Danna and Hoyer founded One Percent Records to put ‘music over business’
Music legend Danna, hailing from Mexico, recognizes after years in the business: Record labels could invest more in nurturing lasting artistic development.
Just last week, I teamed up with my partner, renowned musician and producer Alex Hoyer, to establish our own record label, One Percent Records. Excitingly, he’ll be holding the position of Chief Music Officer in our company. Additionally, Yanin Gonzalez, a talented creative director and manager, has come on board as our President. We can’t wait to see what the future holds for our new venture!
A Los Angeles-based independent record label is working to provide Latin artists with the essential resources for maintaining successful, long-term music careers, prioritizing artistic growth over financial gain. This duo aims to replicate this approach in Mexico as well.
In the last few years, Danna has come to understand the features she believes would be beneficial for everyone, particularly artists. This realization led her to recognize the necessity of establishing her own label, one that caters specifically to artists’ needs. As the CEO of this label, she is spearheading it.
Over the last year, Danna has been quite busy and plans to carry on releasing music through her deal with Universal Music Group. She recently changed part of her artist name from “Paola” and is preparing to release her 2024 album, “Childstar,” a polished electronic pop record that marks a departure from her days as a popular telenovela actress. Additionally, Danna lent her voice to the Latin American version of the 2024 musical movie “Wicked,” having previously performed Elphaba’s role live in the first Spanish-language adaptation staged in Mexico City.
Danna stated, “Artists are essential for labels to thrive.” She emphasized the need to reconnect with our origins and establish a label that fosters support, given how fleeting and instant everything has become.
Cynthia is a self-governing, bilingual publication centered around Mexican music, specifically catering to Generation Z.
One solution being proposed involves establishing an independent record label, a step taken due to outdated music industry norms which often deny development and ownership rights to artists. The team at One Percent has expressed similar concerns that American pop star Chappell Roan voiced at the Grammy Awards in February, criticizing major labels for their practices. Specifically, Roan demanded that record labels, which earn millions from artists, should provide a fair wage and healthcare – particularly to emerging artists – as she accepted her best new artist award.
Essentially, Diego Rodriguez-Palma, a past attorney for Danna and current COO of One Percent, stated that many artists are unaware of their rights due to lack of knowledge about industry standards. Therefore, they aim to advise and educate these artists. He also pointed out that major labels primarily function as financial institutions, viewing artists more as investments rather than creative partners.
Danna and Hoyer have chosen to establish their own record label, similar to what peers like JOP (founder of StreetMob Records) and Peso Pluma (Doble P Records) have done. The Puerto Rican label Rimas Entertainment, founded by Noah Assad in 2014, stands as a notable indie success story in Latin music, having been the long-term home for Boricua superstar Bad Bunny, who has achieved remarkable success even after turning down multiple offers from major labels.
Hoyer expressed that they consider art as the strongest and unambiguous instrument at their disposal, stating this in a recent conversation. Known for launching his career through the well-known Mexican singing contest “La Voz Mexico” in 2014, his contract with Warner Chappell Mexico is nearing its end this year. In May, he will publish a complete album under One Percent Records.
According to Hoyer, it’s crucial to grasp the ins and outs of the industry, yet never forget the essence – enabling artists to express themselves truthfully and authentically.
To kick off One Percent Records, Danna and Hoyer stealthily posted a collaborative track titled “Angel_Rough.12” on Soundcloud under the name Xng3l (Angel). Their low-key introduction, released without the typical industry publicity blitz, aims to showcase their creativity that transcends social media algorithms, thereby fostering an authentic fan base.
In Danna’s words, “I think it’s crucial to have associates who prioritize your growth, not just profits, when building a career.” She emphasizes, “Our aim is to revert back to the fundamental idea: art over commerce in music.
https://w.soundcloud.com/player/
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2025-04-01 23:02