Hyphen Creative Group
Strategy for a culturally fluent music industry
Hyphen Creative Group was founded by Yvonne Gomez Drazan, a music executive with over 30 years of experience working across the U.S., Latin, and global markets. Born and raised in Los Angeles, the daughter of Mexican immigrants, she has built her career across both sides of her identity — something she often refers to as being a 200%er: 100% Latina and 100% American.
Yvonne has worked directly with artists in both the Latin and general markets, including Selena Quintanilla, Juanes, The Ramones, Gloria Trevi, Molotov, Gustavo Santaolalla, Los Lobos, and Devo, among many others — helping shape creative direction, build careers, and connect music to audiences across cultures.
Hyphen Creative Group is led by Yvonne and supported by a trusted network of senior executives across labels, publishing, sync, music supervision, public relations, and brand strategy — allowing clients to tap into the right expertise for each project as needed.
WHAT
WE
DO
Clear Guidance + Real Experience
Our services are tailored for music companies, songwriters, producers, artists, and brands to help make better creative and career decisions.
Our work focuses on:
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Artist development and A&R direction
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Music publishing and catalog strategy
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GRAMMY® and Latin GRAMMY® guidance and strategy
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Sync strategy and music supervision
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Cross-cultural and Latin market strategy
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Connecting brands with the right artists to reach the right audience
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Label and release planning
We bring a practical, hands-on approach shaped by real industry experience — not theory.
Music Industry Consulting
Practical guidance for teams making creative and business decisions
We work with managers, labels, publishers, and teams on:
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Evaluating which artists, songs, or projects are worth investing time and budget into
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Navigating publishing, splits, samples, interpolations, and clearances before they become problems
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Coaching through the GRAMMY® and Latin GRAMMY® process, from membership to project submissions
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Structuring releases, collaborations, and creative teams to give projects the best chance of success
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Making sure music and messaging connect with U.S. Latin audiences across language and culture
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Aligning creative direction with real market opportunities — not just internal assumptions
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Sourcing and clearing music for sync across film, TV, and advertising
When needed, we can also tap into trusted collaborators across sync, PR, and brand strategy to support execution.
We help teams make clearer decisions, move faster, and avoid mistakes that cost time, money, and momentum
Songwriter & Producer Consulting
Creative guidance, career strategy, and deal support
We work closely with songwriters and producers to help build sustainable, long-term careers.
Services can include:
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Talking through deals, splits, and opportunities before you say yes
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Connecting you with the right artists, writers, and producers — not just more sessions
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Helping you decide which songs to finish, pitch, or hold back
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Helping you focus on the projects that actually move your career forward
When helpful, we can also connect you with trusted partners across legal, publishing, sync, and label teams.
We act as a strategic partner — helping creatives make informed decisions, navigate opportunities, and stay focused on the work that moves their career forward.
Brand Strategy for Latino and Multi-Cultural Audiences
Cultural insight that goes beyond surface-level marketing
We help brands connect authentically with U.S. Latino audiences by recognizing the real cultural differences between Spanish-dominant, bilingual, and English-dominant consumers — not treating them as one group.
This includes:
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Defining audience segments across the diverse Latino landscape
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Identifying the right artists, creators, and partners to collaborate with
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Making sure messaging and creative actually align with culture, not just trends
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Connecting internal brand goals with authentic community engagement
When needed, we can bring in trusted collaborators across creative, PR, and partnerships to help bring these ideas to life.
Our approach is rooted in lived experience and industry expertise — not assumptions.
Reliable Partnership
Hyphen Creative Group is built on trust, transparency, and real collaboration. We work closely with our clients, offering honest guidance, clear communication, and steady support from start to finish — not just at key moments.
Proven Results
Our work is grounded in real experience and what actually moves things forward. From developing artists and advising creative teams to helping brands connect with Latino and crossover audiences, we focus on outcomes that matter.
