Sony Mexico & Sony Latin Announce Joint Signings in Renewed Effort To Support Regional Mexican Artists
Sony Music México, which has operated as an individual, sister label to Sony Music Latin since its inception, is becoming more integrated with its U.S. Latin counterpart via a series of joint signings in the regional Mexican realm.
The latest signees to join Sony's roster include chart-topping singer-songwriter Virlán García and rising acts Diferente Nivel and Ramón Vega. The three, along with Sony's other regional Mexican acts including Gerardo Ortiz, Vicente Fernández , Jenni Rivera , Joss Favela and Luis Coronel , among others, will benefit from Sony México and Sony Latin's renewed efforts — including joint signings and a new streamlined vision — to maximize visibility and support for their regional Mexican artists in both the U.S. and Mexico.
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"When I took this position in 2019, I realized Sony Mexico and Sony Latin were operating as completely separate teams," says Sony Latin's president Alex Gallardo. "I called Roberto over at Sony México and told him, 'this has to change.' The artists should see us as one team and Mexico and the U.S. should be considered one market to maximize opportunities and catapult our regional Mexican artists to mainstream success. Just as we have done with our urbano artists."
Roberto López, Sony México's president, adds, "before the division was clear. Now we are one. It's clear that for the audience of this genre, borders don't exist. So, to know that we have these additional resources to move forward with our artist's projects just gives us as a company some peace of mind."
The biggest difference from what was being done before to what is being done now, says Gallardo, is that when an artist who is signed to Sony Mexico comes to the U.S. for promotion, "they will have a home here and feel like their label will have their back. And vice versa with our U.S. signed artists when they go to Mexico."
Sony's newly-signed diverse artists Vega, Diferente Nivel and García represent the genre's evolution and a new generation that has embraced fusing pop and hip-hop with traditional regional Mexican sounds.
"What's happening with these new regional Mexican acts is that by tradition, they grew up listening to the genre but because of their age, they're also listening to Ozuna , Nicky Jam and Anuel AA ," adds Gallardo. "For example, Ramón Vega, he's only 15 [and] he can talk to you about Jenni Rivera and Bad Bunny. So when he writes his songs, you can see that multicultural influence. We have some really fascinating and exciting releases coming soon."
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