Universal Music Latino has entered a joint venture with Cuban content creator YaBoyyWill to produce Toma Este Reparto!, a video series focused on Cuba’s reparto music scene. The project will use YaBoyyWill’s audience of more than 10 million followers across Instagram, TikTok and Twitch to give artists wider exposure.
The series title draws from YaBoyyWill’s “Toma” brand. It will feature both independent and established artists performing at YaBoyyWill’s personal studio.
Artist support and label resources
- Networking opportunities with Universal Music personnel
- Industry mentorship
- Collaborations
- Award show exposure
- Financial support
Leadership comment
Cesar Toirac, Universal Music Latino’s Senior Director of Digital Innovation, said: “As a proud Cuban, it’s inspiring to see reparto finally receiving the recognition it deserves. The talent was always there; what’s exciting now is seeing the industry embrace this movement and create new opportunities for these artists. Streamers are shaping pop culture and how today’s youth discover music. At Universal Music Latino, we’re embracing that evolution and finding innovative ways to connect with new audiences. YaBoyyWill’s ability to capture attention through comedy and authentic Cuban pride makes this partnership feel organic and impactful.”
YaBoyyWill said: “I’m incredibly grateful to Universal for trusting me with a project that feels so true to who I am. Being Cuban is everything to me, and having the opportunity to showcase our culture, our music, and our artists to the world is something I’m extremely proud of. Reparto is an undeniable movement, and I can’t wait to help bring its next generation of talent to a global stage.”
