As she continues to mount her music career, Lele Pons has signed a global recording contract with the Universal Music Group imprint 10:22 pm. The deal is part of a larger partnership between 10:22 pm and Shots Studios, per Billboard — the digital content studio and talent management firm to which Pons has long been signed.
10:22 pm was formed in February, Billboard reports, as a label dedicated to signing and developing social media influencers and digital media creators — with a focus on multimedia content. The division is headed up by veteran recording executive Celine Joshua, who formerly oversaw strategy at Epic Records for artists including Future, DJ Khaled, Fifth Harmony, and Camila Cabello. In May, 10:22 pm signed DJ/influencer Chantel Jeffries — another frequent Shots collaborator.
Pons’ first single since signing with the label is a previously-announced Spanish-language track called “Celoso” (“Jealousy“), which was co-written by DVLP and Fuego. “Celoso” serves as a follow-up to Pons debut single, a duet with fellow creator Matt Hunter titled “Dicen,” which has clocked 100 million views in just three months. “Celoso” will debut this Friday on all major streaming platforms.
“Lele is the modern definition of a triple threat,” Joshua said in a statement. “She is a global entertainer who attracts tens of millions of viewers through digital screens. For anyone who has followed Lele’s career, music and dance are at the core of her storytelling, and I’m honored to work alongside John and Sam Shahidi to expand her already passionate fanbase through music, premium content, and consumer products.”
There will be two music videos released for “Celoso” released on Friday — a traditional horizontal video helmed by fellow Shots creator Rudy Mancuso, and a vertical Spotify exclusive helmed by Anwar Jibawi.