages that rotate — because it adds surprise and energy for the audience,” Collett says. 

Another driver is economics. With trucking and fuel costs rising, artists and promoters want gear that is lighter, modular, and fits into fewer trucks. SGPS engineers increasingly work with designers to re-specify materials and re-engineer staging to fit tight budgets. “At the end of the day, we’re all working for the artist,” Collett explained during a tour of the Vegas facility. “If we can help them stay on the road with seven trucks instead of nine, that’s real money saved.” 

Despite its size—SGPS is widely seen as one of the largest rigging and automation firms in the business—the company frequently partners with rivals like PRG and Solotech. “We’re the skeletal system,” Collett says. “Our competitors are also our clients.” That ecosystem means SGPS’s lifts or turntables might be the unseen foundation of productions branded under other companies’ banners. 

As the industry heads into another busy touring year, SGPS is positioning itself to handle bigger demands. The company’s inventory of 20-plus touring lifts is nearly fully booked each summer, executives said, and the pipeline of permanent installations continues to expand. Current touring clients include Bad Bunny, Post Malone, Jelly Roll, Luke Bryan, and Las Vegas residencies like Barry Manilow’s. 

Saltzman, who has staged shows for decades, frames it simply: “In our business, you can’t have a bad day. We have to do eight, sometimes ten shows a week, every week. SGPS helps us make that possible.” 
 
 
 

Among the celebrants cheering loudly for Leon Thomas as he accepted his Breakthrough of the Year Award at Billboard’s R&B/Hip-Hop Power Players 2025 was his mother, Jayon Anthony.

Smiling at his mother on Thursday night (Sept. 4) at Unveiled in Brooklyn, Thomas noted that she paid for his first studio session and ever since then he’s been in a studio recording. Approaching the podium to accept the award, Thomas initially engaged the audience in a call-and-response chant reminiscent of church: “God is good… all the time!” Then, in addressing his solo career takeoff, he said, “This has been 22 years in the making, and a lot of talks I had with God are a big part of my journey.”

In his accompanying Billboard cover story — “Rebirth of the Cool” — chronicling his rise from former Nickelodeon star to Grammy-winning songwriter (SZA’s “Snooze”) to solo artist in his own right, the musician and producer also paid another tribute to his singer mother: “I always tell people I’m my mom’s startup,” he said. “We started this journey when I was 10 and I’m 31 now. She understands how hard I’ve worked and how alone I felt sometimes.”

That hard work has paid off over the last 18 months for Brooklyn native Thomas. Released in August 2024, “Mutt” is the first single from his same-titled second studio album. The song’s slow burn since its release culminated in his first Hot 100 hit (No. 12), first No. 1s on Hot R&B/Hip-Hop Songs and Hot R&B Songs and first RIAA platinum certification. And not only did “Mutt” cement Thomas’ breakthrough as a solo artist, the track — along with the entire album — upended R&B’s status quo by way of live instrumentation, vibrant fusions of soul, rock and funk plus insightful lyrics.

As longtime friend and fellow R&B star Kehlani noted in the cover story, “Leon’s disrupting this easy, poppy R&B that we had going on. Something like ‘Mutt’ being so successful shows that you don’t have to compromise. You really can stay true to the genre. It’s made me proud to look at my friend, who I’ve seen play the back seat in so many sessions, be the star.”

Thomas, signed to Ty Dolla $ign and Shawn Barron’s EZMNY label, is prepping a seven-track EP for October featuring what’s described as “a notably funkier, and at times more psychedelic, collection of tracks.”

In the meantime, watch Thomas’ full R&B/Hip-Hop Power Players 2025 acceptance speech above.

First she was Jenny from the Block, then she was “Lola,” but now Jennifer Lopez is ready to show you a darker side with her newest performance.

On Friday (Sept. 5), Lopez released her rendition of the titular track from her forthcoming movie musical adaptation of Kiss of the Spider Woman. Over a waltzing melody, Lopez goes full Broadway, as she belts her way through the John Kander and Frank Ebb-penned classic about love, seduction and death.

