Fono, the regional Mexican-focused label under Universal Music formerly known as Fonovisa-Disa, announced on Tuesday (July 22) a partnership with Desierto Bravo, a record label and production platform dedicated to nurturing new talent from northwestern Mexico.
Based in Hermosillo, Sonora, this incubator for emerging artists was founded by Abraham Noé Reyes Valdez “Compa Grillo,” who has produced artists such as Gabito Ballesteros, Kenia Os, Kany García, and Carín León, among others.
“We’re focused on Sonoran talent because there are so many people who can build great careers, and we want to provide them with the right tools,” Reyes Valdez told Billboard Español.
Antonio Silva, managing director of Fono US/Mexico, adds: “We see talent, youth, and the drive they have to showcase the music of the desert—this part of Mexico that has given so much talent to music. For us, it’s an honor to have achieved this partnership. The spirit of Fono is to seek out talent from its origins and develop it without borders, leveraging the global structure we have as part of Universal Music.”
The collaboration between the two companies has given rise to a new division within Fono aimed at providing international exposure to emerging artists signed during the first phase of the partnership. Among them are Plazencia, a 22-year-old from a family of mariachi musicians who blends regional Mexican music with modern sounds, bringing a fresh twist to the genre; and El Niño de Sonora, known for his successful collaboration with Adriel Favela “Sin Plan B.” Five additional young acts —Jesús Durán, Paloma Ledgard, Los Conin’s, Rubaa, and Krazy Flow ML— make up the rest of the roster being developed in genres like pop, rap, and alternative sounds.
Alongside the launch of their musical ventures, the partnership between Fono and Desierto Bravo has announced free guitar workshops for those interested in starting with solid foundations, and is inviting songwriters to submit their compositions for potential future productions. All of this aims to attract and support future generations of artists. Additionally, they have opened submissions for Mexa Indie, an album that will feature those selected as promising new artists.
In recent years, Sonora has emerged as a hotbed of talent, putting regional Mexican music on the global map. Stars like Natanael Cano, Adriel Favela, Christian Nodal, and Carín León are among the notable figures from this desert state in Mexico who have infused their own style into Mexican culture, shaped by influences from banda sinaloense and norteño music.