Cuban-Born UMBE B Debuts New Single "Champions"

Delivered with an enticingly toxic swagger that lures even the most stringent, Umbe B’s newest single "Champions" is a cut-throat declaration of success and breakthroughs – and it’s available now.

"Champions" is a hard-hitting Latin/trap banger that pays homage to Umbe B’s Cuban heritage and musical passions. Inspired by the city of Toronto and its iconic sports teams, Umbe B aims to put his name on the list of teams who have fought for a championship – and ultimately made it.

Umbe B reflects on the voracity of his newest single; "I’m setting the stage for my own victory: to become the next champion - the King of Latin Music in Canada."

"Champions" describes the struggle of getting to the top through hardships – and the feeling of gratification when you achieve a particular goal. Umbe B’s sharp lyricism is laced with personal struggles, conveying his ambitions to be identified as the King of the North for urban Latin music in Toronto. Piercing cadence delivers a fiery flow that compliments Umbe B’s musical goals perfectly.

Ultimately, "Champions" is an underdog story preaching the significance of perseverance and resolve when it comes to pulling yourself out of a bad situation – regardless of the price. The song champions that hard work leads to success – and often requires sacrifice to become the best.

Umbe B is a Latin artist who was born in Alamar, Cuba. Faced with the hardships of growing up during an embargo, Umbe B found the value of family very early on. Despite growing up in areas with high levels of crime, Umbe B never strayed from the importance of family and friends, using that to bolster him as he worked his way into a better situation.

Despite migrating to Canada in October 2019, Umbe B’s music career has been going hard since 2013, when he founded an urban Cuban music group named Los Extraterrestres. Focusing on creating subgenres of urban music while innovating around the dance scene in Cuba, the group found great success across the island.

During this time, he would work as a backstage dancer for one of the most popular Cuban music groups, Gente De Zona. He would find the courage and affirmation to pursue his music career and fulfill his dreams after receiving the personal endorsement of Jacob Forever, a member of Gente De Zona.

In 2016, Los Extraterrestres were nominated for one of Cuba’s most renowned music shows, Los Lucas, where they were spotted and hired by a European show and promotion company to perform in 3 venues during the summer festival in Ibiza and Majorca.

From there, things slowed down a bit for Umbe B until 2018 when he began his solo career, focusing his music more on the trap and hip-hop genres, which sparked some controversy among a handful of top artists and directors in Cuba. After his band mates migrated to Europe and the rising controversy surrounding Umbe B’s productions, he decided to move to Canada.

Umbe B’s music can most accurately be summed up as a mix of Latin reggaeton, dembow, and dancehall sounds – all perfectly intertwined with trap elements made popular in Western music. Umbe B uses his passion for these genres as a springboard for his love for Cuba to tell stories based on personal experiences – both in Canada and Cuba.

Umbe B is set to release his first solo studio album this year.

"Champions" is available now on Spotify