The founders of Grammy-winning regional Mexican group Grupo Frontera have established BorderTown Records, a new independent label based in McAllen, Texas, in partnership with The Orchard. The 360-degree label will focus on artist development, management, and marketing, serving musicians from the border region and beyond while investing in creative infrastructure through a new studio complex.
The founding members of the acclaimed regional Mexican group Grupo Frontera -Juan Javier Cantú, Alberto "Beto" Acosta, and Adelaido "Payo" Solís III-have officially launched their own independent record label, BorderTown Records.
Established in partnership with the global distribution powerhouse The Orchard, the new label will be headquartered in the group's hometown of McAllen, Texas. BorderTown Records aims to provide a comprehensive 360-degree ecosystem for artists, encompassing a record label, management, marketing, public relations, and additional support services.
"What we are building is a structure designed to ensure that, in the long run, Mexican music can truly shine," stated a founding member. "It allows us to discover new artists and provide them with opportunities that many lack at the start of their careers-offering them a comprehensive ecosystem supported on all fronts, including a massive partner like The Orchard. " The founders emphasized that their vision is not limited to Mexican music alone.
Cantú explained, "We have collaborated with artists from every genre, so we are not limiting ourselves solely to Mexican music. We look for artists who are willing to put in the work. We want to expand globally and work with artists who can thrive within our ecosystem. This record label was founded to represent all artists from the border region-from both sides.
" In tandem with the label's launch, Grupo Frontera is also opening a creative headquarters and studio named YUMA, located on the street where the group first recorded. A spokesperson highlighted the geographic disparity in Latin music infrastructure, noting, "Much of the Latin music scene is centered in Miami and Los Angeles; however, Texas lacks a significant musical presence in terms of recording studios that are accessible to the general public.
It felt like a natural fit for Frontera to establish its home studio-and the base for its record label-right in its hometown. It's a comprehensive complex where everything you need is at your fingertips: An artist can go in for a songwriting camp and walk away with a finished album. This applies to the artists we are currently seeking, to Frontera itself, and also to our colleagues who might wish to record while they are in Texas.
" The strategic partnership with The Orchard was praised by its EVP of Global Artist & Label Partnerships, who remarked, "Through BorderTown Records and YUMA, Grupo Frontera is investing in creative infrastructure and artist development for their peers and the next generation of talent in both Música Mexicana and other genres. Their ability to stay rooted in the culture while continuing to evolve globally is exactly what makes them such important artists and partners for The Orchard.
" The announcement arrives four years after Grupo Frontera achieved widespread fame with their viral norteño cover of Morat's "No Se Va" in 2022. Since then, the group has become a dominant chart force, notching 16 No. 1 songs on Billboard's Regional Mexican Airplay chart and crossing over to the Hot Latin Songs and the all-genre Billboard Hot 100.
As a Billboard Latin Music Award and Latin Grammy winner, they have collaborated with international superstars like Bad Bunny, Romeo Santos, Shakira, and Alejandro Sanz-all while maintaining their independent status. Cantú explained their motivation for creating the label: "We have seen that it is possible to be successful independently-just like signed artists. From the very beginning, we never came across a deal that appealed to us; however, with The Orchard, we liked the way we would be working together.
We want to provide the right level of service and be fair to the artist. We want to offer the same formula that Frontera used to achieve success to other artists who wish to work with us.
" As a first project under the new imprint, the label released an EP from Grupo Frontera on May 28. The set features the previously released single "Cada Vez Me Gusta Más" with Alejandro Fernández. The EP blends the group's signature authentic sound with experimental touches on classic rhythms like bolero, serving as a creative statement for the new venture
Grupo Frontera Bordertown Records The Orchard Mcallen Texas Independent Label Regional Mexican Music Artist Development Music Industry Latin Music YUMA Studio
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