José Morales and Karen Padín of M²AGIK: “Talents Who Think There Is Nothing Left To Learn Are The Ones Who Disappear The Fastest”

José Morales and Karen Padín had closely connected careers during their time at TelevisaUnivision, so it was not surprising that they would join forces (along with Mari Urdaneta of 200% Media) to embark on this new venture of creating a boutique talent management agency.

“I always start from the premise that talent, like any other profession or craft in the world, needs to be cultivated and educated on a daily basis. Talents who think they have nothing left to learn are the ones who disappear the fastest,” José Morales, founder and managing partner of M²AGIK Group, told PRODU. From that point on, both Morales and Padín understood that talent needed to be prepared to capitalize on new forms of TV—streaming or YouTube—“to educate them for that transition. And that is what people like Karen and I bring to M²AGIK Group.”

“There are many talents who mistakenly believe they do not need to invest in themselves. When you decide not to invest in yourself—whether to improve your look, expand your vocabulary, or better handle improvisational situations, because not everything can be scripted—you fall behind. So as a manager I tell talent that this is an investment you will fully benefit from, because it adds five years to your career, because you diversify, because you learn things you didn’t know before,” he added.

Morales highlighted Mari Urdaneta’s role in the new company. “Mari’s position is extremely important because she has that connection with the industry that is demanding this type of content across the different formats we’ve discussed. Mari can produce for streaming, for TV, for podcasts,” he said.

Morales also shared that he is pursuing a Master’s degree in Artificial Intelligence at a European university. “I wanted to do it in Europe to see a different perspective of what is happening there versus what is happening here in the U.S.,” he noted.

DIVERSITY OF TALENT PROFILES

Morales explains that the agency is launching with a diverse range of talent profiles to reach different clients and formats. As known, Alejandra Espinoza and Julián Gil, also founding partners of the project, are the first two confirmed talents on the roster. Jorge Lozano has recently joined as well.

One profile includes talents who can perform stand-up-style shows while also working as speakers and in self-help formats.

“For us this is a very interesting profile, because it is not a profile that only targets TV, but can also do something for streaming, podcasts, TV, and a conference in a theater where 350 people are invited. Like a TED Talk, for example,” Morales said.

Another profile the agency is targeting is women in sports. “If you think about it, it’s an interesting profile that not many people have focused on, but when you look at what has happened in the media—mainly in the Anglo industry—many women are taking over that space,” he said.

He also noted they are seeking bilingual and bicultural talent—actors or presenters who can cross the Mexico–U.S. border. “We usually think it’s only talents from Mexico who want to cross into the U.S., but there is a very interesting phenomenon of Hispanics who built their careers in the U.S. but want to become more relevant in their countries of origin. So there are these ‘Americanized Hispanics’ who want to create content for Mexico. We want that profile on both sides: Mexico to the U.S. and U.S. to Mexico, with Mexico as a launch base for the rest of Latin America,” he said.

AGILE ADAPTATION

Because M²AGIK Group is a boutique agency, it has the ability to “adapt quickly,” Morales notes. “We are talking about our beloved networks, Telemundo and Univision, which are trying to reinvent themselves faster than they realistically can or than consumer demand requires. At a corporate level it’s very difficult. Companies with decades of history find it very hard to adapt. If a client comes and says, ‘I need it produced for streaming, but also with a podcast version and snackable social media content,’ we can do that much faster than having to convince 250 employees across four departments in two countries. That gives us agility. Our experience and complementary skills make adaptation easier,” he said.

FLEXIBILITY IS KEY

Asked how to keep talent relevant in this fast-changing media environment, Morales said it is essential to ensure talent is adaptable.

“If you find and work with people who want to learn and transform, you can make it happen. Everything is possible if there is desire and the right tools. We are the tools. The talent must have the desire to evolve,” he said.

“If we find someone who cannot transform, someone who wears one mask today and a different one tomorrow because formats require it, then they cannot work with us,” he stated.

AI SHOULD NOT APPROPRIATE ACTORS’ PERSONALITIES

“I firmly believe AI should not control or appropriate actors’ personalities. I studied AI to understand how to fight what AI could do to our industry. Many people study something because they want to do it; I studied it to understand how to control it. We cannot stop it, but I am prepared to manage it,” he said.

“What I have learned is that, to protect actors, contracts must include safeguards so AI companies cannot use their image, voice, or likeness. I am on that side. We cannot allow our humanity and uniqueness as individuals to be taken away. That is what we will do with our talent: protect their personalities, images, and voices from being exploited by machines,” Morales stated.

BUILDING CAREERS

In recent years at TelevisaUnivision, Padín focused on the international side—Mexico and the U.S.—and on building some of the most important careers in Hispanic television.

“What I bring to M²AGIK Group is decades of talent development experience. My background is not only in talent management but also in identifying opportunities at the right moment for that talent. I am very direct, very transparent, and I am not afraid of challenges or of telling talent exactly where they stand, how they are doing, and where I can take them. That experience has given me a privilege in this career,” she said.

Padín also notes that she is a heavy consumer of television across all formats.

“My guilty pleasure is consuming everything—from the biggest productions to the smallest. I love staying informed on trends, new talent, and what is happening across platforms. I am almost addicted to consuming content—even things I don’t like, because there is always something to learn. That is definitely what I bring: I truly understand the industry I work in,” she added.

She highlighted that her specialty is reality shows. “For me, building a cast from scratch until there is a winner is one of my favorite things. I want talent to understand that there are not only opportunities on traditional TV; the industry has changed so much that platforms now allow you to discover and even start your career there. That didn’t exist in my time. Talent should take advantage of that and not be afraid to start there, because many important careers have begun that way,” she said.

JORGE LOZANO: THE FIRST CLIENT

Regarding the newest talent joining M²AGIK Group, Jorge Lozano H., Padín noted that he has more than 23 million followers across social media platforms.

“Jorge Lozano has become a reference and expert in human relationships and in empowering women. He is a speaker, author of two books, and host of three highly successful podcasts. He also touches a deep emotional and spiritual chord, which makes him unique. He is very well known in Mexico, where he built his career, but not yet as recognized in the U.S. We want to help him cross that border. He is the type of talent that connects on universal emotions—you listen to him and it doesn’t matter where you are from, you connect. That is key in the diverse U.S. Hispanic market. Our role is to take Jorge from being known to being truly recognized. He is our first client, and we are very happy about that,” she said.

Padín added that their goal is “to build careers, not just manage them, and to turn clients into partners, not just artists we represent.”

A ROSTER OF 10 TALENTS IN YEAR ONE

Asked where she sees the company after its first year, Padín said: “We are living through constant change in our industry. M²AGIK Group was born with the mission of being a boutique talent representation agency that includes management and talent development. In the future, we will also expand into consulting—not only production, but casting and booking as well. In one year, I see us with a roster of around 10 talents, with unique profiles—not only traditional hosts or actors, but also athletes, entrepreneurs, singers—building a very diverse management company. That’s how I see it in a year.”