YaBoyyWill and Universal Music Latino Launch Reparto Platform

Universal Music Latino and Cuban content creator YaBoyyWill have announced a partnership to launch "Toma Este Reparto!", a music platform and performance series dedicated to Cuban Reparto. The series will hold exclusive recording sessions in Miami this September, timed to the start of Hispanic Heritage Month, and is open to both independent and established Reparto artists who register to participate.

What Is the "Toma Este Reparto!" Series and How Do Artists Apply

The platform takes its name from YaBoyyWill's "Toma" brand and the slang and expressions native to Cuban culture. Selected artists will record and perform at YaBoyyWill's personal studio in Miami and get direct face time with Universal Music Latino executives. Every recorded performance will be distributed across YaBoyyWill's social media channels, which the release states average more than 280 million views per month, and will also receive support from Universal Music Latino's label resources.

Beyond the recording sessions themselves, the initiative is designed to connect artists with mentorship, mainstream collaborations, award show exposure, and financial resources, according to the release. The sessions are scheduled for September 2026, with no specific dates announced yet.

YaBoyyWill is a Cuban creator and streamer who, according to the release, was a recent participant in Kai Cenat's Streamer University. The "Toma" brand is an established part of his content identity, and the platform name pulls directly from that existing audience recognition.

"I'm incredibly grateful to Universal for trusting me with a project that feels so true to who I am," YaBoyyWill said in the release. "Being Cuban is everything to me, and having the opportunity to showcase our culture, our music, and our artists to the world is something I'm extremely proud of. Reparto is an undeniable movement, and I can't wait to help bring its next generation of talent to a global stage."

What Is Cuban Reparto and Why It Matters Right Now

Reparto emerged in Cuba in the early 2000s, named after the island's repartos, or housing projects. The genre blends reggaeton, hip-hop, timba, rumba, and Cuban clave into a sound that has traveled well past its origins. The release cites Billboard noting that Reparto has "captivated the musical taste buds of people around the globe in recent years." Its growth has been driven largely by TikTok virality, streaming platforms, and nightlife scenes in diaspora cities, including Miami and Los Angeles.

Cesar Toirac, Universal Music Latino's Senior Director of Digital Innovation, is leading the partnership from the label's side. "As a proud Cuban, it's inspiring to see Reparto finally receiving the recognition it deserves," Toirac said. "The talent was always there; what's exciting now is seeing the industry embrace this movement and create new opportunities for these artists. Streamers are shaping pop culture and how today's youth discover music. At Universal Music Latino, we're embracing that evolution and finding innovative ways to connect with new audiences. YaBoyyWill's ability to capture attention through comedy and authentic Cuban pride makes this partnership feel organic and impactful."

Universal Music Latino is the Latin music division of Universal Music Group, which is headquartered at 2220 Colorado Ave, Santa Monica, CA. The label's roster and distribution infrastructure give "Toma Este Reparto!" a reach that an independent Cuban artist would have a hard time accessing on their own.

Where to Follow and How to Get Involved

The release does not include a direct registration link, but artists interested in the September Miami sessions should follow YaBoyyWill and Universal Music Latino on social media for application details as they are announced. Press inquiries are handled by Sebasti Daneilas at Sebasti.Daneilas@umusic.com.

For independent artists in the LA scene, this partnership is a clear signal of where the industry is moving: major labels are looking at creator-led platforms, not just radio or traditional A&R pipelines, as their primary discovery channels. A streamer with 280 million monthly views now has a co-signing deal with a division of the world's largest music company. If you are sitting on a genre-specific sound with a cultural story behind it, the path to a label conversation increasingly runs through building a community online first, not a demo reel.

If you are an independent artist working in Latin music or adjacent sounds, [submit your music to our community at /submit](/submit) and check the [events calendar at /events](/events) for any local showcases where Reparto and Latin urban sounds are on the bill. The movement is coming to the mainland, and LA will not be far behind Miami.