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The new faces of Latin music to watch at Billboard Latin Week
The global power of Latin music has never been stronger. Once considered niche, música en español now stands as the fifth most-consumed genre in the U.S. according to Luminate, and it continues to be the fastest-growing category, generating an all-time high of $1.4 billion in 2024 per the RIAA.
But the phenomenon goes far beyond borders: Latin sounds, rhythms, and stories have become a universal language. That spirit will be on full display at this year’s Billboard Latin Music Week, returning for its 36th edition from October 20 to 24 at The Fillmore Miami Beach.
Recognized as the most influential event in Latin music, the week will feature a record-breaking 31 panels, performances, and showcases, bringing together artists, executives, and tastemakers from around the world. With legends like DY, Laura Pausini, Ozuna, and Carín León joining a new generation of stars, this year promises to be one for the books.
Here are five rising stars to watch who are shaping the future of Latin music:
Kapo
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Juan David Loaiza Sepúlveda, known as Kapo, is one of Colombia’s fastest-rising talents. Discovered by La Industria Inc. (home to Nicky Jam and Manuel Turizo), Kapo blends urban flair with heartfelt lyrics. His viral hit “Ohnana” amassed over 115 million views and earned double platinum status after catching the attention of Maluma and Karol G, who both invited him to share their stages in Spain.
At just 26, his versatility shines through songs like “Bulevar” and “Mochilera,” while his newest single “Uwaie” celebrates women across all roles in society. With collaborations alongside Manuel Turizo, Danny Ocean, and Myke Towers, and wins like the Latin Breakthrough Artist of the Year at Los 40 Awards, Kapo is defining the next wave of urban pop.
Carín León
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From Hermosillo, Sonora, Carín León has evolved from a local norteño singer to a global ambassador of modern Mexican music. With multiple Latin GRAMMYs and even a GRAMMY win in 2025 for Boca Chueca, Vol. 1, León’s artistry defies boundaries.
In just a few years, he’s graced stages like Coachella, Austin City Limits, and the Grand Ole Opry, blending traditional corridos with country and Americana. This year, he’s set to make history as the first Latin artist to perform at The Sphere in Las Vegas. As he told Billboard: “Making history is important to us.” Carín’s vision and authenticity have made him not just a star, but a bridge between genres, cultures, and generations.
Yami Safdie
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With her soulful voice and raw storytelling, Yami Safdie is leading Argentina’s new pop generation. After going viral with “El bolero” ft. Milo J, she solidified her place in Latin pop with collaborations alongside Lasso (“En otra vida”), Camilo (“Querida yo”), and Emilia (“+ te vale”).
A Warner Music artist and former Luis Miguel tour opener, Safdie represents a new era of women writing their truth. With nominations at the Carlos Gardel Awards and TikTok Awards Night, Yami continues to prove that vulnerability and honesty are her superpowers.
Ela Taubert
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Every era of pop has its storyteller and Ela Taubert is quickly becoming the voice of her generation. Her hit “¿Cómo pasó?” topped charts worldwide and earned her a Latin GRAMMY for Best New Artist. Blending the emotional intimacy of Taylor Swift and the vocal elegance of Adele with a distinctly Latin touch, Ela’s music offers solace and empowerment.
After performing alongside Karol G in Bogotá and collaborating with Joe Jonas at the Latin GRAMMYs, Ela is preparing for her “Preguntas a Las 11:11 Tour,” taking her transformative sound across Latin America. Her symbol, the butterfly, represents rebirth, growth, and the power of change. And much like her music, Ela continues to soar.
Óscar Maydon
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Few artists embody the evolution of regional Mexican music like Óscar Maydon. Since his breakout with “Tu Boda” featuring Fuerza Regida, which has earned him 5 nominations to the Billboard Latin Music Awards, Maydon has become one of the genre’s most streamed voices, fusing corridos tumbados with modern urban sounds.
His album Rico o Muerto Vol. 1 debuted in the Top 10 of Billboard’s Top Latin Albums, and collaborations with Peso Pluma, Becky G, and Junior H have positioned him as a major crossover force. Named Billboard’s Latin Artist on the Rise in 2025, Maydon is redefining what Mexican music can sound like in the streaming era.
From Medellín to Miami, Buenos Aires to Hermosillo, these artists represent the unstoppable diversity and creativity of Latin music today. As Billboard Latin Music Week 2025 approaches, one thing is certain, the future of música latina is already here, and it’s more vibrant, global, and powerful than ever.
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