LATAM Spotlight: Habibi, the Most-Viewed Latin Music Management Company on ROSTR

We're keeping it in San Juan for week two of ROSTR's LATAM Company Spotlight series. Habibi guides some of Latin music's biggest names, including KAROL G, Grupo Frontera, Eladio Carrión, Lunay, Tommy Torres and FAMA. See their full roster here.

Habibi is a talent management company built on the idea that a career is something you develop, not just launch. Founded in San Juan in 2020 by Noah Assad, Habibi began with Assad co-managing KAROL G alongside Jessica Giraldo and Raymond Acosta, and has grown under Acosta’s day-to-day leadership. Its stated purpose is to identify extraordinary talent, create meaningful opportunities and lay the foundation for careers with lasting global impact. With operations across Latin America and the United States, the team offers the full spectrum of management: career strategy, project development, creative direction, marketing, brand partnerships, touring and what it calls "long-term career consolidation." Every initiative is designed to bring an artist’s vision to life while creating opportunities beyond the music.

That philosophy starts with Raymond Acosta, Habibi's Head of Management and co-manager of KAROL G. "At Habibi, we believe in building artist careers with a long-term vision, a clear sense of identity and a story that is uniquely their own," says Acosta. "We take the time to understand each artist's ambitions, culture and perspective, allowing us to build genuine trust and make thoughtful decisions together."

The roster shows how far that approach travels. Alongside KAROL G, Habibi manages regional Mexican group Grupo Frontera, Latin trap star Eladio Carrión, urbano artist Lunay, singer-songwriter Tommy Torres and FAMA. Their roster is on the industry's radar. Grupo Frontera ranks in the top 3.7% of all artist profiles viewed on ROSTR this year, up from the top 4.1% last year. Eladio Carrión sits in the top 10.6% over the last 90 days, and Lunay has climbed from the top 28.2% last year to the top 13.7%.

Behind these acts is a team built for dedicated attention. Valeria Murillo manages Grupo Frontera, Alexxa Berríos oversees Eladio Carrión and Tommy Torres, Carlos Gonzalez works with Lunay, and Natalia Monllor leads FAMA. Julián Rivera runs marketing, while Kristen Quintero and Andrea Calderón lead brand partnerships.

"Habibi is more than management to me," says Lunay. "It's a team that understands my vision, believes in who I am and gives me the space to grow on my own terms. That trust allows us to dream bigger and keep taking my music and my story to the world."

The industry is paying closer attention too. Habibi is the most viewed Latin music management company on ROSTR in 2026. 2.3x more industry professionals looked at Habibi on ROSTR this year than last, and 59% of people who view a Habibi artist open the Team tab to see who's behind them. 1 in 5 people who view Raymond Acosta's profile copy his contact information. Outside ROSTR, Habibi's presence is impossible to ignore. KAROL G became the first Latina to headline Coachella this past April. Additionally, Habibi’s artists earned 10 Latin GRAMMY nominations this year, including three of the five nominees for Best Regional Mexican Song. Head to Habibi's profile to check out their full list of artists and the contacts behind each of them, and to make your deal directly with Habibi to reach the team behind each artist.