Double P Management, the artist management company led by renowned music executive George Prajin and global superstar Peso Pluma, has added Yahritza y Su Esencia to its management roster, Billboard can announce exclusively on Wednesday (Oct. 28).
Under the new co-management partnership, the chart-topping sibling trio will continue to be represented by longtime manager Adriana Martinez while also working alongside Prajin and his team to support the next phase of their career growth and global expansion.
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“Yahritza y Su Esencia have built something truly special. Their talent, authenticity and connection with audiences have already established them as one of the most important young groups in música mexicana,” Prajin said in a statement. “What makes this partnership so exciting is that they are still at the beginning of an incredibly bright future. They possess a rare combination of artistry, vision and star power, and we believe their ceiling is extraordinarily high. We are excited to work alongside Adriana and help support the next phase of what we expect will be a long and impactful career.”
Martinez added: “Yahritza y Su Esencia have always had something special and tremendous potential. Their talent, work ethic and connection with fans continue to open new doors, and this partnership felt like the right next step. George Prajin shares our vision for the group’s future, and alongside his incredible experience, we’re excited to work together to create a complete ecosystem for Yahritza y Su Esencia and help them continue growing and achieving great things together.”
Since emerging as one of the most influential young acts in regional Mexican music, Yahritza y Su Esencia has captivated audiences with its distinctive sound, emotional songwriting and remarkable commercial success, with songs including “Soy El Único,” “Esta Noche” and “Frágil” with Grupo Frontera. Formed in Yakima, Wash., by siblings Yahritza, Armando and Jairo Martínez, the group has amassed billions of streams, earned multiple chart achievements and established itself as one of the genre’s most recognizable and impactful acts.
In 2022, the band’s five-track EP Obsessed reached No. 1 on Billboard‘s Regional Mexican Albums chart. That came a month after it scored its first chart entry on any Billboard chart with “Soy El Único,” the set’s lead single, which opened at the summit of the Hot Latin Songs tally. Yahritza was then only 15.
Double P Management has rapidly emerged as one of the most influential management companies in music, representing a diverse roster of artists who are shaping culture and driving the global success of Latin music and beyond. The company currently works with artists including Peso Pluma, Tito Double P, Santa Fe Klan, Deorro and Paloma Mami, among other Latin stars.
