In a strategic move poised to transform the independent music scene in Spain, Spanish indie record label Serving Sounds has entered into a partnership with The Orchard, a global leader in music distribution, Billboard Español can exclusively announce. This joint effort aims to “amplify the voices and rhythms created by Spanish talent, offering a unique platform for both emerging and established artists in the region,” says the press release. The music will be promoted across Latin Iberia.

“We are delighted to partner with The Orchard. This collaboration will allow us to provide our artists with the tools and reach needed to succeed in an increasingly competitive industry,” said Oscar Guitián Jr., founder and CEO of Serving Sounds, in a press release. “Together, we are furthering a platform where Latin music from Iberian talent can flourish and resonate even more strongly around the world.”

Serving Sounds focuses on discovering and cultivating Spanish talent through creative strategies. Guitián Jr., a music executive and lawyer who boasts over three decades of experience in the Latin music industry, leverages his experience and familial legacy of Latin urban industry pioneers to push the boundaries of the Spanish-language music market.

In 2020, Guitián Jr. teamed up with Walter Kolm to establish WK Records, which was recognized by Billboard as one of the top 10 Latin labels on the 2021 year-end charts. In 2022, Guitián Jr. was selected by Billboard for the 40 under 40 list. He served as the general manager of WK Records until 2023 and remains actively involved as a co-founder and co-owner.

Meanwhile, The Orchard brings a proven track record of empowering independent artists and labels to reach worldwide audiences. Their comprehensive services include digital and physical sales and marketing, advertising, brand partnerships, rights management, video monetization, collaborator splits and royalty accounting, publishing administration, neighboring rights, and more.

With hubs in Miami and Madrid, Serving Sounds is dedicated to discovering and promoting original talent. They are committed to the development of musical talent with a deep understanding of the industry. Guitián and his team “can identify and distinguish the qualities an artist and/or song must have to attract millions of fans worldwide, with innovative proposals that set trends and the know-how for the successful development of brands in the musical ecosystem,” states the press release.

For more info on the future developments of this team-up, visit theorhard.com.