Latin

Rosalía has a new gig. No, it’s not a flamenco-electronica fusion project with Björk (though give it time). It’s New Balance. The Spanish genre-blurring pop priestess has officially signed on as the brand’s newest ambassador—and the cinematic lead in a five-part campaign that feels less like a sneaker launch and more like a Netflix pilot.

Her debut centers around the 204L silhouette, a sleek, retro-tinged model that now comes with just the right amount of Iberian cool. The film series follows Rosalía from New Balance HQ to the streets of New York, where she hand-delivers a mysterious package. Spoiler: it’s a painting. Of a logo. For a shoe. And yes, it somehow works.

With this move, Rosalía laces up alongside a stacked New Balance roster that includes Jack Harlow, Action Bronson, Aminé, and Storm Reid—not to mention athletes like Shohei Ohtani, Coco Gauff, Kawhi Leonard, and Cooper Flagg. The brand is building a cinematic universe, and Rosalía just got top billing.

Call it performance art. Call it branded content. Call it another step in New Balance’s

If there’s one thing Wasserman knows how to do, it’s take global icons and make them slightly more global. Prince Royce, the Bronx-born bachatero who made heartache sound like a dancefloor proposition, has officially signed with Wasserman for worldwide representation (minus the part of the world where bachata was arguably born). Because why not expand your empire—selectively?

Royce’s team remains a steady triangle: Walter Kolm Entertainment on management (the Latin music whisperer), Nieman Group on PR (because someone has to craft the headline when your heart gets broken in 4/4 time), and now Wasserman to handle the booking side of his eterna career trajectory.

This isn’t a case of artist-trying-to-make-a-comeback. Royce has never really left. He first broke out in 2010 with a bachata rework of “Stand By Me” that somehow turned a 1960s soul classic into the unofficial slow dance anthem of every quinceañera between Miami and Queens. He followed that up with “Corazón Sin Cara”, which was less a single and more a gentle reminder that beauty is skin-deep but charisma is eternal.

Since then,

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

Puerto Rican reggaeton and Latin trap artist Ozuna has signed with 33 & West for representation as he continues to expand his career in Latin music.

In February 2025, Ozuna released the single “Más Que Tú” with Colombian artist Kapo under Sony Music Latin. The song blends reggaeton with Afro-Caribbean rhythms and was accompanied by a music video directed by Fernando Lugo. In January 2025, he previewed a new single, “Sirenita,” on social media.

Ozuna will make his acting debut in Odisea, a film inspired by his life and 2017 debut album. Directed by Alexis Morante, the biopic follows his rise from Puerto Rico to international stardom. Ozuna is also an executive producer through his company, Bear with Oz Films. The movie is set for release later this year.

Ozuna will perform at Granca Live Fest from July 3 to 5, 2025, at Estadio de Gran Canaria, alongside Enrique Iglesias and Will Smith. On June 29, 2025, he is set to take the stage at Icónica Sevilla Fest in Spain. He will

Mexican-American singer-songwriter Xavi has partnered with WK Entertainment for management, while continuing his representation with WME. His most recent album, Next, was released in October of last year via Interscope Records.

Early Life and Career Beginnings: Born Joshua Xavier Gutierrez on May 5, 2004, in Phoenix, Arizona, Xavi began his musical journey at a young age. He started playing the guitar at 10 and composing songs by 12. In 2020, he released his debut single, “Vete Ya,” which garnered attention and led to a deal with Interscope Records.

Breakthrough and Musical Achievements: Xavi’s rise to fame accelerated with the viral success of “Amigos con Derecho,” capturing a wide audience and solidifying his presence in the music industry. His subsequent single, “La Víctima,” became a sensation, debuting on the Billboard Hot Latin Songs chart and eventually reaching the top 10. Following this, “La Diabla” peaked at No. 20 on the Billboard Hot 100 and topped the US Hot Latin Songs chart.

In 2024, Xavi embarked on the

Rising Latin music sensation FloyyMenor has officially signed with Independent Artist Group (IAG) for booking representation. He continues to be managed by Markeisha Darden.

Career Highlights: The 19-year-old Chilean singer-songwriter gained international acclaim with his reggaeton hit “Gata Only,” a collaboration with Cris MJ. The track was named TikTok’s Global Song of the Summer and Global Song of the Year in 2024, amassing over 50 million creations on the platform and generating more than 74 billion streams. 

