From Music App to E-commerce: Scaling Attention-Based Marketing

In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Gilbert Corrales, CEO and Co-Founder of Leaf. Leaf has evolved from a music marketing platform that became the number one music app in Latin America to a performance marketing agency specializing in direct-to-consumer retail brands. Starting with the challenge of helping musicians own their audience relationships in an increasingly commoditized digital music landscape, Gilbert and his team discovered that the same attention-based marketing frameworks applied across industries. Now Leaf helps fast-growing e-commerce companies optimize their digital marketing strategies while building technology products that solve conversion tracking and campaign optimization challenges at scale. Topics Discussed: Transitioning from music industry marketing to e-commerce performance marketing Building marketplace dynamics and solving chicken-and-egg problems in two-sided markets Evolving from pure services to product-led growth with technology solutions Strategic hiring and team expansion in specialized verticals Leveraging AI tools while maintaining human expertise and agency Creating "unreasonable hospitality" as a competitive advantage in service businesses