UnitedMasters signs 2 new Latin artists and expands division
UnitedMasters is dialing up the volume on Latin music, celebrating Hispanic Heritage Month by cementing its commitment to nurturing the next generation of independent Latin artists. The platform is expanding its Latin division with the signings of rising talents Lyanno and Lyon La F, signaling a major push to build global infrastructure and strategy for artists shaping their own cultural narratives.
This expansion is driven by a mission that goes far beyond simple distribution. Maria Gracia, head of Latin artist marketing at UnitedMasters, emphasized that the focus is deeply invested in true artist development, aiming to empower these independent creators to shape culture on their own terms.
Lyanno, hailing from Puerto Rico, brings a wealth of experience and a proven track record, having collaborated with major figures like Rauw Alejandro, Eladio Carrion, and Young Miko. His music already resonates globally, highlighted by notable tracks such as “LOKERA” and “En Tu Cuerpo (Remix)”, and an ASCAP Award.
“I’m very happy with this new stage in my career,” Lyanno shared. “Working on this new facet with my own team, hand in hand with UnitedMasters, is a great achievement. Knowing that I have a team that understands and respects the vision of what we want to achieve fills me with enthusiasm. This partnership represents an opportunity to continue growing and to take my music and my talent to the level we’ve always aspired to.”
Lyon La F, who hails from La Serena, Chile, also joins the UnitedMasters family, bringing his own viral success, notably with the song “Deja Que El Mundo Se Acabe.” He views the partnership as a natural evolution, eager to grow within the Latin American music landscape.
“Signing with UnitedMasters feels like a natural next step for me,” Lyon La F stated. “I’ve been working toward this for a long time, and now I have the right team around me to take everything to the next level. I’m excited to keep representing Chile, keep growing in Latin America, and show fans what I can do with this next chapter.”
The foundation supporting these emerging artists is robust, with UnitedMasters’ Latin team staffed by key professionals dedicated to growth. This includes Adrian Mainou, who serves as the senior artist and digital marketing manager; Gineyda Cornelio, who manages artist marketing and commerce; and Gerardo Mejia, who acts as the senior lead of A&R.
The excitement surrounding this new chapter was further amplified when UnitedMasters recently presented the Billboard Latin Music Week panel, “Beyond the Algorithm: From Viral Moment to Global Fanbase.” The discussion featured Gracia, Lyanno, Yo Gansta, and Gabo Llano, highlighting the critical journey from viral success to global fanbase building in the digital age.
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