Grupo Frontera founding members Juan Javier Cantú, Alberto “Beto” Acosta and Adelaido “Payo” Solís III have launched their own indie label, BoderTown Records, Billboard can exclusively announce on Tuesday (May 27).
Established in partnership with The Orchard, the label will be based in Grupo Frontera’s hometown of McAllen, Texas. It will offer a 360 ecosystem that includes record label, management, marketing, public relations and more.
“What we are building is a structure designed to ensure that, in the long run, Mexican music can truly shine,” Miguel Ramirez, general manager at BorderTown Records, tells Billboard. “It allows us to discover new artists and provide them with opportunities that many lack at the start of their careers — offering them a comprehensive ecosystem supported on all fronts, including a massive partner like The Orchard.”
“We have collaborated with artists from every genre, so we are not limiting ourselves solely to Mexican music,” Cantú adds. “We look for artists who are willing to put in the work. We want to expand globally and work with artists who can thrive within our ecosystem. This record label was founded to represent all artists from the border region — from both sides.”
Grupo Frontera will also soon open the doors to its creative headquarters, YUMA — named after the street where the facility is located and also where the group recorded its first songs.
“Much of the Latin music scene is centered in Miami and Los Angeles; however, Texas lacks a significant musical presence in terms of recording studios that are accessible to the general public,” Ramirez shares. “It felt like a natural fit for Frontera to establish its home studio — and the base for its record label — right in its hometown. It’s a comprehensive complex where everything you need is at your fingertips: An artist can go in for a songwriting camp and walk away with a finished album. This applies to the artists we are currently seeking, to Frontera itself, and also to our colleagues who might wish to record while they are in Texas.”
“Through BorderTown Records and YUMA, Grupo Frontera is investing in creative infrastructure and artist development for their peers and the next generation of talent in both Música Mexicana and other genres,” notes Jason Pascal, EVP of global artist & label partnerships at The Orchard. “Their ability to stay rooted in the culture while continuing to evolve globally is exactly what makes them such important artists and partners for The Orchard.”
The launch of BorderTown Records comes four years after Grupo Frontera became a household name with its viral norteño cover of Morat’s “No Se Va” in 2022. Since then, the group has been a strong force on the Billboard charts, including 16 No. 1s on Regional Mexican Airplay, as well as placement on Hot Latin Songs and the all-genre Billboard Hot 100. A Billboard Latin Music Award and Latin Grammy winner, the group has collaborated with artists such as Bad Bunny, Romeo Santos, Shakira and Alejandro Sanz while always remaining independent artists.
“We have seen that it is possible to be successful independently — just like signed artists,” Cantú says. “From the very beginning, we never came across a deal that appealed to us; however, with The Orchard, we liked the way we would be working together. We [BorderTown] want to provide the right level of service and be fair to the artist. We want to offer the same formula that Frontera used to achieve success to other artists who wish to work with us.”
Grupo Frontera will launch its new EP, Con Dolor, under BorderTown Records on Thursday (May 28). The set includes the previously released single “Cada Vez Me Gusta Más” with Alejandro Fernandez. The EP will showcase a mix of the authentic Frontera sound, as well as a twist on old-school rhythms like bolero.
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