Artists, producers, experts and members of the entertainment industry gathered this Monday in the series of conferences and panels that precede the Latin Billboard Awards and highlight the “great moment” of music in Spanish, with urban music as undeniable propellant.
“It’s a fact, it’s not invented. Music in Spanish is the second most consumed in the world,” she told Efe Leila Cobo, top executive of Billboard Latino, at the opening of the event.
Christina Aguilera, Chayanne, Maluma, Camilo, Wisin y Yandel, Nicky Jam, Romeo Santos, Mariah Angeliq, Ozuna, Eladio Carrión, Ivy Queen and Eslabón Armado are some of the stars who will visit Miami Beach’s Faena Forum this week in order to to review their careers and, incidentally, analyze the current state of Latin music during an event whose capacity is almost full.
At the beginning of the Week, few well-known figures were still seen in the halls and corridors of the Faena Forum. Among those already present in Miami Beach is the Puerto Rican urban music duo Wisin y Yandel promoting their album “La Última Misión”, with which they plan to close their successful joint career.
The program for Latin Music Week will continue “against all odds,” despite the predictable downpours caused by Hurricane Ian, Cobo said, declaring open a meeting that will reach its peak later this week .
The victims in Puerto Rico of another hurricane, Fiona, are going to benefit from a fundraiser that Billboard is going to organize in favor of the Red Cross of the island, which is precisely the cradle of reggaeton.
The event also attracts numerous executives from the music industry and producers, some of them behind songs that enjoyed worldwide success, not only to network but to take the stage as speakers and explain how a successful single is built. .
“People like it (Latin music), I don’t know if it’s because of the rhythm, because it’s easy to dance to,” adds Cobo as an explanation of a boom whose antecedent is possibly the “Despacito” phenomenon by Luis Fonsi and Daddy Yankee. , and in which the propagating power of streaming platforms has undoubtedly been a key factor, in whose global rankings Latin artists have been crowned.
But also the classifications of the specialized magazine Billboard serve as examples to graph the great penetration of music in Spanish, and to show the Puerto Rican Bad Bunny, who with two different albums has reached the first place of the Billboard 200 list, a milestone in the history of this ranking.
The last of them, “A summer without you”, which is the Puerto Rican’s most recent record production and is completely in Spanish, has been placed at the top of that list eleven times and has never dropped from second position.
“He’s very iconoclastic,” Cobo explains about Bad Bunny, whose voice, sound and distinctive aesthetic stand out as reasons for his global success, certified in the 23 nominations he has accumulated at the Billboard Latin Music Awards, which will be presented this Thursday in Miami, and in the ten that he adds in the next Latin Grammy awards.
The Colombian Karol G, with fifteen Latin Billboard nominations, is another of the powerful figures of urban music, a stamp of female empowerment and at the same time genuine, capable of moving crowds, as the executive points out.
Both she and Bad Bunny have placed their songs on the Hot 100 list, the famous Billboard global classification that in recent years has seen how more and more songs in Spanish occupy their first positions and in which before “Despacito” it appeared some solitary foray into his podium of honour.
This global prominence of reggaeton, current master and lord of Latin music, has allowed, for example, the meeting of different exponents in a song like “Taki Taki”, by DJ Snake and in which Cardi B, Selena Gómez and the Puerto Rican Ozuna collaborate. .
“The industry is in a good moment,” reiterates Cobo, who alludes to the topics of the panels of the week of conferences that are being held as of today, which mixes panels that are both inspired and practical (among these, many related to the use of social networks ), and that reflects the current growth of Latin music.