Ivana makes history as the first woman to sign with Farruko, Billboard can exclusively announce on Wednesday (Sept. 23).
The emerging Colombian artist, who initially caught the attention of the Puerto Rican superstar on social media, is embarking on a new professional chapter with the backing of Farruko’s record label, Carbon Armor, and partner management company Massivo Entertainment, both led by CEO Oscar Paniagua.
A Latin urban pop singer from Barranquilla, she is the first artist of any gender to sign with Carbon Armor, while at Massivo Entertainment she joins a roster including Farruko himself, Guaynaa and Sebas Bárcenas.
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“For me, it’s special that Ivana is the first woman to join this project,” Farruko says in a statement. “We’re not just looking for artists; we’re looking for people with identity, discipline and something different to bring to the table. When we met Ivana, we saw that potential. Now the work of building something big together begins.”
“At Massivo Entertainment and Carbon Armor, we are committed to developing talent comprehensively,” adds Paniagua. “Ivana embodies everything we’re looking for: identity, talent and vision. We’re very excited to begin this journey with Farruko and to write the next chapter of her career together.”
At just 19 years old, Ivana, who began her musical journey as a child, has started to make her mark in Latin music with releases like “La Vacante (Remix)” featuring Ken-Y, “De Lejos” and “Aguardiente.” Her connection with Farruko happened spontaneously after he came across her profile on social media and, impressed by her talent, began following her. Noticing this, Ivana decided to seize the moment and posted a preview of a song, inviting her followers to tag Farruko in an effort to grab his attention.
The strategy worked, sparking a professional relationship that now marks a new chapter in her career.
“Being the first woman to be part of this project is a responsibility I take on with immense pride,” Ivana says. “Having the trust of Farruko, Oscar and the entire team means so much to me. I’m stepping into this new phase with the desire to learn, work hard, and show the world who Ivana is.”
Ivana’s signing represents a significant step in Farruko’s vision as an entrepreneur and developer of new talent. Following a career that has cemented him as one of the most influential figures in Latin music, the artist continues to expand his vision beyond his own music, focusing on fostering the next generation of artists.
The partnership brings together Farruko’s artistic vision and musical experience with Paniagua’s business acumen and industry expertise. Together, Carbon Armor and Massivo Entertainment aim to craft a comprehensive strategy for Ivana, encompassing music, artistic identity, positioning and international expansion, according to a press release.
Ivana’s first release under this new chapter, “Que Novedad,” is set to drop on Oct. 1.
