Bachata crooner Prince Royce, who begins a major North American tour in July, is launching his own record label in partnership with Warner Latin Music.
The New York-born singer/songwriter, who in April took home four trophies at the Billboard Latin Music Awards, has personally asked Mexican-born singer Sofia Reyes to join his newly created label, D'Leon Records, in a joint effort with Warner. Reyes will also tour with Royce this summer.
"I'm excited to be launching D'León Records to support other young talent in their development," Royce said in a statement. "I have been very fortunate to have been able to break through and succeed in this tough industry and this is one of my ways of giving back."
Reyes, who sings in English and Spanish, will be releasing a single in the upcoming months and is scheduled to release her first pop album in early 2015. Reyes' soulful voice and R&B musical leanings is what drew Royce and Warner to sign the singer who recently also joined the performing rights organization BMI.
Additionally, Reyes has signed with American music manager David Sonenberg (DAS Communications), who also represents Royce. Independent production company Bakab Productions has also been a key player in Reyes' career.
"This is a new phase in my life and it's a big step," said Reyes in an interview with Billboard. "It's an honor that Prince Royce believes in me."
Royce recently wrapped up his second season on Telemundo's "La Voz Kids." Aspiring singer Amanda Mena, coached by the bachata singer, won the top prize, which includes a contract with Universal Music Latin and money. Royce, a Sony Music Latin artist, is expanding his growing empire by discovering new talent such Reyes who impressed Warner executives.
"When Prince introduced us to Sofia we knew she had the talent to become the next superstar," said Gabriela Martinez, general manager Warner Music Latina & VP Marketing, Latin America. "We are ecstatic to be part of this new venture and to share Royce's vision."
In April, Royce announced a partnership with Pepsi which adds to his continually expanding presence in music with lucrative tours, television and sync deals. In recent months he's been working on his first English-language pop album.
An executive team for D’León Records has yet to be announced. According to a statement on behalf of Royce, the new label's role is to create "strategic collaborations with various media partners and brands globally to help launch each of their artists."
Royce, whose rise in music has been powered by a young, bilingual and bicultural demographic, will introduce Reyes to his fans during most of his Soy el Mismo tour which will travel to 20-plus cities in the United States and Canada. The tour will start on July 31 in San Jose, Calif., and will go to places such as Los Angeles, Atlantic City, San Antonio and New York City, when the tour concludes on Nov. 15 at the Theatre at Madison Square Garden.