billboard latin music week
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In the past few years, a number of Latin artists such as Shakira, Maluma and Ozuna, have been selling their catalogs, but when is it the right time to sell or buy?
“Everyone sees everyone selling and the big deals, and think they can do that, but those catalogs have to have matured already, at least have been five years since produced or recorded,” explained panelist Angela “Angie” Martinez, Esq., attorney at law, AngieLaw, during the Power of the Latin Catalog panel — presented by HarbourView — at Latin Music Week 2023.
During the discussion moderated by Hannah Karp, editorial director of Billboard, panelists Sherrese Clarke Soares, founder/CEO, HarbourView; Denny Marte, founder/consultant, MPA Advisors; and Martinez broke down opportunities for both artists looking to sell their catalogs and buyers who are interested in purchasing.
“There are plenty of opportunities for artists who want to sell and buyers who want to buy,” added Marte. “When it’s the right time to sell depends on the earnings of the catalog. There’s a lot of misinformation of names who are selling their catalogs and assume theirs would sell, [but] every catalog sells differently.It also depends on the buyer — everyone has a different criteria of what they’re looking for. It’s like the housing market and understanding when is a good time to sell your home.”
On their interest in purchasing in the Latin space, HarbourView is “really a genre-agnostic company,” explained Clarke Soares. “As a person of Caribbean descent, it was easy for me to see how important and impactful Latin music is to the communities that it serves. We saw so much growth in the underlying market, from the usage perspective … It was a no brainer for us. People who come from communities that are not mainstream are just as important.”
Latin music in general is more attractive now, hence the increase of interest on the buyers side. Compared to other genres, Latin music is catching up in terms of buyers interested in the Latin market “The numbers don’t lie,” said Marte. “Latin music is where it’s at and it has been for now some time. I already felt it was going to start happening. Latin would catch up, now it’s like we have to turn away clients because it’s too much, or their catalog is too young.”
Celebrated for more than 30 years, the 2023 edition of Latin Music Week includes a Superstar Q&A with Shakira; the Legends on Legends chat with Chencho Corleone and Vico C; Making the Hit Live! with Carin León and Pedro Capó; a panel with RBD’s Christian Chávez, Christopher von Uckermann, and Maite Perroni; Superstar Songwriter discussion with Edgar Barrera and Keityn, among many other panels, Q&As and workshops. See the ultimate Latin Music Week guide here.
This year’s Latin Music Week, taking place Oct. 2-6, also includes showcases by Peso Pluma, Mike Bahía and Greeicy, DannyLux and Fonseca, to name a few. Check out the dates and times for the showcases throughout the week here.
Official partners of the 2023 Billboard Latin Music Week include AT&T, Cheetos, CN Bank, Delta Air Lines, Lexus, Netflix, Michelob ULTRA and Smirnoff.
Latin Music Week coincides with the 2023 Billboard Latin Music Awards ceremony, which will broadcast live from the Watsco Center in Coral Gables, Fla., on Thursday (Oct. 5), and will air on Telemundo. It will also broadcast simultaneously on Universo, Peacock, the Telemundo App, and throughout Latin America and the Caribbean on Telemundo Internacional.
The hottest genre on the charts is the hottest genre on the road. In the panel called The Rise of Mexican Touring, held on Monday (Oct. 2), Fuerza Regida’s frontman Jesús Ortiz Paz and Latin Nation’s Hans Schafer (svp of Latin touring) and Jorge García (global promoter of tours) talk how to book, market and sell out Mexican music shows, moderated by Billboard Latin’s senior writer, Griselda Flores.
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In the midst of his ambitious tour Otra Peda (meaning Another Drunken Party), the Fuerza Regida lead singer shares his experience from starting out performing at flyer parties six years ago to now selling out American arenas and stadiums across the nation. Meanwhile Schafer and García spoke about how they’ve been helping amplify, within the live music space, the música mexicana movement internationally.
