GRAMMY Awards, Latin GRAMMY Awards, AMA Awards, Emmy Awards, MTV Awards, BRIT Awards, ARIA Awards… The Grassroots trophy cabinets strain under the weight of three decades’ worth of global accolades.
Yet for Polo Molina and his Grassroots team, these are just by-products of a much bigger success story. For every platinum disc, every sold-out worldwide tour and every chart-topping album, there is an artist, a story and a carefully crafted career, nurtured and nourished by a management company that goes above and beyond the expected, every single time.
The success of Grassroots – and by extension its handpicked roster of global superstars – lies at the feet of its founder Molina. Hustling on the streets of LA from an early age with childhood friends Black Eyed Peas, it was first-generation Mexican-descent Molina and the band’s ability to connect dots that others couldn’t even see that propelled the trio to sweeping global domination. Showing an innate ability to navigate all aspects of the music industry with ease, Molina helped negotiate, strategize, market and manage the Peas from the sidewalks to the stage, unwavering in his belief in the band.
With one hand in the world of pop, bilingual Molina also began to make waves in the world of Latin music. Decades before others realised the power and potential of the LATAM market, Molina had the territory unlocked. Asked to manage one of the genre’s biggest arena acts, the iconic Juan Sebastian, deal by deal Molina’s skills navigating the
Mexican, Central and South American music industries quickly earned him a reputation as one of its biggest movers and shakers, bringing him to the attention of other key artists including the revered, award-winning Regional Mexican artist Gerardo Ortiz.
The relationships Molina forged in those early years now open doors for other artists on the Grassroots roster. Managing some of the planet’s biggest acts across multiple genres – Pop, Electronic, Reggaeton, K-Pop, Rap and Regional Mexican – the Grassroots team bring the same passion an fierce determination as Molina to every single project they work on. Hustling on a global level, their work taps into North and South America, the exploding LATAM and Asian markets, Europe, Africa and Australasia, and thanks to a naturally futuristic company temperament, into the emerging Metaverse and Web 3.0 spaces. From campaign strategy, profile management, label negotiations and international tour design, to A&R, brand partnerships, sync opportunities, media management and more, there is not a stone they leave unturned, not an opportunity they don’t explore. Continually inspired by the creative force of the artists they represent, the team push their work into multi-genre arenas, brokering content and partnerships not just in music but in TV, film, tech, NFTs and philanthropy.
The Grassroots family continues to grow, its success tangible across multiple definable strata. Yet however many glittering awards, industry accolades and chart-topping hits the company continues to bring in, what truly sets Grassroots apart from the rest is that at its core, in its heart, it is the artist that comes first, the company second. Still hustling, still pushing, still carrying the same grit, determination, and fire that Molina showed all those years ago.
Copyright © 2023 Grassroots Management - All Rights Reserved.