Sebastian Yatra photographed in 2013

Sebastian Yatra

Courtesy Photo

Universal Music Latino has signed up-and-coming Colombian singer/songwriter Sebastian Yatra to an exclusive recording deal for the world. Yatra has also signed as a songwriter with Universal Music Publishing.

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“Sebastian is one of the most talented and promising artists today,” said Alejandro Duque, GM for Universal Music Latino. “We’re convinced he’ll become one of the most far-reaching Latin acts in the Spanish-speaking world.”

Sebastian Yatra signs to Universal Music Latin

Sebastian Yatra, photographed with Alejandro Duque, during his signing to Universal Music Latin.Courtesy Photo

Yatra is a good catch for Universal.

At only 22 years old, and releasing independently, he has over 202,000 subscribers on his YouTube channel, and his video for “Cómo mirarte” has over 25 million views.

Yatra, who is Colombian but lives between Bogota and Miami, has also penned songs for Cali y El Dandee (“Por fin te encontré”), Thalía (“Todavía te quiero”) and boy group CNCO (“Para enamorarte”).

Ostensibly a pop act -- “Cómo mirarte” is a beautiful, slow ballad -- Yatra can also write and sing with an R&B sensibility, an asset for the U.S., where radio is dominated by urban-leaning fare.

In Latin America, Yatra is already impacting beyond Colombia with tracks playing in Ecuador and Venezuela, where he recently played an “Undercover” concert as part of a Coca-Cola campaign.