Intercept Music is sharpening its global growth strategy by adding seasoned leadership at the intersection of music, marketing, and technology.

The independent music distribution and marketing platform announced the appointment of J.C. Montes as Executive Vice President, Global Marketing & Strategic Partnerships, a newly expanded role designed to accelerate international expansion and deepen platform-driven partnerships. The move underscores Intercept Music’s ambition to become a go-to global destination for independent artists and labels navigating an increasingly data-driven music economy.

A Strategic Hire for a Global Expansion Phase

Montes brings more than 20 years of experience across Mexico, Latin America, and the U.S. Latin markets, combining commercial strategy, digital innovation, and hands-on artist marketing. His résumé includes senior leadership roles at Spotify, Amuse, and Universal Music Group, where he led regional growth initiatives and high-impact artist campaigns that helped shape Latin America’s modern streaming ecosystem.

“J.C. is a tactical force with a rare ability to bridge technology, marketing, and cohesive partnerships,” said Ralph Tashjian, Founder and Chairman of Intercept Music. “As we continue to evolve internationally, his experience across Latin America and the U.S. will be critical in accelerating growth and strengthening the value we deliver to independent artists and labels.”

Connecting Artists, Platforms, and Purposeful Partnerships

In his new role, Montes will oversee global marketing initiatives, build scalable partnership models, and forge alliances that connect artists more effectively with audiences and platforms. The emphasis on “purposeful partnerships” reflects a broader industry shift: independent artists increasingly expect distributors to provide more than distribution—they want marketing intelligence, audience access, and strategic leverage.

“What drew me to Intercept is the opportunity to redefine how data-driven platforms can better serve independent artists,” said Montes. “This is about moving beyond traditional frameworks and creating long-term value through technology, insights, and real partnership.”

Entrepreneurial DNA Meets Platform Scale

Beyond his corporate leadership, Montes is also a proven entrepreneur. He founded About Music, a boutique agency focused on digital innovation and audience development, where a data-first approach drove growth for independent catalogs. He also co-founded WKMX Records, a regional Mexican label under WK Records, overseeing marketing and artist development and helping expand WK’s footprint in the fast-growing Regional Mexican market.

That blend of entrepreneurial execution and enterprise-scale experience aligns with Intercept Music’s positioning as a technology-forward platform built to support long-term artist growth rather than short-term releases.

Why This Matters Now

The independent music sector is more competitive—and more global—than ever. As streaming platforms mature and algorithms become central to discovery, independent artists are looking for partners that can translate data into strategy and open doors across regions.

Montes joins Intercept Music at a pivotal moment as the company expands international operations, strengthens industry alliances, and invests in tools designed to help artists scale beyond regional boundaries. With Latin music continuing to drive global streaming growth, his appointment signals a clear intent: Intercept Music wants to compete where culture, data, and global audiences converge.

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