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.
Notable Artists and Releases
| Artist | Release | Year | Billboard 200 Peak | First-Week Units |
|---|---|---|---|---|
| Bad Bunny | YHLQMDLG (album) | 2020 | No. 2 | 179,000 |
| Bad Bunny | El Ultimo Tour del Mundo (album) | 2020 | No. 1 | 116,000 |
| Bad Bunny | Un Verano Sin Ti (album) | 2022 | No. 1 | 274,000 |
| Rauw Alejandro | Vice Versa (album) | 2021 | No. 17 (No. 1 Top Latin Albums) | N/A |
| Eladio Carrion | Sauce Boyz (album) | 2020 | No. 8 Top Latin Albums | N/A |
| Bad Bunny | "Titi Me Pregunto" (single) | 2022 | No. 2 Hot Latin Songs | N/A |
| Bad Bunny | "Yo Perreo Sola" (single) | 2020 | Top 10 Hot Latin Songs | N/A |
| Rauw Alejandro | "Todo De Ti" (single) | 2021 | Top 20 Hot Latin Songs | N/A |
| Eladio Carrion | "Kemba Walker" (single, with Bad Bunny) | 2019 | Latin streaming hit | N/A |
| Bad Bunny | Nadie Sabe Lo Que Va A Pasar Manana (album) | 2023 | No. 1 | 139,000 |
Video Highlights
Deal Structures
Rimas Entertainment is an independent label distributed by The Orchard (Sony). Its deal types include:
- Independent recording deals: Rimas offers traditional recording contracts where the label handles A&R, production, marketing, and distribution. Masters ownership terms are negotiated per artist. The Orchard provides global digital distribution.
- Full-service deals: Rimas provides comprehensive services including artist development (A&R), music production, digital distribution, marketing and promotion, rights management, public relations, and commercial partnerships. This is closer to a 360 model than a traditional label deal.
- Management deals: CEO Noah Assad also serves as Bad Bunny's manager. For some artists, Rimas combines label and management functions in a single relationship.
- Sublabel partnerships: Rimas structures sublabel deals for genre expansion. SONAR (launched April 2026 with The Orchard) focuses on developing rising independent Latin artists. The 2025 Dale Play Records acquisition brought Argentine urban artists (Bizarrap, Duki, Rels B) into a partnership structure.
- The Orchard distribution: All Rimas releases flow through The Orchard, Sony's independent distribution arm. This gives Rimas global reach while maintaining independence from major label ownership.
- Cross-territory deals: Rimas signs artists across the Spanish-speaking world (Puerto Rico, Spain, Mexico, Colombia, Argentina). Deal terms are adapted to each artist's home market and territorial rights.
How Artists Get Signed
- Noah Assad's personal A&R: CEO Noah Assad leads A&R personally. He discovered Bad Bunny in 2016 through SoundCloud and has served as his manager since. Assad's approach is founder-led, with personal involvement in every signing decision.
- Puerto Rico network: Rimas' headquarters in San Juan gives it deep roots in the Puerto Rican reggaeton and Latin trap scene. The label scouts artists through local producers, studios, and the San Juan music community.
- Cross-territory scouting: Rimas has expanded beyond Puerto Rico, signing Spain's Quevedo, Mexico's Latin Mafia, and acquiring a stake in Argentina's Dale Play Records. A&R now covers the entire Spanish-speaking world.
- Streaming and social media discovery: Rimas identifies artists through streaming platforms (Spotify, Apple Music, YouTube) and social media (TikTok, Instagram). Bad Bunny was discovered through SoundCloud. Quevedo was signed after his viral success on TikTok and streaming platforms.
- No formal demo portal: Rimas does not have a public demo submission process. The label is founder-led and signs through personal relationships and A&R scouting. Artists need a connection to the Rimas network or must generate enough traction to attract Assad's attention.
- SONAR development pipeline: The SONAR sublabel (launched April 2026) provides a development pathway for rising independent Latin artists. SONAR's roster includes Cris MJ, Yan Block, Hades66, J Abdiel, Matt Louis, and Slow Jamz, offering a first-label-deal entry point for newer artists.
Similar Labels
- Empire Distribution - Independent with Latin signings and comparable model
- Dale Play Records - Argentine label, Rimas acquired significant stake in 2025
- Sony Music Latin - Latin music major (The Orchard's parent)
- Universal Music Latin Entertainment - Latin music major
- Sonar - Rimas sublabel launched April 2026
- HYBE - Global independent with comparable artist development model
- RCA Records - Major label with Latin artist signings
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
