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Labels Warner Music Latina & Rancho Humilde Form Exclusive Partnership

Warner Music Latina and Rancho Humilde have joined forces in a big way, Billboard can exclusively announce.

Record labels Warner Music Latina and Rancho Humilde have joined forces in a big way, Billboard can exclusively announce.

The unprecedented agreement, signed Wednesday (Sept. 30) in Miami, aims to further develop and foster the careers of rising trap corrido singers Natanael Cano, Junior H and Ovi (all signed to Rancho Humilde). Atlantic Records also joins the venture as a “key ally” and will collaborate in the development of those artists.

Talks about a potential deal between Warner and Jimmy Humilde, founder of Rancho Humilde, began in March says Gabriela Martinez, managing director at Warner Music Latina. “We toyed with several options of how we could partner up exploring different ideas. One [idea] led to the next until this moment!”

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Marking Warner Music Latina’s return to the regional Mexican scene, the label is placing all bets on a genre that is being bolstered by chart-topping acts such as Cano, who was the third most-consumed Latin artist of 2020 in the U.S., according to Nielsen Music/MRC Data’s midyear report. “This movement is so real it has all the possibility of growing exponentially, it has the power of being inclusive to other styles,” adds Martinez.

For Humilde, this deal translates to a wider reach for his artists. “I took a meeting with Warner and got completely different vibes from what I’ve experienced in the past from majors,” Humilde says. “We heard each other out and came to an amazing agreement. I understand that Warner has a way bigger reach and experience than we do. I’m sure we will have a speedy and bigger success together as a team.”

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About the endeavor, Iñigo Zabala president, Warner Music Latin America & Iberia, said, “Natanael, Junior H and Ovi are proof of the globalization of the Regional Urban movement and at Warner Music we are delighted to partner with Rancho Humilde.”

Atlantic Records chairman and CEO Craig Kallman echoed Zabala. “Jimmy Humilde is a true visionary who has tapped into a fantastic wellspring of game-changing talent with global potential. We’re thrilled to be partnering with Rancho Humilde and our great colleagues at Warner Music Latina to foster fresh artistic collaborations and help bring this dynamic music to new fans everywhere.”

With the deal comes new music; up-and-coming Cuban artist Ovi is set to release his new album Buen Viaje on Oct. 2. “Projects will come from different sides,” says Martinez. “Atlantic Records is a key ally in this endeavor so between all three of us there will be no lack of creativity and opportunities.”