Behind the Playlists: Adriana, Deezer LATAM’s Music Editor, Reveals Her Secrets | Interview

Who decides which songs make it into your favourite playlists?
We caught up with Adriana, Deezer’s Music Editor for Latin America, to discover what goes into music curation, how trends emerge, and why Latin music is taking over the world. 💜

From discovering new artists to spotting the next viral hit, here’s a look behind the scenes of her work and the music that inspires her.

Her Work at Deezer
 

How did you become a music editor at Deezer?
“I worked in localisation for many years and collaborated with friends’ bands on the side, helping with flyers, events and more. Eventually, an opportunity came up at Deezer, so I applied. I gave it my all during the selection process… and the rest is history!”

What do you enjoy most about your job?
“I love music. Without a doubt, having the opportunity to listen to it all day.”

What does a typical day look like?
“I wake up very early for our global meetings - I love being part of a multicultural team! And I always have a matcha by my side. 😍”

Her day includes reviewing playlists, selecting tracks, keeping an eye on what’s trending on TikTok and Instagram, coordinating upcoming releases and planning strategies across the app and social media. She also listens to new releases and updates New Releases of the Week.

A Lifelong Love of Music
 

When did your passion for music begin?
“Since forever! When I was seven, I would stay up late organising my iTunes library, complete with album artwork, lyrics and everything. I remember having almost 2,000 songs on my iPod - more than most people I knew!”

Music has always been part of her life, from exploring every genre to creating the soundtrack to her own experiences.

Which artists shaped your teenage years?

The Killers, Franz Ferdinand and Kaiser Chiefs - in that order. They’re still her favourite bands today.

One album that made a lasting impression was Kaiser Chiefs’ Yours Truly, Angry Mob, especially the track “Boxing Champ”.

Trends and New Discoveries
 

What trends are shaping Latin American music right now?

“Music trends in Latin America are pointing towards the local scene.”

Mexico has its own Reggaeton Mexa and Hip-Hop Tumbado movements, while Chile is building a Pop Reggaeton scene with artists such as Lucky Brown and Cris MJ. Their music is reaching global audiences, supported by passionate fan communities.

Which emerging artist should we keep an eye on?

Adriana recommends Adrianah, a Mexican artist making alternative pop-rock with a distinctive concept.

After years as a professional ice skater, Adrianah turned to music and released Alto rendimiento, an album inspired by her life that explores discipline and high performance beyond the world of sport.
 

The Art of Playlist Curation
 

What makes a playlist connect with its audience?

“People listening to the songs even outside the platform: with friends, at parties, on their way to work, on the radio, on social media… Music has to be everywhere.”

For Adriana, the goal is for a selection of songs to become part of people’s everyday lives - music they want to take with them wherever they go.

Which playlists are you particularly proud of?

She picked three favourites:

• Mujeres Chidas  - A playlist for Mexican audiences celebrating women making waves in music, from Gracie Abrams to Emjay.
• Morras Tumbadas - A Deezer-exclusive playlist showcasing women in regional Mexican music, a genre historically dominated by men.
• Salidas del Gabacho - A Latin American selection of US bands and artists we love, including Pulp and Tame Impala.

What turns a song into a hit?

“Connecting with the user is priority number one. Absolutely.”

She points to TikTok as an example, where thousands of songs go viral simply because they connect with a particular moment or feeling in someone’s life.

What matters more: data or editorial instinct?

“It’s 50-50. When you know your audience, you can predict what might go viral next and be among the first to catch the trend.”

Closer to the Artists
 

Has working at Deezer given you the chance to meet artists?

Adriana has long had friends in the music industry through bands and musical projects, so meeting people in the scene feels familiar. Seeing a huge star in person, however, can still surprise her.

She’s also met some incredibly famous artists with remarkable careers who turned out to be among the most humble, kind and approachable people.

“It’s lovely to see that fame doesn’t make them lose their human side.”
 

Latin Music Goes Global
 

How would you describe the current moment for Latin American music?

“Latinos are at the centre of the music world today.”

Artists such as Bad Bunny, Shakira, Yandel and Anitta have helped establish Latin music as one of the world’s most important music markets.
 

Which sounds will shape the next few years?

Adriana sees an interesting exchange between Mexican Corridos and American Country music.

“Many Corridos artists are moving to LA and building careers with the Latino community there, while Country artists are looking for success in Mexico. It’s a fascinating exchange, and I think it will intensify over the next few years.”

And Latin music isn't stopping there: “We’re already going global with our Pop Perreo!”

 Quick-Fire Questions
 

🎵 A song you never get tired of: “Feeling Myself” - Wolf Alice

💿 An album to take to a desert island: Blue Weekend - Wolf Alice

🎤 Best concerts you’ve attended: Shakira in Rio de Janeiro, Metronomy in Mexico City, and - taking the top spot - Aventura in Paris with Camille Ferrand, Deezer’s Global Latin Editor.

The Music Behind the Music
Getting to know Adriana shows that music curation is about much more than picking songs. It means understanding local scenes, connecting with artists and recognising the sounds that represent a community before they become the next big thing.

For Adriana, Latin music isn't just growing - “it's taking its own sounds to the world.”

👉 Discover Adriana’s profile on Deezer and explore the music she helps bring to listeners across Latin America!