In many candid moments, Jesús, who also goes by JOP, shared how Otra Peda was conceived. “I was my own Live Nation. I was the waiter, the one who charged you for your beers, and sing,” he said. “I would throw my own flyer parties, it was like 20 to 50 people, then 50 to 100. Now we’re doing this on a greater scale. [Since the beginning of our shows] people got extra drunk, that’s where Otra Peda came from.”
“Several years ago, taking these [música mexicana] bands to the club it made sense. Years before you were lucky to sell 2,000 to 3,000 tickets,” recalls García. “Now this generation of Latinos are growing up [with the genre]. The same kind of people that buy the Drake tickets, buy the Fuerza Regida tickets.”
“We are American so we have that flow, we started dressing different, and took Mexican music to the next level,” says Jesús about connecting with this new generation of Latinos. “Back in the day, you had to lower the music; we were shy that we liked regional Mexican, you had to change it to hip-hop. We love the legends, John Sebastian, Luis Mi, Vicente Fernández, but that was all tío‘s music. We made it cool,” he adds and the audience chuckles.
Flores’ asks about the steps to get a club act to an arena level. “It can’t feel forced. You’re just trying to tighten that bond that they have with their fans,” explains Schafer. “Nothing can be cookie cutter, everything that we do starts with inception, what is this tour about, Otra Peda…developing ideas and the concepts you’re doing with the tour.”
Jesús recalls a time in his career with Fuerza Regida that he had to stop the 10 freeway in L.A., and perform in front of the traffic, with the venue serving as a backdrop. That led to the band selling out the show at the time.
The discussion surrounding Mexican music is about going global, reaching as far as Australia and New Zealand. Schafer elaborates on how European countries have warmly embraced this movement, with both the Latino demographic and new non-Latino fans developing a fondness for the Mexican style.
But now that it’s reaching unprecedented heights, “There needs to be greater representation because it’s going to keep growing,” adds Schafer. “We have the responsibility in the industry to set the tone with the space that it deserves.”
Celebrated for more than 30 years, the 2023 edition of Latin Music Week includes a Superstar Q&A with Shakira; the Legends on Legends chat with Chencho Corleone and Vico C; Making the Hit Live! with Carin León and Pedro Capó; a panel with RBD’s Christian Chávez, Christopher von Uckermann, and Maite Perroni; Superstar Songwriter discussion with Edgar Barrera and Keityn, among many other panels, Q&As and workshops. See the ultimate Latin Music Week guide here. This year’s Latin Music Week, taking place Oct. 2-6, also includes showcases by Peso Pluma, Mike Bahía and Greeicy, DannyLux and Fonseca, to name a few. Check out the dates and times for the showcases throughout the week here.
Official partners of the 2023 Billboard Latin Music Week include AT&T, Cheetos, CN Bank, Delta Air Lines, Lexus, Netflix, Michelob ULTRA and Smirnoff.
Latin Music Week coincides with the 2023 Billboard Latin Music Awards ceremony, which will broadcast live from the Watsco Center in Coral Gables, Fla., on Thursday (Oct. 5) and will air on Telemundo. It will also broadcast simultaneously on Universo, Peacock, the Telemundo App, and throughout Latin America and the Caribbean on Telemundo Internacional.
The 2023 Billboard Latin Music Week kicked off Monday, Oct. 2 at the Faena Theater and Forum in Miami Beach with a handful of educational panels about the music industry.
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The “So you have a Million Streams… Now what?” panel, presented by Rimas Publishing, featured artist-songwriters Lyanno and Miky Woodz, and executives Emilio Morales, managing director of Rimas Publishing and Enrique Marquez Paris, songwriter and publishing relations of Latin music, Spotify.
The conversation, moderated by Billboard Latin’s senior charts and data analyst, Pamela Bustios, focused on how artists can optimize their songwriting and production revenue in the streaming era.
Below, check out the best tips given at the panel:
On the importance of streaming: According to both Woodz and Lyanno, streaming has benefited the success of their music careers. “We’re in a digital era where we can take advantage of everything we have in our reach,” Lyanno said. “Thanks to streaming, we can reach new audiences,” added Woodz.
