Five years ago, Machete Music broke ground with reggaetón, a Latin urban sound that caught on like fire to Daddy Yankee’s “Gasolina.” While the genre has evolved in a more pop-friendly direction, the Universal Music Latin Entertainment label is still a dominant force on the charts—and now on the road, as AEG Live and Machete bring the label’s fifth-anniversary tour to at least 15 U.S. cities this fall.

Starring headlining veterans Tego Calderón and Ivy Queen, the Machete Music tour will feature the same six to 10 acts each night, culled from Machete’s current roster, including Jowell & Randy.

Machete is unique among current Latin labels in that it has a recognizable sound and brand identity. Since 2005, Machete has charted 27 top 10 titles on Billboard’s Top Latin Albums chart, including 11 No. 1s.

“Machete isn’t just a record label. It’s a lifestyle,” says Walter Kolm, president of Machete and its pop counterpart, Universal Music Latino, who put the tour together with Rebeca Leon, AEG Live VP of Latin talent.

That means an opportunity to create Machete merch for the tour and make it an annual branded outing, like Ozzfest or the Vans Warped tour, according to Kolm and Leon. For Latin urban artists, who usually play clubs unless they’re megastars, “we want to develop the live show,” Leon says.

Click here to read more about the business model behind the Machete tour and what else sets it apart in the Latin urban world.