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Diana Montes was working in sales and sponsorships at the Latin Recording Academy in 2013 when Turner Media Group contacted her with an ambitious proposal: Could she create a Latin music awards show outside the United States to air on HTV, the Latin music channel then owned by TBS? It was a challenging idea because at the time, all major Latin music awards shows were produced stateside.
“We decided to make a Latin music award for Latins, made in Latin America,” Montes says. She pitched the concept to multiple cities and countries and finally partnered with the Dominican Republic’s burgeoning tourist destination of Cap Cana.

Today, 10 years after its first broadcast by the seashore, the event has grown from a homey show to a major ceremony with a massive online following and a cadre of devoted artists — including Karol G and Feid — who have been feted by Premios Heat throughout their careers.

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Montes plans to honor many of them during the anniversary edition of the awards show on July 11, set once again for the beaches of Cap Cana.

How has Premios Heat evolved?

We have only existed for 10 years but have grown in a huge way. When we started, HTV was only seen in Latin America, and there was no great impact in Mexico or the U.S. Now we’ve expanded. Since 2020, 2021, our biggest audiences are in the United States, Mexico, Dominican Republic, Colombia, Peru and Ecuador, in that order.

What makes this awards show ­different?

The staging. We’re a beach awards show where the beach is a protagonist. Our slogan is “The only awards show with the Caribbean Sea as the stage.” We’re unique because it’s very complicated to stage an awards show on a beach. And yet, in 10 years, we’ve never had a weather disaster. And obviously, having an awards show on the beach is very different than in an arena. Artists come with a different vibe, and all our concepts are tropical chic.

Did you initially have skeptics?

When I first started, people used to say this wasn’t an awards show but a beach festival that happened to hand out awards. Now they say I created a unique format and we’ve connected with a younger audience.

Diana Montes

Andrea Ramirez PR

How are the finalists and winners decided?

Nominations are based on video rotation on HTV, and we also have a committee of radio programmers throughout Latin America who tell us what’s playing in different countries. Once nominations are out, they’re public, and people vote for the winners. Anyone can vote. We also give out two editorial awards: social commitment, to an artist who has effected change through their foundation, and a golden award, which is the big award of the night that we give for career trajectory.

What’s different this year?

It’s a very special year because it’s our 10-year anniversary. We’ve expanded our categories, and this year, we’ll name winners in 29 categories, including a video-game streaming song. We’re also going to give out song of the year for the first time, and we’re launching a salsa category. We’re also excited about our app, Heat.TV. We launched it in 2021, and we have 647,000 unique monthly users. Last year, we had 5.2 million people watch the show in its entirety on the app.

This story originally appeared in the April 27, 2024, issue of Billboard.

When singer Manuel Turizo released his single “La Bachata” in May 2022, it was a risky move. The Colombian singer was venturing into Dominican territory not only by singing bachata — a very regional Dominican music genre — but by cheekily titling his foray “La Bachata” (The Bachata).
The risk paid off. By August, Turizo’s pop- and tropical-laced take on bachata landed at No. 1 on Billboard’s Tropical Airplay chart, where it ruled for 14 weeks, and it rose to No. 1 on the Latin Airplay chart in October. The track also reached No. 6 on the Billboard Global 200 (becoming the first bachata song to enter the top 10 since the chart’s inception in 2020) and No. 3 on the Global Excl. U.S. chart. It peaked at No. 67 on the all-genre Billboard Hot 100 in October.

“Music is universal,” Turizo told Billboard following the song’s success. “These are the influences Dominican music left in me.”

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Turizo is far from the only Latin star influenced by Dominican music. In the past few years, a number of non-­Dominican superstars — including Rosalía (with The Weeknd on “La Fama”), Shakira (with Ozuna on “Monotonía”), Karol G (“El Barco”) and, most recently, Chayanne (with 2023 hit “Bailando Bachata”) — has topped the charts by capitalizing on the broad appeal of bachata, known for its signature percussion and plucked guitars.

Bachata’s popularity, along with a rising interest in dembow and the strength of other traditional Dominican genres like merengue, have refocused attention on the music coming from the small Caribbean country that shares its island territory with Haiti but has distinct idiosyncrasies and a booming economy fueled by tourism. Despite its size, the Dominican Republic is second only to Mexico in Latin America in the number of tourists who visit every year, according to statistics site Statista.

When it comes to music, the DR — as it is affectionately known — is teeming with it. As beloved global star Juan Luis Guerra once famously said, “Even the avocados sing.” The DR’s vast roster of international stars includes the more global Guerra, as well as Romeo Santos, Aventura and Prince Royce (who, although all born in the Bronx, identify with their Dominican music and roots). In Latin America, the list includes merengue stars Milly Quezada, Los Hermanos Rosario and Sergio Vargas, who are all active today.