“Sooner or later, in sunlight or bloom/ When the red candles flicker, she’ll walk in the room,” she sings on the track. “And the curtain will shake and the fires will hiss/ Here comes her kiss.”

Alongside the new single, JLo also shared a set of new photos from the film, depicting her character dressed in a shimmering green gown and spiky black bangs, posed in a prison cell and against a massive web. The singer shared another section of the song’s lyrics alongside the photos: “There’s only one pin that can puncture such bliss… Her kiss.”

The film — set for release in theaters on Oct. 10 — adapts the Tony Award-winning 1992 Broadway musical, which originally starred Chita Rivera. The film will follow the story of Valentín (Diego Luna) and Molina (Tonatiuh Elizarraraz), two inmates in an Argentinian prison who form a bond as Molina relays the plot of a glamorous Hollywood movie starring his favorite vampy diva, Ingrid Luna (Lopez).

While the film has yet to be released publicly, early screenings at the Sundance Film Festival and Locarno Film Festival drew positive reviews from critics, with review-aggregation site Rotten Tomatoes giving the film a score of 83%. “Weaving a visually sumptuous web of musical intrigue, Kiss of the Spider Woman showcases beauty in tragedy through wondrous performances by Jennifer Lopez, Tonatiuh Elizarraraz and Diego Luna,” the site’s critical consensus reads.

Listen to Lopez’s rendition of “Kiss of the Spider Woman” below.

RZA, Raekwon The Chef and Cappadonna celebrated everything Wu-Tang Clan and everything hip-hop during Thursday night’s (Sept. 4) R&B Hip-Hop Power Players event in Brooklyn.

After being introduced by Billboard CEO Mike Van, RZA, Raekwon and Cappadonna took the stage at Williamsburg’s Unveiled to accept the Hip-Hop Hall of Fame Award. During their speech, RZA noted that rap’s hall of famers are most often the people who work behind the scenes. (Check out the full speech above.)

“When you think about hall of fame, you thinkin’ about it being full of people with fame, famous people,” RZA said. “But there are so many other people who are not famous that helps build our culture. Helps build the career of the artist. Whether it’s a Steve Rifkind, Lyor Cohen or Wendy Goldstein, or a Dante Ross… or a Billboard Magazine. There’s so many elements that go towards a career to make it famous. There’s so many elements that go towards the culture to make that culture famous.”

RZA went on to explain that hip-hop started in the streets of New York before rising up to become a “global, multi-billion dollar movement that’s feeding families all over the world.”

The Chef then stepped in to give his thanks to Billboard before Cappadonna closed it out by thanking the fans and bringing Loud Records founder Steve Rifkind on stage to thank him for believing in the Wu.

The R&B Hip-Hop Power Players event also honored Leon Thomas and GELO, who are the brand’s R&B and Hip-Hop Rookie’s of the Year, respectively. The event then closed out by honoring Cardi B with the Impact of the Year Award.


  

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Hailey Bieber‘s Rhode Skin is now available at Sephora.

Time to rejoice! The model’s beauty and skincare brand was once only available on rare occasions or online at Rhode’s website. Starting Sept. 4, you can shop everything from Bieber’s famed Glazing Milk to her Peptide Lip Treatments in store and online at Sephoras nationwide.

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In May, Bieber’s brand was acquired by E.L.F. Cosmetics in a deal for $1 billion. The model’s move to sell is a major one, considering how much money this deal is. With this change, Bieber will step into a bigger role as chief creative officer and head of innovation at Rhode, as well as a strategic advisor at e.l.f. Cosmetics. This e.l.f. takeover could mean expansion for the Rhode brand, given the model’s products are usually available only through her online store or via pop-ups.

Major company dealings aside, we’re taking this move to Sephora as a sign to shop some of Rhode’s best products. We’ve compiled a list of some of our must-haves to grab now via Rhode Skin’s website and Sephora.

The Best Product To Shop From Hailey Bieber's Rhode Skin At Sephora

Glazing Milk

A milky serum-like product that leaves skin feeling glossy and hydrated.


