Kelvin “GP Radio” Santiago

They say it is difficult to find industry executives that are equated with integrity, sincerity, drive, and loyalty, but over the past 15 years Kelvin “GP Radio” Santiago has developed a reputation for just that. The Dominican rooted, New York-raised, Miami-based Santiago has amassed an amazing roster of clients and successful projects that have effectively distinguished the promoter and talent broker from his peers.

Growing up in Long Island listening to artists like Biggie, Snoop, Dr. Dre, 50 Cent was the beginning of his love for Hip Hop, eventually turning his music passion into becoming one of the most respected radio promoters in the urban market. He says, “Money comes and goes but relationships last forever.”

With some pretty notable accomplishments and a solid track record to his credit, Santiago is utilizing his experience to benefit an array of Grammy award-winning and multi-platinum artists. Now he’s hoping to forge a multi-faceted entertainment company that encompasses music management, production, and promotion. Whether he’s booking his clients on Power 105’s The Breakfast Club, Hot 97’s Ebro in the Morning, or rubbing shoulders with CEOs at Sirius XM and iheart Radio Santiago is constantly pushing the envelope and finding new ways to break records and expand his artist’s presence.

Santiago’s career in the music business began when he partnered with New York rapper and former high school classmate Mims for the 2007 smash hit “This Is Why I’m Hot.” The song charted number one on Billboard’s Hot 100, eventually went Platinum, then soared in the overseas market — and while Santiago’s vision as a young industry executive yielded almost immediate results, his influence in the radio and promotions world was just heating up.

“That first record I worked (Mims, Hot) generated $18 million dollars and went #1 on almost every chart you can think of. After that, they hired me on retainer at Universal then other labels started calling for me to work their records,” Santiago says of his earlier days. “The first time I went on the road with Mims and Method Man, I learned how to build relationships with DJs. I never thought it was a job but then it all just kind of fell in my lap.”

As far as definitions go, Santiago’s titles are flaunting. Director of radio, booking agent, artist manager, and overall conduit between DJs and the music. He’s responsible for breaking records and monitoring how they’re landing. When you’re working with artists who make major headlines, there are subsidiary roles that don’t fall under a technical repertoire. His client roster includes a behemoth of heavy hitters— Roc Nation’s DJ Bodega Flee, Afro-Latina singer/rapper Melii whose song “Icey” was used in Beyonce’s Ivy Park commercial and is often saluted by Cardi B and Rihanna. He also boasts clients including Rapper/Boxer Jake Paul who balances distinguishable music and athletic career as well as Roc Nation DJ “Bodega” Flee who boasts cosigns from 50 Cent and The Heavy Hitters. He has broken over 10 records for award-winning artist Tory Lanez between 2017 and 2021 including hits like “Talk To Me,” “Broke In a Minute” and “Jerry Sprunger.” Santiago also runs a three-tier label slash management marriage—Break Records, Next Level, and InAvAtor/Umbrella.

Though the industry has evolved, become digital, and essentially more impersonal, Santiago’s success strategy remains rooted in one thing—relationship building. From flyer distribution to simply showing up and having conversations with DJs, program directors, and streaming platform execs, he’s done it all. During the pandemic, his clients were still hitting major milestones and finding innovative and creative ways to stay relevant. Santiago came up with the idea and facilitated Tory Lanez sending more than one thousand drops to radio DJs personally, and Santiago has managed to keep his rotation steady.

“Even though Tory manages himself, I work every record he drops. I handle all of his bookings, and I help him run the label every day,” he states. “I have to fight for the artists sometimes when the public has negative opinions of them and try to convince these platforms to give the music a chance. I’m here for all of the highs and the lows.”

Through victories and controversy, to Santiago, it’s all a part of the process. He’s a full-time dad to his son, and some might say to the artists as well. He’s focused on the development of one of his most prominent artists, Melii. The Harlem bred vocalist’s latest release “Big Tipper” alongside Lil Wayne under Tory Lanez’s imprint Umbrella, made serious noise. He’s wrangling music for Jake Paul, tackling day-to-day for Tory’s label, and organizing three music festivals, post-pandemic. Juggling creative personalities that are behind the world’s most acclaimed and often notorious superstars can be arduous. For Santiago, it’s routine. But not always as easy as he makes it look. Still, it’s a task he prefers to shoulder alone.

“People always say I should get an assistant or some help,” he laughs. “But trust is a major factor. I’m the oldest one here and I feel responsible for making sure things get done right. If anything goes wrong at the hands of someone else, then that would be on me.”

Some of his highlights include facilitating Tory Lanez inclusion on Drake’s 2019 “Assassination Vacation” which sold out globally. “Tory and Drake had a really successful three-month overseas tour” he recalls. “Moments like those make all the work worth it. But to this day, I’m still learning. Still building relationships every day. It never stops.”

Santiago was vital in the early stages of R&B singer Jason Derulo’s career, as well as reggaeton artist J Álvarez and even financed Latin Trap artist Anuel’s first record ” Coronamos” featuring Lito Kirino which now boasts over 36 million views on Youtube.

So what’s next on the horizon for Santiago? “I would like to open a one-stop shop studio in Miami which will offer video editing, recording studios, green rooms but with a different vibe to each and every room.”

Santiago has earned the proper street credence and industry respect. Of all the accolades he has accrued, he wants to be acknowledged and respected for his dexterity in structuring a company that’s not based solely upon financial overkill and greed. For now, he’s making an impact and letting the wins outshine the non-glamorous side of the grind.