Features
Survey: The Industry Weighs In On The Growth Of Latin Music
Even a cursory glance at recent Top 40 charts shows that various kinds of Spanish-language music are becoming a force to be reckoned with. Artists like J Balvin, Bad Bunny, and Luis Fonsi have major followings all over the world for their Spanish music, and they are making serious in-roads in North America thanks to English-Spanish crossover tracks with the likes of Justin Bieber, Beyoncé and Cardi B, who is a native Spanish speaker herself.
Combine the growing success of reggaeton and Spanish rap styles with the established Latin pop from the likes of Marc Anthony and Shakira, Latin rock from groups like Maná, and more traditional Spanish- or Portuguese- language music and Latin artists are winning all over the world and in Pollstar’s charts.
In an attempt to survey the Latin-concert landscape, Pollstar submitted five questions to numerous promoters, booking agents and talent buyers working throughout North and South America. Some selections from their responses are listed below.
– Phil Rodriguez, Move Concerts
Phil Rodriguez, CEO of Move Concerts, one of Pollstar’s most reliably reporting promoters serving Latin America and ranked No. 22 on Pollstar’s Q3 Worldwide Ticket Sales Top 100 Promoters chart
The Latin market has exploded in the last year in terms of live and recorded music: What changes have you seen in your day-to-day affairs as the industry seems to be in full boom?
In terms of ticket sales it seems on par with recent years and I haven’t seen a noticeable increase. … The one thing that does stand out is how trap/reggaeton artists from Puerto Rico and Colombia have blown up. What started as an underground, street scene is now mainstream. Also, for the first time, some Hispanic artists from this genre are starting to break in Brazil. Given the language difference – Spanish versus Portuguese – this rarely happened in Brazil in the past.
What are some aspects of working in your market(s) that you wish promoters, venues and/or agents understood better?
How truly challenging it is. [These markets are] overregulated, overtaxed and the currency fluctuations, particularly in Argentina, make things tougher. Also, there is a lack of suitable indoor venues – which drives costs up when the only option is to go outdoors. This is slowly improving with new arenas in Rio de Janeiro, Bogota, Montevideo and Buenos Aires (planned for 2019).
What are the markets/genres in which you see the most potential for growth in the next five years?
Brazil may be headed for strong economic growth if the frontrunner for the presidential elections – Jair Bolsonaro – wins. His platform seems to be very business friendly and his nominee for Minister of the Economy, Paulo Guedes, is brilliant. If they walk their talk, the future looks very strong.
What are some things that you think promoters have been doing better in recent years?
The collective effort in Brazil to unify and reinforce the Promoters Association in that country. Without a united voice and lobby to defend our interests we are left in the hands of politicians and unions that have no clue how our business works. For example: the 50 percent student discount policy is a result of not having a lobby to defend our business. Given Brazil is the biggest market in South America, this is important and, if successful, can serve as an example to the other markets.
What do you think are
the most important issues facing the Latin market?
Lack of suitable indoor venues in South America, taxes, and currency fluctuations.
Scott Weiss, CEO of Atomic Music Group, which several years ago founded a Latin Division, headed by Enrique Bravo in Northern Mexico
– Scott Weiss
– Scott Weiss
The Latin market has exploded in the last year in terms of live and recorded music: What changes have you seen in your day-to-day affairs as the industry seems to be in full boom?
As an agent, I have seen both a dramatic increase in the number of Latin-based artists seeking representation, as well as an equal increase in venues and promoters looking for Latin themed talent. As such, the industry and the public as a whole are the winners, as the demand for content is currently being matched by supply.
What are some aspects of working in your market(s) that you wish promoters, venues and/or agents understood better?
Spanish
Spanish
What are the markets/genres in which you see the most potential for growth in the next five years?
The secondary, tertiary and smaller markets are going to see the biggest gains in all genres of Latin music.
What are some things that you think promoters have been doing better in recent years?
Speaking Spanish.
What do you think are
the most important issues facing the Latin market?
In order for the Latin markets to flourish and reach their full potential, there needs to be more promoters who are essentially full-time in the genre and have their own venues that are branded or known as Latin-themed venues. Legitimate concert quality venues that program Latin events full-time in all the major markets.
Devin Landau, Paradigm, agent for Cuco, Inner Wave, ÌFÉ
– Devin Landau
The Latin market has exploded in the last year in terms of live and recorded music: What changes have you seen in your day-to-day affairs as the industry seems to be in full boom?
One of the biggest changes we’ve seen is the increased volume of promoters, venues, and festivals popping up where Latin artists perform. Before, you would be limited to specific venues that typically book Latin artists. As the music is permeating the mainstream landscape, there is less educating that needs to happen with buyers on the value of an artist and their fan base. As a result, touring Latin artists (or even Latin crossover artists) now have a larger platform for getting their music out there via streaming, press and live performances. For us, this is very exciting. A perfect example – an artist like Cuco, who sings in Spanish and English, only started performing shows 1.5 years ago. What began as backyard parties in the Los Angeles area has transformed into a handful of top-tier, general market festivals in North America (Coachella, Governors Ball, Lollapalooza, Austin City Limits, Outside Lands, Osheaga, Field Trip, Neon Desert, Ceremonia, etc.).
