If you listen to reggaeton, you’ve probably heard the name Perro Negro.

Even if you’ve never stepped foot inside the Medellín nightclub.

Bad Bunny and Feid turned the name into a global reference with their 2023 hit “PERRO NEGRO,” but long before millions of people were screaming the words at concerts, Perro Negro had already become an important part of Medellín’s reggaeton culture.

Now the club wants to do something much bigger than throw parties.

It wants to help create the next generation of reggaeton stars.

Perro Negro is expanding into the music business through a new project alongside Rimas Entertainment, the Puerto Rican company closely associated with some of the biggest names in urbano music.

The first major release is Dale Duro Vol. 1, a five-track project designed to showcase emerging artists and producers from Colombia, Puerto Rico and Venezuela.

And the concept makes a lot of sense.

Instead of a record label trying to recreate club culture from an office somewhere, Perro Negro already lives inside it.

Every weekend, DJs get an immediate reaction to what’s working. They see which songs make people pull out their phones, which records get everyone singing and which new sounds actually move a dance floor.

Now they want to turn that environment into a laboratory for new music.

Perro Negro’s story is also another example of how Medellín has become one of the most important cities in modern reggaeton.

Puerto Rico will forever be fundamental to the genre’s history, but Colombia — and Medellín specifically — has developed its own enormous urbano ecosystem.

J Balvin helped open the door globally. Karol G became one of the biggest artists on the planet. Feid created a movement of his own. Ryan Castro brought the barrio back into the conversation.

Behind the superstars are producers, DJs, songwriters, clubs and thousands of young artists trying to become next.

Perro Negro has been part of that ecosystem for years.

Then Bad Bunny and Feid changed everything.

Their collaboration “PERRO NEGRO,” from Bad Bunny’s nadie sabe lo que va a pasar mañana, transformed the Medellín nightclub’s name into something recognized by reggaeton fans around the world.

Suddenly people who had never been to Colombia knew exactly where they wanted to party when they arrived in Medellín.

Now imagine if the next major urbano artist actually comes out of the club.

That’s what makes this move interesting.

Perro Negro isn’t satisfied with being the place where tomorrow’s reggaeton hits get played.

It wants to become the place where they’re discovered.

From nightclub.

To Bad Bunny song.

To record label.

Only in reggaeton.