Maluma, the Colombian reggaeton icon, is reorganizing his management structure. Katherine Florez is transitioning from her role as project manager into the position of General Manager.

Katherine Florez’s ascent from 2022 project manager to General Manager

Katherine Florez has been a key figure in Maluma's camp since 2022, previously serving in the capacity of project manager. As reported by the source, her elevation to General Manager marks a significant shift in how the Colombian superstar manages his professional operations, with her new responsibilities focusing on brand management and creative strategy.

This internal promotion reflects a broader trend in the music industry where artists move away from fragmented management toward a more centralized, "creative-first" leadership model. By promoting an insider who has been intimately involved in recent projects, Maluma is prioritizing continuity and a deep understanding of his artistic ethos during a period of rapid international expansion.

Maintaining the WME and business management partnership

The restructuring does not signify a total overhaul of Maluma's existing professional network.. The major agency WME will continue to handle bookings and brand partnerships, while the existing business management team remains in place to manage the artist's commercial interests.

This hybrid model allows Katherine Florez to focus specifically on the creative and brand-building aspects of the superstar's career while leveraging the massive scale of WME. By keeping these established entities in their current roles,Maluma ensures that his commercial reach remains intact even as he experiments with more centralized creative leadership.

Consolidating creative and operational leadership under Florez

Consolidating creative and operational leadership under Florez is intended to help Maluma navigate the complexities of a global music career. As Florez noted in her statement, the move follows a period of "tremendous growth" for her both professionally and personally within the artist's camp.

According to the report, this new structure is designed to support a career that continues to evolve with authenticity and purpose. This move suggests that Maluma is no longer just managing a series of individual projects, but is instead building a cohesive, long-term brand capable of sustaining a massive commercial presence acros multiple continents.

Uncertainties regarding the specific boundaries of Florez's new mandate

While the announcement clarifies Florez's new title, several details regarding the new hierarchy remain unverified.. It is currently unclear how much direct influence Florez will have over the existing business management team or if her role will eventually overlap with the functions of WME. Additionally, the source does not specify if this restructuring will lead to further changes in Maluma's touring or recording staff, leaving fans to wonder how much the day-to-day operations of the artist's camp will actually change.