WME has signed Mexican artist Natanael Cano for representation in all areas, the company tells Billboard. Marking Cano’s first-ever agency agreement, WME will build the singer’s business across touring, acting, fashion and talent ventures.
Cano’s signature corridos tumbados first got on the radar with his 2019 single “Soy ElDiablo,” while a Bad Bunny-assisted remix earned him his first entry on Billboard’s Hot Latin Songs chart. Cano released his half trap and half corridos studio album NataKong, where he reflects on his maturity and growth as an artist, earlier this month.
“This album is the separation of the 17-year-old Nata who was just starting. It mirrors who I am now,” Cano told Billboard. “I can no longer pretend I’m a kid because I never really got the opportunity to be a kid so, in reality, I was faking it. I don’t want to seem dumb or get into problems. I want to keep doing music because I love it.”
Cano’s WME signing comes on the heels of his debut at the 2022 Coachella festival on Sunday (April 17), where he performed in front of a full house at the Gobi stage.
Sticking strictly to his core corridos tumbados sound, the Mexican singer-songwriter sang “Soy El Diablo,” “Sin Ti,” “El de la Codeína” and his chart-topping hit “Amor Tumbado” as fans waved Mexican flags. At one point, he wore a flag as a cape.
Cano returns to Coachella next weekend.