About me

I've spent my career working where music and technology meet.

I'm Juan Camilo Sanchez, but most people call me JC. I'm a music strategist based in Miami and the founder of Orphiq.

From artists to platforms

I started recording live concerts while studying Information, Communication, and Technology at Florida State University. After moving to Miami, I co-founded Art House Records with producer Julio Reyes Copello, where I led A&R, artist development, and label and studio operations.

At Sony Music US Latin, I was the main point of contact for artists and their teams, from new signings to global superstars. I helped shape their long-term career plans, developed and ran marketing campaigns, and managed project budgets and financial performance.

I then joined Meta, where I built and managed partnerships with artists and their teams across Instagram, Facebook, WhatsApp, and Oculus. I worked on audience growth and monetization, and brought artists' needs and feedback into product and partnership decisions.

As an International Music Strategy Lead at Spotify, I developed local music strategies and operating plans with the Latin America and US Latin teams. I also represented International Music in partner meetings and business reviews.

After Spotify, I moved into artist management, leading music and marketing strategy and guiding A&R and audience development.

What I'm working on now

Today, I'm building Orphiq to help artists and their teams grow their careers and get their time back. It uses AI to make planning releases, staying organized, and making good decisions easier.

I lead the product and work directly on its AI agent, choosing the models and tools it uses and testing how well it handles music-business tasks.

I'm bringing that experience into AI Fluency education for music professionals, through a course in development and training for teams.