Roberto López, Sony México’s president, adds, “before the division was clear. Now we are one. It’s clear that for the audience of this genre, borders don’t exist. So, to know that we have these additional resources to move forward with our artist’s projects just gives us as a company some peace of mind.”

The biggest difference from what was being done before to what is being done now, says Gallardo, is that when an artist who is signed to Sony Mexico comes to the U.S. for promotion, “they will have a home here and feel like their label will have their back. And vice versa with our U.S. signed artists when they go to Mexico.”

Sony’s newly-signed diverse artists Vega, Diferente Nivel and García represent the genre’s evolution and a new generation that has embraced fusing pop and hip-hop with traditional regional Mexican sounds.

“What’s happening with these new regional Mexican acts is that by tradition, they grew up listening to the genre but because of their age, they’re also listening to Ozuna, Nicky Jam and Anuel AA,” adds Gallardo. “For example, Ramón Vega, he’s only 15  [and] he can talk to you about Jenni Rivera and Bad Bunny. So when he writes his songs, you can see that multicultural influence. We have some really fascinating and exciting releases coming soon.”


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