It’s a serum formula with a milky texture. Rhode’s innovative Glazing Milk is a must-have for skincare fanatics. Retailing for $32, this product is jam-packed with rich skincare ingredients that may promote immense hydration without feeling sticky or heavy on the skin.

A ceramide trio may help your skin’s barrier function, while beta-glucan — a polysaccharide — helps lock in moisture while calming irritation and redness. Finally, a blend of magnesium, zinc and copper acts to help defend the skin against free radicals, or in simpler terms, unstable molecules that can damage skin cells and lead to premature aging. We recommend starting your day with this product. Pat onto clean, dry skin with your hands, massaging in for a plum and hydrated finish.

The Best Product To Shop From Hailey Bieber's Rhode Skin At Sephora

Peptied Lip Treatment

A hydrating lip treatment in a squeeze tube.


This viral Peptide Lip Treatment — which can fit into a custom Rhode phone case for easy access — basically put Rhode Skin on the map. Why is it so great? The product is beneficial for your lips, thanks to those trusty peptides in the name. Working alongside moisturizing shea butter and cupuaçu, the peptides work to plump the lips while helping reducing fine lines. If you’re feeling funky, this lip treatment comes in a multitude of scents all packed with the same benefits. We’ve got yummy Vanilla, Salted Caramel and Watermelon Slice. If scented products aren’t your thing, there’s also an unscented version.

The Best Product To Shop From Hailey Bieber's Rhode Skin At Sephora

Pocket Blush

A chubby blush stick in nine unique shades.


The Pocket Blush is a newer addition to Rhode Skin’s line, but it’s just as good as the rest. This product is a cream formula that offers the user a natural flush in seconds. Perfect for every skin tone, the blush comes in nine shades including Piggy and Sleepy Girl. Our favorite is Spicy Marg, a vibrant orange hue that’s perfect for summer. You get 0.18 oz of product with a lightweight formula that you can simply swipe on and tap into the skin. It’s as simple as that.

The Best Product To Shop From Hailey Bieber's Rhode Skin At Sephora

Peptide Lip Treatment in Espresso

A colored peptied lip treatment in a glossy finish.


If you’re looking for skincare-infused makeup, Rhode Skin’s Peptide Lip Treatment also comes in a colored gloss formula. It’s the same nourishing formula in five eye-catching shades. Our favorite is the Espresso hue, a rich chocolate brown akin to a freshly roasted espresso bean. Raspberry Jelly and PBJ are also great deep berry shades for those with darker complexions.

The Best Product To Shop From Hailey Bieber's Rhode Skin At Sephora

Pineapple Refresh Daily Cleanser

A pineapple enzyme balm-to-lather cleanser.


Lather, cleanse, repeat. It’s that easy. Rhode Skin’s Pineapple Refresh is a refreshing daily cleanser that can add vibrancy to your skincare routine. The secret is in the balm-to-lather formula that starts off balmy and foams up when lathered in your hands or on the face. This action, accompanied by hydrating polyglutamic acid and brightening green tea extract, helps rid the skin of dirt and imperfections while softening and moisturizing post-rinse. But where does the pineapple come in, you ask? Pineapple enzyme is utilized as a gentle and natural exfoliant that doesn’t dry out the skin post-use. Simply lather and rub into the skin and rinse with warm water.

The Best Product To Shop From Hailey Bieber's Rhode Skin At Sephora

Peptide Lip Shape

A peptide lip liner in 11 shades.


Are your lips lacking shape? Well, Rhode Skin’s Peptide Lip Shape aims to fix that. Like many products on this list, the Lip Shape is formulated with peptides that can help soften lips for a visibly smooth appearance. These crayon-esque lippies come in 11 neutral hues and are perfect for sculpting out your lip shape with ease. We like the brownish tan of Bend and Lunge hues for summer, but the neutral pink is also great for adding a natural flush of color. These lip liners are creamy, gliding on the lips with ease for on-the-go application. If you’re feeling bold, we recommend overlining past your natural lip line for a fuller finish.

The Best Product To Shop From Hailey Bieber's Rhode Skin At Sephora

Travel Set

A travel set featuring four skin prep products.


