Well, folks, it’s official—Danna Paola and Hoyer are stepping out of the pop star shadows and into the indie label spotlight with One Percent Records. This isn’t just another side hustle; it’s a full-on rebellion against the music industry’s rulebook. Based in Los Angeles with a satellite operation in Mexico City, this boutique label is all about giving artists the keys to the kingdom—freedom, intention, and a chance to make noise without the corporate suits breathing down their necks. And if that doesn’t get your pulse racing, you might want to check if you’ve still got one.
Let’s set the scene. According to the International Federation of the Phonographic Industry’s (IFPI) shiny new 2025 report, Mexico City is crashing the party of the top 10 global music markets. That’s right—this isn’t just a regional glow-up; it’s a seismic shift. Imagine Mexico City as the underdog band that just sold out Madison Square Garden overnight. Danna and Hoyer, with their finger firmly on the pulse, are launching One Percent Records at the perfect moment—like dropping a debut single right when the crowd’s screaming for an encore.
So, what’s the story behind the name “One Percent”? No, it’s not about sipping champagne with the 1% elite. It’s about stripping things down to the raw, unfiltered essence of music. Hoyer, the label’s chief music officer (and Danna’s boyfriend, because why not mix business with pleasure?), put it best: “By keeping them anonymous, and introducing fans to the label with this concept, we are emphasizing its purpose, which is all about freedom and intention.” They’re not wrong—freedom in music these days feels like finding a mint-condition Beatles White Album in your attic.
The label’s already hit the ground running, dropping tracks on SoundCloud from an enigmatic artist called XNG3L (that’s “Angel” for those of us who don’t speak cryptic). Who’s behind it? Danna and Hoyer themselves, pulling double duty as producers and songwriters. These aren’t just vanity projects either—the tracks are a teaser of what’s to come, a sonic promise that One Percent isn’t here to mess around.
Danna’s not just playing CEO for the photo ops—she’s got a vision, and it’s a big one. “I feel beyond motivated,” she told Variety. “The most beautiful thing about this is that it will grow to service other people. I want to take this and make it as big as I possibly can—we have goals of creating a foundation for independent artists in Mexico, where the resources are very minimal for musicians.” That’s not just talk; it’s a battle cry. In a country where indie artists often scrape by with duct-taped dreams and borrowed gear, Danna’s throwing down a lifeline.
And let’s not sleep on Hoyer. He’s the guy who produced much of Danna’s recent album Childstar, a record that proved she’s more than a pretty voice—she’s a force. Now, as One Percent’s chief music officer, he’s bringing that same grit and know-how to the table. Oh, and here’s the kicker: this label’s operating outside Danna’s existing label and publishing deals. That’s right—they’re going rogue, untethered, and ready to rewrite the playbook.
In a music world obsessed with algorithms and playlist placements, One Percent Records feels like a middle finger to the machine. It’s a throwback to the days when labels took risks, when artists could experiment without a focus group greenlighting every chord. And with Mexico City’s music scene exploding, Danna and Hoyer aren’t just riding the wave—they’re steering the ship.
This isn’t just about them, either. It’s about the indie kids in Mexico City strumming guitars in their bedrooms, the singers belting it out in dive bars, the producers tweaking beats on cracked laptops. One Percent could be their shot, their stage, their voice. And if that doesn’t make you want to crank the volume and dance like nobody’s watching, what will?
