Universal Music Latino partners with YaBoyyWill for reparto music platform

Universal Music Latino has partnered with Cuban content creator and streamer YaBoyyWill to launch ‘Toma Este Reparto!’, a new music platform and series designed to spotlight the growing Cuban reparto music scene.

The initiative aims to elevate reparto artists by providing them with opportunities to perform in YaBoyyWill’s personal studio, network with Universal Music executives, and access industry mentorship, financial resources, and mainstream collaborations. The project is intended to capitalize on the genre's increasing momentum on social media.

Scheduled to kick off during Hispanic Heritage Month in Miami, the partnership seeks to bridge the gap between digital streaming culture and the traditional music industry. Cesar Toirac, senior director of digital innovation at Universal Music Latino, noted that the move embraces how streamers are currently shaping pop culture and music discovery for younger audiences.