Agency Signing Latin Music New Signings

Grupo Frontera has signed with TBA Agency 

John Dody
04/24/25 9:45PM

Grupo Frontera has signed with TBA Agency for live representation, a move that solidifies their meteoric rise from regional cover band to genre-redefining global act. Management stays with Rimas Music. PR? That’s still The Exclusive Agency. But touring—touring is now TBA’s domain, which makes sense, because everybody wants in on the Norteño boom, and Grupo Frontera is currently the house band for the movement.

Formed in 2022 (yes, you read that right), the Texas-based group rocketed to virality with their cover of Morat’s “No Se Va”—a TikTok-fueled slow burn that turned into real chart heat. Then came “Bebé Dame” with Fuerza Regida, which hit No. 1 on the Hot Latin Songs chart and climbed all the way to No. 25 on the Billboard Hot 100. In a pre-streaming era, that might’ve been seen as a fluke. In today’s ecosystem, it was the trailer for what’s now looking like a franchise.

By 2023, they were collaborating with Bad Bunny on “Un x100to,” which broke the top five on the Hot 100 and turned every algorithm into a Norteño evangelist. Then came the Latin Grammy win for El Comienzo (Best Norteño Album, 2024), and a second full-length, Jugando a Que No Pasa Nada, with collabs from Maluma, Nicki Nicole, Christian Nodal, and Morat—the kind of guest list that reads like a backstage pass to Latin music’s current golden age.

Their festival résumé is starting to stack up, too. They’ve played major Latin and crossover events like Bésame Mucho Fest, Baja Beach Fest, and Tecate Pa’l Norte—proving that what started as a viral hit machine now has serious staying power on stage. If you’re still thinking of them as a regional act, check their Spotify: 33.4 million monthly listeners, top markets across Mexico and Chile, and a global touring outlook that just got a big upgrade.

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