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.
Notable Artists and Releases
| Artist | Release | Year | Chart Performance |
|---|---|---|---|
| Cris MJ (with FloyyMenor) | Gata Only | 2024 | Billboard Hot 100 No. 27; Hot Latin Songs No. 1 (14 weeks); Global 200 No. 4; 4B+ streams worldwide |
| Cris MJ | SI NO ES CONTIGO | 2024 | 382M+ YouTube views; released via sonarmusic.io |
| Cris MJ, FloyyMenor, LOUKI | Después De La Una | 2024 | 150M+ YouTube views; released via sonarmusic.io |
| Cris MJ | Partyson | 2023 | 63M+ YouTube views; released via sonar.fanlink.to |
| Cris MJ | Party MJ | 2025 | 24M+ YouTube views; released via sonarmusic.io |
| Yan Block, Cris MJ, Panda Black | 666 | 2026 | SONAR LLC release (April 16, 2026) |
| Cris MJ, Panda Black, FloyyMenor | SONAR LLC collaborative singles | 2026 | Roster collaborations on SONAR label |
Videos
Deal Structures
SONAR operates within the Rimas Entertainment ecosystem with distribution through The Orchard (Sony Music). The label offers integrated artist development deals that span the full project lifecycle, including A&R, music production, digital distribution, marketing, rights management, public relations, and commercial partnerships. SONAR positions itself as a strategic partner for long-term artist development rather than transactional single-deal arrangements. Deal structures are integrated within the Rimas Entertainment ecosystem, leveraging Rimas' infrastructure and Latin music expertise. The label focuses on accompanying artists throughout their entire music journey rather than just first steps. Deals are designed to allow artists to develop with freedom and grow at their own pace without losing their essence.
How Artists Get Signed
SONAR does not have a formal unsolicited demo portal. The label is founder-led by head of label Jesus Rodriguez and signs artists through A&R scouting and the Rimas Entertainment network. Artists are typically identified through regional Latin music scenes in Chile, Puerto Rico, and Colombia. The label focuses on rising independent Latin artists rather than established stars. Noah Assad, CEO of Rimas Entertainment, oversees the broader ecosystem that feeds artists into SONAR. The label's pan-Latin approach means it identifies regional stars (such as Cris MJ from Chile's reggaeton Chileno movement) and provides them with international infrastructure to scale their success globally. Building a strong regional profile and streaming presence is the most practical path to getting noticed by SONAR's A&R team.
Similar Labels
- Rimas Entertainment - SONAR's parent company and home of Bad Bunny
- Sony Music Latin - Major label Latin music division with global reach
- Universal Music Latin Entertainment - Major label Latin music division
- Empire Distribution - Independent label with global distribution partnerships
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
