Aiming to reach what he deems is a largely ignored older consumer, producer Roberto Livi has launched a new label, Klasico Records, Billboard has learned.

Aiming to reach what he deems is a largely ignored older consumer, producer Roberto Livi has launched a new label, Klasico Records, Billboard.biz has learned.

Klasico will be based out of Miami. Livi’s first signing is Venezuelan crooner Jose Luis Rodriguez, “El Puma.” He’s expected to release his first album under Klasico, “Jose Luis Rodriguez: Sabor a México,” early next year.

Livi is negotiating with a major distributor for U.S. and worldwide distribution.

This is the second label Livi has launched in the past 12 months. Last year, he launched Megamusic in partnership with Raúl Alarcón Sr. Although that label is still functioning, Livi is no longer involved in its operations.

While Megamusic sought to launch new, or lesser known acts, Klasico will aim to sign established artists with an established fan base.

“People don’t die when they turn 50,” says Livi, who’s produced for icons such as Julio Iglesias. “They die when they’re 80, 90 or 95. And after they turn 40, they need to buy the music they like and want.”