WARNER MUSIC LATINA JOINS FORCES WITH THE LIONZ COLLECTIVE TO BRING THE EXPLOSIVE TALENT OF
BARRANQUILLA TO THE WORLD
There is no doubt that Colombia has played an important role in Latin music’s historical and global expansion in the 21st century. While in recent years the focus has been on the talent emerging from Medellin, the hometown of global superstars like J Balvin, Maluma, and Karol G, attention is now shifting to Barranquilla, Colombia’s golden gate, which has seen a boom with his new move. In an exciting new development for Latin music, today, Warner Music Latina and Lionz, LLC (as part of The Lionz Collective, a collective that combines music, artist development, and creativity), announced their joint initiative to turn Latin the emerging stars of Barranquilla into artists known to all.
The innovative project is being led by Warner Music Latina and directed by experienced LIONZ songwriter, producer and executive Humberto “Humby” Viana, veteran Latin and American record industry creative and executive Brian Harrison Alvarez and Darío José. “DJ Dari” Insignares, one of the creative minds behind the Barranquilla sound.
“We are excited about this new partnership with The Lionz Collective that will help develop and export the Barranquilla sound and talent throughout the Latin American region and beyond.” – Hector Ruben Rivera, SVP/Head of A&R at Warner Music Latina.
“It is proven that Colombia is a country full of talent and an exporter of music to the whole world. This alliance with Lionz means a lot to us and to be the pioneers in officially opening an artistic development cluster on the Atlantic coast.” – Maria Montejo, General Marketing Manager of Warner Music Colombia.
“If there’s one thing I know after more than 20 years in music at the highest levels, it’s that when you hear something undeniable that advances art instead of chasing it, you go all out and fast. That’s how movements become tides and that’s how legends are born.” – Brian Harrison Alvarez, Founder, LIONZ.
“He carried Barranquilla in his blood. Very happy for the city and the globalization of its sound. For those who paved the way, thank you. Now is our time.” – Humberto “Humby” Viana, Founder, LIONZ.
The Lionz Collective brings together artists, creatives and tastemakers from the US and Latin America with a mission to innovate pop culture. The Lionz Collective is made up of a group of companies that includes LIONZ, a full-service record label; THE ROAR OF THE LION, music publisher and manager; and THE LIONZ DEN, an artist management, production and art incubator company.
With a diversified roster of eight unique artists starting in the streets of Barranquilla (Lou, Dante Damage, Piri Blackboy) and embracing a fresh and innovative take on pop (Jean Pi, Diana K), seasoned artists ready for international exposure (VAECH ), to gaining the credibility needed for an acquisition (MC Killer and the Caribbean Cartel) and having a rising superstar of their own (Darho), Lionz and Warner have made their best bet yet: transform Barranquilla art into the musical legends of tomorrow.