Universal Music Latino has partnered with Cuban content creator and streamer YaBoyyWill to spotlight the growing Cuban reparto scene through a new music platform and series, Billboard can exclusively announce today (Aug. 31).
“Toma Este Reparto!” — named after YaBoyyWill’s “Toma” brand and the popular Spanish idiom — will offer select independent and established artists the opportunity to perform at YaBoyyWill’s personal studio, and a chance to network with Universal Music’s executives, with the full support and resources of the label.
The initiative, which aims to elevate the Cuban reparto scene as it gains social media momentum and reaches new audiences, will also foster industry mentorship through mainstream collaborations, awards show exposure and financial resources.
“As a proud Cuban, it’s inspiring to see reparto finally receiving the recognition it deserves,” Cesar Toirac, Universal Music Latino’s senior director of digital innovation, says 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’s ability to capture attention through comedy and authentic Cuban pride makes this partnership feel organic and impactful.”
YaBoyyWill, a recent participant in Kai Cenat’s Streamer University, adds: “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.”
Named after the barrios or housing projects in Cuba, the genre emerged in the early 2000s and is backed by a blend of reggaeton, hip-hop, timba, rumba and the signature Cuban clave. Elvis Manuel, Chocolate MC, El Taiger, El Chulo, Harryson, Mawell, Bebeshito, Wampi and Ya Ice Dilan are among the artists who have powered the genre’s growth throughout the years.
Exclusive recording sessions, for independent and established reparto artists alike, will kick off in Miami in September, during Hispanic Heritage Month.
Additionally, reparto artists Bebeshito, DJ Conds, Wow Popy, and Rey Tony & Helabusador are confirmed for 2026’s Billboard Latin Music Week, taking place Oct. 19 to 22 at Miami Beach’s Faena Forum.
