Rimas Entertainment

Rimas Entertainment is a Puerto Rican independent record label founded in March 2014 by Rafael Ricardo Jimenez-Dan and Noah Assad, based in San Juan, Puerto Rico with offices in Miami, Caracas, and Medellin. It is the top independent label on Billboard's 2024 year-end Top Independent Labels chart. Rimas is home to Bad Bunny, Eladio Carrión, Mora, Arcángel, RaiNao, Quevedo, and Sech, among others. The label employs 76 people (a 14.1% year-over-year increase) across 7 countries including Puerto Rico, the United States, Mexico, Spain, and Colombia. It is distributed by The Orchard (Sony's independent distribution arm).

Rimas built its reputation on reggaeton and Latin trap. CEO Noah Assad launched the label in 2014 and discovered Bad Bunny two years later, serving as the artist's manager ever since. Bad Bunny's albums YHLQMDLG, Las Que No Iban A Salir, and El Ultimo Tour Del Mundo (the first all-Spanish-language title to hit number one on Billboard's Top 200) made Rimas a dominant force in global Latin music. The Apple Music Super Bowl Halftime Show starring Bad Bunny is nominated for nine Emmy Awards in 2026. In April 2026, Rimas launched SONAR, a new record label focused on developing and projecting Latin artists, with Jesus Rodriguez as head of label. SONAR's roster includes Cris MJ, Yan Block, Hades66, J Abdiel, Matt Louis, and Slow Jamz. In 2025, Rimas acquired a significant stake in Dale Play Records, the Argentine label home to DJ Bizarrap, Rels B, and Duki.

How Rimas Operates

Rimas runs dedicated A&R under CEO Noah Assad from its San Juan headquarters. The label is distributed by The Orchard (Sony), giving it global distribution while remaining independent. Rimas has expanded beyond Puerto Rico, signing Spain's Quevedo and Mexico's Latin Mafia. The 2025 Dale Play Records acquisition brought Argentine urban music (Bizarrap, Duki, Nicki Nicole) into the Rimas ecosystem. The SONAR sublabel, launched in April 2026 with The Orchard, focuses on developing rising independent Latin artists. Rimas offers services including artist development (A&R), music production, digital distribution, marketing and promotion, rights management, public relations, and commercial partnerships.

Why It Matters for Independent Artists

If you make reggaeton, Latin trap, or Latin urban music, Rimas Entertainment is the top independent Latin label in the world, home to Bad Bunny and the number one label on Billboard's 2024 year-end independent labels chart. Its expansion into Argentina (Dale Play), Spain (Quevedo), and Mexico (Latin Mafia) shows it signs across the Spanish-speaking world. The SONAR sublabel provides a pathway for rising independent Latin artists.

Drawbacks and Things to Consider

• Latin urban focus: Rimas primarily signs reggaeton and Latin trap. Artists in other Latin genres may find it less relevant.
• No formal demo portal: Rimas is founder-led and signs through personal relationships.
• Bad Bunny centrality: Much of Rimas' visibility comes from Bad Bunny's global success.
• The Orchard distribution: While independent, Rimas' distribution flows through Sony's The Orchard, which affects deal structures.

Related Resources

• Record Label Contracts Explained - What a Rimas deal contains
• Independent Labels vs Major Labels - The Latin independent model
• How to Get a Record Deal in 2026 - Building a Latin music profile
• EMPIRE Distribution - A comparable independent with Latin signings
• Rimas Entertainment Official Site - Roster and news