José Valentino Ruiz

Assistant Professor University of Florida

  • Gainesville FL

José Valentino Ruiz is a Grammy® and Emmy® award winner who is an authority in music business and entrepreneurship.

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Biography

José Valentino Ruiz is an assistant professor in the School of Music and co-chair of Music Business and Entrepreneurship at the College of the Arts. He also is the head and inaugural professor of Music Business & Entrepreneurship in the School of Music. José is an expert in music and media, television, global outreach and community development and education industries. He has performed more than 1400 concerts; produced over 90 albums; produced 30 nationally-televised film scores and jingles; keynoted empirical research presentations at 50+ universities; and facilitated 40+ mission trips in partnership with numerous organizations, such as Boundless Global and World Relief, among others.

Areas of Expertise

Innovation and Technology in Music
Music Production
Social Impact of Music Entrepreneurs
Arts/Music Entrepreneurship
Music Business Practice
Issues in the Music Industry
Music Entertainment
Arts Entrepreneurship Education

Media Appearances

5 lessons on teamwork as inspired by The Beatles

UF News  online

2022-01-10

In the newly released documentary “The Beatles: Get Back,” famed director Peter Jackson highlights the band’s professional relationships, business approach and, most interestingly, their creative process during a recording session in January 1969. While The Beatles are globally regarded as one of the most successful and influential bands of all time, five business lessons can be learned from observing their creative and innovative process unfold during rehearsals — lessons that can be applied to all work settings, regardless of the discipline.

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Grammy winner explains why Adele is right – album tracks should not be shuffled

The Conversation  online

2021-12-07

For as long as albums have existed, they have offered listeners wonder, hope, truth and reality concerning the state of the human condition. This is achieved through a group effort. Artists, producers, songwriters, engineers, artwork designers and liner note writers carefully curate and present a structured soundtrack, with tracks sequenced in such a way to take listeners on a journey. It can provide a brief bit of order to listerners’ often chaotic lives.

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Latin Grammy winner from Tampa shares how he got to where he is

WTSP  tv

2021-03-05

Taking part in the virtual 2020 Latin Grammys was one thing for a flutist and University of Florida professor. But, winning one took the experience to a whole other level for Dr. José Valentino Ruiz. Valentino Ruiz won the Latin Grammy with his friend and co-composer Carlos Fernando Lopez for their piece ‘Sacre.’

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Media

Spotlight

2 min

Predicting the post-pandemic desires for the Latin music industry

Coachella, identified as a mega-festival universe, decided on a diverse 2023 roster with artists like Becky G, Kali Uchis, and Rosalía. Bad Bunny, last year’s most-streamed global artist, made history as the festival’s first Spanish-language headliner. It also marked the first year since Coachella’s founding in 1999 that none of the headliners were white. José Valentino Ruiz-Resto, an assistant professor in the School of Music at the University of Florida, co-authored a paper for the Journal of Arts Entrepreneurship Education, which focused on how the music industry would evolutionarily change after the pandemic and ultimately predicted the 2023 Coachella trend. “The rise of Latin artists/headliners at festivals like Coachella is really a reflection of what has been happening in the music industry for the past two decades,” said José Valentino Ruiz-Resto who is also the program coordinator of Music Business & Entrepreneurship at UF. Ruiz-Resto’s research showed that the post-Covid era music industry would encourage more people to stay home and listen to music digitally, but the traditional Latin music experience is an outlier to this. The world-renowned multi-instrumentalist explains, "In order for concerts and festivals to maintain success, they needed to branch out to other markets to bring in those people who were still very much passionate about experiencing music in a live context.” Although this shift was initiated by the pandemic, it has been patiently anticipated by Ruiz-Resto for over 23 years, starting with the founding of the Latin Grammys in 2000. “Because the amount of production within the Latin recording academy is almost equivocal to that of all of the other genres in the American market combined. Latin music is the No. 1 meta genre in the music industry in terms of sales and fan support,” Ruiz-Resto, now a four-time Latin Grammy Award winner, said. Ruiz-Resto's data predicted the need for a stronger focus on the Latin music enthusiasts who still actively go to concerts like Coachella, “In order for Coachella to ultimately succeed in the post-Covid era and attract people, they needed to bring in artists like Bad Bunny.” This historic Coachella moment followed an announcement from the Recording Industry Association of America, stating that Latin music revenues in the United States were at an all-time high, exceeding over $1 billion in 2022. All of this was no surprise to Ruiz-Resto, who observes, researches and directly participates in the Latin music industry. “Now bigger shows are catching up to what has been the largest-selling music market for years. It’s a testament to how positively Latin American cultures are inspiring listeners across the U.S.” By Halle Burton

José Valentino Ruiz