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, Royce has quietly assembled the kind of catalog that would make most pop stars jealous: multi-platinum albums, billions of streams, six Latin Grammy nominations, and more Billboard hardware than your average Home Depot aisle. He’s headlined Baja Beach Fest, Calibash, and pretty much any event where “Caribbean saxophone over trap beats” is a genre requirement.
Oh, and his latest album? ETERNO, released just last month via Sony Music Latin, is a glossy reminder that you can still make people cry in the club—even if they’re holding bottle service menus.
Signing with Wasserman means Royce now has the machinery to scale his already massive appeal across territories that haven’t yet been overrun by his velvety vocals and impossibly symmetrical jawline. Sure, South America is off the table for now, but it’s hard to imagine fans in São Paulo or Santiago complaining—he’ll probably still find his way there with or without a dotted line.
In short: Prince Royce remains a case study in how to be strategically romantic, unapologetically bilingual, and corporately selective. Wasserman gets a global superstar. Royce gets an even bigger map. South America gets to wonder what they did wrong.
