HarborView names new marketing leaders
HarborView Equity Partners has appointed Netflix and WarnerMedia veteran Lucinda Martinez as its new chief marketing officer, with Deborah Renteria joining as vice president of brand and content strategy.
In conjunction with this announcement, HarborView has engaged CultureShaker, the company founded by Martinez, to oversee all branding, marketing, and public relations efforts for the firm and its portfolio companies.
Expanding the portfolio beyond music
HarborView boasts a portfolio of over 70 music catalogs, featuring artists such as Nellie, Wiz Khalifa, George Benson, and Christine McVie from Fleetwood Mac. However, the investment firm—having amassed $1.6 billion in total assets under management since its inception in 2021—looks to broaden its horizons beyond music, notably with the acquisition of Mucho Mas Media, which produced the hit Netflix film Long Game.
The company has also financed a series of hip-hop biopics in partnership with Will Smith‘s Westbrook Studios, Flavoring, and Jesse Collins Entertainment, starting with a film on Queen Latifah. Additionally, HarborView invested in Asher‘s concert film Date in Paris earlier this year.
These assets and investments will now be managed under the brand, marketing, and PR umbrella, led by Martinez as CMO and Renteria from Martinez’s team as vice president of brand and content strategy.
Martinez founded CultureShaker in 2022 while working as vice president of global branding and multicultural marketing at Netflix, where she spearheaded the development, strategy, and execution of brand transformation, audience engagement, and brand positioning.
Experience in the entertainment industry
Prior to her time at Netflix, Martinez spent 20 years at WarnerMedia, where she held various roles, including Executive Vice President of Brand Marketing, responsible for branding efforts for HBO, MAX, and HBO Latino.
Renteria brings a wealth of experience in content development, social/digital strategy, and audience growth from her roles at Lionsgate, Facebook, and HBO. She is recognized for leading initiatives that foster fandom among underserved audiences and for developing award-winning campaigns in film and television.
“The firm has expanded rapidly over the past few years, and it was only a matter of time before a strong CMO and CMO team emerged…”
Sherres Clark Soares, HarborView Equity Partners
“The firm has expanded rapidly over the past few years, and it was only a matter of time before we had a strong CMO and CMO team to lead the overall management of the HarborView brand and the connection between the cultural drivers and stakeholders we serve,” stated Founder and CEO of HarborView, Sherres Clark Soares.
“CultureShaker is our first operating partner within our Create platform, further strengthening our position as a valued partner to artists, content creators, and investors as we expand our presence and deepen our focus in the entertainment and creative ecosystem to continue to drive ROI.”
Martinez remarked, “HarborView is an incredible, forward-thinking company that has carved out a unique and powerful position in the entertainment market. I couldn’t pass up the opportunity to work with another female founder and engage with a global audience in a new way. I am honored to join forces with Sherrez to maximize the value of her growing film, music, and sports career.”
“I am honored to join forces with Sherrez to maximize the value of her growing film, music, and sports career.”
Lucinda Martinez, The CultureShaker / HarborView
Earlier this year, HarborView secured $500 million in debt financing led by investment giant KKR.
This capital will enable HarborView to “continue our mission to invest in assets and companies focused on outstanding intellectual property, while striving to ensure that creators are properly recognized for their contributions to the world,” Soares said at the time.
In an interview with BIE, Soares noted this year that HarborView has a “global audience” and is “focused on building an investment company in the entertainment, media, and sports segments.” He emphasized, “We’re investing in something other than music, which creates a very rich ecosystem. It’s more than just acquiring music and music catalogs.”
This diversity of intellectual property has allowed HarborView to pursue “the development of other types of content or related types of content,” Soares added.
