Sony Music México announced on Thursday (Nov. 9) the launch of M4 Records, a label run by music executive Manuel Cuevas, who has helped propel the careers of artists such as Carlos Rivera, Yuridia, Lila Downs, Filipa Giordano, Gilberto Santa Rosa and, more recently, regional Mexican singer Luis Ángel “El Flaco”.

“Manuel is an executive with a great passion for music, who for more than 35 successful years with Sony Music has demonstrated exemplary commitment,” Roberto López, president of Sony Music México, says in a press release. “With all his experience, now is the ideal time for this next step, in which M4 Records artists will benefit from his unique talent and energy. I thank Manuel for his trust, and I am sure that M4 Records will be a great platform to boost the careers of artists and create new success stories.”

“It is a great pride for me to be able to continue promoting new talent thanks to this new label created together with my Sony Music Mexico family,” adds Cuevas, who had been working in recent years as svp, sales & strategic marketing for Sony Music México.

The new label aims to develop music and projects of different genres that reach new markets, working hand in hand with Cuevas, who has helped create concepts such as Rock en tu Idioma Sinfónico; Pandora and Flans’ Inesperado Tour; Grupo Cañaveral and La Sonora Dinamita’s Juntos por la Cumbia; Tania Libertad, Eugenia León and Guadalupe Pineda’s Las Tres Grandes; in addition to the returns of Los Babys, Leo Dan and La Sonora Santanera.

In this project that just begins, Cuevas is accompanied by his son José Manuel Cuevas, who already has several years of experience developing artists in the urban and regional Mexican genres.