Rimas Publishing Execs Talk 10 Years of Growth and Global Impact: ‘We Aim to Be the Best’

From its new headquarters in Milla de Oro in San Juan, Rimas Publishing is redefining what it means to champion music from Puerto Rico for the world. Celebrating one decade of success as an independent publishing house — and with more than 150 authors in its catalog, including major names like Bad Bunny and Eladio Carrión — the company has established itself as one of the most influential indie players in the Latin music industry. This includes ranking at No. 1 on Billboard‘s Hot Latin Songs Publishers year-end chart for 2021 and 2022.

The story of the publishing house began in 2014, when its founders launched an innovative idea that initially seemed “crazy” at the time, explains Rimas Publishing president Carlos Souffront, who was involved since its inception. “It’s a concept born from two partners who had a vision,” he tells Billboard Español. From the beginning, Rimas Publishing was tied to Rimas Entertainment, but in 2023, it became a completely independent entity. According to Souffront, “The decision was based on a change in equity within the group of companies.” From that moment, they relocated to their new offices in Puerto Rico.

This independence has allowed them to explore new territories and expand their global approach beyond the Caribbean, reaching markets like Chile, Mexico, and the Dominican Republic. “It was in 2020 that we signed our first talents in Chile. Today we represent six of the top 10 artists in Chile, which I consider a significant responsibility, even with the Chilean society. This reflects our global commitment,” says the company’s CEO, Emilio Morales.

In addition to its geographic expansion, Rimas Publishing is also diversifying its catalog — signing 12 new authors in the past year — moving beyond its roots in urban music to explore genres like pop, regional Mexican music, and Christian music. “Our commitment is to creators, regardless of genre,” Morales emphasizes. “We were born in urban music, but today we work with writers in various styles who are making a difference in the industry.”

Billboard Español spoke with president Carlos Souffront and CEO Emilio Morales to gain insight into the company’s journey and its vision for the years ahead.

10 years have passed since the beginnings of Rimas Publishing. How has the journey been from its creation in 2014 to now? Could you also share a little about the origins of the company?

Carlos Souffront: I had the pleasure and opportunity to be here in 2014 when this idea was created. It’s a concept born from two partners who came together with an idea that initially seemed crazy to me. But clearly, they both had a vision, and from that vision came the publisher and the record label [Rimas Entertainment], which grew together — up until 2023, when we separated.

The decision was based on a change in equity within the group of companies. This week (week of March 17), we are inaugurating the new offices, completely separating operationally from everything that was previously connected. We were integrated in areas like human resources, accounting, legacy marketing, and now we’re fully separated both physically and operationally.

You’ve worked with renowned artists like Bad Bunny and Eladio Carrión, as well as emerging talent. How has the process of supporting both established artists and new generations been, and what kind of impact has this had on Rimas Publishing’s international expansion?

Emilio Morales: On the creative side, the company’s beginnings were very closely tied to artists shared between Rimas [Entertainment] and Rimas Publishing. Originally, we supported a group of Puerto Rican artists led by Eladio Carrión, Lyanno, Súbelo NEO, and Bad Bunny, who was part of that initial phase. Between 2016 and 2017, the company began expanding beyond those initial artists, reaching talents from Colombia and eventually Chile. If you look at it from the point of view of urban and pop music, when we started, it was that 2016 generation — Bryant Myers, Anonimus, Bad Bunny — that were all the talk.

In 2019-2020, with Carlos’s help, we extended the company’s footprint internationally, focusing especially on Chile and Medellín, Colombia, where we now have an established presence. In 2020, we signed our first Chilean talents, marking an important step in Rimas Publishing’s evolution, which had previously been primarily Caribbean-focused. In the early days, we worked with creatives like Amenazzy and La Manta in the Dominican Republic, but our focus was largely regional.

With Chile’s connection to other international markets, our agenda became much more global. This led us to build an extraordinary professional team, composed of Puerto Rican local talent, collaborators from regions like Mexico, Colombia (especially Medellín), and the Dominican Republic, and support from our CFO based in Miami. We now represent six of the top 10 artists in Chile, which we view as a significant responsibility, not just to the artists but also to Chile’s society.

In Puerto Rico, musical talent has always been abundant, but many artists signed with companies based in places like Miami. For us, it’s been special to witness how this new generation of creatives has fostered an extraordinary scene, with songs like “Gata Only” and “Una Noche en Medellín.”

