Celebrity Name: Farruko
New Companies: WK Entertainment & Massivo Entertainment
Primary Managers: Walter Kolm & Oscar Paniagua
Department: Artist Management
Territory: Global
- Puerto Rican reggaetón artist Farruko has signed a global 360 co-management deal with WK Entertainment and Massivo Entertainment, marking a strategic shift in his career structure.
- The deal partners Farruko with Walter Kolm, who represents artists such as Xavi, Carlos Vives, Emilia, Prince Royce, and Morat, and his longtime team member Oscar Paniagua, CEO of Massivo.
- The announcement comes on the heels of Farruko joining Steve Aoki at the 2026 Ultra Music Festival in Miami, where they performed his massive electronic hit “Pepas.”
- Farruko is preparing to release a new album that captures the essence of Panama’s music as the root of the reggaetón genre, featuring collaborations with Panamanian acts including Eddy Lover, Boza and Kafu Banton.
Farruko has signed a 360 co-management deal with WK Entertainment and Massivo Entertainment. The Puerto Rican reggaetón icon partners with seasoned executive Walter Kolm, whose roster includes global Latin superstars, and longtime collaborator Oscar Paniagua.
“This new chapter comes with a stronger structure,” Farruko stated. “With Oscar, who has been key in developing my career over the years, and now adding Walter Kolm, we’re building a team with a global vision and a long-term focus.”
The timing marks a pivotal moment for the artist. Farruko recently performed at Ultra Music Festival 2026 alongside Steve Aoki, debuting electronic collaborations.
He continues representation with William Morris Endeavor (WME) and maintains partnerships with VG Media PR and Audible Treats for publicity.
With over 15 billion streams globally, Farruko has shaped reggaetón’s international expansion through collaborations with artists like J Balvin, Bad Bunny, and Pedro Capó.
Takeaways
This co-management deal represents more than just a structural upgrade, it’s a calculated repositioning. By bringing Walter Kolm on board alongside his trusted partner Oscar Paniagua, Farruko is signaling his ambition to reclaim mainstream dominance.
Kolm’s track record with global Latin artists suggests the focus will be on international expansion and cross-genre exploration (evident from his Ultra Festival appearance with Steve Aoki).
The Panama-themed album announcement is equally strategic; it’s a cultural reframing that positions Farruko as a reggaetón historian and innovator simultaneously. This positions him uniquely as both legacy act and forward-thinking artist in a crowded Latin music landscape.
With 44+ million monthly listeners, can this new structure translate streaming dominance into chart-topping singles on the level of “Pepas”? What does this consolidation of Latin music management signal about the industry’s confidence in reggaetón’s staying power?
