Grupo Frontera has launched its own indie label, BorderTown Records, in partnership with Sony Music‘s The Orchard.
The launch was announced on Wednesday (May 27) by the Texas-formed regional Mexican band, whose 2022 viral norteño cover of Morat‘s No Se Va propelled the group to mainstream prominence.
The new label will be based in the band’s hometown of McAllen, Texas, and will offer a tailored menu of services across recording, marketing, public relations and distribution.
The label was founded by Grupo Frontera members Juan Javier Cantú, Alberto “Beto” Acosta and Adelaido “Payo” Solís III, with Miguel Ramirez appointed General Manager.
The label’s first release will be Grupo Frontera‘s own norteño-focused EP, Con Dolor, out on Thursday (May 28). The set includes the previously released single Cada Vez Me Gusta Más, a collaboration with Mexican vocalist Alejandro Fernández.
Alongside the label, the group has also unveiled YUMA, a music complex and creative headquarters in McAllen. Originally the band’s first recording location, the facility has been remodeled into a creative hub that will serve as BorderTown Records‘ operational base.
“Everything we’re building with BorderTown Records and YUMA comes from our own experiences and the journey we’ve had to navigate as a group.”
Alberto “Beto” Acosta
According to the company, the label will be open to artists across genres while drawing on what its founders describe as the “Grupo Frontera formula” – an approach honed through the group’s cross-genre collaborations and path to mainstream success.
Jason Pascal, EVP, Global Artist & Label Partnerships, said: “Through BorderTown Records and YUMA, Grupo Frontera is investing in creative infrastructure and artist development for their peers and the next generation of talent in both Música Mexicana and other genres.
“Their ability to stay rooted in the culture while continuing to evolve globally is exactly what makes them such important artists and partners for The Orchard.”
Alberto “Beto” Acosta of Grupo Frontera added: “Everything we’re building with BorderTown Records and YUMA comes from our own experiences and the journey we’ve had to navigate as a group.
“We want to create opportunities, support emerging artists and build spaces where they can develop their ideas and grow within this ecosystem.”
Wednesday’s announcement follows the worldwide distribution deal that Grupo Frontera signed with The Orchard in October 2025, tied to the release of the band’s third studio album, Lo Que Me Falta Por Llorar.
“Their ability to stay rooted in the culture while continuing to evolve globally is exactly what makes them such important artists and partners.”
Jason Pascal, The Orchard
The Orchard, whose Latin clients include Bad Bunny‘s Rimas and Peso Pluma‘s Double P Records, is a subsidiary of Sony Music with more than 50 offices worldwide.
The Grupo Frontera deal arrives during a period of expansion for The Orchard, which has, in recent months, struck a partnership with DAO Music Entertainment, acquired Brazil’s OniMusic, a Christian music distribution platform, struck a global distribution deal with Japan’s Avex Music Group, and appointed Heather Vassar as SVP to lead its Nashville division.
The BorderTown launch arrives at a moment of sustained growth for the Latin music sector in the United States.
Latin music generated over $1 billion in wholesale recorded revenues in the US in 2025, according to the RIAA‘s year-end US Latin revenue report, published last month.
The new label joins a wave of recent ventures targeting Música Mexicana. In September 2025, HYBE Latin America launched its own regional Mexican-focused label, S1ENTO Records, led by Myrna Pérez.
Believe, meanwhile, expanded its Mexico City operations in September 2024 with new leadership focused on regional Mexican music.
Formed in Texas in 2022, Grupo Frontera has scored 16 No. 1s on the Billboard Regional Mexican Airplay chart and is a Latin Grammy winner. The band’s 2023 collaboration with Bad Bunny, Un x100to, reached the top five of the Billboard Hot 100.
The group has also collaborated with Romeo Santos, Shakira and Alejandro Sanz, among others.Music Business WorldwideMusic Business Worldwide
