The Vision

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.

Darlene Lopez, CEO/Managing Director

Formerly at: TikTok, Apple Music, NBCUniversal, Los Angeles Rams

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.