After signing Dominican singer Mozart La Para as its first artist earlier this month, Roc Nation Latin is further expanding its roster with four new additions, Billboard has learned exclusively.
Victoria “La Mala,” Angel Batista (Mr. Paradise), Jayro Rosado and Karen Rodriguez, each representing a different genre and origin, have been signed by Roc Nation Latin CEO Romeo Santos and president Johnny Marines.
“We are off to a good start,” said Marines. “We have a diverse musical roster that includes regional Mexican, pop, urban, tropical and bachata. We continue to look for the next generation of talent, new and unique sounds that will pave the way for the future of Latin music.”
Unlike La Para, who already has an established career, especially in the Dominican Republic, Roc Nation’s new signings are practically brand new, even though they’ve been generating buzz the past year. Victoria “La Mala,” who was profiled as an artist on the rise by Billboard, sings a contemporary take on regional Mexican banda.
Rodriguez, an American Idol alumni, has been making waves with her Spanish language covers of big English pop hits on YouTube, including “Hello” and Drake’s “Hotline Bling.” Rodriguez also co-wrote one of Santos’ hits.
Rosado, a contestant on Puerto Rico’s Objetivo Fama, also has links to Santos; he sang backup on his Formula, Vol. 1 tour.
Batista, born in the Dominican Republic and raised in Madrid, brings rap to the equation with lyrics that explore social issues. Roc Nation Latino was created earlier this year as a full service division within Roc dedicated to Latin talent. As part of the deal, Santos is being managed by Roc Nation in conjunction with Marines.
But having the opportunity to take on an executive role was “fundamental,” Santos told Billboard at the time. “I’m super hungry and I know what it takes to build a brand. I know what to do and what not to do.”
At the time, Santos told Billboard he already had his eye set on new, potential acts.
“I’m more concentrated in bringing new blood.”