Sony Music Latin has signed an agreement with K Music, the record label founded by Freddy Becerra, Leonardo Soto and Mexican singer-songwriter Luis R. Conríquez, Billboard can exclusively announce on Thursday (Sept. 24). The new alliance is part of the multinational label’s strategy to continue driving the growth of Música Mexicana and its evolving expressions.

The collaboration includes a focus on artistic development, distribution and strengthening the projects supported by K Music, as well as the continued global growth of regional Mexican music and Latin music.

“Luis R. Conriquez has established himself as a leader of the movement and a true innovator within Mexican music. Together with K Music, he has brought together the genre’s top talent, building a solid, forward-looking project,” Alex Gallardo, Sony Music Latin president, said in a statement. “For Sony Music Latin, it is a true honor to partner with them in this new chapter, which will undoubtedly mark a milestone in Mexican music.”

Considered one of the most influential voices in contemporary Mexican music and the new wave of modern corridos, Conríquez has positioned himself as one of the most-streamed artists in the genre on digital platforms, with No. 1 hits on Billboard‘s Regional Mexican Airplay chart including “JGL” with La Adictiva, “Si Ya Hiciste El Mal” with Jessie Uribe and “Con Todo Respetillo.”

Founded in 2019 in Riverside, Calif., K Music — initially launched as Kartel Music — has played a key role in promoting regional Mexican music, driving its recent global expansion. The label represents some of the genre’s most promising stars, starting with Conríquez and including Joel De La P and Tony Aguirre.

“K Music was founded with the goal of elevating Mexican music and discovering the next generations of artists, providing them with the infrastructure to build careers that transcend borders,” Becerra said. “K Music grew exponentially thanks to our audience, our team of executives, and the talent of the artists who place their trust in us. In 2026, we partnered with Sony Music Latin, taking our platform to a new level so that we can continue to be a standard-bearer for Mexican culture and continue providing the best development tools to the talent we represent.”

Added Soto: “Our label will always proudly maintain a Mexican identity, which is at the core of who we are. At the same time, K Music has plans to expand beyond the Mexican and Latin markets. Our vision includes positioning K Music as a global music leader, with musical projects emerging from different parts of the world and telling diverse stories.”