Executive Profile: Walter Kolm, WKE CEO, On Growth Of The LATAM Market

There are few managers who have made the impact Walter Kolm has within the Latin music umbrella. The longtime manager had a hand in some of the major moments in various genres, from the rock movement in Latin America as founder of the legendary Radio Tripoli label, which featured punk and metal acts, to the current música Mexicana revolution spearheaded by young artists like Peso Pluma, Fuerza Regida and Xavi, who is one of Kolm’s clients.

He has a knack for discovering talent and taking them to the next level. His entertainment firm, Walter Kolm Entertainment (WKE), continues to leave a mark, boasting a roster that includes celebrated singer-songwriter Carlos Vives, successful Colombian band Morat, Argentinian singer Emilia, Latin Grammy-nominated bachata artist Prince Royce and more.

Kolm, CEO and founder of WKE, took some time from his busy schedule to catch up with Pollstar and talk about the state of Latin touring, his strategies and the evolution of LATAM markets.

Pollstar: 2025 was an interesting year for many in the industry, with some experiencing stagnation while others found ways to grow. How was it for WK Entertainment and its clients, and how will you build on that in 2026?
Walter Kolm: 2025 was a year of strategic evolution. We analyzed the real time state of our sector of the business and decided to focus on strengthening our base, including our roster’s music catalogue. We focused on diversifying our income streams and continuing to work towards putting all of our efforts into building long term careers for our roster of artists. Our artists grew not only in streaming numbers but in brand identity.

In 2026, I’m expanding that vision with a sharper global focus and a constant pulse on where the industry is shifting to unlock new opportunities. This year, global expansion remains a priority. Emilia Mernes has been Argentina’s most-streamed female artist for two consecutive years and made a major impact last year by selling out three nights at Movistar Arena Madrid. While Spain continues to be a key market, we expect to see her brand grow further in Mexico and Colombia.

We anticipate a similar territorial expansion for our rock icons Morat, who consistently sell out stadiums in Colombia, with plans to replicate that level of success across additional Latin American markets in 2026

There was so much uncertainty when it came to Latin touring last year with everything going on in the country and world at large (from visas to ICE), but artists and executives managed to carry on and help Latin music thrive. How did you and your clients contribute to this growth?
There is definitely a very tense political climate and extremely challenging times for our Latino community in the U.S. There is no way to get around this reality. We owe it to our artists’ fanbase to work through this and continuing developing high-quality tour experiences, all while appreciating that the current immigration climate may make certain fans want to deviate from attending. Our artists understand that touring is not only about selling tickets but maintaining the connection with the community and their fanbase. This mentality was important in our touring throughout last year. Xavi continued his one of a kind connection with his Mexican and Chicano fanbase in the U.S. and had a very successful showing during his nationwide tour, resulting in sold outs in major US cities pushing past all challenges.

What was your biggest takeaway from 2025, and how has your company managed to overcome such challenges?
My biggest takeaway is the change, is resilience. Our roster of artists and our incredible team have proven that we are capable of facing adversity and turning it into opportunity. Planning and strategy are important, but creativity is essential. The industry will continue to change, but who survives isn’t based on who is the biggest but who is the most adaptable. We overcame challenges relying on our solid relationships, including our vast network of promoters, digital platforms and extended teams throughout the world. Constant communication and transparency with our artists was also fundamental.

You’re a veteran in this business and have seen this business evolve over the years. How have you evolved as a manager and as a person? What makes you unique in your managerial style?
My evolution has come from learning to not only focus on immediate opportunities for myself and my artists but also the importance of making decisions now that will lead to the long-term sustainability of careers. Success isn’t just measured by hits and charts but also on legacy.

As a person, I have learned to listen more and know that I don’t always have the answers. All while continuing to see myself as the captain of a ship that requires vision, discipline and empathy.

In your opinion, how has the management part of the music industry changed over the years, and has it changed for better or worse?
The world changes every day, and the music industry has done so drastically as well. Our focus as managers was a bit more simple before, as music sales and charting used to be the primary goal. We now live in a 360 world where branding, social media, syncs and technology all share similar importance. The global world seems much more reachable due to a wave of new ways to receive and give information. It is our role as a manager to help filter all of the noise for our artists and lead through what may seem like overwhelming data.

The touring business continues to expand as more markets develop, and one of the regions experiencing a boom is Latin America. What are your thoughts on the development of the region, and how has it benefited your artists? How have artists like yours helped their home countries grow as markets? What needs to be done to ensure that both the artist and markets continue to experience growth?
Latin America is living through a very historic moment. A change in infrastructure and the rise of amazing promoters has helped transform the region and concert landscape. For our artists, this has meant more opportunities for growth within their respective countries but also the opportunity to expand their brand past neighboring borders, independent from what they have going on in the U.S. Our artists have helped with this development in their home countries by representing their craft with professionalism and elevating their concert experiences to meet and exceed international standards.

There are so many tours out there that sometimes it can saturate markets or even a specific genre. Tell me how you approach touring with your artists and figuring out when is the right time to hit the road.
Saturation is real; that is why we don’t believe in touring for the sake of touring. We analyze market demand using date and pay close attention to timing to make sure it coincides with release, real time musical moments and organic demand. Sometimes, not touring is just as important a strategic decision. Waiting for the right moment is key. We feel every tour should have a purpose, whether its introducing a new stage in an artist’s career, closing a cycle or expanding into new horizons. Impact is everything.

With physical media no longer prominent when it comes to generating revenue, much of the business also now revolves around branding and sponsorships. How has the rising interest in Latin music helped your artists in this aspect of the business? What’s key to having a successful partnership that can develop others down the road?
This new “explosion” of Latin music in the mainstream has generated immense growth in global markets. Our artists have become more than just musicians but rather global ambassadors. We’ve learned that brand partnerships are only successful when they are authentic and match not only the image of an artist but also their values. It has to be mutually beneficial for the artists and the brand.

We just witnessed a Spanish-language album win the Grammy’s most covered award. Has Latin music reached its peak? How do you see the state of Latin Music, and how can managers like yourself keep the momentum going?
Bad Bunny’s historic win in such a major category opens doors for the rest of us! We have not reached our peak; it’s actually the opposite. We are living in moments that will introduce unprecedented expansion. This win shows that language isn’t a barrier and that Latin music isn’t so much a category anymore as it is a part of the general market. Managers such as myself can keep the momentum going by not being complacent. We should see this win not as a roof or peak but rather as a doorway to build on artistic development and innovation that will have our artists continue to be in conversations for these type of moments.