On splitting royalties: “Immediately talk about the splits when you enter a recording studio,” recommends Marquez Paris, who also says it’s important to communicate with your publisher about any song or piece of work that comes out of a recording session. “Publishers are not fortune tellers, but they will protect your composition,” he explains.
On not buying fake streams: “I don’t recommend it because it’ll damage your algorithm as an artist,” noted Morales. Buying bots will amplify your numbers and reach territories you might not want to reach with your music. Instead, Morales states that being consistent is crucial, which includes having your own formula and creating your own fan base, organically.
On optimizing revenue: The key is to never stop working. “Put out more music, more compositions, and work harder. The more you work, the more success you will have,” Lyanno said. For Woodz, it’s key to create content for fans. “The fan base supports you and consumes your content. It is with them that you have to have a connection. Continue giving them music, content, and make them feel identified with you.”
On creating music with artificial intelligence: All panelists agreed that AI has its pros and cons when creating music but they are aware that technology is advancing and it really depends on each artist, composer, and producer if they want to use it in the studio.
Celebrated for more than 30 years, the 2023 edition of Latin Music Week includes a Superstar Q&A with Shakira; the Legends on Legends chat with Chencho Corleone and Vico C; Making the Hit Live! with Carin León and Pedro Capó; a panel with RBD’s Christian Chávez, Christopher von Uckermann, and Maite Perroni; Superstar Songwriter discussion with Edgar Barrera and Keityn, among many other panels, Q&As and workshops. See the ultimate Latin Music Week guide here. This year’s Latin Music Week, taking place Oct. 2-6, also includes showcases by Peso Pluma, Mike Bahía and Greeicy, DannyLux and Fonseca, to name a few.
Check out the dates and times for the showcases throughout the week here.
Official partners of the 2023 Billboard Latin Music Week include AT&T, Cheetos, CN Bank, Delta Air Lines, Lexus, Netflix, Michelob ULTRA and Smirnoff.
Latin Music Week coincides with the 2023 Billboard Latin Music Awards ceremony, which will broadcast live from the Watsco Center in Coral Gables, Fla., on Thursday (Oct. 5) and will air on Telemundo. It will also broadcast simultaneously on Universo, Peacock, the Telemundo App, and throughout Latin America and the Caribbean on Telemundo Internacional.
Latin music consumption is growing almost twice as fast as the overall music consumption in the U.S., driven largely by Latin music super fans and by the growth of regional Mexican music, according to Luminate’s most recent research on Latin music.
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Unveiled at a Monday morning (Oct. 2) session during Latin Music Week 2023 presented by Luminate CEO Rob Jonas, Luminate’s research also found an unlikely discovery platform for Latin music: WhatsApp. A whooping 73% of Hispanic listeners use WhatsApp, 265% more than the general population.
Luminate’s numbers once again underscored the impressive growth of Latin music consumption. For example, in the first 34 weeks of 2022, there were 47.4 billion on demand audio streams. For the first 34 weeks of 2023, that number had jumped to 57.9 billion streams, a 22.2% upward change that far surpasses the 13.3% growth registered for the industry overall. All told, Latin is now the 5th largest major music genre in the U.S., behind only the big four core genres: R&B and Hip-Hop, pop, rock and country.
Latin music is also seeing consumption growth outside Latin pockets. A stunning 40% of all U.S. listeners report listening to music in languages other than English; and among those languages, the most listened to — after English — is Spanish. While 93% listen to music in English, roughly 23% of listeners will listen to music in Spanish.
Likewise, while the English language share of streaming in the U.S. –- as measured by the top 10,000 most streamed tracks of the past 12 months — has dipped slightly by 4% in the past year, streaming of Spanish language tracks has increased by 3.5%.
A key driver to the growth are Latin super fans. According to Luminate’s data, they spend 120% more per month on music related activities than other fans, and 30% more than U.S. super fans.
