Warner Music Latina And Trap Corrido Label Rancho Humilde Join Forces
Warner Music Latina and Rancho Humilde, the Los Angeles-based independent label known for its trap corrido roster of artists, are joining forces to further evolve some of Latin music's most promising artists in the growing regional Mexican music subgenre, including Natanael Cano, the face of the trap corrido movement.
The two labels will come together to strategize on the development of popular genre artists Cano, Junior H and Ovi. "I’m excited to be part of such an incredible moment and can’t wait for the new music this venture will bring,” Cano said in a statement.
The deal brings Warner Musica Latina back to featuring regional Mexican music artists on their roster. Warner Music Latina General Director Gabriela Martinez told GRAMMY.com despite that the label still supported the genre: "We have continuously worked with our sister companies and supported their regional artist’s rooster."
Over the last years, trap corridos or corridos tumbados, a subgenre of the corrido Mexican-folk style of music that dates back to the Mexican revolution, and mixes rap and trap, have grown from local scenes in U.S. cities like Los Angeles and Northern Mexico cities like Tijuana into a genre whose artists like Cano boast millions of streams on YouTube. Cano also holds a record for his 21 weeks on the Billboard charts a statement said.
While regional Mexican music has been popular among U.S. Latinos for years, reggaeton artists continue to lead the way for Latin music. Of the top 10 artists on the Billboard 2019 Year-End Top Latin Artists chart, only Banda MS represented the Mexican regional genre with the No. 10 spot. But artists like Cano could cross regional music into new land. Cano, a Nielsen Music/MRC 2020 Data mid-year report states, is one of the most consumed Latin artists after reggaeton stars Bad Bunny and Ozuna.
Warner Music Latina are betting on these artists to take regional music further. “Natanael, Junior H and Ovi are proof of the globalization of the Regional Urban movement and at Warner Music we are delighted to partner with Rancho Humilde on this endeavor," said Warner Music Latin America & Iberia President Iñigo Zabala in a statement.
Martinez told GRAMMY.com that the deal also honored the regional genre. "For Warner Music Latin, this is embodies the respect Regional Mexican roots and its sound deserve; and the lasting effect acts like Natanael Cano, Junior H and Ovi bring to the table with their sound," she said.
Rancho Humilde's founder Jimmy Humilde has been a visionary in the trap corrido scene and says the meaning of the deal has been a long time coming. "Been waiting a long time for this," Humilde said in a statement. "From the streets of Los Angeles and representing Mexican Music, Warner and Rancho Humilde come together to make history! Viva La Raza."