SONAR

SONAR is a Latin music record label launched in April 2026 by Rimas Entertainment in partnership with The Orchard. Headed by Jesus Rodriguez, SONAR focuses on the development and projection of artists within the Latin music market. The initiative is part of the expansion of Rimas Entertainment's music ecosystem, with services including artist development (A&R), music production, digital distribution, marketing and promotion, rights management, public relations, and commercial partnerships.

SONAR's roster includes Cris MJ, Yan Block, Hades66, J Abdiel, Matt Louis, Slow Jamz, Hydro, Panda Black, and Slayter. The label positions itself as a platform for talent development in Latin music, focusing on the structure, execution, and international expansion of projects within an integrated ecosystem. Noah Assad, CEO of Rimas Entertainment, describes SONAR as building lasting relationships that allow the label to accompany artists not just in their first steps but throughout their entire music journey. Jesus Rodriguez, SONAR's head of label, describes the label as a place where artists can develop with freedom and grow at their own pace without losing their essence.

How SONAR Operates

SONAR runs dedicated A&R under head of label Jesus Rodriguez from its San Juan headquarters. The label is distributed by The Orchard (Sony), giving it global distribution. SONAR operates within the Rimas Entertainment ecosystem, leveraging Rimas' infrastructure and Latin music expertise. The label's model focuses on artist development and international expansion, with services spanning the full project lifecycle from A&R to commercial partnerships.

Why It Matters for Independent Artists

If you are a rising independent Latin artist, SONAR is a new label (launched April 2026) specifically designed for talent development in Latin music. Its connection to Rimas Entertainment (home of Bad Bunny) and The Orchard (Sony distribution) gives it significant infrastructure. Its focus on accompanying artists throughout their entire music journey, rather than just first steps, signals a long-term artist development approach.

Drawbacks and Things to Consider

• New label: SONAR was launched in April 2026. Its long-term track record is still developing.
• Latin focus: SONAR signs Latin urban and pop artists. Artists in other genres should look elsewhere.
• Rimas ecosystem: SONAR operates within the Rimas Entertainment ecosystem, which means deal structures may involve Rimas.
• Rising artist focus: SONAR focuses on rising independent artists rather than established stars.

Related Resources

• Record Label Contracts Explained - What a SONAR deal contains
• Independent Labels vs Major Labels - The Latin indie sublabel model
• How to Get a Record Deal in 2026 - Building a Latin music profile
• Rimas Entertainment - SONAR's parent company
• SONAR Official Site - Roster and news