“The trends we saw starting in 2022 have accelerated and developed the growth of Latin music,” says Jonas. “We initially saw a lot of growth in streaming, but now, that growth translated to revenue. In 2023, it’s definitely been exceeding expectations.”
You can access Luminate’s full report here.
You got your first music revenue paycheck. Great, congrats! Now what?
In a panel called “How to Manage Your First Big Paycheck: Step 1, Don’t Buy That Exotic Car,” presented by CN Bank on Monday (Oct. 2) during the opening day of Billboard Latin Music Week 2023, Rodrigo Nieto-Galvis, CN Bank’s vp/team leader, Entertainment Banking Miami spoke with Billboard‘s Leila Cobo about managing and protecting your music revenue.
According to Nieto-Galvis, you should seek advice and establish a plan before running out to buy that luxury car. No matter how big that check is, especially if you are starting out, “your income is not so constant because you are an independent worker, you’re not getting a monthly paycheck,” says the expert.
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“You have to balance,” Nieto-Galvis explains. “First, financial psychology — why you want to buy that car … with, second, financial education — understanding that money can help you achieve your professional and life financial goals.”
“It doesn’t matter if that check is for $100,000 or a million,” he stressed. You need a team specifically dedicated to music and entertainment to be able to eventually buy the car of your dreams and also have financial stability.
Celebrated for more than 30 years, the 2023 edition of Latin Music Week includes a Superstar Q&A with Shakira; the Legends on Legends chat with Chencho Corleone and Vico C; Making the Hit Live! with Carin León and Pedro Capó; a panel with RBD’s Christian Chávez, Christopher von Uckermann, and Maite Perroni; Superstar Songwriter discussion with Edgar Barrera and Keityn, among many other panels, Q&As and workshops. See the ultimate Latin Music Week guide here. This year’s Latin Music Week, taking place Oct. 2-6, also includes showcases by Peso Pluma, Mike Bahía and Greeicy, DannyLux and Fonseca, to name a few. Check out the dates and times for the showcases throughout the week here.
Official partners of the 2023 Billboard Latin Music Week include AT&T, Cheetos, CN Bank, Delta Air Lines, Lexus, Netflix, Michelob ULTRA and Smirnoff.
Latin Music Week coincides with the 2023 Billboard Latin Music Awards ceremony, which will broadcast live from the Watsco Center in Coral Gables, Fla., on Thursday (Oct. 5), and will air on Telemundo. It will also broadcast simultaneously on Universo, Peacock, the Telemundo App, and throughout Latin America and the Caribbean on Telemundo Internacional.
Welcome Remarks by Leila Cobo, chief content officer, Latin/Espanol, Billboard
Time: 10:00 AM
Everything You Want To Know About Billboard, But Were Afraid To Ask
Time: 10:05 AM – 10:40 AM
Charts, pitches, awards and more with Pamela Bustios, senior chart and data analyst, Latin and Billboard Español; Ingrid Fajardo, social media manager/staff writer, Latin; Jessica Roiz, assistant editor, Latin, Billboard; and Sigal Ratner-Arias, Billboard Español deputy editor.
How To Manage Your First Big Paycheck: Step 1, Don’t Buy That Exotic Car
Presented by: CN BankTime: 10:45 – 11:15 AM
Everything that you need to know about managing and protecting your music revenue with Rodrigo Nieto-Galvis, vp/team leader, Entertainment Banking Miami, CN Bank and Leila Cobo, chief content officer of Billboard Latin and Billboard Español, as moderator.
Exactly Who Is Listening To Latin Music? Everyone! — Luminate Unveils Its New Latin Music Report
Presented by: LuminateTime: 11:20 – 11:45 AM
Luminate will unveil its new Latin Music Report exclusively at Billboard Latin Music Week. Never-before-revealed metrics and insights will include the growing power of Latin superfans, how and why the genre is expanding to non-Spanish-speaking listeners, the rise of regional Mexican music and the subgenres and artists to watch in the coming months. The findings will be presented by Rob Jonas, CEO of Luminate, which has fueled the Billboard charts for over three decades.