In Mexico, we’ve also observed a major movement, particularly in regional Mexican music. Michelle Maciel, who writes for artists like Carín León and is part of our roster, exemplifies the way we’ve expanded in the last five years. Beyond entering new territories, our focus has always been on broadening the repertoire and supporting creatives’ dreams.

You’re opening a new office in Puerto Rico. What strategic role does this location play in Rimas Publishing’s global operations now that you have this new headquarters?

Souffront: Although we are based here, as Emilio mentioned, we continue serving clients worldwide, and that will always be a key part of our approach. Not only are we expanding globally, but we’re also diversifying into other genres, such as Christian music, where we’re investing heavily in the talent we’ve signed and continue looking to sign. Why Puerto Rico? Because the team is Puerto Rican, the company was founded here, and our roots are here. Almost exclusively, with one or two exceptions, everyone on our team is Puerto Rican, and we take great pride in that. In addition, many of the artists we represent are based here. We want them to understand that they don’t need to hold Zoom meetings or travel to Los Angeles; we’re just 15 minutes from their homes, ready to welcome them with our full team. That’s something that sets us apart from many large publishing companies.

Morales: Being in the Caribbean is strategically a huge advantage. It allows you to travel to Colombia in two hours, which is challenging for large companies based in Los Angeles. For us, it’s much more efficient. We can move quickly to South America, North America, or even Europe directly. Additionally, Puerto Rico has immense talent and individuals who, unfortunately, often end up in industries unrelated to music. Someone had to take on the challenge and create jobs here, especially in something as dignified as music publishing. Today we are proud to serve as a business model for our city and our country. We believe this represents a new economy for Puerto Rico and a new chapter for our company. We chose to invest in families who needed opportunities the most. Many talented people here have been educated in prestigious institutions like Berklee College of Music or Loyola University Museum of Art, and were perfectly prepared. However, they couldn’t find jobs aligned with their true passions. We’re proud to welcome them, provide opportunities, and support Puerto Rican families.

What are some of the most important plans for Rimas Publishing in this new phase as an independent publishing company?

Morales: First, we are undergoing a strategic expansion of our business, as I mentioned, into places like Chile, Mexico, and the Dominican Republic, where we’re increasing talent investments. Second, we have a very important project called Faith Sounds. It’s a program in which we support the best composers from our roster and aim to impact the region with faith-based and Christian music. Featured artists in this project include Shammai, Gabriel EMC, Lizzy Parra — a Dominican artist with an impressive career trajectory — and Barajas, with a presence in the U.S., Puerto Rico, and other countries. The goal is to enhance their creations and strengthen our licensing efforts because we see significant opportunities in this space.

Over the past 18 months, we’ve hired key personnel to optimize our synchronization and commercial licensing operations. This includes everything from Christian films and positive music to broader markets aligned with that philosophy. Furthermore, we’re making strategic alliances with important brands like Netflix, Hulu, Amazon Films, and others we’ve historically collaborated with.

Souffront: From a broader perspective, our vision rests on three main pillars. First, growing responsibly. We currently have 150 artists under contract, and our goal is to maximize their output — their art. Current technology provides tools that allow us to further amplify their work and optimize their impact. Second, expanding into other genres. While our roots are in reggaeton, and we will never abandon that essence, our aspirations extend far beyond being just a reggaeton publisher. Third, we are actively exploring the acquisition of existing catalogs, which is critical for our future. Our growth plan is clear and systematic.

Looking ahead to the next five to ten years, what is your vision for the publishing company? What impact do you want to have on Latin and global music?

Morales: Our goal as a company is to become a worldwide leader in service and technology for our clients — a core part of our DNA that we embody daily in our mission and vision. We want to be recognized not only for the success of working with the biggest Latin artists in the world but also for delivering the best technology, service, and attention. We aim to take that to the next level, increasing our cultural impact and creating opportunities to connect with the global movement. We’re investing heavily in developing our authors, taking them to places like Brazil, France, and other destinations to collaborate with companies of all sizes—from major American record labels to companies in China, Africa, and beyond. Our goal is to build a sustainable and successful ecosystem for authors in Latin America and the world. We’re getting closer to achieving the milestone where people say: “They’re not the biggest, but they’re the best.” That’s our true aspiration, and we’re on the right path.

Souffront: Beyond the plans I mentioned earlier, within the next ten years, one of my aspirations is for us as an independent Latino company to provide services to other small independent publishers in Latin America or Spain. We want them to join the family of this publishing house, letting us provide them with services. That will only come when people continue to know and recognize us as the best.

Originally in Spanish, this interview has been edited for length and clarity.

Related Images: