The Billboard Power 100 Party 2023 took place yesterday and it was historical. Noah Assad, 32, became the first Puerto Rican music executive, business owner, and artist manager to be awarded the Executive of the Year. He’s also the first Latino to accomplish this feat.
The award was given by his client and friend, the one and only, Bad Bunny. Benito spoke both in English and Spanish to express how important this award was to him, Assad, and the island.
“This award means a lot to me,” Benito said at the award ceremony. “This award is the proof that I am not working alone is the proof that dreams come true but is never [by yourself] it’s all about teamwork.”
Though the music industry knows the ins and outs of the music executive, let’s dive in a bit more about him.
Who is Noah Assad?
Assad – who was born to a Lebanese father and a mother from St. Croix – was raised in Puerto Rico. He recently told Billboard that he considers himself a “semi-vet” in the music industry, especially in the reggaeton genre, as he’s been working in it for about 12 years.
Though his journey has been rocky, his love for reggaeton grew before it became commercialized. Since then, he’s gone on to work with some of the big names many of us have grown to love such as Arcángel, Jowell & Randy, Mora, and Eladio Carrión. Notably, he also manages Bad Bunny through his label, Rimas Entertainment. His roster continues to grow too. Over a year ago, he started managing Karol G through his new management firm, Habibi. Thanks to his strategic moves, which included promotion by AED presents, La Bichota’s $trip Love tour became the highest-earning U.S. tour by a Latina. She even surpassed JLO.
Aside from his management firms, Assad heads RSM Publishing, administered by Universal Music Publishing Group. He also launched the label, Sonar, in partnership with The Orchard, which is dedicated to distributing music for independent artists. The Puerto Rican executive is part of a strategic alliance with Live Nation as well as launched a stand-alone management company, Rimas Sports.
Evidently, he’s making some pretty heavy boss moves. No wonder he won Executive of the Year!