- Katherine Florez, Maluma's former project manager since 2022, steps up to General Manager, taking over brand management and creative direction for the Colombian superstar.
- Enrique Narciso joins as Business Manager, rounding out the new in-house management structure.
- WME continues to handle Maluma's worldwide booking and brand partnerships, while his multi-territorial publicity matrix remains intact across the U.S., South America, Colombia, and the UK.
- The new team was already operational before the official announcement, steering Maluma's 2026 Met Gala appearance, a Tonight Show performance, and the rollout of his seventh studio album Loco X Volver in Medellín.
Maluma has officially unveiled the management team he’s been quietly building since parting ways with longtime manager Walter Kolm and WK Entertainment last July after a 12-year run. The new setup is led by Katherine Florez as General Manager, joined by Enrique Narciso as Business Manager.
Florez, who joined Maluma’s camp in 2022 as project manager, will now oversee his brand management and creative vision.
This team restructuring follows a pattern of top Latin artists investing in expanded specialist representation, much like Jay Wheeler’s signing with UTA for global representation.
WME remains aboard for worldwide booking and brand partnerships. Publicity stays multi-territorial: The Lede Company handles the U.S., Nieman Group covers South America excluding Colombia, Paola España Press manages Colombia, and HAWK Publicity handles the UK.
The new team was already proving its worth before the announcement, steering Maluma’s 2026 Met Gala appearance, a performance on The Tonight Show Starring Jimmy Fallon, and the release of Loco X Volver (May 15, 2026), his most personal album to date, launched on the streets of his native Medellín.
This move is reminiscent of U2 adding Sulinna Ong to their management team, showing that the biggest acts are open to restructuring their management team for improved representation.
Takeaways
This is as much a story about loyalty and patience as it is about management restructuring. Maluma didn’t just hire a new manager, he promoted someone who was already in the room, watching, learning, and executing. That’s a deliberate choice, and it says a lot about where his head is at creatively and professionally.
Think about the timing: Loco X Volver is out, it’s his most intimate album ever, and Florez was reportedly already guiding its rollout before this announcement was made public. The announcement isn’t the beginning, it’s the confirmation.
The retention of WME for booking and a four-territory publicity setup tells you this is a lean but globally ambitious structure. There’s no bloat here. Just trust, proximity, and a clear division of responsibilities.
Does elevating an internal project manager to General Manager signal a new industry blueprint for artist-first management structures? With Loco X Volver already in the market, what’s the next big strategic move: a world tour, a brand campaign, or a crossover project?
