Grupo Frontera Signs Management Deal With Noah Assad’s Habibi Firm

today11/20/2023 1

share close

Grupo Frontera has signed a management deal with Habibi, Noah Assad‘s management firm, Billboard can report. Raymond Acosta, director of talent management at the company — which also includes Karol G on its roster — will lead Frontera’s management team.

The deal comes seven months after Frontera and Bad Bunny‘s massive collaboration, “Un x100to” — an irresistible cumbia, norteña track — peaked at No. 5 on the Billboard Hot 100. It was also up for song of the year at this year’s Latin Grammys.


Over the past two years, Grupo Frontera — previously managed by Victor Ruiz — went from local McAllen, Texas, band to a música mexicana global force. Composed of Adelaido “Payo” Solis III, Juan Javier Cantú, Julian Peña Jr., Alberto Acosta, Carlos Guerrero and Brian Ortega, the group broke out last year thanks to its tejano spin on Morat‘s 2019 single, “No Se Va.” The inventive cover scored the norteño group its first entry on any Billboard chart, ultimately peaking at No. 3 on the Hot Latin Songs tally (dated Nov. 12, 2022).

According to Raymond Acosta, Habibi was approached by Mexican hitmaker Edgar Barrera — who’s penned and produced for Grupo Frontera — and Alberto Acosta of Frontera after seeing the impact “Un x100to” had. “I asked Noah for an opportunity to get to know and study Mexican culture,” Acosta explains. “Because for me, identities are very important. One of my role models is Mr. Angelo Medina, he was the manager of José José and Emmanuel. He was the one who taught me [that] when you’re going to cross the pond, you have to know where you’re going.”

Grupo Frontera released its debut album, El Comienzo, via Barrera’s BorderKid Records label. The set bowed and peaked at No. 3 on the Top Latin Albums chart. In the past year alone, the group has placed eight songs on the Billboard Hot 100 — including “Que Vuelvas” with Carin Leon, “Bebe Dame” with Fuerza Regida and “Frágil” with Yahritza y Su Esencia. They have a distribution deal with Believe and own their masters.

“If you want to be the number one manager, your artists have to be number one,” adds Acosta. “I’m fulfilling my dreams by fulfilling the dreams of others. I think that’s the beauty of the management part. [At Habibi,] we don’t copy-paste marketing plans. That’s why when you see all the projects, none of them look alike. And seeing everything that is behind Frontera, the personality of each one and what they are doing, motivates us a lot.”

Additional reporting by Leila Cobo.

Written by:

Rate it

Previous post


A$AP Rocky Says His Favorite Collab With Rihanna Is Their Kids: ‘Our Best Creation So Far’

Before A$AP Rocky and Rihanna became one of the internet’s favorite couples, they worked together on the 2011 remix of the pop star’s “Cockiness” remix. Two years later, Rih starred as Rocky’s muse in his 2013 music video for “Fashion Killa” and later reprised her role as leading lady in his 2022 visual for “D.M.B.” But according to the rapper, there’s only one collaboration with Rihanna he considers his favorite. “If me and my lady was to collab…what could we […]

today11/20/2023 1

Similar posts

Post comments (0)

Leave a reply

Your email address will not be published. Required fields are marked *