The Rise Of Mexican Music Touring
Presented by: Live NationTime: 11:50 – 12:25 PM
The hottest genre on the charts is the hottest genre on the road. Fuerza Regida’s frontman JOP and Live Nation’s Hans Schafer and Jorge Garcia on how to book, market and sell out Mexican music shows. Moderated by Billboard’s senior writer, Latin, Griselda Flores.
So You Have a Million Streams… Now What? Optimizing Your Songwriting and Production Earnings in the Streaming Era
Presented by: Rimas PublishingTime: 12:35 – 1:10 PM
How to maximize your songwriting and production revenue with panelists Lyanno, artist-songwriter; Miky Woodz, artist-songwriter; Emilio Morales, managing director, Rimas Publishing; and Enrique Marquez París, songwriter and publishing relations, Latin music, Spotify. Moderated by Pamela Bustios, senior charts and data analyst, Latin and Billboard Español.
The Power of Latin Catalog
Presented by: HarbourViewTime: 1:15 – 1:50PM
How Latin catalogs are valued, marketed, bought and sold in a global economy with panelists Sherrese Clarke Soares, founder/CEO, HarbourView; Denny Marte, founder/consultant, MPA Advisors; and Angela “Angie” Martinez, Esq., attorney at law, AngieLaw. Moderated by Hannah Karp, editorial director, Billboard.
The Art of the Festival
Presented by: Viña del MarTime: 1:55 – 2:30 PM
Learn what goes on behind the scenes of crafting and sustaining a successful Latin music festival from the most successful festival producers in the world. Panelists include Chris Den Uijl, co-founder, La Familia Presenta; John Frias, CEO, Frias Entertainment Group, Besame Mucho Music Festival; and Daniel Merino, producer, Festival Viña del Mar. Bruno Del Granado, head of global Latin music touring group, CAA, will moderate.
Networking: The Industry Roundtables
Time: 3:00 – 5:00 PM
Latin Music Week attendees will have the chance to meet with the experts who run the business in these exclusive, intimate roundtable sessions.
MONDAY SHOWCASES SCHEDULE HERE.
Billboard officially announces the dates and location for 2023’s Latin Music Week and Latin Music Awards today (March 23).
Returning to Miami Beach, Fla., Latin Music Week will take place from Monday, Oct. 2, to Friday, Oct. 6; meanwhile, the 30th annual Billboard Latin Music Awards will be held Oct. 5 and will air on the Telemundo Network.
“We’re beyond excited to return to Miami and celebrate the legacy that has been created by these events,” says Leila Cobo, Billboard‘s chief content officer Latin/Español. “Trends, stars, and hits have all been made at Billboard Latin Music Week and we can’t wait to announce our roster of superstars, super executives, and rising talent.”
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Leila Cobo and Romeo Santos speak onstage during “Superstar Q+A with Romeo Santos” panel at Billboard Latin Music Week 2022 held at Faena Forum on September 27, 2022 in Miami, Florida.
Gus Caballero for Billboard
The longest-running and biggest Latin music industry gathering for over 30 years, Billboard Latin Music Week brings together emerging and renowned artists, industry leaders, creators, and decision-makers in Latin music from around the world for a week of showcases, networking, exclusive conversations, panels, workshops, activations and concerts. The week-long event culminates in the Billboard Latin Music, honoring the top artists and performers in Latin music.
The star-studded 2022 edition featured Q&As, panels, and performances from artists such as Christina Aguilera, Romeo Santos, Camilo, Nicky Jam, Wisin y Yandel, Maluma, Chayanne, Ivy Queen, Grupo Firme, Bizarrap, Tokischa, and for the first time, an exclusive conversation with all five children of Jenni Rivera.
A media alert with information on registration will be distributed in the coming weeks, as well as information on how to stream into this year’s awards.
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