Skin prep has never been so easy, especially on the go. With Rhode Skin’s Travel Set, hydrated glowing skin will be easier to maintain. Perfect for your next spontaneous vacation, this four-piece set includes some of Rhode’s bestsellers in full-size and minis, including the Pineapple Refresh, Glazing Milk, Barrier Butter and the Peptide Glazing Fluid. You’ve got a cleanser, serums and moisturizer all in one nifty kit. What’s not to love?

On Thursday night (Sep. 4), Cardi B accepted the 2025 Billboard impact of the year award at the R&B / Hip-Hop Power Players Event in Brooklyn.

After the presentation by this writer — Billboard‘s senior director of R&B / Hip-Hop — Cardi delivered a rousing speech, highlighting her love for hip-hop and building a long-lasting legacy in the game. “Hip-hop is a feeling. When I was growing up, I didn’t want to be the Shakiras, the J-Los, and the R&B artists; I wanted to be like Trina and Lil Kim. I wanted to be like them,” Cardi said.

Cardi’s affinity for the culture continued when she spoke on wanting to fulfill her passions for hip-hop as a child growing up, who once feared that her reality would shatter her dreams of MC fame.

“I’m just so happy that I’m a part of something that I love. I always dreamed about this career — I just felt like with the environment that I was in, dreaming was dreaming,” she shared. “Reality crushes your dreams. So I’m happy that my career is the career that I always dreamed of.”

She added, “I want to be spoken about forever. We talk about all these hip-hop artists who came out 20 years ago and 30 years ago, and I want to be a part of that. I don’t want to be a moment. I want to be a legacy so I can die in peace one day and my kids can be like, ‘That’s my mama.’”

Cardi was one of the handful of artists honored at the 2025 Billboard’s R&B / Hip-Hop Power Players Event. Legendary collective the Wu-Tang Clan was inducted into Billboard’s Hip-Hop Hall of Fame, while rising star Leon Thomas earned breakthrough artist of the year. Promising newcomers Gelo, Odeal and Ravyn Lanae were each named rookie of the year for hip-hop, African music, and R&B, respectively.

Watch Cardi B’s full acceptance speech above.


  

It’s back to school season, which means two things: getting used to the insane morning rush to the bus again and the obligatory first-day-of-school pics from everyone you know. And, in this case, celebrities really are just like us.

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Take Carey Hart. P!nk‘s husband and former motocross champ got in on the fall tradition by posting a sweet pic of the couple’s eldest child, 14-year-old daughter Willow Sage Hart, as she prepared to leave the house for her first day of high school. Rocking jeans, a pink crop top, a couple of water bottles and a smile that’s a dead-ringer for her mom’s, Willow looks ready to take on the world.

“1st day of school for the kiddo’s!!!! So crazy that Willz is starting high school today,” wrote Hart in the Instagram post in which the couple’s daughter sported a wavy 1970s side-part bob. “My lil girl is growing up and taking the 1st major step in chasing her dream,” Hart continued. “You will be on broadway one day. So proud of you. And Jamo, just don’t eat to much glue 🤣🤣🤣.”

The latter was a jokey reference to the couple’s other child, eight-year-old son Jameson Moon Hart, who also looked ready to take on the world with his close-cropped bleach blonde hair, white t-shirt, patterned shorts, orange sneakers and shiny braces smile.

Hart paid tribute to Willow on her 14th birthday back in June, when he posted a smiling current photo of the budding musical theater star in a white dress and chunky necklace alongside a throwback pic of her crushing a popsicle in her younger years. “My #1. I love you to the moon, around it 10,000,000 times, and back. Happy 14th kiddo. You are gonna change the world. I’m beyond proud of you. Love papa,” he wrote.

P!nk also honored their first-born back in June, when the singer gushed about Willow hopping on the coffee table in the family living room during the Tony Awards to sing her version of the Tony-nominated musical Boop!‘s “Where I Wanna Be.” In a comment on the impromptu performance, P!nk said, “I like when she sings at me.”


