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During the third day of activities at 2025 Billboard Latin Music Week, the new stars of regional Mexican music discussed the changes the genre is experiencing as it captures global attention. During the panel “The Future of Regional Mexican Music,” presented by Walmart and moderated by Isabela Raygoza of Billboard Español, five of the talents revolutionizing the genre came together: Xavi, Netón Vega, Estevie, Oscar Maydón and Codiciado.
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Fusions have been one of the main factors driving the shift in sounds for the new generation. Netón Vega — who gained recognition as a composer of corridos tumbados — has experimented with trap and reggaetón, releasing his album Mi Vida Mi Muerte this year, which is nominated for eight Billboard Latin Music Awards. “The lyrics can be about romantic themes, like in my case, but the sounds of a song with charcheta are very different from those of an urban sound. That’s where creativity comes in, knowing how to use the voice and experiment with the rhythms,” explained the artist, who was born in La Paz, Baja California Sur.
Maydon, who rose to fame through his collaborations with Peso Pluma, Natanael Cano, Junior H, and Fuerza Regida, is also part of the corridos tumbados wave. Like his peers, he has had to adapt his music due to restrictions placed on the genre in some Mexican states. “We, as the new generation, grew up listening to things like trap. Before, with singers like Vicente Fernández, everything was different,” he said. “But now we can collaborate with anyone. In corridos, you have to be a bit more careful about how you say things, whereas in reggaetón and urban music, for example, you can be more open.”
The new faces of Mexican music have also grown up in the U.S., though they carry in their veins the heritage of the country in which their parents were born, inheriting those traditions and musical tastes. That is the case for Estevie, who is making waves with her unique style of performing danceable music. “In 2021, I listened to ‘Ay Papasito’ by Alicia Villreal and realized there wasn’t music like that, but with more modern beats, and that’s when I created my first cumbia called ‘Canela,’” she explained about the path she chose for her career.
For his part, Xavi, born in Phoenix and known for revolutionizing social media with his hit “La Diabla,” shared his formula for writing successful songs: “The most important thing is to reflect what comes from the heart; the message you convey through your music is what makes you connect with people,” said the artist, who has caught the attention of major stars like Grupo Frontera and, more recently, Manuel Turizo, for collaborations.
The most experienced participant on the panel, Codiciado — part of the generation that emerged in Tijuana during the pandemic that predates the corridos tumbados movement — shared valuable advice with his peers. “You must always believe in yourself. If you fall, you get back up,” said the artist, who is about to release his first album in three years. “A career is built by being genuine and working hard every day. The most important thing is to find what you can contribute to music and the industry. We can ride the waves and do well, but there’s nothing like stirring the waters.”
With over 30 years of history, Latin Music Week is the most important and largest gathering of Latin artists and industry executives worldwide. The event also coincides with the 2025 Billboard Latin Music Awards, set to air on Thursday (Oct. 23) on Telemundo and Peacock, where Bad Bunny will be honored as Top Latin Artist of the 21st Century.
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Podcasters Leo Rojas (Venezuela), DimeloKing (Colombia), and Jorge “Molusco” Pabón (Puerto Rico) shared some secrets for making podcasts a successful and profitable product on Wednesday (October 22) at Billboard Latin Music Week 2025.
During the panel “The Power of Podcasters,” moderated by Dominican journalist and host Tony Dandrades, the three experts discussed the benefits they’ve found in this audio format, which has become a powerful content generator for different sectors, including the music and entertainment industry, as it explores new forms of monetization.
Podcasts “give a voice to those who previously had no voice,” Pabón opined. “Before, breaking into radio was almost impossible; today, anyone who can buy a microphone, a camera, and understand how to create good content can do so.”
Rojas emphasized that podcasts now allow artists to tell a story to their fans and explain why they make their music. “It allows them to be more real, more human,” said the Venezuelan, who hosts the podcast “Escuela de Nada” with Chris Andrade and Nacho Redondo.
Here are five lessons we learned from these famous podcasters:
1. Know Your Audience
“El Molusco” Pabón believes that to make a podcast successful, you must know the audience you will be speaking to, as well as come up with a concept for it. “That video that will change your life will always come along.”
2. Someone else’s success won’t always be yours
DimeloKing points out that some people expect what’s successful on other podcasts to be successful on theirs as well. Some “hope their content will go viral, but you have to put in the work to make that happen.”
3. Take elements from the internet that add to your content
Leo Rojas recommends taking everything you find online that adds to your content. “If you want to be successful, you have to be present on everything that exists on the internet,” he points out.
4. Short Content
DimeloKing says that short content is much more functional. “Of my three Facebook accounts, I have a team for each account.”
5. Recruit superfans
“A superfan is someone who consumes your content on all platforms. They’re someone who consumes everything you do, so you’ve got a percentage of their consumption,” says Rojas about recruiting followers who follow you on all your social media platforms.
Spanning more than 30 years, Latin Music Week is the single-most important and largest gathering of Latin artists and industry executives in the world. The event also coincides with the 2025 Billboard Latin Music Awards, set to air Thursday, Oct. 23, on Telemundo and Peacock, where Bad Bunny will be honored as Top Latin Artist of the 21st Century.
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Tropical music stars from different styles and countries came together on Wednesday (Oct. 22) at Billboard Latin Music Week 2025 to discuss the cultural impact their respective genres have had on new generations and how they have embraced it. The panel included iconic Puerto Rican merengue singer Olga Tañón; legendary Peruvian cumbia and merengue band Grupo 5; Puerto Rican singer Guaynaa, who has experimented with urban music, salsa and more; emerging Cuban reparto musician Bebeshito; and Argentine cuarteto star Luck Ra.
