Today we’d like to introduce you to Mauricio Licona.
Hi Mauricio, thanks for joining us today. We’d love for you to start by introducing yourself.
I have spent nearly thirty years in the music industry. I started as a production assistant for a Coca-Cola Mexico marketing project called “Rockola Coca-Cola”; it began as a nationwide tour but was so successful that it expanded to include countries in Central America. The concerts were festivals featuring the hottest national and international pop acts of the time—such as The Sacados, Presuntos Implicados, Moenia, Onda Vaselina (later known as OV7), Chayanne, Kumbia Kings, Belinda, Moderatto, Kairo, Magneto, Mercurio, and Ragazzi, among others. The impact was so great that the rest of the host cities would empty out while the show was on, as everyone was busy enjoying the event—a family-friendly festival where the public could gain entry simply by exchanging the brand’s bottle caps or cans. I steadily advanced through the ranks, holding roles such as Scouting and Pre-Production Manager, Artist and Tour Manager, and Producer, before eventually being promoted to Executive Producer of the project. While this role was less hands-on regarding operations, I loved it because I could participate in creative brainstorming sessions—like when we developed the tour’s slogan and can designs. Seeing my work featured in tour advertising and on the labels of thousands of soda cans was thrilling; there were even times I had to improvise as a voice-over artist to get a radio spot ready in time to promote the event. Over time, I also served as executive producer for other company marketing projects, such as the Coca-Cola Christmas Parade and a 3-on-3 basketball tournament called PlaNeta Sprite. Later, I was asked to work with Mario Domm, the frontman of the pop-ballad band Camila. To be honest, I had never wanted to work with an artist, but he is an extraordinary person—down-to-earth and polite. I know I made a great decision; after nearly 17 years of—in true fashion for me—constantly striving to climb the career ladder, I became his personal manager. In short, I handle all the artist’s logistics, including interviews, recording sessions, songwriting sessions, concerts, music videos, awards shows (such as the Latin Grammys and Billboard Awards), and live television appearances. I am happy I accepted this job because I understand both sides of show business: production and the artist’s perspective. I never stop; I love learning new things and taking on new challenges. I am happy, I have peace, and I have a deep faith in God.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
We always face obstacles at work, and it is up to each of us to decide how to confront and resolve them. I pray to God, gain clarity on what needs to be done, and strive to find a solution—trying various approaches if necessary until I succeed. This line of work involves a great deal of stress because I manage a public figure; when things don’t go according to plan, I always have to find a solution.
Can you tell our readers more about what you do and what you think sets you apart from others?
I work with a Mexican Producer, Composer, Pianist and Singer named Mario Domm, he is the front man of a Mexican Band called Camila, I’m his Personal Manager. The people know me because I make the things happened, I’m the kind of person who finish the mission always.
Let’s talk about our city – what do you love? What do you not love?
The people is so beautiful, kind and professional! Nothing can make feel in a different way at all!!
Contact Info:
- Instagram: https://www.instagram.com/mau.licona
- LinkedIn: https://www.linkedin.com/in/mauricio-licona-páramo-572847b2
