In an indication of changing times for regional Mexican music, one of the biggest groups in the genre -- Grupo Montez de Durango -- has inked an exclusive sponsorship representation agreement with Orjuela Entertainment.

Under the agreement was signed between Montez de Durango leader Jose Luis Terrazas and Orjula Entertainment president Edgar Orjuela.

Orjuela, the L.A.-based event marketer, booking and concert promotion firm, will have the exclusive rights to obtain sponsorships for Montez. To that end, Orjuela has partnered with U.S. Marketing, a Chicago-based firm that specializes in Hispanic and young adult segment marketing.

Montez, who are based out of Chicago, are the group that first massively popularized duranguense music, a subgenre of regional Mexican music that is a danceable mix of traditional banda with electronic instruments.

Regional Mexican music makes up more than 50% of all Latin music sales in the country.