Universal Music Latino Partners with YaBoyyWill to Elevate Cuban Reparto

Universal Music Latino has officially partnered with Cuban content creator and streamer YaBoyyWill to spotlight the rapidly growing Cuban reparto scene. Through a new music platform and series, the collaboration aims to provide a dedicated space for both independent and established artists to showcase their craft, Billboard can exclusively announce.

The initiative, titled “Toma Este Reparto!”—a nod to YaBoyyWill’s “Toma” brand and a popular Spanish idiom—will offer artists the unique opportunity to perform at the creator’s personal studio. Beyond performance space, the partnership provides participants with direct access to network with Universal Music executives, backed by the full resources and support of the label. The program is designed to foster industry mentorship, facilitate mainstream collaborations, and secure financial resources for artists navigating the competitive music landscape.

“As a proud Cuban, it’s inspiring to see reparto finally receiving the recognition it deserves,” said Cesar Toirac, Universal Music Latino’s senior director of digital innovation, in a press statement. “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, who recently participated in Kai Cenat’s Streamer University, expressed his enthusiasm for the project: “I’m incredibly grateful to Universal for trusting me with a project that feels so true to who I am. 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.”

Reparto, a genre named after the barrios or housing projects in Cuba, emerged in the early 2000s. It is defined by a distinct fusion of reggaeton, hip-hop, timba, rumba, and the signature Cuban clave. The genre has been propelled over the years by influential artists such as Elvis Manuel, Chocolate MC, El Taiger, El Chulo, Harryson, Mawell, Bebeshito, Wampi, and Ya Ice Dilan.

Exclusive recording sessions for the initiative are scheduled to kick off in Miami this September, coinciding with Hispanic Heritage Month. Furthermore, the momentum continues as reparto artists including Bebeshito, DJ Conds, Wow Popy, and Rey Tony & Helabusador are confirmed to participate in the 2026 #Billboard Latin Music Week, taking place Oct. 19 to 22 at Miami Beach’s Faena Forum.