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

Lincoln Jesser has signed with UTA for representation, a move that suggests the alt-pop-electronica shapeshifter is leveling up from bedroom beat-maker to main stage architect. He continues to be managed by Moodswing, the crew that’s been steering his genre-bending, synth-laced, emotionally vulnerable rocket since he first cracked open SoundCloud with sun-drenched heartbreak.

If you’ve been sleeping: Jesser is one of those artists whose Spotify metrics (currently over 269,000 monthly listeners) suggest he’s not just buzzing—he’s quietly embedding himself into playlists from Los Angeles to Sydney, with New York City, Chicago, and Melbourne rounding out the top cities. His latest release, Quema Quema via TH3RD BRAIN, blends Latin-tinged groove and Jesser’s signature moody pop aesthetic into something that sounds like the soundtrack to a night out you almost regret—but not quite.

A former touring member of Foster the People, Jesser’s got live chops too.

That Mexican OT has signed with WME for worldwide representation, which feels less like a signing and more like a coronation. Because when you’re a cowboy-hat-wearing, corrido-tinged, Houston-by-way-of-Bay-City firestarter with a beard that’s become its own subgenre of Southern rap, you don’t just join a roster—you kick the doors open and say “We in here.”

His management remains with Good Money Global, and PR with Audible Treats, both of whom have had front-row seats to the rocket ride. That Mexican OT—real name Virgil René Gazca—has carved out a lane so specific it might as well come with a custom belt buckle. His breakout 2023 single “Johnny Dang,” featuring Paul Wall and Drodi, didn’t just nod to Houston’s rap legacy—it iced it out in full grillz and then put it on TikTok where it racked up tens of millions of views.

Orville Peck has signed with Wasserman for global representation, stepping into a bigger spotlight just as the fringe on his mask starts to glimmer under the Broadway lights. Yes, Broadway. Peck recently made his stage debut as the Emcee in the Cabaret revival at the August Wilson Theatre, because apparently the next logical step after rhinestone-studded country crooner is… rhinestone-studded Berlin cabaret host. His point agent at Wasserman is Douglas Singer.

Peck’s career, which began as a masked mystery and somehow evolved into one of the most subversively mainstream acts in country music, has now reached another inflection point. His third studio album Stampede (2024) was a duet-heavy flex featuring Kylie Minogue, Elton John, and a particularly poignant cover with Willie Nelson that doubled as a love letter to queer cowboy culture. It was the musical equivalent of a rhinestone lasso spinning across genres, generations, and gender norms.

Eprom has signed with Good Direction Agency for representation in North America. He continues to be represented by MB Artists in Europe and the UK and remains managed by Kompass Music Group.

Streaming Metrics: Eprom has over 110,000 monthly listeners on Spotify. His top listener markets include Denver, Los Angeles, Sydney, Chicago, and Seattle.

Career Highlights: Based in Portland, Oregon, Eprom is known for his genre-defying production style that blends elements of hip-hop, dubstep, and experimental bass. He has collaborated with G Jones on multiple projects, including the 2024 single “On My Mind” and their joint EP Acid Disk 2. He is also one half of the electronic duo Shades, alongside Alix Perez.

Reyna Roberts has signed with United Talent Agency (UTA) for worldwide representation. She continues to be managed by The Ogunlesi Group and represented by Rogers & Cowan/PMK for public relations.

Streaming Metrics: Reyna Roberts has over 744,000 monthly listeners on Spotify. Her top listener markets include New York City, São Paulo, Chicago, Los Angeles, and London.

Career Highlights: Roberts gained attention with her debut single “Stompin’ Grounds,” which was featured multiple times on ESPN’s Monday Night Football. In 2024, she was featured on Beyoncé’s single “Blackbiird,” which charted at number 27 on the Billboard Hot 100 and earned nominations for two People’s Choice Country Awards. Roberts also won a Hollywood Independent