Fronterizo Records to hold a talent competition.

Urban Box Office (UBO), the upstart entertainment company best known for its reggaetón and urban/tropical compilations, is launching a regional Mexican label.

Fronterizo Records will launch with a talent competition dubbed “Somos Americanos,” which takes its name from the compilation album of the same name. The winning act will receive a $20,500 advance as the label’s first signing.

Fronterizo, is the title sponsor of the upcoming Billboard Regional Mexican Music Summit, taking place Nov. 13 and 14 at the Beverly Hiton Hotel n Los Angeles.

UBO, known for its aggressive marketing and promotion, has delivered chart success with releases like “Chosen Few” and studio albums by Andy Andy.

Fronterizo marks their first foray into regional Mexican music.