Last week, J Balvin split with his longtime agency, WME, and is now working with UTA, sources tell Billboard.
The agency will represent Balvin — one of the world’s most recognized names in music — in all areas. Aside from regularly topping charts, the Colombian star has been the face of massive campaigns with brands ranging from McDonald’s to Jordan.
WME played an integral in Balvin’s global expansion, booking tours not only in the U.S. and Latin America but also opening up his European touring market. The news follows the artist’s announcement last month that he would be postponing his 25-date José tour supporting his latest studio album by the same name, citing “unforeseen production challenges” due to COVID-19. Produced by Cárdenas Marketing Network, the tour was slated to kick off April 19.
Balvin has grossed more than $20 million and sold over 300,000 tickets, according to figures reported to Billboard Boxscore. He is still scheduled to perform in several upcoming music festivals, including a headlining slot at the Sueños Music Festival in Chicago on May 29 alongside Wisin & Yandel.
All six of Balvin’s full-length studio albums, including a collaborative set with Bad Bunny, have reached the top 10 on Billboard’s Top Latin Albums chart, with four of them hitting No. 1. He’s charted 93 hits on Billboard’s Hot Latin Songs chart, including 35 top 10s — including nine chart-toppers. Additionally, in every year from 2014 through 2021, he’s finished as one of the year’s top 10 artists on Billboard’s annual year-end Top Latin Artists chart.
UTA currently reps Bad Bunny, Karol G and Anitta among other marquee Latin acts. Balvin is signed to Universal Music Latin and is managed by Scooter Braun‘s SB Projects and Fabio Acosta.
Additional reporting by Alexei Barrionuevo.