Loren Medina

Adjunct instructor

Loren Medina is an adjunct instructor in the USC Thornton Music Industry program. She has worked in the music industry for 21 years and currently owns Guerrera Marketing & PR Inc., a bilingual hybrid agency focused on public relations, marketing, consulting, and brand partnerships representing avant-garde Latinx artists who strive to create their musical lanes. Her current roster includes Kali Uchis, Jessie Reyez, Omar Apollo, The Marías, CJ, Alaina Castillo, Ambar Lucid, and YENDRY amongst many others. Previously, Medina was a product manager at Sony Music Entertainment, the former manager of two-time GRAMMY-nominated artist-production duo COASTCITY and an independent record label owner.

Prior to founding Guerrera Marketing & PR, Medina founded and co-owned Digital Girl Inc., a publicity and digital marketing company whose client roster included music icons such as Shakira, Maná, Calle 13, Ricky Martin, Aventura and companies such as AEG, Live Nation, Universal Music, Epic Records, Sony Music, SESAC, and Quincy Jones Productions, amongst others.

Medina earned a bachelor of arts in psychology from Boston University, and a master’s in communication management from the USC Annenberg School of Communication and Journalism. She is a member of the Recording Academy and has been invited to speak at universities and at panels in conferences such as the Latin Grammys, Latin Billboards, Digital Hollywood, Latin Alternative Music Conference and Hispanicize.

Additionally, Medina is an avid globetrotter (47 countries, six continents), philanthropist and mentor who founded the non-profit Travel With Purpose in 2014 with the mission to support women of color by funding projects to empower them financially. 

Professional experience

Honors, Awards & Competitions:

Las Rosas Honoree (2016) – Selected as an honoree on behalf of the Caribbean Central American Association (CCAA) with the support of the California State Senate and the office of Senator Kevin de Leon for her work with her NGO Travel With Purpose.