Peso Pluma‘s Double P Records has signed a global administration deal with Downtown Music Publishing, Billboard has learned.
Serving as the global admin for the label’s publishing arm, the company will also provide sync placement across Double P Records’ current and future releases as well as administration for Peso Pluma’s own publishing interests, including his latest double album, Éxodo, which peaked at No. 5 on the Billboard 200.
The label and publisher was founded in April 2023 by Peso and his manager George Prajin. Besides Peso, it’s also home to Música Mexicana singer-songwriters Jasiel Nuñez, Tito Double P and Estevan Plazola. “We are looking forward to joining forces with Downtown and continuing to grow our partnership,” Prajin, CEO of Prajin Parlay and co-founder of Double P Records, said in a statement. “I am confident that together we are going to do great things.”
While Peso is not the first regional Mexican act to join Downtown’s roster (including Luis R Conriquez and Código FN), the partnership reflects the ever-growing overall interest in a genre that’s seen exponential growth in the past year alone, in part spearheaded by Peso Pluma. Regional Mexican music is now the largest Latin subgenre in the U.S., according to Luminate’s 2024 Midyear Music Report.
Mexican music’s growth is something Ben Patterson, Downtown Music’s president of artist & label services, has been keeping an eye on, while also “tripling” his staff focused on the genre. “First and foremost by investing in the clients,” he says about adapting to the changing landscape. “By making resources — financial, creative and human — available to support the global demand. Ensuring we remain as responsive and reactive as we can be in creating commercial support, audience growth that is organic and ad-driven and marketing strategies that fit the label, artist or project. This is a full company focus.”
The deal, adds Jedd Katrancha, chief commercial officer of Downtown Music Publishing, “reimagines what independent music culture can be like — it’s modeling a future of a lot of other artists and songwriters.” Most recently, Katrancha and his team scored Peso’s “TEKA” an Apple TV placement for the 2024 Leagues Cup between MLS and Liga MX.
“That’s what we’re excited about, to bring in mainstream global brands that are looking at what Peso is doing and wanting to be a part of if in a really authentic way,” he says. “That’s really encouraging and we’re just scratching the surface.”
