Inna

Inna performs onstage at Pepsi Center WTC on Sept. 28, 2012 in Mexico City, Mexico. 

Victor Chavez/WireImage

Warner Music Latin America has entered into a strategic partnership with Romanian independent record label Roton, home to Alexandra Stan and Inna, among other acts.

The deal will have Warner’s Latin America division licensing and promoting Roton’s music throughout Latin America. Roton already represents Warner’s repertoire in Romania.

Thought the alliance may seem a reach at first blush, the fact is several of Roton’s acts have already made major inroads in the Latin American market.

They include Alexandra Stan, whose dance track “Mr. Saxobeat” was a global hit, and Inna, a Romanian sensation who has collaborated successfully with Latin acts like Daddy Yankee and J Balvin, mixing uptempo dance beats with slickly produced sexy videos. In fact, the video to Inna’s hit “The Cola Song,” featuring Balvin, has over 98 million views on YouTube, while “In your eyes,” featuring Yandel has over 118 million views.

 

“We’re grateful for Warner Music’s continued trust in and appreciation for Roton’s artists,” said Roton Music managing director Dan Muraru in a statement. “As demonstrated over the past four years, our teams have accomplished great things together.”

Roton was one of the first record labels founded in Romania after the fall of the communist regime. Thanks to its focus on global dance music many of its releases have become major European hits. In addition, the company has found a niche by having many of its singers mix English and Spanish. The music videos, heavy on dance and sex appeal, are abundant and have accrued millions and millions of views on YouTube. Roton’s YouTube channel alone, RotonMusicTV, has close to 700,000 subscribers.

 

“Many of Roton’s artists are well-positioned to find success in the Latin American market,” said Inigo Zabala, President of Warner Music Latin America. “In fact, we’ve already seen the band Fly Project and Inna do incredibly well in the region. We’re thrilled to have the opportunity to contribute to Roton’s continued globalization.”