2022 Impact 50: Noah Assad

Rimas Entertainment

(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.”