  

Prior to the pandemic, Ariana and the Rose was in the thick of Brooklyn nightlife, bringing slamming synth-pop and eye-popping performance art to clubs, warehouses and queer-friendly spaces. It goes without saying, but during the COVID-19 period, Brooklyn nightlife (or nightlife of any kind) dried up, sending Ariana DiLorenzo to TikTok. There, her frank, funny musical musings on love and heartbreak, delivered while seated at a piano, attracted a new audience.

When the world opened back up, Ariana and the Rose brought that conversational, storytelling approach to beloved NYC gay bar Club Cumming. (Named after co-owner Alan Cumming, it’s attracted everyone from Broadway stars to Paul McCartney.) After that, she brought a full project — the Breakup Variety Hour live show — to famed Manhattan venue Joe’s Pub for a sold-out debut last October. Now, on Oct. 15, she’s headed back to Joe’s Pub – and beyond – to support The Breakup Variety Hour, her upcoming album which builds upon the show and its sly self-help premise.

“I knew I wanted to make something that felt like more than just a collection of songs,” she explains. “I had been watching episodes and clips of The Cher Show and old Bette Midler live shows and the idea and inspiration for a one-woman show came from that. Bette Midler was a huge creative inspiration for this, the Barbra Streisand specials from the ‘60s. They’re so theatrical and over the top yet relatable and funny. I love that style of performing, so I backed into that concept with the show also being an album,” she says. “My new album is like a long catch-up with your favorite friend that you haven’t seen in a while.”

The Breakup Variety Hour drops Oct. 10, preceded by “I Just Came to Say Goodbye” (one of her best-ever vocal performances) and “I’m Fine,” a disco-fied ode to pretending you’re great even when you’re falling apart post-breakup. Like much of the album, “I’m Fine” exists somewhere between winking self-flagellation and legit self-help – she’s laughing at herself for repeating the same mistakes in love while celebrating her strength and trying to move forward, via six steps toward recovery. Additionally, another preview of the album, the reflective “Limitless,” drops today.

“The album is about putting yourself back together after heartbreak. My example on the album is romantic heartbreak but really, it’s a love letter to picking yourself back up again after any heartbreak,” she continues. “It’s a very ‘take what you need’ kind of record. You can listen straight through and experience the full story, you can listen just to certain steps and their corresponding song (depending on your mood), you can just listen to the songs. It’s really whatever you’re needing.”

Of her return to Joe’s Pub, which has housed everyone from Amy Winehouse to Adele, Ariana says, “It feels very full circle to bring the show back a year later, having it change and grow so much and now having the music released as an album as well. Joe’s Pub is such a special venue and it feels so cool to have gotten to develop this show and idea there.”

Check out her The Breakup Variety Hour tour dates below.

Oct 15 – New York, NY – Joe’s Pub
Nov 11 – Austin, TX – 29th Street Ballroom
Nov 13 – Salt Lake City, UT – Urban Lounge
Nov 16 – San Francisco, CA – Brava Theater Center
Nov 18 – Los Angeles, CA – El Cid
Nov 21 – Boise, ID – Shrine Ballroom Basement
Nov 23 – Portland, OR – Al’s Den
Dec 8 – Chicago, IL – Beat Kitchen
with more to be announced…

Ariana and the Rose

Ariana and the Rose

Sidewalk Killa

Over the past several years, few music industry stories have been quite so unusually successful as that of Laufey

The Iceland-born 26-year-old singer and multi-instrumentalist arrived on the scene with the EP Typical of Me in 2021, released independently through AWAL, before releasing her debut album Everything I Know About Love the following year. But it was 2023’s Bewitched that catapulted her into the mainstream consciousness, debuting at No. 18 on the Billboard 200 and ultimately winning a Grammy Award for best traditional pop vocal album. All of which seems like a story that, while not exactly straightforward, is not particularly unheard of. 

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The difference, for Laufey, is that she isn’t really making traditional pop vocal music: instead, the supremely talented artist is bringing a blend of jazz and classical music into the pop realm for a mainstream Gen Z audience in a way that hasn’t really ever happened before — and is still doing it independently through AWAL. This week, her third album, A Matter Of Time, debuted at No. 4 on the Billboard 200 and at No. 1 on four separate Billboard charts —  Independent AlbumsJazz AlbumsTraditional Jazz Albums and Vinyl Albums — and became the highest-charting jazz album since 2018.

