Warner Music Latin America and OCESA Seitrack have partnered with Sergio "Checho" Rodriguez to form Touring The World, a global artist booking and branding agency.

The joint venture will be led by Rodriguez, utilizing the infrastructure and talent from WMG, as well as OCESA's promotion resources across multiple countries. Although the agency won't be exclusive to WMG acts, all Warner Music artists will have access to the artist services offered. Warner Spain's Get In is also providing support.

Rodriguez will operate out of offices in Colombia, Mexico, Spain and the U.S. He previously served as director at UMG's global agency, GTS. Touring The World's initial roster includes Piso 21, Blessd, Yng Lvcas and Elena Rose, among others.

Alejandro Duque, president of Warner Music Latin America, said, "Our quest for innovative approaches to elevate artists’ careers continues. Teaming up with OCESA Seitrack and Sergio Rodríguez for Touring The World signifies a pivotal moment, as we combine our experience to deliver professional services and global opportunities for artists.”

Alex Mizrahi, CEO and founder of OCESA Seitrack, stated, “Over the past 20 years at OCESA Seitrack, we’ve meticulously built the touring commercial structure we possess today. This alliance between friends and renowned professionals promises immense benefits for the artists and managers we collaborate with.”

Pictured above: Mizrahi, Duque and Rodriguez