12South Entertainment is a boutique agency specializing in entertainment partnerships. Founded in 2011 by Ruth Gonzalez, 12South works with brands to acquire, execute and manage strategic partnerships in the entertainment space.


Ruth delivers for her clients and has a proven track record of success.

Whether you are seeking a major partner or support for a specific one-off project, 12South brings the relationships, insight and expertise to connect you with the right brand.

With twenty years experience as a music talent agent, including nine years at Creative Artists Agency in Beverly Hills, CA, Ruth Gonzalez provides expertise in music talent, touring, sponsorship activation, and event solutions.

At CAA, Gonzalez was responsible for artists: Jesse McCartney, Ashlee Simpson, Nikka Costa, Van Hunt and Phantom Planet, among others. She also represented all CAA music talent for booking into West Coast territory club venues, as well as Mid South Casino and Performing Arts Centers.

In December 2008, Ruth Gonzalez joined MAC Presents as Vice President of Operations, overseeing all internal operations, including sponsorship activation logistics, information technology services, and publicity.

Growing up in Atlanta, Ruth began her music industry career as a talent buyer for live music venues the Dark Horse Tavern and The Point. She served as Vice President of Alienation Inc., where she handled booking and management, and she also worked as a stage manager for Music Midtown festival.

In a recent interview, Ruth Gonzalez summarizes her experience; "I've worn many hats over the years in the music industry and at the end of the day I'm still just a passionate music lover. The goal for my company is to search for new and additional revenue streams for artists."

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