Warner/Chappell music publishing has started a Latin music unit and a new Latin imprint, El Toro.

Heading the new division, which will be based at the company’s Los Angeles headquarters, is Erich Bulling, best known as a writer, arranger and producer.

Bulling will hold the title of creative director Latin music.

“The appointment of Erich Bulling to creative director Latin Music will enable us to explore further opportunities in the fast-growing Latin market,” said Les Bider, chair/CEO of Warner/Chappell Music.

Bulling will be responsible for signing and developing songwriters and will handle all production duties for El Toro Prods., which will develop new artists to be released on the El Toro label.

Distribution for El Toro product will be through various non-exclusive arrangements, per Warner/Chappell. First two projects will be albums from the Mexican band Bonanza and Latin artist Lucho Gatica, both released last month by Bertelsmann Music Group Intl.

The company also said it was exploring expansion opportunities within Latin America.

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