Juan Luis Guerra

Ricardo Rubio/Europa Press/Getty Images

Romeo Santos

Paras Griffin/Getty Images

While music from the DR has been less ubiquitous than music from Puerto Rico, for example, in the past five years, the country has significantly upped its musical exports, thanks in part to a new generation of stars including Natti Natasha, El Alfa, Tokischa, J Noa and Amenazzy. Major labels have taken notice, with Natasha, Tokischa and J Noa all now signed to or distributed through Sony Latin. This is in no small part due to the explosion of Dominican dembow — an exciting, vibrant fusion that’s filling arenas thanks to artists like El Alfa, who, in turn, has helped globalize the style by working with genre-bending acts such as Camilo, Fuerza Régida, Rauw Alejandro and Peso Pluma. Tokischa has recorded with Rosalía and traded an onstage kiss with Madonna during the legend’s Celebration tour stop in New York, while Natasha has emerged as the country’s most prominent pop star.

The DR is poised to assume an even bigger role on the global music stage. This year, in addition to its local Premios Soberano, Premios Heat — which has traditionally taken place on the beaches of DR — celebrates its 10th anniversary on July 11 as a Latin American-produced live music awards show that’s viewed regionwide. For the first time, in addition to broadcasting on HTV, the awards will also stream on YouTube.

Industrywise, the newly minted Dominican Music Week returned April 16-18 for a second year of panels and new-artist showcases. “The music industry in the Dominican Republic is clearly growing,” Premios Heat president Diana Montes says. “Although the big companies and streamers have long been in the territory, we see more artists working hand in hand with them, and the growth impact is palpable.”

Billboard spoke with industry leaders about the present and the future of a country that lives and breathes music.

Greeicy (left) and Mike Bahía at Premios Heat in 2023.

Premios Heat

A Fusion Of Rhythms

Although the Dominican Republic has always been rich with a wealth of Latin genres — bachata, merengue, merengue típico — Montes is particularly excited about the surge of dembow, “which has taken over the global charts,” and the new mix of rhythms that has come with it. “There’s an amazing fusion of genres going on,” she says, citing Peso Pluma’s collaboration with dembow pioneer El Alfa and Chimbala’s many collaborations with reggaetón acts. New talent is proliferating, and, she says, “Tropical music is coming back. That fills me with enthusiasm.”

On the radar: Montes mentions J Noa, a rapper recently signed by Sony Music, as an “incredible” talent, as well as proponents of new tropical music like Chimbala.

Dominicans Take On The World

Never, perhaps, have Dominican music and its artists enjoyed as much global recognition as they do today. “The increasing value placed on Dominican music and its music-makers in the global market is exciting to watch,” attorney Rosa Mayra Tejada says. That recognition, she adds, goes hand in hand with the growth of the market itself and the increased participation of Dominican artists on international hits, as well as composers and producers. “I’m excited about a musical market that’s growing and where all our creators have more and better opportunities to prepare for this changing market,” Tejada says.

A place to learn: “Dominican Music Week is the best place to acquire or refresh knowledge and interact with music executives,” Tejada says.

Music That’s A Cultural Heritage Of Humanity

The DR birthed two genres of great significance: “merengue and bachata, which have also been declared by the UNESCO as Intangible Cultural Heritage of Humanity,” a designation of cultural heritage including traditions or living expressions inherited from ancestors such as the performing arts, says Valerio de León Severino, president of the country’s general society of authors, composers and editors, Sgacedom. “2024 is shaping up to be a year of growth for Dominican music genres, given the fact that important international artists have placed their eyes on the music and market,” Severino continues. “Likewise, Dominican talent is more aware than ever of the importance of digital platforms to internationalize their music.”

On the radar: “Established acts Juan Luis Guerra, Eddy Herrera, Milly Quezada, Sergio Vargas, El Prodigio, Elvis Martinez, Sacarías Ferreiras and El Chaval,” Severino says.

Sergio Vargas

Johnny Louis/Getty Images

Educating For Growth

As CEO of indie music company and distributor Aparataje, Jairo Bautista has focused on educating his artists and creators since 2015. “Topics like royalty splits, publishing rights and neighboring rights are common topics of discussion in recording sessions,” he says. “This has also led to a surge in a new generation of Dominican executives with deep knowledge of the business.” The versatility of Dominican artists and musicians has allowed them to adapt and interact with other genres, “thanks to the rich mix of cultures and genres, including orchestral merengue, typical merengue and, particularly, urban music.” The lattermost is where Bautista sees the most growth, with urban artists selling out shows throughout the country and with labels willing to invest “up to $10 million” in signing advances.