But chart success is just one aspect of Laufey’s appeal — she’s also a natural expert at social strategy, caters to her fans with initiatives like her Laufey Book Club and her annual A Very Laufey Day (a sort of cross between fan celebration, performance piece and interactive scavenger hunt) and has become a must-see touring artist as well. And her success over the past five years, culminating with this big album achievement, earns her manager, Foundations Artist Management’s Max Gredinger, the title of Billboard’s Executive of the Week.

Here, Gredinger discusses the last few years of Laufey’s rise through A Matter of Time, how she has brought her own brand of pop music to the mainstream and what comes next: “We’re just getting started.”

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This week, Laufey’s new album A Matter of Time debuted at No. 1 on four Billboard charts and became her first Billboard 200 top 10, arriving at No. 4. What key decision did you make to help make that happen?

Culture comes from the top down, and Laufey has always led the charge with her creative vision. We had a global team meeting in Reykjavik, where Laufey grew up, at the top of the year about the album and how we wanted to approach this rollout, which we kicked off with Laufey talking through the world of the album. It’s been great reflecting on the decisions made in that room and seeing where we stood firm or pivoted during the campaign.

A Matter of Time is the highest-charting jazz album in seven years. Given that jazz is not often topping the charts, or particularly popular with younger generations, how have you worked to introduce Laufey’s music to younger and pop-leaning audiences?

Laufey’s mandate has always been to be a part of bringing her beloved influences of classical and jazz music to her generation. She communicates with them on channels native to both her and her audience, and as a consumer, she is part of the same cultural conversation. We talked in the early days of working together on targeting her peers and not just pandering to an audience that we thought would “get” what she does. 

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As the album was coming out, a remix of “From The Start,” from her last album Bewitched, started blowing up on TikTok. How did that help build momentum, and how do you guys use TikTok in general to help market her music? 

Jiandro remixed “From The Start,” and Laufey joined the trend. It became a catalyst for the original recording, which two years after its release is now reaching new consumption peaks daily. The core of our TikTok strategy is watching Laufey do her thing on the platform. In nearly five years of working together, we’ve never once needed to provide direction or ask her to post more. She is her own best advocate and is the most brilliant marketing executive I’ve ever met. Outside of her channels we have a robust global shortform strategy.

How have you grown Laufey’s fan base over the course of her three albums, particularly since Bewitched, which brought her a ton of attention and won a Grammy for best traditional pop vocal album?

Laufey’s commitment to engaging fans on tour and engaging with local audiences around the world and not just online has been essential. There’s a natural global nature to an Icelandic-Chinese artist who grew up between D.C. and Iceland and now lives in L.A. Great art has always been paramount. We have a stellar team at Foundations, Vingolf and AWAL that work tirelessly every day on world building out Laufey’s vision across a litany of different verticals in addition to the traditional records, publishing, merchandising, etc., like Mei Mei The Bunny, Laufey Book Club, The Laufey Foundation and A Very Laufey Day. Laufey and [twin sister] Junia work so hard to make sure every creative detail is accounted for. 

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The album racked up 71,000 sales, her best sales week yet, boosted by eight vinyl and three CD variants. What was your guys’ sales strategy with this release, and how does vinyl play a role in that?

We created exclusive variants with unique creative for a myriad of different partners, and not just creating variants to check a box or for the sake of sales. The product included a 7” release that Laufey only revealed to her audience after they already had it in hand and released on DSPs on A Very Laufey Day. Laufey spent countless hours at home, traveling, in green rooms, etc. signing physical product. 

Laufey has remained independent, releasing music through AWAL, despite tons of major label interest. Why have you guys gone that route, and what has it allowed you to do that you may not have been able to otherwise?

We’re fortunate to have partners that trust, enable and empower Laufey to both create and own art that is true to her and in turn resonates with her audience. They are an incredible global team and both myself and Laufey are very grateful to have worked with them in the trenches on three album campaigns, all of which have been bigger and more ambitious than the last.

