About Us
Evoke Creative has one mission - to bring Latin culture FORTH. We are at the intersection of culture and technology, using the power of digital platforms to create the impact that resonates with fans and attracts new audiences. Through the curation of evocative content and culturally authentic campaigns, we’re building a seat at the table and evoking our culture in the digital age.
Meet the Team
Darlene Lopez, CEO/Managing Director
Formerly at: TikTok, Apple Music, NBCUniversal
Originally from San Diego, Darlene has close to 10 years working in Entertainment, with a concentration in Latin music on digital platforms. Prior to founding Evoke Creative, Darlene led the Latin music business for TikTok, overseeing the relationship with music labels/distributors, artists, producers, and songwriters with the goal of harnessing the power of the platform for Latin music discovery. She successfully championed global efforts for Mexican Music, garnering support for artists like Fuerza Regida, Eslabon Armado, and Peso Pluma throughout the TikTok ecosystem.
Prior to TikTok, Darlene spent five years at Apple Music overseeing music business partnerships for Latin music and helping to build out the global Latin music strategy. In this role, she helped to launch Apple’s first artist-led playlist, ¡Dale Play! with Bad Bunny and Drake, as well as project managing Bad Bunny’s Artist of the Year campaign in 2022.
Darlene is a graduate of USC Annenberg and holds a master’s degree in Strategic Public Relations. She is also an alumni of UC San Diego and holds a bachelor’s degree in Political Science. Before her career in Entertainment, Darlene spent five years at UC San Diego, first in the UCSD Healthy System and then eventually transitioned to the Advancement Operations & Campaign team for UC San Diego.
When not at concerts or visiting family, Darlene loves to travel, try new restaurants, and spending time with her dog - a 95lb. Rottweiler named Dottie.
Mónica Haase, DSP Strategy Manager
Formerly at: Epic Records, Sony Music
Mónica is an experienced partnerships and account manager with over six years of experience working at a major label with high-profile artists and streaming partners. Throughout her time at Epic Records, she created unique marketing activations across streaming partners and worked cross-functionally with different label and artist management teams. She secured multiple editorial placements and promotional opportunities at partners such as Apple Music, SoundCloud, and PlayStation. Mónica always stays current with ever-changing trends and utilizes her knowledge to optimize campaigns for her clients and partners.
Born and raised in LA, she grew up fully surrounded by music, from salsa and cumbia nights at her parents’ home, to warm summer nights at the Hollywood Bowl, to seeing ODESZA perform at The Forum. She graduated from Pepperdine University with a BS in International Business, highlighting her fluency in three languages.
Mónica has traveled extensively throughout her life, constantly enjoying music from around the world. One of her career goals is to bring more international artists to the mainstream and continue creating new international cross-over genres. She loves being immersed in music and attends as many concerts and festivals as she can. The one time she isn’t listening to music is when she is scuba diving 60 feet underwater.
Featured In
Latin Women in Music 2024
A Career in Latin Music: Darlene Lopez
Noticias, ¡y ya!