From Talent Scout to Industry Innovator: The Rise of Sorgo Iván in the Global Music Business

In the high-stakes world of the music industry, where talent alone is no longer enough, visionaries like Sorgo Iván are redefining what it takes to succeed. Born in Luxembourg and immersed in the music business since 2017, Iván has transformed from an A&R and talent manager into a marketing powerhouse, shaping the way artists and brands connect with audiences worldwide. His journey, marked by collaborations with major labels like Warner Music, Sony Music, and Universal Music, as well as independent labels such as LoudKult and Suave, showcases his ability to blend creative instincts with strategic innovation. But Iván’s story is more than just a career progression—it’s a blueprint for navigating an industry that is evolving faster than ever. As the founder of MARKETIME FZ-LLC, a UAE-based marketing agency, he is helping artists not only survive but thrive in a digital landscape where trends shift overnight, and attention is the most valuable currency.  

Long before launching his own company, Iván was deeply involved in artist development. Starting as an A&R (Artists and Repertoire) professional, his keen ear for music and ability to spot potential made him a valuable asset in an industry that constantly seeks the next big thing. Talent management came naturally to him—he wasn’t just looking for artists; he was shaping their sound, helping them prepare for the pressures of the music business, and guiding them through the maze of contracts, deals, and branding decisions.  

His collaborations with some of the world’s largest record labels exposed him to the industry’s inner workings, from signing promising artists to curating strategies that ensured their growth. But Iván quickly realized that the traditional artist development model was shifting. The rise of digital platforms like TikTok, Spotify, and YouTube had democratized music distribution, allowing independent artists to break through without major label backing. This shift made marketing more crucial than ever, and Iván knew that understanding promotion would be just as important as discovering talent. As Iván gained experience, it became clear that his real passion wasn’t just in scouting and managing talent—it was in building brands. The modern music industry is as much about storytelling and audience engagement as it is about talent. A great song alone doesn’t guarantee success; it needs the right strategy, the right branding, and the right exposure.  

This realization led Iván to immerse himself in marketing, learning how to craft promotional strategies that went beyond traditional PR and radio play. He studied digital trends, content virality, and audience psychology, finding innovative ways to position artists in an overcrowded market. His work extended beyond musicians—he began collaborating with brands, influencers, and industry professionals who needed a strong marketing foundation to stand out. In a bold move, Iván founded MARKETIME FZ-LLC, a marketing agency based in the UAE, with a mission to bridge the gap between music and branding. The company specializes in artist marketing, digital campaigns, and brand positioning, leveraging Iván’s years of experience and industry connections to create impact-driven strategies. What sets MARKETIME apart is its approach: instead of treating marketing as an afterthought, Iván and his team integrate branding into an artist’s journey from the very beginning. Whether it’s social media growth, playlist placements, influencer collaborations, or viral content creation, the agency focuses on building an artist’s identity in a way that resonates with audiences.  

The music industry today is a battlefield for attention. With millions of songs being released every year, standing out requires more than just talent—it demands strategy. Streaming services have changed the way people discover music, algorithms dictate exposure, and social media platforms have become essential tools for engagement. Iván understands these shifts better than most. He recognizes that artists need to think like brands, and brands need to think like content creators. His marketing philosophy is built around three key principles: authenticity, strategic content, and data-driven decisions. He emphasizes that audiences connect with real stories, not just polished images, and that artists should showcase their personalities, struggles, and creative processes to build genuine fan bases. He also believes that every piece of content should serve a purpose, whether it’s a TikTok challenge, an Instagram reel, or behind-the-scenes footage, all forming part of a calculated approach to engagement. Finally, Iván uses data to track audience behavior, ensuring that campaigns are optimized for maximum reach and impact.  

While music marketing remains Iván’s core focus, his expertise extends beyond artists. MARKETIME has worked with brands, influencers, and even tech startups, helping them craft digital strategies that drive growth. The intersection of music, fashion, and lifestyle branding is becoming increasingly blurred, and Iván sees this as an opportunity. By leveraging his industry network, he connects artists with brands in mutually beneficial partnerships—think musicians collaborating with fashion labels, content creators launching music-infused campaigns, or brands tapping into the cultural influence of rising artists. This cross-industry approach has positioned MARKETIME as a forward-thinking agency that understands the bigger picture of entertainment marketing. Despite his achievements, Iván is far from done. As the industry continues to evolve, so do his strategies. With AI-driven marketing, blockchain technology in music, and the rise of Web3 platforms, the next frontier is already taking shape. Iván is currently exploring ways to integrate these technologies into his marketing approach, ensuring that his clients stay ahead of the curve. Whether it’s NFT-based artist fan clubs, AI-enhanced audience targeting, or immersive digital experiences, he is constantly looking for ways to push boundaries.  

For aspiring artists, managers, and marketers, Iván’s journey is a testament to the power of adaptation. The music industry rewards those who embrace change, and his story is proof that reinvention is the key to longevity. Sorgo Iván’s career is more than just a series of impressive collaborations—it’s a lesson in evolution. From scouting talent to managing artists, from shaping brands to launching a marketing agency, he has consistently stayed ahead of industry shifts. But perhaps his greatest impact lies in his ability to empower others. Through MARKETIME FZ-LLC, he isn’t just promoting artists; he’s giving them the tools to build lasting careers. He isn’t just working with brands; he’s helping them create cultural relevance. In an era where success is no longer just about what you create but how you share it with the world, Iván’s work is a masterclass in making an impact. Whether you’re an artist looking for your breakthrough or a brand aiming to connect with audiences in a meaningful way, one thing is certain: Sorgo Iván is a name to watch in the future of music and marketing.