Mexican influencer Mont Pantoja is among the first signed to Room 28. Her debut single "Maviri" drops March 18.
Banda MS manager and founder Sergio Lizárraga has launched new record label, Room 28, that will focus solely on "developing, managing and promoting" pop and urban acts, Billboard can exclusively announce.
An extension of his management and booking company LM Events, which specializes in the regional Mexican market, Lizárraga will run Room 28 alongside business partner Mario Barrón.
"It's an unknown world for me," Lizárraga, who launched Lizos Music in 2013 (indie label home to Banda MS), tells Billboard. "But you meet people that know that world perfectly and well they're the ones that will guide this project. I am continuing with Lizos Music but I wanted to create this alternate label that is exclusively for pop-urban music."