The Launch of INVERSA: A New Horizon for Latin American Electronic Music
On April 22, a transformative initiative in the music landscape emerged with the launch of INVERSA, a new record label aimed at amplifying the voices of electronic music artists from South and Latin America. This venture features a dynamic lineup of investors, including well-respected entities in the industry such as Milk & Honey Music + Sports, M3 Music, and ONErpm. With an ambition to connect regional talent with the expanding global dance community, INVERSA represents a significant step toward fostering diversity and creativity in electronic music.
Targeting South and Latin American Artists
INVERSA’s mission is clear: to support artists from Latin America who aspire to carve out their space in the global electronic music scene. The label plans to utilize the rich cultural nuances of its artistic roster, presenting a unique sound to the world while ensuring that local talent receives the recognition they deserve.
Partnership with Milk & Honey
Milk & Honey, a formidable player in the music industry, will act as the music partner for INVERSA. Through the efforts of manager Max Geistfeld, Milk & Honey will provide global A&R (artist and repertoire), marketing, and promotional services. Their first signing, 19Clouds, an electronic music producer from Bogotá, Colombia, embodies the label’s focus on talent from Latin America. With over 756,000 monthly listeners on Spotify, 19Clouds is well-positioned to spearhead this exciting new initiative.
Geistfeld expressed enthusiasm about the venture, stating, “We’re incredibly excited to help build the foundation for the rapidly expanding electronic industry across Latin America by bridging the gap between regional artists and the larger global electronic community.”
The Vision of 19Clouds
As INVERSA’s inaugural artist, 19Clouds has been tapped not only for his musical expertise but also as a “creative decision-maker” for the label. He will play a crucial role in identifying and signing new artists. Reflecting on the initiative, 19Clouds said, “Having experienced firsthand the challenges of building an artist project within the Latin dance ecosystem, I’m excited to be part of an initiative focused on creating a solid foundation for artists locally while connecting them to the larger dance community.”
This unique approach aims to cultivate future talent while building a robust network that will nourish the local music ecosystem.
The Role of ONErpm
Another key player joining the INVERSA family is ONErpm, a global music distribution company extending its reach across more than 40 countries. They will provide additional A&R, marketing, promotional services, and play a pivotal role in sourcing collaborations and remix opportunities. Eddie Blackmon, VP of A&R at ONErpm, emphasized the importance of this partnership, stating, “We’re proud to partner with Milk & Honey and M3 Music as we continue expanding our global dance and electronic footprint. INVERSA is a key step in connecting Latin talent with the worldwide electronic market.”
The Contribution of M3 Music
Bringing years of expertise in developing Latin American artists to the table, M3 Music will serve as INVERSA’s Latin music partner. Their involvement guarantees localized A&R services while also sourcing new catalog opportunities for covers and remixes. Daniel Zawadzki, Partner/Head of Management at M3 Music, highlighted the potential of this partnership, expressing, “For us at M3 Music, it’s an honor to form a joint venture with a company like Milk & Honey… The electronic music industry in Latin America is growing rapidly, with its own unique identity.”
This collaboration between M3 Music and INVERSA is set to not only elevate Latin artists but also contribute significantly to the global electronic music landscape.
Milk & Honey’s Expansion Strategy
The launch of INVERSA aligns with Milk & Honey’s broader strategy for growth. Recently, they have signed notable talents, including Grammy Award-winning mixer Dan Grech-Marguerat and clients from Bigfoot Music Management, like prominent DJs Adam Beyer and Joris Voorn. In conjunction with the establishment of Milk & Honey Records — which focuses on pop and dance music — the launch of INVERSA further solidifies their position as a versatile player in the industry.
With a commitment to connecting essential Latin music talent to a global audience, INVERSA stands as a beacon of opportunity, creativity, and cultural exchange in the electronic music domain. By harnessing the strengths of its partners, INVERSA is not just a label; it is a holistic approach to fostering the next generation of musical innovation.
