Following the success of Netflix’s competition show Rhythm & Flow, the streaming service announced they are releasing yet another competition show. This time, however, La Firma will find a Latine star.
The judges of La Firma will include reggaetón heavy-hitters like Yandel, Rauw Alejandro, Tainy, Nicki Nicole, and Tainy’s manager Lex Borrero. On the show, the contestants will be competing for a record deal with the artist incubator Neon16 — helmed by Tainy and Borrero — that is responsible for hits like Bad Bunny and J Balvin’s collab album Oasis and supporting multiple talented artists.
Latine artists are undoubtedly becoming some of music’s biggest stars in mainstream music. Alejandro was recently unveiled as Rolling Stone’s cover star for the February Issue; Tainy has been releasing music non-stop in the past year, with much of it to critical acclaim and a joint album with Yandel; Nicki Nicole was recently announced as a performer for Coachella — along with a slew of other Latine artists — and called a musical powerhouse by Harper’s Bazaar.
“The hottest music in the world is coming from Latin America and from Latin voices. This is a powerhouse team behind ‘La Firma’ and we have no doubt it will appeal to Spanish-speaking audiences around the globe,” co-CEOs of Propagate, Ben Silverman and Howard T. Owens, told Billboard in a statement.
Borrero created the show and Owens of Propagate will be producing the show with the help of Borrero’s production company, Ntertain, and Tommy Mottola. The showrunner will be Rhythm & Flow’s executive producer Nikki Boella.
Borrero told Billboard, “Our goal has always been to bring Latin culture and talent to the forefront and we are excited to do so with this show.”
The show has officially put out a casting notice on social media, allowing people who are interested in becoming Latine music’s next big star a shot at securing the coveted record deal. The applications are due on March 14 because the show is scheduled to begin filming in Miami in March or April.
If you think you have what it takes to be the next big star in el movimiento, fill out the application here.