The impact of Latin music in the world

Interest in Latin music worldwide has multiplied in the last two years thanks to the services of "streaming" (online music reproduction), as stated by experts gathered at the Billboard Conference.

"Latin music is now considered general market music," said Rocío Guerrero, head of programming, publishing and Latino culture at Spotify. "We are conquering everything."

Latin music was the third fastest growing segment in 2016 in streaming services, after R&B and Christmas music, and represents the second fastest growing category of Spotify.

In addition, the different genres of Latin music, including Brazilian music, comprise 41% of all music listened to through the internet worldwide and revenues from this channel have grown by 74%.

The biggest example of this triumph is "Despacito", the song by Luis Fonsi and Daddy Yankee, and of which the Canadian star Justin Bieber made a version, which has achieved more than a billion views on YouTube in three months.

"It could soon become the number one song on Spotify," said Guerrero, who assured that the "streaming" service believes that in the near future other songs in Spanish music will reach this milestone.

Although the most popular Latin genre worldwide is urban music, experts noted that in Latin America traditional ballads represent a good portion of the songs heard on the Internet.

For Sandra Jiménez, head of relations with the record labels of YouTube and Google Play Music, these numbers are the result of the combination of the expansion of internet and cell phone services in Latin America, with cultural characteristics that make fans of music in Spanish.

"We are not afraid to say what we like and share it. Nor to try and support new things," said the executive of the computer giant. "41% of the Latin music consumed on YouTube is thanks to recommendations."

Participants in the Billboard Conference indicated that the father of this process was the American singer of Cuban origin Pitbull, who broke the language barriers by recording and popularizing bilingual themes worldwide.

This growth, experts say, has led their companies' computers, which make playlists based on popularity, hours of use and type of audience, among other factors, to introduce songs in Spanish to markets that traditionally have not. they had been contemplated.

In addition, artists make better use of these platforms to "promote their music," said Luis Rivera, director of programming for Latin music and video channels on the American television network Music Choice.


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