Ivana Makes History as Farruko's First Female Signing
Ivana, a Colombian singer from Barranquilla, has become the first female artist to sign with Farruko's record label Carbon Armor and partner management Massivo Entertainment. She is also the first artist overall to join Carbon Armor. Farruko stated that they seek artists with identity and discipline, and they recognized that in Ivana.
Ivana's route to this deal began with a calculated social media move. After Farruko began following her account, the young singer shared a song preview and urged her audience to tag him, a tactic that opened direct communication between them. She has been performing since childhood and already released several tracks, including a collaboration with Ken-Y.
The September 23 announcement makes Ivana the inaugural addition to Carbon Armor's roster while placing her alongside established Massivo acts. Farruko's stated criteria for signing talent—identity and discipline—were reportedly evident in Ivana from their first encounter, with both he and Paniagua expressing confidence in her development under their guidance.
This signing could signal a shift in how Latin labels discover talent, with social media engagement increasingly serving as a direct route to major industry partnerships. As the first woman on Carbon Armor's roster, Ivana may also become a visible example for young female artists in the urban Latin genre, potentially encouraging broader diversity in label signings. The move could further cement Farruko's role as a mentor figure in the industry.