In 1989, José Behar, the former head of CBS Discos, signed Selena to Capitol/EMI Latin, because he thought he had discovered the next Gloria Estéfan.

[3] In 1990, Capitol/EMI Latin acquired San Antonio, Texas–based Cara Records in order to capitalize on the popularity of Tejano.

Artists under the Cara label included Mazz, David Lee Garza, and La Mafia.

Popular EMI Latin performers linked to the EMI Televisa Music and Televisa networks included Thalía, Pedro Fernández, RBD, María Daniela y su Sonido Lasser, and Kudai.

The label also signed reggaeton artists like DJ Flex and Tito El Bambino.