Today, Universal Music Group announced the launch of its new dance music label tailored entirely to Latin audiences. Aftercluv Dance Lab, as it has been named, will serve as the first major Latin label in the region that is dedicated solely to EDM and dance music, according to Billboard.
The move makes sense; a study published by OECD ranked South America as having one of the highest growth markets for EDM.
Chairman/CEO of Universal Music Latin America & Iberian Peninsula Jesus Lopez told Billboard, “Aftercluv Dance Lab positions us even closer to today’s Latin American youth consumer habits and to the fastest growing musical genre of the last decade.”
The label will operate in nine cities including Miami, Buenos Aires, Los Angeles and Madrid. It has signed six acts so far, and aims to focus on 360 deals that include touring, promotion and bookings. In an age when piracy is rampant and performances and sponsorship deals are the real money-makers, the emphasis on 360 packages is a smart move by Universal.
–Courtesy of Dancing Astronaut