Víctor Mendívil Signs Global Deal With Óscar Maydon’s Rico o Muerto & Downtown Records

Rico o Muerto, the independent record label co-founded by Mexican artist Óscar Maydon and manager-songwriter Alexis “Chachito” Fierro, has signed emerging artist Víctor Mendívil to a global deal, Billboard can exclusively announce Thursday (July 17). The agreement was made in collaboration with Downtown Records.

“Víctor is the perfect fit because he’s not afraid to be himself,” Maydon tells Billboard Español. “He has a unique voice, a different way of writing, and an energy that connects with people. Víctor represents the essence we were looking for in this new phase of Rico o Muerto. From the first time I heard him, I knew there was something special there.”

The deal marks a major milestone for Mendívil, as he transitions from a distribution partnership to signing a full recording contract. This new move positions him as the flagship artist of Rico o Muerto and paves the way for his global expansion, backed by two highly experienced teams.

“This deal means so much to me, both personally and professionally,” adds Mendívil. “It’s an important milestone in my journey — a door to new goals, new challenges, and also to a bigger audience. I know this agreement will bring structure, vision, and a lot of experience to the project. But what matters most to me is that I’m doing it without losing who I am.”

Mendívil’s impact on regional Mexican music has been significant since his feature on the 2023 track “Hong Kong” alongside Óscar Maydon and Alemán. On Spotify, he’s amassed over 11 million monthly listeners. In 2024, he added nearly 20 singles and collaborations to his repertoire, according to the statement, standing out on tracks like “Tony Montana” with Yng Lvcas, “Un pacto” with El Padrinito Toys, and “San Pedro” with Ganggy, as well as solo songs like “GOET” and “Ráfagas al Viento.”

Rico o Muerto was born from Maydon’s dream of creating his own company that represented “freedom, loyalty, and long-term vision,” he explains. For the artists who join the label, “I want them to feel like this is their home, a place where they can grow, experiment, and most importantly, be themselves,” shares the “Tu Boda” hitmaker.

The announcement also comes on the heels of several achievements for Maydon, whose third studio album, Rico o Muerto, Vol. 1, released in June, debuted at No. 6 on the Top Latin Albums chart and No. 3 on the Top Regional Mexican Albums chart.

“Signing him aligns 100% with the philosophy of the label we’re building,” adds Maydon. “It’s not about following trends, but about creating something with identity, with roots, but also with a forward-looking vision. Mexican music is experiencing an incredible moment, but it also needs fresh voices to bring depth and evolution. Víctor is exactly that: someone who respects what’s already there but is here to shake things up. That’s how I see the future of the label — full of artists who make a difference through their authenticity.”

For his part, Mendívil concluded: “I believe this collaboration will be key to continuing my evolution as an artist without losing the essence that brought me here. I know they’re going to push me to explore new ways to grow, make music, and connect with people from different angles. I think my music will mature and take on new forms, and that’s only possible when you’re surrounded by a team that understands your vision and pushes you to take it further.”

Rico o Muerto was founded just over a year ago under the leadership of Yusim Aladro, with a team of more than 15 employees and operations in Mexicali, Mexico City, Tijuana, and San Diego. The label boasts a roster of emerging artists such as Omar Camacho, Regulo Molina, Carlos Manjarrez, and Fernando Angulo.