UMG/10:22 SIGNS LELE PONS, "CELOSO" BLOWS UP (UPDATE)

YouTube and Instagram superstar Lele Pons has signed a global recording deal with UMG's 10:22 pm. The deal is a partnership between the Celine Joshua-helmed imprint and Shots Studios, the entertainment company that represents Pons.

Lead single "Celoso" ("Jealous") dropped on 8/17 and quickly amassed more than 1 million views. Check it below. The song leads off Spotify's Viva Latino! playlist, with a vertical video to boot.

Pons joins Queen Naija as the latest digital artist to land at UMG, showcasing their emphasis on signing content creators.

With over 26m Instagram followers and over 10m YouTube followers, Pons' global reach is matched by few. Her prior single, "Dicen" f/Matt Hunter, has amassed 34m+ Spotify streams.

As a native of Venezuela, she's released bilingual music content on her platforms cementing her status as a leading Latin entertainer. She was a co-host at the Teen Choice Awards last week.

10:22 pm was created early this year as part of Joshua's transition from Sony to UMG. She also serves as GM Commercial, Artist and Content Strategy at UMG reporting to Sir Lucian Grainge.