Wisin is set to help new Latin artists… 

The 41-year-old Puerto Rican reggaeton rapper, singer and record producer, one half of the Wisin & Yandel, has launched his own record label, La Base Music, in an effort to support up-and-coming Latin talent.

Wisin says he was inspired to become a resource for young talent and help foster their careers following his stints as a coach on reality television shows La Voz and La Banda.

“There is so much talent out on the streets and there are artists who don’t have the tools to achieve great things or don’t have any direction in their career,” says Wisin. “It was just a matter of time for me to do something like this and I have been working on creating a top-level studio that can compete with any other studio around the world.”

Headquartered in Wisin’s native Puerto Rico, La Base Music launches with new signees Chris Andrew and Abdiel Larralde, who will soon release new music under the label.

“Our new artists have potential and the hunger to grow,” adds Wisin. “That’s the most important thing for us here at La Base. Attitude is everything. I’m looking for people who want to grow but also listen. We are here with the intention of making good music. And it’s not just new artists we are collaborating with. We actually just finished Ozuna‘salbum at La Base and we’re almost done with Wisin & Yandel’sforthcoming album.”

La Base Music’s resident engineer and award-winning producers include Hyde Quimico and Los Legendarios who have worked with Latin superstars like Daddy Yankee, Ozuna and Reik.

Although La Base Music will be distributed by The Orchard via WK Records, Walter Kolm‘s recently-launched imprint (Kolm’s WK Entertainment manages Wisin), all artistic decisions will be taken independently.

“All the decisions and everything that has to do with our artists, I will be in charge of that,” Wisin explains.

Wisin says he doesn’t take this new venture lightly as it comes with great responsibility. “I’m grateful that life has given me the opportunity to become a resource for artists who maybe in three or four years will be great musicians. It’s very fulfilling and it makes me proud that I can still contribute to music in that way.