2022 Impact 50: Noah Assad

Rimas Entertainment

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MIAMI, FL – MARCH 08: Noah Assad, Bad Bunny and Jerry Pulles backstage at Apple Music Celebrates ‘Up Next’ Artist Bad Bunny with a concert for fans at Bar 1306 in Miami, Florida on March 8, 2018. (Photo by Manny Hernandez/Getty Images for Apple Music)

Rimas Entertainment founder Noah Assad has taken his  love of Latin music and parlayed that, as well as the  career of Puerto Rican superstar Bad Bunny, into the  stratosphere not by following the unwritten rules of the  establishment music industry, but on his own terms and those of his  artists. 

Last year, Bad Bunny’s El Último Tour del Mundo became the first  completely Spanish-language album to reach No. 1 on Billboard’s Top  200 chart. 

“My vision was that I was enjoying what I do,” Assad told Pollstar  in March. “I love reggaeton, I love trap, I love anything that has to  do with Spanish [language] music. The vision hasn’t evolved much  because I keep having fun.” 

They’ve been having fun, all right. Bad Bunny’s “El Último Tour Del  Mundo” arena trek, which culminated in three sold-out concerts at  Miami’s FTX Arena April 1-3, reported 27 sold-out shows for a total of  663,868 tickets moved and more than $120.1 million in grosses.  The three-night Miami stand closed out the tour with 54,998 tickets  sold and a gross of $12,396,368. 

Rimas Entertainment, however, is far more than a record label. It’s  also a management company, publisher, tour booker and, now, a distributor  thanks to its recent global distribution deal with The Orchard  and includes the launch of SONAR, a new label signing and distributing  music by new, independent talent. 

Founded in 2014 as a YouTube network that distributed music  videos, Rimas Entertainment has exploded into a fully siloed, one-stop  creative juggernaut for its growing roster of artists including Arcángel,  Eladio Carrion, Jowell & Randy, Corina Smith, Tommy Torres and  more. 

“I think the right word is freedom,” Assad says, as one of the credits  to their success. “With freedom we can pivot easily. We trust each artist’s  vision, and we trust Benito’s [Bad Bunny] vision to the fullest.” hard to be a positive force within the industry.”