Universal Partners with Cuban Content Creator YaBoyyWill for New Series Highlighting Cuba’s Reparto Scene

Universal Music Latino has announced a new joint venture with Cuban content creator YaBoyyWill to produce a video series entitled Toma Este Reparto! The series is designed to highlight Cuba’s reparto scene by giving artists exposure opportunities in YaBoyyWill’s network of over 10 million followers across Instagram, TikTok, and Twitch.

The details:

• The title of the series comes from  YaBoyyWill’s “Toma” brand.

• Toma Este Reparto! will feature independent and established artists.

• They will perform at YaBoyyWill’s personal studio.

• The artists will receive networking opportunities with Universal Music personnel.

• The label will also provide industry mentorship, collaborations, award show exposure, and financial support.

What they said:

• Cesar Toirac, Universal Music Latino’s Senior Director of Digital Innovation: “As a proud Cuban, it’s inspiring to see reparto finally receiving the recognition it deserves. 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: “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.”