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Banda MS manager and founder Sergio Lizárraga has launched new record label, Room 28, that will focus solely on “developing, managing and promoting” pop and urban acts, Billboard can exclusively announce.

An extension of his management and booking company LM Events, which specializes in the regional Mexican market,  Lizárraga will run Room 28 alongside business partner Mario Barrón.

“It’s an unknown world for me,” Lizárraga, who launched Lizos Music in 2013 (indie label home to Banda MS), tells Billboard. “But you meet people that know that world perfectly and well they’re the ones that will guide this project. I am continuing with Lizos Music but I wanted to create this alternate label that is exclusively for pop-urban music.”

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The new company’s objective is to “give national and international visibility to recording artists that contribute variety and creativity,” according to an official statement. One of Room 28’s first signees includes Mexican influencer Mont Pantoja, whose lip-sync videos have made her a star on Tik Tok, where she boasts of more than 18 million followers. Pantoja is set to release her debut single “Maviri,” a pop-infused track, on March 18. Lizárraga’s daughter, Brianda, is also part of the label’s roster, which will be announced in the next few days.

News of Lizárraga’s Room 28 arrives two months after the announcement of a new booking and management deal between Spanish singer-songwriter Natalia Jiménez and LM Events. The move, first reported by Billboard, marked the first time in recent memory that a pop act entered a management agreement with a company that specializes in the regional Mexican market.

“What excites me the most about new ventures is the challenge,” adds Lizárraga. “[Room 28] goes hand-in-hand with what I already do but in a genre that has a different style of lyrics and rhythms. With Mario, who knows the ins and outs of that world, we’re not only going to do this but we’re going to do this well.”

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