In the frenetic world of music, where fame and artistry often clash, Juanita Murcia stands apart as an artist manager with a rare talent for balancing both. Born in Bogotá, Colombia, and now working on the international stage, Murcia’s approach to managing musicians isn’t just business—it’s personal. Her unique vision, combined with a hands-on style, has made her one of the most sought-after names in the industry.
As the music world continues to evolve, Juanita Murcia is not merely keeping up—she’s leading the charge.
Bogotá Beginnings: A Musical Foundation
Juanita Murcia’s roots in Bogotá, a city alive with a mix of tradition and innovation, set the stage for her career in music. Growing up in a culture rich with diverse sounds, Murcia quickly developed an ear for what makes an artist stand out. Her experience as a performer—having played in well-known productions like Hairspray and Wicked in Colombia—gave her an insider’s perspective on the challenges artists face. Her passion for guiding talent grew from her own experiences of navigating the pressures of live performance and collaboration.
Murcia’s early exposure to a wide array of musical styles allowed her to cultivate a discerning ear, but it was her instinct to nurture and protect the artistic vision that would shape her career as an artist manager.
The Berklee Advantage: Shaping a Global Vision
After realizing that passion alone wouldn’t be enough to make a lasting impact in the music industry, Juanita Murcia enrolled at Berklee College of Music. Graduating Summa Cum Laude with a degree in Music Business and Contemporary Writing and Production, Murcia’s education at Berklee provided the technical foundation she needed to excel in the cutthroat world of artist management.
Her time at Berklee wasn’t just about learning—it was about growth. With awards like the Berklee World Tour Scholarship and participation in the Berklee Popular Music Institute, Murcia solidified her reputation as a leader in the field, gaining invaluable experience in artist and tour management.
“Berklee changed everything,” Murcia says. “It gave me the confidence to turn my passion into a career that helps others succeed.”
Building a Portfolio of Success: From Colombia to the World
With her Berklee education as a springboard, Juanita Murcia has already built an impressive resume of success. One of her most notable achievements is her work with Colombian artist Manuela Sánchez Goubert, for whom she managed the Raíces tour. This groundbreaking project, which brought together traditional Latin American music with modern sounds, was praised for its cultural significance and artistic boldness. It also cemented Murcia’s reputation as someone who can blend innovation with a deep respect for artistic heritage.
Murcia’s ability to guide talent to new heights has been further demonstrated through her management of Valeria Falcón, a bassist who has performed with global stars like Harry Styles and Karol G. Thanks to Murcia’s sharp instincts, her artists have appeared on stages like Music Midtown in Atlanta, pushing their careers to new levels of visibility.
“I see my role as more than just logistics,” Murcia says. “It’s about helping artists reach their full potential.”
Uncovering Talent: The Murcia Method
Murcia’s real gift lies in her ability to see talent where others might not. She doesn’t wait for musicians to make it on their own; she identifies their potential and works tirelessly to bring it out. Her roster of artists—like Ed Rox, a breakout star at Music Midtown, and Annamarie Rosanio, a Spotify-certified artist—proves her talent for discovering and nurturing future icons.
Take her work with La Voz España contestant Esperanza Delgado. Murcia’s keen sense of timing and her careful management have not only ensured Delgado’s career survives but also thrives in an increasingly competitive landscape. By handling everything from bookings to negotiations, Murcia frees her artists to focus on what they do best—create.
A Global Vision: Empowering Latin American Artists
For Juanita Murcia, managing individual artists is just the beginning. Her larger goal is to create a global platform for Latin American talent, providing the resources, opportunities, and networks necessary for these musicians to thrive on an international scale. “My dream is to help artists achieve theirs,” she says.
Her work is not only about advancing careers but also about building a community where artists support one another and succeed together. Murcia’s long-term vision is to make Latin American musicians not just participants in the global music scene, but leaders within it.
The Future of Artist Management
Juanita Murcia’s approach to artist management is a refreshing contrast to the industry’s usual focus on short-term success. With a deep understanding of both the business and artistic sides of the industry, Murcia is positioned to continue shaping the careers of tomorrow’s superstars.
Her growing list of accomplishments, combined with her relentless dedication, makes her a name to watch in the world of music. As the music industry looks for new ways to evolve, Murcia’s approach represents a blueprint for the future of artist management.
For those seeking to understand what’s next in music, Juanita Murcia is a key player to follow.
Anil Bhattarai is a Nepali entrepreneur and accomplished freelance journalist hailing from Kathmandu, Nepal. Anil embarked on his academic journey with A-level studies at King's College, Kathmandu.
