In an effort to maximize resources in a difficult market and make up for lost music sales, Colombian indie Discos Fuentes-a powerhouse that carries some of the country’s top tropical artists-has partnered with Colombian concert promotion and management company AG Producciones to cross-promote and develop their respective acts.
Under the new agreement, Fuentes would use AG to promote concerts by its artists, including established acts like Latin Brothers and Sonora Dinamita, as well as up and coming names like Osmar Perez y los Chiches Vallenatos, who would also benefit from marketing and management. Both parties would benefit from Fuentes’ longstanding goodwill and reputation in the marketplace and from AG’s experience in concert promotion, which in turn should lead to increased music sales and give Fuentes a percentage of touring revenues.
The partnership will initially focus on capitalizing on the sale of music and concerts by the artists portrayed in one way or another in the new soap opera “El Joe La Leyenda,” based on the life of salsa star Joe Arroyo (who is still very much alive). The series features many acts on the Fuentes catalog, including Fruko y sus Tesos and has renewed interest in classic Colombian salsa sounds. Although Arroyo is not currently signed to Fuentes, most of his catalog was recorded with the label.
At the same time, AG is bringing some of its top touring artists to Fuentes, including La Misma Gente, which will release a new album on Fuentes this year. The label also announced it will release the upcoming album by Venezuelan singer Oscar D’León.