Impact NextGen: Kemelly Figueroa-Mouriz

Kemelly Figueroa-Mouriz says she is “beyond thrilled and thankful” she ended up being able to fuse her entertainment and marketing backgrounds in her current role as VP of Entertainment Experiences at Miami-based Loud And Live.

Having worked in the business for over 10 years, one of the significant breakthroughs in her career resulted from spearheading the partnership between J Balvin and McDonald’s, resulting in the McDonald’s J Balvin meal — aka a Big Mac, medium fries with ketchup and an
Oreo McFlurry.

“Launched in 2021, this endorsement deal not only highlighted J Balvin and the brand’s first prominent multicultural partnership, but also set the stage for further notable endorsements for the brand, such as McDonald’s Ritmo y Color collaboration with Camilo … partnerships which I also lead and successfully negotiated,” Figueroa-Mouriz says.

“Over the past year, I have been instrumental in Loud And Live’s expansion of its entertainment agency and partnership business, working with brands across lifestyle, experiential, and entertainment marketing. I have created brand opportunities for several of Loud And Live’s touring initiatives, including playing a key role in bringing the partnership campaign with Becky G and Vita Coco to life, which featured a tour sponsorship and endorsement deal.”

Recent highlights include working on the “Grandma McFlurry” campaign with Jay Wheeler and the “WcDonald’s” campaign with Young Miko. She’s also cultivated and developed marquee partnerships and unique branded experiences with artists such as Carlos Vives, Nicky Jam, Manuel Turizo, Lunay, Carlos Rivera, Natalia Jimenez, Mariah Angeliq, and Cazzu.

Figueroa-Mouriz, who names Loud And Live CEO Nelson Albareda as one of her mentors, says one of the trends in the live industry she’s excited about is the way brands are being integrated into live tours and properties from a sponsorship standpoint. She notes, “Brands are getting creative with how they show up — from interactive activations and installations, exclusive access to content, exclusive tour merch, etc. These kinds of activations and initiatives drive fan engagement and make the brand a part of the experience rather than just a financial contribution to the tour, creating exposure opportunities for themselves, while enhancing the overall event experience and adding value for the fans.”