Sony Music Entertainment-owned distribution and artist/label services company The Orchard has signed a global distribution deal with Double P Records, the imprint headed up by Latin music superstar Peso Pluma.
Double P Records is a subdivision of Prajin Parlay Records, and Peso Pluma (whose given name is Hassan Emilio Kabande Laija) is Double P’s CEO and Head of A&R.
Under the deal, all artists signed to Double P will have access to The Orchard’s entire suite of services and global network, the company said in a statement issued on Friday (December 15).
Peso Pluma launched Double P Records this past spring, and the imprint has announced signings with four artists so far: Jasiel Nunez, Tito Laija, Los Dareyes De La Sierra and Raul Vega.
The deal represents an expansion of the relationship between Prajin Parlay Records and The Orchard, which has been Prajin Parlay’s distribution partner since the label’s inception. The new deal “reinforces that relationship,” The Orchard said, as it now includes Peso Pluma as both a label and an artist partner.
“Peso’s vision was to create a label home to develop new talent with bespoke, collaborative, and transparent plans that meet artists where they are and help propel them forward, which aligns completely with The Orchard’s ethos,” Jason Pascal, The Orchard’s Executive Vice President, Global Artist & Label Partnerships, said in a statement.
“With this new global distribution partnership, artists signed to Double P will have access to tools that empower them to build global networks of their own.”
George Prajin, Founder of Prajin Parlay Records and Peso Pluma’s manager, added: “Jason and The Orchard have been instrumental from the start. We make an amazing team, and I am excited to continue the relationship as we continue to take Música Mexicana global.”
This has been a banner year both for Peso Pluma and for regional Mexican music in general. Peso’s album Génesis debuted at No. 3 on the Billboard 200, the highest-ever debut for a regional Mexican album, and it has remained on the chart since then.
“Peso’s vision was to create a label home to develop new talent with bespoke, collaborative, and transparent plans that meet artists where they are and help propel them forward, which aligns completely with The Orchard’s ethos.”
Jason Pascal, The Orchard
He became the first Mexican artist ever to top Spotify’s Global 50 Chart, and Génesis broke the global record for most first-day streams for a regional Mexican album on Apple Music, reaching No. 1 on Apple’s Top Albums chart in seven countries, including Mexico, Colombia and Guatemala.
Peso Pluma was the biggest winner at the 2023 Billboard Latin Music Awards, garnering eight wins, including Artist of the Year, New; Regional Mexican Artist of the Year; Solo; and Songwriter of the Year.
The Orchard, which was founded in 1997 by Scott Cohen and Richard Gottehrer, and majority-acquired by Sony Music Entertainment in 2012, is no stranger to Latin music.
In 2021, it signed a global distribution deal with Rimas Entertainment, the Puerto Rican indie label whose roster includes Bad Bunny, Arcángel, Jowell & Randy, Eladio Carrión and others. The label’s co-founder, Noah Assad, is Bad Bunny’s manager.
For The Orchard, this is the latest in a series of recent deals, which included a renewed agreement in September with London-based publisher, digital distributor and right acquirer One Media IP, and the acquisition earlier this year of dance and electronic music distribution company Above Board.Music Business Worldwide