It’s been 24 years since Steve Aoki founded his label Dim Mak, which has launched the careers of top-tier acts like The Chainsmokers, Zedd, Bloc Party, and Latino artists Deorro and Carnage. While the label has found most of its success in the electronic realm, their roster has explored all sorts of genres, from punk and garage rock to disco and new wave. Now, the Grammy-nominated DJ and producer is putting down roots in the Latin market with his latest venture, Dim Mak En Fuego.

“I’m honored to be part of a platform for the next generation of Latinx artists,” said Aoki in a press release. “There are so many unique hybrid sounds brewing up right now, pushing music culture forward.” This won’t be the first time the Japanese-American music mogul dips his toes in Latin music, however. In 2018, Aoki collaborated with Daddy Yankee, Play-N-Skillz and Elvis Crespo in the merengue-inspired track “Azukita.” Later that year, he also dropped “Jaleo” with Nicky Jam.

Dim Mak En Fuego is spearheaded by Bryan Linares, Head of Marketing of Dim Mak, in partnership with Christian Herrera, co-founder of California reggaeton party, Gasolina. In a press release, they stated the label will “spotlight a genrefluid mix of trailblazing sounds, working with artists in the Latin underground.”

Their first signee is the self-proclaimed ‘anti-boyband’ from Monterrey, Mexico, AQUIHAYAQUIHAY, launching the new imprint with the release of their pop-R&B track, “Ya No Es Igual”.Check out “Ya No Es Igual” below: