If Latin music exploded in 2023, it consolidated in 2024. According to Luminate’s 2024 Midyear Music Report, it is now the fastest-growing core genre in the United States, and Spanish is the second-most-consumed language in music both stateside and globally, behind only English.
This year, Billboard Latin Music Week celebrates it 35th anniversary Oct. 14-18 at the Fillmore Miami Beach, with a wide range of acts from around the world that reflects the genre’s versatility both musically and as a business. The festivities will include the Billboard Latin Music Awards (airing on Telemundo on Oct. 20) — plus these highlights. (For a full schedule of events, go to billboardlatinmusicweek.com .)
“From Viral Hits to Billboard Charts: The Power of Content Creators”
Content creators have become increasingly prominent in raising awareness of Latin music and artists — and now, many of them are signing recording deals of their own. In the past six months, Mexican influencers Yeri Mua and Domelipa signed with Sony Music, and Mario Bautista, another Mexican influencer, signed to Warner. At Latin Music Week, Mexican TikTok powerhouse Kunno — who has close ties to many Latin music stars and has also dabbled in music — will moderate a conversation between Mua, Domelipa and Bautista, along with internet personality Sophia Talamas and Venezuelan comedian Marko.