Aquí Estamos: Latin Music Has Arrived

Last year, for Pollstar’s Latin Grammys issue, Hans Schafer, Head of Live Nation Latin, said “I think we’re living in one of the greatest moments in history for Latin artists, having a platform they have never had before … It’s a bit overwhelming to see the amount of new acts that come out on a weekly basis, but it’s exciting.”

Looking back at 2020, it seems he was not wrong. The data shows that Latin artists, despite a global pandemic, are growing in popularity in the U.S. and abroad at an unprecedented rate.

Phil Rodriguez, founder of Move Concerts, South America’s largest independent promoter for years, has seen previous spikes of popularity in Latin Music, but told Pollstar this time is very different. 

“Many factors exist today that were not there before – YouTube, social media, streaming, the growth of the Latinx population in not only the U.S., but also Europe,” Rodriguez said. “These in turn help not only grow the market for Latinx artists, but also help their music cross-pollinate with local tastes. Also, as important is the growth of urban music with the Y & Z generations, as this created the fertile ground for hip-hop to intersect with trap/reggaeton.

“The growth this time has been much more organic and has an element of DIY that makes the wave more solid and credible. That said, there is still much more to do and to grow.”

One artist perhaps most emblematic of the rise of Latin music, also the most nominated artist at the Latin Grammys and thus this issue’s cover subject, is J Balvin (see page 20). Not only has he been on chart topping songs in the U.S. and worldwide; he has been packing arenas through North and South America (and a stadium in Puerto Rico); he joined forces with McDonalds to become only the third person to get their own meal (after Michael Jordan and Travis Scott); and he had his own Halloween concert in the video game Fortnite. All of this, without singing a single song in English.

There is an enormous global appetite for music not sung or performed in English. The second-most viewed video on YouTube, for all-time (behind “Baby Shark”) is “Despacito” by Luis Fonsi featuring Daddy Yankee, the original version without Justin Bieber. Even just within the U.S., the RIAA’s Mid-Year 2020 Latin Music Revenue Statistics showed an increase in total digital value from $246 million in 2019 to $292.3 million in 2020, an increase in 18.8%, with most of that increase in value coming from paid subscription streams.

“Today, Latin music has gained a relevant space in the music industry worldwide,” Fabio Acosta, J Balvin’s manager told Pollstar. “We have a very important role in the framework of today’s industry. The artists with the highest number of streams are Latino, the artists with the most viewed videos are Latino, and today the streaming market in Spanish-speaking countries is essential for the global success of any artist. I actually feel that today the industry, on the contrary, definitely understands that Latin music has a relevant space in the world.”

That sentiment is echoed by Universal Music Latin Entertainment EVP Angel Kaminski, who told Pollstar: “The scale of consumption and the audience for this genre is massive. It shatters all languages, cultural barriers and possible misconceptions. Latin artists are topping local and global charts each week.”

J Balvin references the ubiquity of his own music in Cardi B’s smash hit “I Like It” when he raps “Donde quieras que viajes has escuchado ‘Mi Gente,’” stating that no matter where you go people have heard his song “Mi Gente,” which saw Beyoncé jump on the remix. 

Nelson Albareda, who last year partnered with Phil Rodriguez and Move Concerts, told Pollstar (check back Wednesday to read the story online) that he very much believes there is potential for Latin artists to expand their brands and audiences globally, particularly after the  damage wrought by COVID, and smaller businesses will be in prime position to do so. 

“I think we’re going to be in a very unique position whenever COVID subsides, because I think the independents are going to play a key role, specifically those independents like us who are able to move quickly,” Albareda told Pollstar. “The thing is, touring on the Latin side is very, very different from a general market act. And that’s where, I think, we really can be competitive.” 

It is difficult for Pollstar to definitively state how much the Latin concert industry has grown over the past year, as the normal metrics we use – concert grosses and ticket sales – were completely disrupted by COVID. But even at the end of last year these upward trends were becoming apparent. 

On the 2019 Top 100 Worldwide Tours chart, Jennifer Lopez (No. 34), Luis Miguel (No. 50), Bad Bunny (No. 53), Sandy & Junior (No. 54), Chayanne (No. 67), Marc Anthony (No. 69), Maluma (No. 77), Pepe Aguilar (No. 92), Banda Sinaloense MS de Sergio Lizarraga (No. 94), and Roberto Carlos (No. 95), all were represented, a total of 10 Latin artists. 

This week’s Boxoffice Insider takes a closer look into touring numbers of these artists – many of whom have won their own Latin Grammys (check back Wednesday to read the story online).

In this issue, Latin music legend Carlos Vives spoke to Pollstar about cumbia and the growth of Spanish-language music over the years (read the story HERE).

“It’s been a great evolution since my first years, to see the acceptance of more Latin music and more Latin artists and culture,” Vives said. “For the industry to notice this and to embrace the fact that Spanish-speaking music is important is obviously a great deal.”

Obviously, the majority of the top touring artists fall outside of the wave of Reggaeton and Latin hip-hop that has been making waves around the world, but young people joining established acts on the chart demonstrates a healthy and robust music ecosystem. 

After several reggaeton artists complained about being snubbed during last year’s Latin Grammys, this year saw them honored in record numbers.

“Becoming the most nominated artist in the history of the Latin Grammys is a milestone we have worked very hard to achieve, so it means a lot to see it happen,”J Balvin’s manager Acosta told Pollstar. “We have spent years proudly representing Latino gang, so it’s an honor to see J Balvin be recognized at the highest level within Latin music. I couldn’t be more proud – both for José and for Latin artists as a movement right now.”