When Shakira says “Mexico is my home” because she also feels Mexican, the Colombian superstar — just like her hips — doesn’t lie. In my opinion, the deep love that the Latin American country has for the singer-songwriter is only comparable to the sentiment Mexicans feel for the Colombian Nobel Prize-winning author Gabriel García Márquez, who made Mexico City his home until his passing in 2014.

In Mexico, Shakira achieved her first musical successes thanks to her 1995 album Pies Descalzos, with which she captivated the country and later all of Latin America with the hit “Dónde Estás Corazón.” Thirty years later, the fervor Mexicans feel for her music has translated into a wave of successes and several unprecedented records, from one million tickets sold for her 28 concerts in Mexico as part of the Las Mujeres Ya No Lloran tour, to the 12 shows at Estadio GNP Seguros (formerly Foro Sol) that Shakira is set to complete this month.

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Given this, the opportunity to participate in the “Walk with La Loba,” the powerful entrance with which the Barranquilla native kicks off her show each night before 65,000 people, at Estadio GNP Seguros, made it doubly epic and emotional.

I received the invitation to be part of “the pack” from promoter OCESA in coordination with Sony Music Mexico for Aug. 30, during Shakira’s eleventh show at that iconic venue in the capital. Recognized by Billboard as the No. 1 concert stadium in the world, it has hosted luminaries ranging from Metallica and Paul McCartney to Taylor Swift and Lady Gaga.

That night in the pack were TV hosts Odalys Ramírez, Joanna Vega-Biestro, and Pame Voguel. The writer of this piece proudly represented Billboard Español. Host Karole Soriano and actress Sandra Itzel were also part of the group. By that time, we knew the special guest of the night would be pop star Belinda, with whom Shakira performed the ballad “Día de Enero.”

We were lined up in order of height alongside the rest of the fans, and fortunately, being chaparrita (short), as we say in Mexico, I was able to be among the first in line. We walked toward one of the entrances of the venue, dressed in the provided silver raincoats and futuristic glasses.

Shortly after 9:00 p.m., Shakira appeared in a golf cart escorted by security personnel. She approached her “pack” for the night and quickly greeted a few people, while I tried to capture the moment with my phone. Although I had the chance to briefly interview her in March when she began her Mexico trek, seeing her up close again filled me with excitement.

The lights went out, and the show’s intro began. The walk started, bringing with it a rush of adrenaline. I recorded only a few moments because I wanted to truly savor the experience of walking alongside one of the greatest artists in history — No. 1 among Billboard‘s 50 Best Latin Pop Artists of All Time. What a privilege!

The stadium roared with Shakira’s presence as she walked toward the stage embodying an empowered woman, embraced by the Mexican audience that loves her so deeply. She knows it, and she reciprocates that love with a Mexican-themed section in her show where, on this occasion, in addition to performing “Ciega, Sordomuda,” she sang “Sombras Nada Más” accompanied by a mariachi band. The song, made famous by iconic ranchera singer Javier Solís, was introduced by the star as one of her father William Mebarak Chadid’s favorites.

Upon reaching the stage, Shakira performed “La Fuerte,” an electronic music track that sets the tone for the rest of the concert. From there, we were guided down the hallway toward the exit, and everyone headed to their assigned seats to enjoy the two hours plus show.

In my nearly 20-year career as a journalist, there have been many exciting moments — among them, a soundcheck with U2 in 2006 at Estadio Azteca — and now everything I experienced with the Colombian star during her triumphant return to Mexico with her most successful tour yet. I feel incredibly fortunate to witness this historic moment and the deep love she feels for Mexico, a sentiment that is absolutely reciprocated. The phrase “¡Shakira, hermana, ya eres mexicana!” (Shakira, sis, you’re already Mexican!) has never felt more true.

Shakira will return to Mexico City to conclude her record-breaking performances at Estadio GNP Seguros on September 18, before continuing her tour through other Latin American countries.

Shakira at the Estadio GNP Seguros in Mexico City on August 30th, 2025.

Shakira makes her entrance at Estadio GNP Seguros in Mexico City on August 30, 2025.

Liliana Estrada/OCESA