What are the markets/genres in which you see the most potential for growth in the next five years?
With reggaeton, Latin trap, and Latin pop receiving placements in Top 40 radio (Bad Bunny, J Balvin and Cardi B’s No. 1 hit “I Like It,” for example) the door is wide open for Latin music to reach the mainstream market. We see an opportunity for artists who are established, but not yet at the arena level of touring, to tour venues at a smaller level where they can still have a lucrative touring business. Alternatively, you have a rapidly growing scene of Latin/indie music with “Bedroom Pop” or “Latinx” genres that, before touring, predominantly existed in markets with an obvious concentration of Latinos – now it’s happening on a national level. We are seeing big growth in the genre’s ticket sales, merch, recorded music, and streaming.
Amy Davidman, Paradigm, agent for Cuco, Inner Wave, ÌFÉ
– Amy Davidman
What are some aspects of working in your market(s) that you wish promoters, venues and/or agents understood better?
Latin artists are often seen (rather unfairly) as a risk, with some promoters and venues less likely to dig in and do the work required to market these artists. The communities and fans are there, but they aren’t being reached. It only takes a little extra effort to find the right co-promoter and media outlets. Once those avenues of marketing and awareness are in place, promoters and venues will become known as the place to go to see Latin artists. It inevitably drives the business, but takes a moment for the education process.
Latin artists are often seen (rather unfairly) as a risk, with some promoters and venues less likely to dig in and do the work required to market these artists. The communities and fans are there, but they aren’t being reached. It only takes a little extra effort to find the right co-promoter and media outlets. Once those avenues of marketing and awareness are in place, promoters and venues will become known as the place to go to see Latin artists. It inevitably drives the business, but takes a moment for the education process.
What are some things that you think promoters have been doing better in recent years?
Like anything, when there is a hint of success and growth happening in the larger mainstream media and music world, the industry takes notice. Promoters have gotten increasingly better at taking inventory of the market, listening to agents, and taking bigger risks.
What do you think are
the most important issues facing the Latin market?
For Latinos who live in the U.S., there are still issues of immigration and marginalization within their families and communities. When you have to fight to exist and be represented, it’s notably more difficult to believe in yourself and your creativity, build a network, and “make it” in a less diverse business. For artists from Latin countries trying to break into the U.S. market, it’s still difficult to find a place where they’re not limited to two or three categories.
Jeremy Norkin, UTA, agent for Cypress Hill, Natalia Jimenez, Amara La Negra, Monsieur Perine, Paulina Rubio
– Jeremy Norkin
The Latin market has exploded in the last year in terms of live and recorded music: What changes have you seen in your day-to-day affairs as the industry seems to be in full boom?
Over the course of the last 15 years, I have seen Latin music go from a predominantly Latin audience – one that excluded most that don’t identify as Latinx – to a truly global phenomenon. As the international market audience started to embrace Latin music, it has crossed over into the mainstream demographic with people from all cultures starting to support the genre as well.
What are some aspects of working in your market(s) that you wish promoters, venues and/or agents understood better?
Territorial relativity is something I wish was better understood. It’s so important to consider culture, politics and history when evaluating bookings in different marketplaces. To that point, even though Argentina and Chile share a massive border, the differences between the two territories are very nuanced.
What are the markets/genres in which you see the most potential for growth in the next five years?
The European market is growing exponentially for Latin music. It has always been a part of the world’s fabric but now, more than ever, Europeans are particularly enamored by the Latin sound. I think we’ll start to see more Latin artists expanding their tour routing to include Europe and other territories that they didn’t previously cover.
What are some things that you think promoters have been doing better in recent years?
With the proliferation of digital media and streaming, promoters, artists and worldwide audiences are able to connect with each other instantaneously. This has allowed artists to tap into markets that would have taken a lot longer to reach. On the promoter side, they now have their hand on the pulse of what people are listening to. As a result, they’re able to book shows much more efficiently.
What do you think are
the most important issues facing the Latin market?
People have to understand the sheer power of the Latin music in the marketplace. It’s not just a flash in the pan – it’s become a global source of revenue. Artists that are changing the landscape for this genre are proving that Latin songs can cross over into mainstream.
John Pantle, agent
– John Pantle
The Latin market has exploded in the last year in terms of live and recorded music: What changes have you seen in your day-to-day affairs as the industry seems to be in full boom?
I am really excited about the growth of opportunities for our artists in different areas. Having Zoe do a full headline tour that sold out all but one date, and then co-headlining with a legendary band such as Metric, is a sure-fire barometer that the Latin music genre is growing by leaps and bounds.
What are some aspects of working in your market(s) that you wish promoters, venues and/or agents understood better?
Flights aren’t cheap. Neither are visas. Luckily, [my] artists have strong legs and have been succeeding.
What are some things that you think promoters have been doing better in recent years?
Social media! From making the marketing more focused on Instagram and Facebook to communicating within the business on Whatsapp, our industry is more focused on reaching people directly and efficiently like never before.
What do you think are
the most important issues facing the Latin market?
Visas, taxes, pricing.