Zumba Announces New Label ZML Records at Latin Music Week 2025: ‘Our Music Will Inspire’

Billboard Latin Music Week 2025 is in full swing, kicking off on Monday (Oct. 20) at The Fillmore Miami Beach. On the first day of the conference, execs of lifestyle companies Zumba and BRESH spoke at length about becoming global tastemakers and go-to promotional vehicles for artists.

Moderated by Isabela Raygoza, Billboard Español‘s associate editor, with panelists Atella, Zumba’s head of music, and Bröder, DJ and creative director at BRESH, the conversation touched on becoming global powerhouses, collaborating with artists and selecting the music they play at their worldwide events. BRESH launched in 2016 as The Most Beautiful Party in the World; now it’s expanded globally, hosting 500 parties with 70 in-house DJs.

Zumba’s Atella also announced exclusively the launch of ZML Records, saying the label’s music will represent positive energy, and hopefully a springboard to launch new artists, songwriters and producers. “Our music will inspire,” Atella said.

Below, find the main takeaways from the 30-minute conversation at Billboard Latin Music Week 2025.

What elements make a good party?

Bröder: What always makes a party fun is the audience. It’s the most essential thing. Sharing music with another person is a connection; it’s something magical. Just being together and sharing the moment, with an open heart, makes it the perfect excuse for fun.

Atella: If there are more than two people feeling the energy at parties or Zumba classes, it’s like being in a church, you feel the vibration, it’s beautiful what music can do.

Global presence

Atella: In the case of Zumba, it is in 180 countries, with 15 million people dancing Zumba weekly, it’s like the largest radio station in the world. I think that’s a pretty significant reach.

Bröder: With more than 500 editions per year, the most interesting thing is how music and art transcend language and religion. It’s beautiful because through art, we get to build bridges that carry Latin culture and represent it in new corners of the world.

Humble beginnings

Bröder: It’s been an odyssey, the dream was always big. When we named BRESH The Most Beautiful Party in the World, we aspired to conquer the planet. One of the great challenges, both personally and for the company, was to grow professionally and personally at the pace of a project that had a life of its own. It began to pick up speed, learning to build teams.

Atella: It all started in a gym in Aventura (in Florida), where everything began to gain momentum when they started selling DVDs in the early 2000s, and it became a global phenomenon. The most impressive thing is that we have been part of important careers such as Don Omar and Daddy Yankee. We have participated with J. Lo. It’s another window to reach an audience that you might not be able to reach on a DSP. They’ll say, “I want to see the choreography for my favorite song,” and we do that, we provide data.

Curating Playlists

Bröder: The best thing will always be to be open to learning from each city. What’s happening in New York, Miami, Barcelona. We have more than 70 DJs around the world, they go out, they’re on social media, they live art in their bones, they are the barometer in our case. We hope to be a platform that elevates art, talent and culture in general.

Atella: We have the privilege of having monthly meetings with most record companies to listen to music long before it is released, the product, the songs, a month or two before it comes out. Chayanne’s song “Bailando Bachata” did very well, and about two months before it was released, I told him that song was great for our choreography. We have a kind of filter with Zumba talent as well; it goes through an internal process.

Spanning more than 30 years, Latin Music Week is the single-most important and largest gathering of Latin artists and industry executives in the world. This year’s event once again hosts panels, marquee conversations, roundtables, networking and activations, in addition to its celebrated Billboard En Vivo showcases. 

This year’s star-studded lineup includes Aitana, Alofoke, Anuel AA, Bebeshito, Carlos Vives, Carín León, Danny Ocean, DJ Khaled, Daddy Yankee (DY), Emilia Mernes, Ivy Queen, Gloria Estefan, Grupo 5, Kapo, Laura Pausini, Luck Ra, Netón Vega, Olga Tañón, Óscar Maydon, Ozuna, Pablo Alborán, Rawayana, Suzette Quintanilla, Tokischa, Xavi and Yailin La Más Viral, to name a few.

Latin Music Week also coincides with the 2025 Billboard Latin Music Awards, set to air Thursday, Oct. 23, on Telemundo and Peacock, where Bad Bunny will be honored as Top Latin Artist of the 21st Century.