Now everyone wants to be Latino, but they lack the flavour, drums, and reggaeton,” with this line in “El Apagón,” Bad Bunny succinctly and objectively sums up the global rise of Latin American artists. A region full of originality, energy, and nuances.
The “Latin style” has become a global trend, with our customs, music, and fashion gradually gaining space in the competitive entertainment industry, which has predominantly been shaped by North American hegemony.
This movement has been accelerated by the exponential growth of artists such as Anitta, J Balvin, Enrique Iglesias, among others, as well as the spotlight on Latin films like Still Here and Roma at the Oscars, both winners of the Best International Film award. This has caused the world to turn its eyes toward the art and artists of Latin America, highlighting their rich cultural and historical heritage.
Latin American rhythms spreading across the world
When talking about Latin American music, the first rhythm that comes to mind is undoubtedly reggaeton, a musical genre that originated in Puerto Rico and gained global success over the last two decades. However, it is worth highlighting other rhythms and artists that are breaking the bubble:
- Salsa — Originating in Cuba, salsa spread across other Caribbean and Latin American countries, blending elements of jazz, Afro-Cuban music, and African rhythms.
- Tango — With origins in Uruguay and Argentina, tango is globally known for its melancholic and unique rhythmic style.
- Bossa Nova — Originally from Brazil, Bossa Nova emerged in the 1950s and became popular for mixing captivating rhythms like samba and jazz.
In addition to traditional rhythms, it is important to recognise that the success of Latin American artists is due to their ability to reinvent themselves and keep up with global trends. Originality also deserves praise, as mixing two or three different languages is undoubtedly one of the biggest strengths of these singers.
A clear example of this “originality” is reggaeton itself, which blends hip-hop, dancehall, and Latin music. Other genres like Brazilian funk, samba, and Latin trap are also “breaking the bubble” and carving out new spaces in this highly competitive industry.
The growth of Latin American artists can be seen in the data: according to the “Global Report 2023” from the International Federation of the Phonographic Industry (IFPI), in 2022, the Latin American music sector grew for the 13th consecutive year, worth $1.3 billion.
5 Latin American artists you need to know
Bad Bunny
From local trapper to global phenomenon — Bad Bunny’s rise to the top of global music charts reflects the true impact of Latin American artists on music and pop culture.
Amid a global debate about immigrant and refugee rights, as well as cultural and civil preservation, Bad Bunny’s latest album, DeBÍ TiRAR MáS FOToS, offers a profound and nostalgic reflection on Puerto Rican identity, diaspora, and the overwhelming consequences of rampant colonisation.
The artist, who navigates between genres such as reggaeton, trap, pop, and salsa, is still dominating Spotify’s Global Top, making him a key player in the fight and resistance of Latin artists in global music.
Shakira
Regarded as the most relevant artist from Latin America, Shakira pioneered global success with songs in both English and Spanish in the 2000s, something rare for that era. Her innovative style, which blends pop, Latin music, and Middle Eastern melodies, has made the Colombian singer a global phenomenon.
With over 25 years of career, Shakira has sold 75 billion albums, won 15 Grammys (11 Latin), 7 Billboard Music Awards, and received prestigious accolades like the Latin Billboard Hall of Fame and other awards from MTV, World Music Awards, and People’s Choice Awards.
Given all these achievements, it’s no surprise that Shakira became the first Latin American artist to perform a solo show at the Super Bowl in 2020. Even after all these years, the singer continues to be a cultural icon on the continent and a powerful voice for philanthropy and women’s empowerment.
Anitta
From the suburbs of Rio de Janeiro to the world, Brazilian singer Anitta, one of the top Latin American artists, has achieved significant milestones since launching her international career: she was the first solo Brazilian artist nominated for a VMA, the first Brazilian to win the Premios Juventud, and the first solo Brazilian artist to perform at Coachella’s main stage.
Known for her musical versatility, Anitta has sold over 4 million copies of singles and albums worldwide. The singer, who speaks five languages, has collaborated with globally known artists like Cardi B, Madonna, Maluma, J Balvin, Major Lazer, and The Weeknd.
In her latest album, Funk Generation, Anitta sought to expand the borders of Brazilian music, making the sounds from Rio’s favelas recognised and celebrated in various countries. With songs in three languages: English, Portuguese, and Spanish, the project reached over 12.7 million streams on Spotify in the first 24 hours, becoming the third-largest debut album on the platform.
Karol G
A major name in Latin trap and reggaeton, Colombian singer Karol G became globally known in 2019 with the release of the hit “Tusa” featuring rapper Nicki Minaj.
With six albums released and over 3.11 billion views, Karol G was the most listened Latin female artist on YouTube in 2021 and the second most listened to from Latin America on Spotify, just behind her fellow Colombian, Shakira.
Moreover, Karol G became the first woman to debut at the top of the Billboard 200 with an album in Spanish and recently won (2024) the Grammy for Best Urban Music Album with Mañana Será Bonito — her first Grammy in the U.S.
Maluma
Another Colombian to add to the list, and if you’re a fan of reggaeton, you’ve definitely heard of Maluma. With six studio albums released, Maluma has collaborated artistically with major names in pop music like Jennifer Lopez, Ricky Martin, The Weeknd, Madonna, and Shakira.
The singer has sold over 18 million copies of albums and singles, and has won numerous awards, including a Latin Grammy Award, three MTV Europe Music Awards, and several nominations for Billboard Music Awards and Latin American Music Awards.
Maluma has also broken records with his singles “Felices los 4,” “Borró Cassette,” “Corazón,” and “Chantaje,” which reached top positions on the Billboard Hot Latin Songs.
The future
Much more than just a passing trend or regional genre, Latin music is solidifying itself as a global phenomenon. According to the RIAA, in the first half of 2024 alone, the Latin music industry broke a new record, generating $685 million in revenue.
The new heights achieved by Latin American artists reveal that the region’s culture is breaking barriers, transcending borders, and above all, propelling the culture of a vibrant and unique people to all corners of the globe. What was once an exception — seeing a Latin artist at the top of the charts — will soon be the new norm.
The post 5 Latin American artists redefining global pop music appeared first on Sherlock Communications.
