Silent Giant Entertainment CEO and founder Edward “E-Dub” Rios and Jenni Rivera‘s former staffer Julie “Jules” Vasquez have formed Joyas Musicales, a new label aimed at developing new Latin acts with an emphasis on regional Mexican artists, the executives announced exclusively to Billboard.
As creative director, Vasquez will oversee the signing and development of brands for new artists such as Jessica Ballesteros who is already attached to the new imprint. Rivera’s former executive assistant will also co-manage Silent Giant artists Beatriz Gonzalez and Trish Toledo.
Vasquez was Rivera’s executive assistant up until the late regional Mexican star died in a plane crash on Dec. 9, 2012, while working in Mexico.
During her time with Rivera, Vasquez learned how to navigate the music business as she worked on projects with Rivera over the years and eventually expanded into other areas including television as associate producer on the mun2 reality series Welcome to Los Vargas and VH1’s Suave Says themed around Ecuadorian-American rapper Gerardo Mejia of “Rico Suave” fame.
“Jules possesses a combination of traits that make her the perfect person to spearhead this venture,” Rios said in a statement. He added that Vasquez’s tenure in the business will help “motivate, inspire, mentor and execute.”
Vasquez said she took time away from music after Rivera’s death, but kept in contact with the Silent Giant team who also had ties with Rivera. Vasquez decided to move forward in the new venture based on the way Rios and his team “present artists who are not forced to fit the mold,” Vasquez said. “I couldn’t do this with anyone else.”
The label’s name Joyas Musicales, which translates to Musical Jewels, was inspired by Vasquez’s nickname “Jules” — joyas is jewels in Spanish. The hope of the new label, Vasquez said, is to discover musical gems that are unknown by providing them a platform to make music.
Latin urban vocalist Vinny Uno and R&B singer Farinas, previously on the Silent Giant, have also entered into agreements with the new label. In 2019, the Joyas Musicales executive team will continue searching for new acts as they continue building the imprint.