UnitedMasters is celebrating Hispanic Heritage Month by expanding its Latin division with the signings of Lyanno and Lyon La F.
“Our focus in the Latin division goes beyond distribution, we are deeply invested in true artist development, building the global infrastructure and strategy that empower the new wave of independent Latin artists to shape culture on their own terms,” Maria Gracia, head of Latin artist marketing at UnitedMasters, said in a statement.
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Lyanno hails from Puerto Rico and has collaborated with Rauw Alejandro, Eladio Carrion and Young Miko. The recipient of an ASCAP Award, his notable songs include “LOKERA” and “En Tu Cuerpo (Remix).”
“I’m very happy with this new stage in my career,” Lyanno said in a statement. “Being able to work on this new facet with my own team, hand in hand with UnitedMasters, is a great achievement. I’ve always worked on my projects with the same passion, and 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 comes from La Serena, Chile, and went viral with the song “Deja Que El Mundo Se Acabe.”
“Signing with UnitedMasters feels like a natural next step for me,” Lyon La F said in a statement. “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.”
UnitedMasters’ Latin team also encompasses Adrian Mainou, senior artist and digital marketing manager; Gineyda Cornelio, artist marketing and commerce manager; and Gerardo Mejia, senior lead of A&R.
UnitedMasters presented the Billboard Latin Music Week panel “Beyond the Algorithm: From Viral Moment to Global Fanbase,” with Gracia joining Lyanno, Yo Gansta and Gabo Llano (head of music operations at TikTok Spanish Speaking Latam).