On the radar: “Without a doubt, dembow is the main mass-consumption genre right now,” Bautista says. “TikTok has become the main platform to viralize the music. And merengue típico is living a resurgence thanks to new artists who are bringing a fresh take to this legendary Dominican genre.” Artists to watch include Chimbala, Bulova and Don Miguelo.

Local Expertise That Translates To Global Recognition

International superstars may have globalized bachata and merengue, but their foundation lies in the expertise and musicianship of local composers and musicians. The DR “has been able to position genres like bachata, merengue and dembow on an international stage, and this means that locally you can find an industry of musicians, producers, composers and arrangers who are experts in those genres,” says Emiliano Vásquez, an A&R manager at Sony Music Latin. “It thrills me to say that tropical genres have increasing presence in international markets and that it’s increasingly common to see Dominican musicians being tapped for their expertise.”

Hidden talents: Composers like Brasa have credits on tracks with Bad Bunny, Prince Royce and Diego Torres, while writer-producer Cromo X has credits on a merengue song with Kali Uchis that was made in the DR.

An ‘Inexhaustible Source Of Talent And Grace’

Amarilys German, longtime manager for Guerra, describes her country as an “inexhaustible source of talent and grace. Here, even the trees sing and dance.” But German has also seen a tangible change in live music since the end of the pandemic. “The growth in massive shows has been huge,” she says, noting fans’ behavior has changed dramatically. “Prior to the pandemic, you went on sale, and truly, until the last week, you had no idea what was going to happen, and there was no presale.” Now tickets sell from the first day, “which allows managers, artists and promoters to have clarity and work with added precision.”

On the radar: J Noa, SNENiE and Damn Goldo.

Rap, Dembow And DIY

Vulcano Music Entertainment CEO Juan Carlos Restituyo has seen a dramatic shift in the urban side of the Dominican music industry, with up-and-coming artists either launching their own imprints or partnering with established labels like his. The move underscores the growing viability of Dominican urban sounds, which Restituyo splits into two front-runners: Dominican rap and dembow, represented by Rochy RD and El Alfa, respectively. Rochy RD’s “Ella No Es Tuya” (with Myke Towers and Nicki Nicole) made President Barack Obama’s summer 2023 playlist, and El Alfa’s most recent collaboration, “La Botella,” features Enrique Iglesias. “The Dominican Republic has become a popular destination for both music and tourism,” Restituyo says. “Those foreigners are the main distributors of Dominican happiness at a global scale, and they’re our major music exporters.”

On the radar: “We’re doing very well with our ­roster of El Alfa, Bulin 47, Rochy RD, Kiry Curu, Lapiz Conciente, Ceky Viciny, El Mayor Clásico and Paramba,” Restituyo says, “and also excited about emerging acts like Rosaly Rubio and El Chuky de Lewa, among others.”

A Vibrant Live Music Scene

According to SD Concerts president Saymon Díaz, “Music is the entertainment industry that generates the most income and audience in the country.” Post-pandemic, he says, Dominicans have changed their live-music consumption habits. Where before fans waited until the last minute to buy tickets, today, “shows sell out online in 24 hours and websites collapse.” Fandom now extends beyond shows themselves, with fans buying merchandise and some restaurants even offering themed menus on show days. Most importantly, Dominicans’ musical taste is vast and goes beyond tropical and local genres. “K-pop and fusion are consumed in a big way,” he says.

On the radar: The new Capitalia festival premiered April 20 with shows by four icons: Guerra, Sting, Juanes and Residente. “We want to make Capitalia an annual trademark that we eventually export,” Díaz says. His artists on the rise include J Noa and urban singer-songwriter Chris Lebrón.

Tokischa

Medios y Media/Getty Images

An Explosion Of Dembow

While long associated with merengue and bachata, the DR has produced music of many genres, including pop, ballads, boleros, jazz and, most recently, dembow. Now music festivals worldwide are booking dembow artists like El Alfa, Tokischa and Chimbala and composers such as Brasa, Cromo X and Maffio, who are collaborating with stars like Bad Bunny and Karol G — marking a “major change,” says Porfirio Pina, president of indie La Oreja Media Group and founder of Dominican Music Week. “It’s exciting to see the development of our music industry at a local level and the presence of [digital service providers] and multinationals in the country.”

On the radar J Noa, Solo Fernández, Techy Fatule, Yendry and Letón Pé.

This story originally appeared in the April 27, 2024, issue of Billboard.