Rapetón Approved, an artist development venture, has struck a partnership with Warner Music Latina, the companies tell Billboard.
Calling it a “strategic alliance” to foster new urban talent and “become a powerful promoter of artists from the genre,” Rapetón Approved was launched in 2020 by Yandel‘s record label, Y Entertainment Records, and Angel “El Guru” Vera, founder of popular website and media brand Rapetón. Their vision? To sign new artists through the reggaeton star’s label and promote them across Rapetón’s platforms (website and social media).
“Y Entertainment’s mission has always been developing new talent; singers, producers, and songwriters,” the “Encantadora” singer said. “I am grateful to God for allowing me to make a living from what I love the most: music, and to be able to contribute, together with Guru and Alejandro, to developing new talent fills me with joy.”
“I am super grateful to Warner Music Latin for supporting and betting on this vision of Rapetón Approved that I have been working on since 2016,” added “El Guru.” “It gives me great joy because now I can see that all sacrifices were worth it.”
According to a statement, the first track produced under the alliance will be “a representation of the beginnings of the urban genre in the back streets of Puerto Rico” and set to be released by Warner Music Latina on Feb. 25. The single will kick-off a series of weekly releases that will showcase the venture’s talent.
“Yandel and Guru have a very clear vision for the future of Rapetón Approved and I’m proud that Warner Music is now part of that vision,” concluded Alejandro Duque, president, Warner Music Latin America. “Together, our priority is to find and support the best emerging artists and aid their development. The combination of Yandel, Guru, and Warner Music provides an unparalleled platform for that purpose.”