Latin Gospel Singer Alexxander Joins Reach Records Label

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Two decades since its founding, Reach Records, owned by Grammy-winning artist Lecrae, has taken a notable step by expanding into Latin music with the signing of its first Latin artist, Alexxander. The 26-year-old artist, whose full name is Luis Alexander Santiago Gomez, hails from Puerto Rico but currently resides in New Orleans and is set to move to Atlanta soon.

Having grown up as a fan of gospel rapper Lecrae, Alexxander described signing with Reach Records as a “lifelong dream.” Lecrae, a four-time Grammy winner known for hits like “Real Talk,” co-founded Reach Records in 2004 with Ben Washer and has since built a roster of nearly a dozen artists, including popular rapper Hulvey. The label’s artists are predominantly based in Atlanta, a city known for its vibrant music scene.

Alexxander’s signing marks an exciting moment for the Latin music industry, which has been identified as the fastest-growing genre in the United States. His latest single, “Tres Deseos,” reflects his journey of self-acceptance and has garnered a significant following on platforms like Spotify.

According to Dee Diaz, vice president of marketing and digital at Reach Records, Alexxander’s emergence as a leader in the Latin music scene is a testament to his unique talent. The label is thrilled to collaborate with him and expand its reach to a broader audience, including its dedicated Latino fan base.

In an exclusive interview, Alexxander shared insights into his signing process with Reach Records, emphasizing the label’s focus on music rather than viral trends or numbers. He recalled reaching out to the label years before he even had songs ready, highlighting his early passion for music and determination to work with Reach.

Raised in a family with deep roots in music and poetry, Alexxander drew inspiration from his father, who was a Latin gospel artist, and his grandfather, who played in a salsa band. Despite initially pursuing a career in film, he found his true calling in songwriting, leading him to forge a path in the music industry.

As Reach Records’ first Latin artist, Alexxander expressed pride in being part of a label that prioritizes representation and diversity. While acknowledging the weight of being a trailblazer, he remains focused on paving the way for future Latin artists and ensuring that their voices are heard in the music industry.

The signing of Alexxander underscores Reach Records’ commitment to fostering talent across genres and creating a platform for artists from diverse backgrounds to showcase their artistry. With a growing following and a unique blend of musical influences, Alexxander is poised to make a significant impact on the Latin music scene and beyond.