The La Voz brand was established under the Rico company, which was a well-known name in the music world for decades. The La Voz line was marketed with specific characteristics, such as an unfiled cut designed to appeal to players seeking a deep, powerful, “French” tone, especially in jazz and popular music styles.
In 2004, the D’Addario family company, known primarily for strings, acquired the Rico brand and all its associated lines, including La Voz. Following the acquisition, D’Addario invested in modern, digital reed-making technology, which has improved the consistency and quality of the reeds produced under both the Rico and La Voz names.
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