“Gata Only” achieved significant chart success, reaching the top five on the Billboard Global 200 and topping the U.S. Hot Latin Songs chart. Following the success of “Gata Only,” FloyyMenor continued to build his discography with tracks like “Por Ti Jalo Gatillo” and “Un Star,” further establishing his presence in the Latin music scene. His unique vocal tone and

Colombian actress and singer Greeicy Rendón has signed with William Morris Endeavor (WME) for representation, marking a significant milestone in her rapidly growing international career.

Career Highlights: Greeicy Rendón first rose to prominence in Colombia as both an actress and a singer. Born in Cali, Colombia, on October 30, 1992, she gained early recognition for her talent after competing in the 2007 edition of Factor Xs, showcasing her vocal abilities at a young age.

As an actress, she became widely known for her role as Daisy O’Brian McLaren in the hit Colombian television series Chica Vampiro (2013–2015), a show that gained popularity internationally. She also starred in notable series such as La Ronca de Oro (2014) and Primera Dama (2011), solidifying her status as a household name in Latin American television.

In addition to her acting achievements, Greeicy transitioned into music, where she achieved major success with singles like “Brindemos,” “Error,” and

Argentine singer-songwriter María Becerra has signed with Big Bad Wolf for management, marking a significant milestone in her rapidly ascending career. She continues to be represented globally by Wasserman, solidifying her presence in the international music scene.

Career Highlights: María Becerra, often referred to as “La Nena de Argentina,” began her artistic journey as a YouTuber, captivating audiences with song covers, vlogs, and tutorials. In 2019, she transitioned into music with her debut EP, 222, showcasing her versatility and talent across multiple genres. Her breakthrough came with the remix of “High,” which catapulted her to the top ten of the Argentina Hot 100 chart.

In 2021, Becerra released her debut studio album, Animal, further establishing herself as a prominent voice in the Latin pop and urban music scenes. The album featured hit singles such as “Animal” and “Cázame,” which showcased her ability to blend

Regional Mexican band Fuerza Regida has signed with United Talent Agency (UTA) for worldwide representation outside of Mexico, continuing their momentum as a key force in the global corridos tumbados genre. Managed by Rancho Humilde and with PR managed by Audible Treats, Fuerza Regida recently released their album Pero No Te Enamores via Rancho Humilde/Sony Music, which showcases their innovative fusion of traditional Mexican sounds with electronic and Jersey club influences.

Career Highlights: Formed in 2015 and led by frontman Jesús Ortiz Paz, Fuerza Regida rose to fame with their mix of corridos and trap, often called corridos tumbados. Their work, including the album Del Barrio Hasta Aquí (2019), has earned multi-platinum status and solidified their role in the música Mexicana movement. In 2023, they gained further attention with their single El Jefe, a

Mexican singer-songwriter Humbe has signed with WME for representation, marking a new milestone in his rapidly growing career.

Career Highlights: Humbe, known for his eclectic pop sound and heartfelt lyrics, has quickly risen in the Latin music scene with a style that blends pop, electronic, and alternative influences. He first gained major recognition with his 2017 debut album Sonámbulo, and his follow-up albums like Entropía and Aurora have further cemented his place as one of the most promising young talents in Latin pop. His 2021 album Aurora received critical acclaim and showcased his ability to craft emotive, genre-blending music.

Humbe’s songwriting has struck a chord with audiences, particularly among younger listeners, due to his introspective lyrics and fresh production style. His songs often explore themes of love, self-discovery, and growth, making him a relatable voice for his generation.

Festival Appearances: Humbe has performed at major festivals such as Pa’l

Colombian reggaeton sensation Feid has signed with CAA for representation. He continues to be managed by Luis Villamizar, with PR handled by Lede Company.

Career Highlights: Feid, also known as “Ferxxo,” has quickly risen to prominence in the Latin music scene, becoming one of reggaeton’s most innovative voices. His distinctive style blends urban rhythms with melodic hooks, setting him apart in the competitive world of Latin music. He has collaborated with top-tier artists like J Balvin, Karol G, and Maluma, and his solo work has gained millions of fans across the globe.

Feid’s albums, such as FERXXO (VOL 1: M.O.R) and Inter Shibuya – La Mafia, have garnered significant commercial success, with tracks like FRESH KERIAS and Porfa (with Justin Quiles) becoming fan favorites. His ability to connect with audiences through emotive lyrics and infectious beats has made