Habibi artists earned 10 Latin GRAMMY nominations in 2026, including three of the five nominations for Best Regional Mexican Song, placing several of its acts in contention for the same award.
The company also manages KAROL G, who became the first Latina to headline Coachella in April.
Founded in San Juan
Noah Assad founded Habibi in San Juan in 2020. The company began with Assad co-managing KAROL G alongside Jessica Giraldo and Raymond Acosta.
Acosta oversees day-to-day operations and serves as Head of Management and co-manager of KAROL G. Habibi operates across Latin America and the United States.
Its services include career strategy, project development, creative direction, marketing, brand partnerships, touring and what the company calls “long-term career consolidation.”
“At Habibi, we believe in building artist careers with a long-term vision, a clear sense of identity and a story that is uniquely their own,” says Acosta.
Artist roster and management team
Alongside KAROL G, Habibi represents artists working across regional Mexican music, Latin trap, urbano and singer-songwriter releases. Management responsibilities include:
- Grupo Frontera: managed by Valeria Murillo.
- Eladio Carrión and Tommy Torres: overseen by Alexxa Berríos.
- Lunay: works with Carlos Gonzalez.
- FAMA: led by Natalia Monllor.
Julián Rivera runs marketing, while Kristen Quintero and Andrea Calderón lead brand partnerships.
Lunay says the team understands his artistic vision and gives him room to develop on his own terms, describing trust as central to their work together.
