Following the release of his latest studio album, Loco X Volver, Maluma officially unveiled his new management team, led by Katherine Florez as general manager, Billboard can exclusively announce Wednesday (June 10).
Florez, who has formed part of Maluma’s team since 2022 and was his former project manager, will now oversee his brand management and creative vision.
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“As I step into this new role as manager, I’m grateful for the journey we have built together,” Florez tells Billboard. “It has also been a process of tremendous growth for me, both professionally and personally. I have learned how to lead, make strategic decisions, adapt constantly, and grow alongside a project that has challenged and taught me so much at every stage.”
Joining Florez is Enrique Narciso as business manager, as well as WME, which will handle booking and brand partnerships for the Colombian star.
“It brings me great joy to look back and see everything we have built as a team,” Florez adds. “We are experiencing a very special moment and I believe that is reflected in every project we are developing. My goal is to continue driving that vision forward and supporting the growth of a career that keeps evolving with authenticity and purpose.”
Under his new management, Maluma attened the 2026 Met Gala, performed on The Tonight Show Starring Jimmy Fallon and executed a successful album release strategy for Loco X Volver in the streets of his native Medellín.
Last summer, Billboard exclusively confirmed that the artist, born Juan Luis Londoño, parted ways with his managerial relationship with marquee manager Walter Kolm and his team at WK Entertainment after working together for more than 12 years. The professional split was amicable.
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