HarbourView Equity Partners has tapped Netflix and WarnerMedia veteran Lucinda Martinez as its new Chief Marketing Officer, while Deborah Renteria will join as Vice President of Brand and Content Strategy.
As part of the deal, HarbourView hired The CultureShakerthe company founded by Martinez, to lead all branding, marketing and public relations efforts for the company and its portfolio companies.
HarbourView has built a portfolio on top 70 Music catalogs, among them Nelly, Wiz Khalifa, George Bensonand Christine McVie of Fleetwood Mac reputation. However, the investment company – having accumulated 1.6 billion dollars in total assets under management since its inception in 2021 – expands its sights beyond music, for example by acquiring Mucho Mas Mediawhich produced the hit Netflix movie The Long Game.
The company also recently financed a series of Hip Hop biopics in collaboration with Will Smith‘small Westbrook Studios, Taste unitand Jesse Collins Entertainmentstarting with a Queen Latifah CV. Also this year, HarbourView invested in Enterhis concert film Date in Paris.
All of those assets and investments will now have the brand, marketing and PR efforts led by Martinez as CMO and Renteria, from Martinez’s team, as vice president of brand and content strategy.
Martinez started The CultureShaker in 2022, having served as Vice President, Global Brand & Multicultural Marketing at Netflixwhere he led the development, strategy and execution of brand transformation, audience engagement and brand positioning.
Before Netflix, Martinez spent 20 years with it WarnerMediawhere she served in several roles, including Executive Vice President, Brand Marketing, where she was responsible for branding for HBO, MAXand HBO Latino.
Renteria brings content development, social/digital strategy and audience development expertise from Lionsgate, Facebookand HBO. She is known for spearheading initiatives to grow fandom among underserved audiences and developing award-winning campaigns in film and television.
“The company has expanded rapidly over the past few years and it was only a matter of time before we needed a terrific CMO and marketing team…”
Sherrese Clarke Soares, HarbourView Equity Partners
“The company has expanded rapidly in recent years and it was only a matter of time before we needed a formidable CMO and marketing team to lead HarbourView’s overall brand management and connectivity between the culture drivers and stakeholders we serve,” Founder and CEO HarbourView. Sherrese Clarke Soares he said.
“CultureShaker is our first Create Platform partner, further strengthening our position as a valued partner for artists, content creators, investors as we expand our footprint and deepen our focus across the entertainment and creative ecosystem to continue to we drive ROI.”
Martinez added, “HarbourView is an incredible, forward-thinking company that has carved out a unique and powerful position in the entertainment landscape. I couldn’t pass up the opportunity to work with another female founder and engage with global audiences in new ways. It is a privilege to join forces with Sherrese to maximize the value of her growing film, music and sports assets.”
“It is a privilege to join forces with Sherrese to maximize the value of her growing film, music and sports assets.”
Lucinda Martinez, The CultureShaker / HarbourView
Earlier this year, HarbourView secured 500 million dollars in debt financing led by the investment giant KKR.
The capital will help HarbourView “continue our mission to invest in assets and companies driven by leading intellectual property, while striving to ensure that creators are properly valued for their contribution to the world,” Soares said at the time.
In an interview with MBW this year, Soares said HarbourView has a “global audience context” and is “focused on building an investment company in the entertainment, media and sports sectors. We invest in things outside of music [and] what it creates is a very rich ecosystem. It’s more than just getting music and music catalogs.”
That variety of IP has allowed HarbourView to look at “developing other types of content or adjacent types of content,” Soares added.Music Business Worldwide
