Under Z Records, Rivera will launch "Época Pesada" on YouTube with Snoop Dogg as the first guest.
Lupillo Rivera has signed a record and management deal with regional Mexican indie label Z Records in partnership with Rancho Humilde, Billboard can confirm.
"I’ve always had a high respect for George Prajin (Z Records CEO)," says Rivera. "I’ve worked with him and his family since the 90s. They are the ones that helped us launch our record label in Huntington Park in California and they were the only ones selling our music in their records stores. I said why not give him a chance. We’ve never had an issue working together. There’s a lot of respect there from his family to my family."
Under the new deal, the corridos singer will also launch and host interview-style show Época Pesada on Z Records' YouTube channel. The idea is "to interview artists from the 90s and put the 90s music back and its artists on the map," Rivera adds. "The kids listening to the new stuff are also listening to 90s regional Mexican music but I don't think they know who the artists are. So, let’s put ourselves out there."