Warner Music Mexico and ADA Latin have signed the duo Efecto Elegante, one the most successful new acts in Música Mexicana, the fast-growing genre previously known as Regional Mexican Music.

This exclusive deal is part of Warner Music’s commitment to stepping up its investment in Música Mexicana, which is hugely popular in both Mexico and the US.

Efecto Elegante are brothers Carlos Uriel Pérez Alvarado and Axel Ulises from the city of Mazatlán, who formed their band little more than four years ago as they sought to convert their hobby into a profession.

Their passion for music was sparked by chance, when their mother gave them a guitar to share, which they used to start making covers of their favourite artists such as Los Tucanes de Tijuana and Alfredo Olivas. Their pastime gradually turned into their reason for living and they developed their own creative identity.

Efecto Elegante are known for their sierreño-campirano style of music, which uses guitars and the tololoche, a traditional Mexican instrument. They’ve released a number of songs that have made an impact including ‘Préstame tu Corazón’, ‘Yo Te Amaré’ and their current single ‘Quise Ver Como Empecé’.

The pair are enjoying significant success. They have spent three months in the Top 200 of Spotify Mexico, attracting more than 2.1 million monthly users on the platform. Their official Efecto Elegante channel on YouTube has generated more than 58 million views and they’ve already appeared in the Top 50 Billboard Hot Latin chart.

Tomás Rodríguez, Managing Director, Warner Music Mexico, says: "We’re very excited to sign Efecto Elegante as we grow our commitment to invest in Música Mexicana. Their sound, their songwriting and the feeling they bring to each performance makes them a group with amazing prospects. We’re confident that with their talent, and our support, they’ll become even more popular at home and we can take their music to fans in other territories."

Delia Orjuela, General Manager of Música Mexicana, adds: “I’m excited to welcome Efecto Elegante into the Warner Music family. We’re ready to work hard and share their talent and passion for Música Mexicana, one of the fastest-growing genres in North America.”

“Without a doubt this deal with Warner Music Mexico and ADA will allow Efecto Elegante to continue fulfilling their dream, taking their music to millions of people.”