Regional Mexican music imprint Kartel Music is rebranding as K Music, it was announced on Monday (May 19).

Founded in 2019 in Riverside, Calif., the label has played a pivotal role in promoting regional Mexican music while helping drive its recent global expansion.

“This rebranding to K Music marks a significant milestone for our team and artists,” said Freddy Becerra, CEO/co-founder of K Music, in a statement. “In just a few years, our artists have topped charts and earned recognition from global tastemakers like Billboard. Our new name reflects an ambition with no borders.”

The decision to renew the brand is part of a strategy that promises to “continue to amplify its impact,” a press release reads, adding: “The new identity reflects the label’s evolution and global ambitions, reaffirming its commitment to growth rather than signaling any detachment from its cultural roots.”

K Music also boasts a refreshed visual identity and updated logo.

Leonardo Soto, CFO/co-founder, added, “Our name may be new, but our heart remains the same. K Music will continue to uplift the Mexican talent and culture that shaped Kartel Music, even as we expand into new territory.”

K Music represents some of the genre’s hottest stars, such as Luis R Conriquez, who graced the cover of Billboard last September. His 2024 album, Corridos Bélicos, Vol. IV, debuted at No. 5 on Top Latin Albums, No. 3 on Regional Mexican Albums and No. 36 on the Billboard 200. Then there’s Tony Aguirre, who boasts 7.5 million monthly listeners on Spotify and has collaborated with Xavi and Luis R in the early stages of their careers.

The label is also home to acts such as Dinamicos Jrs and Joel de la P, who has written hits for Peso Pluma and Tito Double P and released his breakout track, “Dembow Bélico.” K Music’s rebranding comes six years after its launch amid an ongoing crackdown on narcocorridos in Mexico.