Spain’s WAP launches Ultramar label with former Prime Video exec Alonso Aguilar

IBERSERIES & PLATINO INDUSTRIA: Spanish group WAP Media Group has launched a fiction label called Ultramar together with Mexico’s Alonso Aguilar.

Alonso Aguilar

Aguilar recently completed a stint at Amazon MGM Studios Mexico, where he led original productions. During over five years at the studio, he worked on projects such as Mentiras, Cada minuto cuenta, ¿Quién lo mató? and Nadie nos va a extrañar.

From Ultramar, he will promote fiction productions focused on Mexico and Latin America and lead fiction initiatives across WAP, including content in Spain.

“Ultramar is a label of WAP Media Group that will promote the group’s fiction predominantly in Mexico and Latin America, but we will also bring fiction to Spain and seek synergies in sports and entertainment with Wakai Media and The Pool,” Alonso Aguilar said at this week’s Iberseries & Platino Industria event in Madrid

WAP Media was created in early 2025 following the merger of Wakai, a production company specialising in sports docuseries, and The Pool, focusing on entertainment.

David Quintana

Despite the merger, both companies have maintained their identity, functioning as production labels, to which Ultramar has now been added.

Ultramar, meanwhile, will operate under a licensing model and will seek to co-finance or coproduce its for its productions.

“We are responding to a market trend, which is to try to reduce the percentage of the main platform’s contribution to each project, and platforms are increasingly open to sharing certain windows to reduce their costs,” said David Quintana, CEO of Wakai and founding partner of WAP.