AHAA Annual Conference | Jose Tillan
is General Manager and Executive Vice President of Tr3s: MTV, Música y Más, one of the leading providers of entertainment content for the bilingual/bicultural US Latinos. In this position, Tillan leads the overall strategy to build a premier entertainment brand that reflects the bilingual/bicultural lifestyle of today’s more acculturated and trendsetting Hispanic. He oversees all aspects of the business, including the content strategy and the development of branded entertainment.
Under his leadership, Tr3s experienced a total day ratings spike of 25% with its core 12-34 demo in 2011 and its primetime line-up increased by 40%, making FYQ2 the best quarter in the history of the Hispanic brand. The new diversification of its lineup, which now includes novelas, sitcoms and action-sports, witnessed tremendous results with content delivering viewership in the millions each season. In his role, Tillan also continues to drive the value of inspiring Latinos to create positive change in their lives and communities with the broad and impactful pro-social agenda Agentes de Cambio.
Under his supervision, Tr3s made history with the first-ever regional Mexican MTV Unplugged. The production was undoubtedly a notable milestone and took the legendary concept to new heights, featuring the first-ever Regional-Mexican act Los Tigres del Norte alongside six amazing artists including Zack de la Rocha (Rage Against the Machine), Juanes, Residente (Calle 13), Paulina Rubio, Diego Torres and Andres Calamaro. The digital release of the “MTV Unplugged: Los Tigres del Norte & Fiends” held the #1 spot on iTunes Mexico, and led all Latin music sales in the U.S. iTunes store. Prior to its market release, the album reached Gold sales status in both markets as well.
On the digital front, Tillan continues to invest in the expansion of online music platforms, most recently partnering with Ourstage.com to create the rebranded "Tr3s Latin Music Channel" featuring original music made by the Latino artists within their 175,000+ Artist Community. The partnership also serves as a platform to give exposure to undiscovered Latin talent, reinforcing Tr3s’ commitment to delivering new music to its audience.
Named one of Billboard magazine’s “Latino Power Players”, Tillan joined Tr3s: MTV, Música y Más (formerly MTV Tr3s) in 2008 as General Manager & Executive Vice President of the Hispanic network. Under his leadership, the channel grew ratings, outpaced sales projections, and increased distribution by more than 1 million subscribers in 2009. In addition, Tillan has served as a ‘voice’ for the Hispanic community, often featured on panel discussions including CNN Español’s segment on the impact of Hispanic participation in the 2010 Census.
Prior to this position, Tillan was the Senior Vice President of Creative, Content & Music, MTV Networks Latin America, responsible for the image of MTV and VH1 as well as production, programming, content and development. Tillan spearheaded MTV’s multi-award winning Unplugged series for MTV Latin America with artists such as Shakira, Mana, Alejandro Sanz, La Ley, Julieta Venegas, Diego Torres and Ricky Martin. Under Tillan’s tutelage, the MTV Unplugged CD/DVD releases have generated worldwide sales of over 10 million units and have won various Grammys, Latin Grammys and numerous other awards.
In 2001, Tillan was instrumental in launching the MTV Video Music Awards Latin America (Los Premios MTV), Latin America’s premiere award show and the network’s highest rated property. While co-producing the VMALA’s, Tillan worked with artists such as Carlos Santana, Evanesence, Robbie Williams, The Beastie Boys, Nelly Furtado, KORN, Gustavo Cerati, Lenny Kravitz, Paulina Rubio, Molotov, Dido, Metallica, Paramore, Wisin y Yandel, 50 Cent, Calle 13 and The Black Eyed Peas, among others. Tillan also produced and arranged the opening musical segments for the show, working closely with artists such as Ricky Martin, Juanes, Julieta Venegas, Daddy Yankee, La Ley, Vicentico, Alex Lora, Aterciopelados, Plastilina Mosh and Diego Torres.
Prior to joining MTV Latin America, Jose Tillan was President of MATT Entertainment, a full-service management and entertainment company. Tillan holds a Degree in International Marketing and Business Administration from Florida International University and is a professional musician, arranger, writer and producer.
Tillán has also served as the President of the Florida Chapter as well as a National Trustee for the National Academy of Recording Arts and Sciences (NARAS). In 2007, Tillán was inducted to the Miami Dade College Hall of Fame for his merits in the entertainment field. That same year, he received a Latin Grammy as the Video Producer of Ricky Martin: MTV Unplugged and in 2008 he was awarded once again his second Latin Grammy for Julieta Venegas: MTV Unplugged. He currently serves on the Board of Directors for the National Association of Latino Independent Producers (NALIP) as well as on the President’s Council for The Latin Recording Academy (LARAS).
Tr3s: MTV, Música y Más Presents A Conversation With Romeo Santos
Tr3s: MTV, Música y Más presents an enlightening conversation
with Romeo Santos, former member of the multiplatinum bachata super
group Aventura. Balancing dual languages and cultures, Romeo continues
to effectively amplify his voice and brand within multicultural
audiences, breaking records and topping Anglo and Latin charts across
the country. Now in his solo career, Romeo will discuss the Hispanic
Millennial universe and share his journey to success from a personal and
Jose Tillan, GM & EVP of Tr3s: MTV, Música y Más