Plus Media Music has signed an exclusive deal with Elite Media and Marketing (EMM) to expand the reach of Cuban urban artists, the companies shared in a joint Instagram post on Monday (April 27).
The strategic agreement between the growing independent label — which has a roster of popular Cuban urban artists including Dale Pututi, Nesty, Wow Popy and Zurdo MC — and Pablo Casal’s 360 entertainment company will include booking, label services, distribution and management.
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“Cuban artists lack many things: order, management, strategy, reach, and connections — and that is precisely what we aim to achieve with EMM,” Maykel Barzagas, CEO of Plus Media, tells Billboard. “At the same time, Plus Media possesses the existing structural framework for the Cuban music network. We have the artists’ trust and a positioning infrastructure, and we are joining forces with EMM to scale to the next level through our ecosystem — specifically, to figure out how to organize this genre and community, as we are currently very scattered. Cuban artists have the ‘street cred,’ but they lack the experience within the industry.”
Under the new deal, Barzagas aims to help Plus Media artists gain more exposure, be elevated to bigger stages, secure collaborations with international artists and enjoy better professional management.
“We have received proposals from many major record labels — but the one that truly inspired us the most was the commitment to, and love for, Cuban music that Pablo demonstrated”, Barzagas says. “He is an eternal devotee of Cuban music and has been working with Cuban artists in one way or another for a long time. The commitment and empathy he showed toward us were what led us to forge this alliance; he shares our vision and our desire.”
Photo Credit: Courtesy of EMM Courtesy of EMM
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