Amazon Music celebrates Latin pop in La Música Nos Conecta 2025

Amazon Music’s Latin pop tribute brings legends and new voices

 

Music has the universal power to connect generations, transcend borders, and unite cultures. That’s the heart of La Música Nos Conecta, Amazon Music’s annual celebration, which in 2025 turns its spotlight on Latin pop after previous editions highlighted dembow, hip hop, and regional Mexican music.

The campaign launches in the wake of a historic moment: Bad Bunny’s livestream ‘No Me Quiero Ir de Aquí: Una Más,’ which became the most-watched Amazon Music show by a single artist in history. Millions tuned in worldwide, creating both massive viewing parties and intimate gatherings at home. It was the perfect prelude to this year’s return of La Música Nos Conecta, proving once again that music is our strongest cultural bridge.

This year, the campaign includes new Amazon Music Originals (AMOs), available exclusively on the Amazon Music app. Artists from various genres are reimagining iconic Latin pop hits. Emilia, the Argentinian pop star and Latin GRAMMY nominee, offers her own spin on Christina Aguilera’s Spanish-language classic “Genio Atrapado.” “Christina Aguilera’s music shaped my childhood dreams of becoming an artist,” Emilia said. “To reimagine ‘Genio Atrapado’ for a new generation while honoring her legacy feels like a full-circle moment for me.”

 

 

Another standout collaboration brings together Banda MS, one of the most influential voices in regional Mexican music, with Bacilos, pioneers of Latin pop. Together, they reinvent “Caraluna,” blending two rich musical traditions. “This collaboration shows that great music transcends genres,” said Banda MS vocalist Oswaldo Silvas. “Bringing our regional Mexican sound to this pop classic is proof of how music connects us all.”

On October 6, the campaign reaches its peak with a live concert from Los Angeles, streamed on Twitch, Prime Video, and Alexa-enabled devices. The show will feature legends and rising stars, including Juanes, Banda MS ft. Bacilos, and Elena Rose.

 

“Last weekend we witnessed the incredible unifying power of music when millions came together for Bad Bunny’s historic livestream,” said Rocío Guerrero, Head of Latin-Iberia at Amazon Music. “That moment set the stage perfectly for La Música Nos Conecta. Music has always been the thread that ties us together across generations, borders, and genres.”

 

Rocío Guerrero’s vision: why music is the thread that unites us

 

Rocío Guerrero is more than just the executive leading this initiative: she’s one of the most influential voices in Latin music worldwide. As Global Head of Latin Music at Amazon Music, she has expanded Latin programming into more than 40 countries and doubled livestream audiences year after year. Recognized as one of the Latin GRAMMY’s Leading Ladies of Entertainment, and a regular on Billboard’s lists of Power Players and Most Powerful Women in Music, her influence is undeniable. Before joining Amazon, Guerrero made her mark at Spotify as Head of Global Cultures and at Warner Music Latin as VP of A&R and Cross-Cultural Strategy.

But titles only tell part of the story. As she shared with LatiNation in an exclusive interview, “I’m a woman, a mom, and a music lover. That’s who I am before anything else.” Music, she says, has always been in her DNA. “My mother was a pianist and music teacher, and I trained as a classical violinist. My dad and I worked at a music conservatory throughout my childhood. Music was always there, it was the air I breathed.”

Her path wasn’t straightforward. “I worked as a waitress, a nanny, jobs people might think are unrelated,” she recalled. “But every experience teaches you something. Never think a job is meaningless, because everything prepares you for the next step.”

 

 

When asked about her motivation, Rocío pointed to her daughters: “I always think about what I will tell them when they grow up. I never believed there were obstacles I couldn’t remove. My mom was the breadwinner in our house, so I never thought women were any different in the workforce. That shaped the way I lead today.”

On the origin of La Música Nos Conecta, she explained: “Five years ago, I wanted to show the world that Latin music isn’t a genre, it’s a universe of genres, cultures, and languages. Spain, Brazil, Mexico, Puerto Rico… each with its own identity, but all united by music. It’s also about how our music connects with the world. Even when people don’t understand the words, they feel what we mean. And it connects generations, from the abuelita to the grandson. It may sound like a simple slogan, but it’s full of meaning.”

Speaking about working with Bad Bunny, she shared: “When he announced his residency in Puerto Rico, we knew it was the perfect opportunity. We sat with his team and everything was about how Amazon could amplify his mission of supporting Puerto Rico. The livestream was just the beginning, the kickoff of something much bigger and longer lasting.”

Looking ahead, Rocío hopes La Música Nos Conecta inspires people to see music as a shared cultural thread. “I hope that after the livestream, people go home, share the moment with their families, and feel pride passed from generation to generation. It’s about connection, not separation. And music is our most powerful tool to make that happen.”

Fans can continue celebrating the campaign through Amazon.com, which will feature exclusive Latin merchandise, vinyls, and limited-edition collectibles. Sponsored by DoorDash and VIX, La Música Nos Conecta also brings fans behind-the-scenes content and exclusive stories on @AmazonMusicLatin.

With voices like Juanes, rising talents like Emilia and Elena Rose, and unexpected collaborations like Banda MS with Bacilos, La Música Nos Conecta 2025 confirms that Latin pop remains the cultural heartbeat uniting audiences worldwide.

Watch La música nos conecta live stream on Amazon music on Monday at 6 PM