The Music Consultant 

In 1965, Joe Granda left Cuba as a child on one of the boats from the Camarioca boatlift. The vessel began to fail before reaching Key West, and a Navy ship rescued them. His first memory of this country is the taste of a hamburger aboard that ship.

Sixty years later, that crossing still defines his work.

"I grew up on The Beatles, the Rolling Stones and Journey — but every family party was salsa and merengue. I'm halfway between both worlds. That's why crossover came naturally to me."

From magician to producer

At age 9 he was already on television as a magician and ventriloquist on Univision's "Cabalgata Infantil." As a teenager he was lead singer and songwriter for MAJESTY, a 1970s band that recorded one album. He studied at Miami Dade College and the University of Miami, and started working Miami's big clubs running talent contests and — out of necessity — booking bands.

He never stopped: production, songwriting, marketing, event production, management and consulting.

Crossover pioneer

Through the 1980s and 90s, Joe was among the first to build real bridges between the Latin and Anglo markets — and between Latin artists and the LGBTQIA+ community. Not as a trend strategy, but because he knew both worlds from the inside.

His career includes work with Sony Music, Universal Music Latino, Warner Music, Estefan Enterprises and Live Nation, promoting artists including Gloria Estefan, Shakira, Ricky Martin, Christina Aguilera, Celia Cruz, Elvis Crespo, Gloria Trevi, Carlos Vives, Juanes, Pitbull, Maluma and Natti Natasha, among many others. ⚠️

He produced and composed "Diamond Girl" by Nice & Wild — a freestyle hit still in rotation nearly forty years later — and owns 50+ masters. For a decade he organized the Latin panels, showcases and awards at Miami's Winter Music Conference, and produced events including Viva La Música for Sea World and the Calle Ocho Festival.

He is a voting member of both the Recording Academy and the Latin Recording Academy, and his work has been recognized with proclamations, awards and certificates of honor.

Granda Entertainment today

Based in Miami with reach across the United States and Latin America, Granda Entertainment brings together four brands:

• El Asesor de la Música — artist consulting and career development.

• Angel Eyes Music — label and digital distribution, 30+ years of music.

• Incluvision TV — the first streaming platform for the LGBTQIA+ Latinx community.

• Fundación Claridad — our social work, because you receive by giving.

How we work

We don't promise fame. We promise judgment, honesty and access — three things in short supply in this business.

Forty years teaches you to recognize quickly which project has a future and which one needs a different road. We'll tell you straight. If we work together, it's because we believe in your project.

Ready for the next level? → Contact us.