The deal was spearheaded by Warner Music Latina president Iñigo Zabala, who brought Towers to the attention of Warner Records global heads at a time when music in Spanish is a global force, a fact highlighted by Towers’ remarkable success as an independent artist.
As it turns out, Towers has been on Warner Latin’s sights since 2017, when he first started releasing music. But the label’s approach began in earnest in 2019, after he collaborated with Warner Music Latina group Piso 21. Towers was a rapper who shunned the more facile lyrics of reggaetón, opting for more heartfelt storytelling in his beginnings in 2016. But he also had a more melodic, commercial side to him, and quickly became highly sought-after for collaborations by big stars like Thalía and Becky G a couple of years later.
“But Warner were the only ones who initially had that interest,” says Reyes. In 2019, he says, Héctor Rivera, Warner Latina’s VP of A&R, showed up at Whiteworld’s studios in Puerto Rico.
Source: Entertainment Trends (entertainmenttrends.net)
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