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The $1.4 Billion Boom and Global Influence of Latin Music
Latin music is everywhere you look these days. You can’t flip through the global charts without seeing names like Bad Bunny, Karol G, or Peso Pluma. The numbers back this up too: Latin music pulled in $1.4 billion in revenue in the US alone in 2023—a big jump from the year before.
But it’s not just about money; it’s about influence. Latin sounds are showing up in pop, hip-hop, and electronic music, and artists from all over are eager to collaborate with Latino musicians. This blend of styles is creating songs that people worldwide love to stream, share, and sing along to.
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So, why is Latin music everywhere now? One reason is its huge range of genres. We’ve got reggaeton, Latin trap, salsa, cumbia, bachata, corridos tumbados, and so much more. Artists like Bad Bunny and Karol G aren’t tied to one genre—they explore them all. This mix of genres adds a lot of flexibility to Latin music, and that variety keeps listeners coming back for something fresh. Plus, it gives artists the freedom to experiment and bring new sounds to the mainstream.
And when we talk about bringing new sounds, Latin music’s collaborations with other global artists are leading the way. Cross-genre and cross-cultural collaborations are happening more often, and the results are pretty impressive. Take “UN DÍA (ONE DAY),” where J Balvin, Bad Bunny, and Tainy team up with Dua Lipa, blending reggaeton with English pop. Or “QUE MALDICIÓN,” where Snoop Dogg jumps in with Banda MS and Becky G, mixing rap with regional Mexican music. These kinds of collaborations let artists bring their styles to audiences who might not usually listen to Latin music. And these collaborations don’t feel forced; they feel like natural experiments where artists just have fun blending their sounds.
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Sometimes, these collaborations bring unexpected styles together, and the result is something brand new. For example, Peso Pluma, known for his corridos tumbados, did a remix of his track “Por Las Noches” with Nicki Nicole, a pop artist from Argentina. The mix of genres gives the song a new feel, making it one of the standout remixes of recent times. And it’s not just Peso Pluma pushing boundaries—artists like Rosalía and Bad Bunny constantly mix genres like flamenco, trap, and reggaeton, keeping their music unpredictable.
The US has long been a stronghold for Latin music, especially in places with large Latin communities. But now Latin music is breaking out all over the mainstream. First-generation Latino Americans are blending their roots with local influences, creating unique new sounds like corridos tumbados and música bélica, which mix hip-hop beats with Mexican regional sounds. Artists like Kali Uchis have a Latin background but broke into the general market, helping to push these cross-cultural vibes even further.
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Latin music’s influence goes beyond just the charts and into brand culture as well. Fans of Latin music are some of the most loyal out there, and brands have started to take notice of that, wanting to connect with this passionate group in a meaningful way. Rather than just celebrating Latin music during heritage months, they are starting to include it in their identity year-round. By connecting with Latin artists and fans, they’re able to build real loyalty over time.
Digital streaming and social media have also played a huge part in spreading Latin music’s popularity. Fans everywhere can discover new songs and artists instantly, making it easier for Latin artists to reach people across borders. The language barrier isn’t as big an issue either. Even if listeners don’t understand every word, they connect with the vibe, rhythm, and emotions in the music. Latin artists don’t switch to English to reach fans—they sing in Spanish, and fans worldwide love it anyway. Their confidence in staying true to their language and roots resonates deeply with listeners who appreciate authenticity.
There are endless examples of Latin and international artists teaming up to make songs that top the charts. Here are a few to check out:
- Bad Bunny & Drake – “MÍA”
- The Weeknd & Rosalía – “Blinding Lights (Remix)”
- J Balvin & Willy William Ft. Beyoncé – “Mi Gente”
- Billie Eilish & Rosalía – “Lo Vas A Olvidar”
- Daddy Yankee & Katy Perry Ft. Snow – “Con Calma”
- Black Eyed Peas & J Balvin – “RITMO”
- Jonas Brothers Ft. Karol G – “X”
- Madonna & Maluma – “Medellín”
- Rosalía & Travis Scott – “TKN”
This list could go on, but these collaborations show how artists from different backgrounds are creating new sounds and reaching broader audiences. Whether it’s hip-hop with reggaeton, Latin trap with pop, or any other combination, Latin music’s adaptability is what’s making it so popular worldwide. It’s safe to say we’ll keep seeing more of these unexpected collaborations—and who knows what new genres and sounds they’ll create next!
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