AceShowbiz - Farruko has entered into a 360 co-management agreement with WK Entertainment and Massivo Entertainment, marking a significant advancement in his career. The deal, announced exclusively by Billboard on March 31, unites the talents of Walter Kolm, a prominent manager behind artists like Xavi, Carlos Vives, Emilia, Prince Royce, and Morat, alongside Oscar Paniagua, the CEO of Massivo and a longtime collaborator of Farruko.

This partnership aims to establish a more robust and globally focused structure for the Puerto Rican artist, who has been active in the industry for nearly two decades. Farruko expressed optimism about this new phase, highlighting the importance of a strong team and a long-term vision. "This new chapter comes with a stronger structure," he said, emphasizing the role of Oscar Paniagua in his career development and the value added by Walter Kolm’s involvement.

The announcement follows Farruko's recent performance alongside Steve Aoki at the Ultra Music Festival in Miami. At the festival, they delivered a high-energy rendition of Farruko's hit "Pepas," which dominated Billboard's Hot Latin Songs chart for 26 weeks in 2021 and also reached the top spot on the Hot Dance/Electronic Songs and Latin Airplay charts. Additionally, Farruko previewed an upcoming afrohouse collaboration with Colombian singer Greeicy, which is expected to be released soon.

Walter Kolm commented on the significance of Farruko in the Latin music landscape, stating that he is one of the rare artists who have extended Latin music’s global influence. Kolm described this new phase as an opportunity to reposition Farruko at the forefront of the industry, building upon his legacy with deliberate focus on his artistic vision, sound, and worldwide impact.

Oscar Paniagua echoed these sentiments, noting that the partnership with Walter Kolm strengthens their global perspective and opens new doors for Farruko. He emphasized the goal of crafting a lasting and solid career for the artist, reflecting a strategic and sustainable approach.

Farruko, born Carlos Efrén Reyes Rosado, is a foundational figure in reggaetón and Latin music. His achievements include six entries on Billboard’s Hot 100 chart, with "Pepas" peaking at No. 25 and remaining on the chart for 21 weeks. On the Hot Latin Songs chart, he boasts 52 songs, featuring enduring hits such as "6 AM" with J Balvin, "Calma" with Pedro Capó, and "Krippy Kush" with Bad Bunny.

Looking ahead, Farruko plans to release a new album that honors the roots of reggaetón by embracing the musical heritage of Panama. This forthcoming project will feature collaborations with notable Panamanian artists including Eddy Lover, Boza, and Kafu Banton, underscoring his commitment to authentic regional sounds while expanding his artistic reach.

This new management alliance signals a pivotal moment for Farruko, combining experienced leadership and a unified global strategy to enhance his influence in the music industry for years to come.