UNIVERSAL MUSIC LATINO AND YABOYYWILL PARTNER UP TO ELEVATE CUBA'S REPARTO MOVEMENT WITH “TOMA ESTE REPARTO!” MUSIC PLATFORM AND SERIES

Universal Music Latino and YaBoyyWill, today’s leading Cuban content creator and streamer and a recent participant in Kai Cenat’s Streamer University, are joining forces to spotlight Cuban Reparto, one of Latin music’s fastest-growing genres. The first-of-its-kind initiative aims to amplify the rapidly rising sound as it expands beyond its roots and reaches new audiences across the mainstream U.S. and global market.

As part of the partnership, independent and established Reparto artists are invited to register for exclusive recording sessions taking place this September, to kick off Hispanic Heritage Month, in Miami. This new music platform is called the "Toma Este Reparto!" series inspired by Yaboyywill’s “Toma” brand and the distinctive slang and mannerisms Cubans use to express themselves. Selected artists will perform at Yaboywill’s personal studio, and get a chance to meet and network with Universal Music’s executives. Additionally, all recorded performances will receive major digital amplification through YaBoyyWill’s social media channels, which averages 280+M views per month, along with the full support and resources of the label.

Emerging from Cuba in the early 2000s, Reparto, named after the island's repartos (housing projects), blends reggaetón, hip-hop, timba, rumba, and the unmistakable Cuban clave into a sound that is uniquely its own. As Billboard noted, the genre has "captivated the musical taste buds of people around the globe in recent years."Powered by a new generation of artists and fueled by viral momentum across TikTok, streaming platforms, and nightlife, Reparto has evolved from a local movement into one of Latin music's most exciting phenomena.

Together, Universal Music Latino and YaBoyyWill created this new music performance and artist discovery platform to fill a gap in the industry, one dedicated exclusively to spotlighting Latino talent and culture, created and led by Latinos. Beyond the performance series, the initiative will foster strong industry mentorship through mainstream collaborations, award show exposure, and financial resources.

Leading this partnership, Universal Music Latino’s Senior Director of Digital Innovation Cesar Toirac says"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.”

Similarly, Yaboyywill adds “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.”

More than a music initiative, the collaboration also celebrates the resilience and creativity of Cuban artists, who continue to share their stories, culture, and identity with the world through their music despite the ongoing challenges on the island.