Cash Money Pushes Into Latin Market With Signing of Four Puerto Rican Artists

Cash Money Records, the storied label known for launching the careers of rap superstars like Lil Wayne, Drake and Nicki Minaj, is making a push into the Latin music market by signing four promising Puerto Rican artists: Jeyyff, Midnvght, DimeWest and El Blxnco, the company tells Billboard Español.

The signings of the four artists — part of a joint venture with Puerto Rican record label Virolgue — represents Cash Money’s strategy to reach new audiences and “create groundbreaking music that transcends boundaries and fosters unity in diversity,” according to a press release. The artists are active in the reggaetón, Latin trap and Spanish-language hip-hop scenes.

“By embracing these Latin artists, we embark on an exhilarating new chapter in our journey,” states Ronald “Slim” Williams, co-CEO of Cash Money Records, in a statement. “We are dedicated to supporting them and to help them realize their potential while introducing them to current and new fans globally. At Cash Money Records, diversity and authenticity have always been our cornerstone and we eagerly anticipate these exceptional artists will propel their music in the Latin market.”

Cash Money Latin A&R Carlos Rivas, A&R marketing and publicity manager Cristina Novo, and vp of digital Matty Bernal are leading the initiative for the label.

“As a Latina in the music industry, it’s an exhilarating moment to see this vision come to fruition,” Novo says. “Growing up with Cash Money as a cultural cornerstone, being part of this epic moment is beyond surreal. It’s not just about music; it’s about bridging cultures, forging connections, and carrying forward the indomitable legacy of Cash Money Records alongside our esteemed partners from Virolgue.”

Cash Money plans to kick off the partnership with a series of exclusive releases and collaborative projects geared towards the Latin audience.

Jeyyff, whose real name is Jesús Figueroa, shared his enthusiasm about joining the label in a statement. “Signing with Cash Money Records is like stepping onto a global stage,” says the singer, who was recently featured on the track “Háblate Claro 2.0.” He added that he sees his signing as a chance to “make history, one verse at a time.”

DimeWest, who made the rounds for his viral hit “Porche Carrera” in 2023, expressed similar excitement about joining the Cash Money family, stating that signing to the label represents “endless possibilities” for his career.

In his own statement, El Blxnco said he views his signing as a major honor, acknowledging the label’s legacy in developing top-tier talent. “It is a great honor to start my career with such a prestigious record label that developed the career of Lil Wayne [and] Hot Boys among other high caliber artists,” he added. Meanwhile, Midnvght described joining the label as a significant “accomplishment” for him.

From singles to diverse music projects, including a special appearance at the Puerto Rican Day Parade in New York, the work of all four newly-signed Cash Money artists will soon be “accessible for fans worldwide to savor and celebrate,” the press release added.