Warner Chappell Music is expanding its música mexicana division, appointing Mexico City-based executive Carlos Ruiz as head of the genre, Billboard can exclusively announce Tuesday (Sept. 22).

In the newly expanded role, Ruiz will oversee the publisher’s operations and creative strategy across Mexico and the U.S., reporting to Gustavo Menéndez, president of U.S. Latin and Latin America. L.A.-based Delia Orjuela, head of creative, Mexican music, will report to Ruiz and work alongside WCM’s Mexico and Miami teams.

Ruiz, who has served as managing director of WCM Mexico since 2018, will focus on identifying talent, developing partnerships and expanding opportunities for songwriters working across Mexican and Mexican-influenced music spaces. The publisher’s roster and partnerships include corridos tumbados pioneer Natanael Cano, rapper Alemán, reggaetón mexa artists El Malilla and El Bogeto, as well as Justin Morales, Máxima Ventaja, and Óscar Maydon with his Rico o Muerto label.

“Today, we’re witnessing a watershed moment for the genre, driven by a talented new generation of artists, songwriters, and producers who are creating new sounds and innovative fusions,” Ruiz said in a statement. “It has grown exponentially, evolving from a regional movement into a truly global phenomenon. I’m confident that with Delia’s support in the U.S. and our A&R team in Mexico, we will strengthen our presence in the genre and write many more success stories in the future.”

“It’s no surprise that Mexican music is more popular than ever,” Menéndez added. “Carlos’ promotion is an exciting step in bringing our teams in Mexico and the U.S. even closer together, allowing us to continue supporting and advocating for our songwriters as one unified team. We’ve been committed to the genre for years, and today its reach continues to expand, transcending borders and connecting audiences around the world.”

The move comes as Mexican music continues to accelerate across the U.S. and global markets. According to Luminate’s 2025 midyear report, regional Mexican was the second-fastest-growing U.S. music subgenre during the first half of the year, with consumption up 32.95% year over year. Overall, Latin music generated 59.4 billion U.S. on-demand audio streams during the period, up 7.8% from the first half of 2024.

Mexico also ranked No. 3 globally in total streaming volume in Luminate’s midyear country rankings, with 226 billion combined audio and video streams. IFPI Global Report 2026 subsequently identified Latin America as the fastest-growing recorded-music region in 2025, with revenues increasing 17.1%.

For WCM, the expansion formalizes a “cross-border creative and operational structure to accelerate global momentum,” says the press release, around a genre that extends beyond traditional regional Mexican categories. Corridos tumbados, música mexicana-inflected urban music, Mexican reggaetón and rap have all contributed to the musical style’s broader international profile, creating new demand for publishing, collaboration and rights-management expertise.

Ruiz brings 35 years of music-industry experience to the position. He began his career with Warner Music Group in 1991 and later served as managing director of Peerless-MCM and vp and general manager of Disa Records, overseeing operations in both Mexico and the U.S.