Josh Norek is a difficult man to define. He is generally a behind the scenes kind of guy - president of Regalías Digitales (a firm that helps hundreds of Latin recording artists collect their music royalties and license their songs to film and television productions), co-founder of the Latin Alternative Music Conference (LAMC), co-host of the nationally syndicated public radio show 'The Latin Alternative,' former VP of Nacional Records, artist manager, music attorney.

Then again sometimes he's an in-front of the scenes kind of guy, like with his group Hip Hop Hoodios, which he describes as "probably the world's only Latino Jewish hip hop group out there". As Josh tells it, "It's a group that started as an inside joke" but that ultimately carved out an impressive space within the emerging Latin Alternative space of the early aughts.

Hip Hop Hoodios went on extended hiatus for over a decade, releasing the occasional single or remix but generally staying quiet, until late 2019 when they released "Knishin' In The Mission" which was followed by last month's "Turn Back The Clock" featuring Mexican Institute of Sound and Santi Mostaffa. The song and video have enjoyed surprising chart success in the Coronasphere.

In both contexts, Josh is an intensely curious and creative music business guy, with both a sense of humor and a sense of purpose. He's an artist advocate who fights for artists to receive every penny that they deserve. He has served on the boards of advocacy organizations A2IM (American Association of Independent Musicians) and Voto Latino.

Here he talks about releasing new music during a pandemic, how he approaches his collaborations, and the secrets of securing Spotify playlist placements.