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In the panel “The Cumbia and Tropical Music Explosion,” presented by Andrea Ramírez PR and moderated by Jessica Roiz of Billboard, Tañón and the members of Grupo 5 recounted their first experiences in music; Tañón in the 1990s, when she thought an audition she attended was to be a Spanish-language rock singer; and the South American group in the 1970s, when they began with ballads and later adopted cumbia as their sound to liven up local parties.
“I didn’t want to be a merengue singer; I’m a merengue snob,” said the artist nicknamed “Woman of Fire.” “I started out doing ballads, Spanish rock, and you used merengue at home to sing and dance, but when they auditioned me, I thought it was for a Spanish rock band.” She recalled that the band’s leader told her that anyone who sings well can sing anything, so she prepared, auditioned, and was chosen, beginning her love affair with the Dominican genre.
In a fluid dialogue, the artists shared with the audience their opinions on how new Latin stars have reinvented salsa, such as Bad Bunny on his acclaimed album Debí Tirar Más Fotos, a musical genre that had its heyday in the late 1960s, marked by legends like Celia Cruz and Willie Colón.
Below are some of the best quotes from the discussion:
Olga Tañón, on the expiration date of a genre: “The musical DNA of a country, which is the culture of a country, will never die. Never. Not merengue, not salsa, not cumbia.”
Christian Yaipén (Grupo 5), on how to make music transcend fads: “We’re always focused on making music in the best way possible to bring it to the audience’s hearts, not just thinking about trends and passing things. My brother Elmer taught me that songs don’t catch on overnight; songs don’t reach No. 1 the following month.”
Guaynaa, on why new generations are experimenting with tropical music: “The first angle is the record label, systematically; and the second is the angle of the street, of the people [who demand it]. The question at the time of creating is how we can impact culture.”
Bebeshito, on the genre of reparto and its success coming from a country like Cuba without digital platforms: “Reparto is made internationally by Cubans (…) This support doesn’t come digitally from the island, but the support from the heart does.”
Luck Ra, on cumbia and cuarteto as the common thread of his work: “There are new [musical] schools that come with a lot of hunger. It’s something that brings you joy, that makes you dance. Cumbia and cuarteto are something that can be heard anywhere in the world.”
Spanning more than 30 years, Latin Music Week is the single-most important and largest gathering of Latin artists and industry executives in the world. This year’s star-studded lineup includes Aitana, Alofoke, Anuel AA, Bebeshito, Carlos Vives, Carín León, Danny Ocean, DJ Khaled, Daddy Yankee (DY), Emilia Mernes, Ivy Queen, Gloria Estefan, Grupo 5, Kapo, Laura Pausini, Luck Ra, Netón Vega, Olga Tañón, Óscar Maydon, Ozuna, Pablo Alborán, Rawayana, Suzette Quintanilla, Tokischa, Xavi, and Yailin La Más Viral, to name a few.
Latin Music Week also coincides with the 2025 Billboard Latin Music Awards, set to air Thursday, Oct. 23, on Telemundo and Peacock, where Bad Bunny will be honored as Top Latin Artist of the 21st Century.
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Carlos Vives, Emilia, Wisin and Xavi — the artists behind the 2026 Telemundo World Cup anthem — discussed their process during “The Music of the World Cup” panel at the 2025 Billboard Latin Music Week on Wednesday (Oct. 22), moderated by sports anchor and lead premier league host, Carlota Vizmanos.
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“This song is for the family,” Carlos Vives said of the official song for the FIFA World Cup 2026, that will premiere at the Billboard Latin Music Awards on Oct. 23. “In a world where war and hatred are the norm, soccer is the complete opposite. What a great opportunity for this song to speak to that and for Telemundo to be the message that brings it.”
During the discussion, all three of the panelists shared their own personal connections to the sport. “I’m grateful for the opportunity; I’m happy to represent Mexico,” Xavi added. “Honestly, [this opportunity] fell on me like a bucket of water. I’m still processing it. Despite being from different worlds, we all have something in common — and that’s soccer, and that’s why it’s about unity.”
“Soccer unites us,” Vives added. “It’s brotherhood, it’s friendship, it’s love. Even though it’s competition and rivalry, it’s fair play. That’s why it unites us all.”
Have you played Billboard’s Latin Music Week Crossword?Play now!
“It’s truly something I remember on Sundays: getting together with friends and family, having a barbecue, and waiting for the game. It was a ritual,” Emilia noted.
Meanwhile in Puerto Rico, soccer is “growing tremendously,” said Wisin. “It’s a door that opens to work internationally and have another chance to do something great.”
Spanning 36 years, Latin Music Week is the single largest gathering of Latin artists and industry executives in the world. This year’s event — which also features Carín León, Daddy Yankee, Ivy Queen, Gloria Estefan, Kapo, Laura Pausini, Netón Vega, Ozuna, Pablo Alborán, and Xavi, among others — hosts panels, marquee conversations, roundtables, networking and activations, in addition to its celebrated Billboard En Vivo showcases.
Latin Music Week also coincides with the 2025 Billboard Latin Music Awards, set to air Thursday, Oct. 23, on Telemundo and Peacock, where Bad Bunny will be honored as Top Latin Artist of the 21st Century.
Billboard’s Live Music Summit will be held in Los Angeles on Nov. 3. For tickets and more information, visit the Live Music Summit website.
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The NFL is standing by Bad Bunny as next year’s Super Bowl Halftime Show headliner, regardless of the controversy surrounding the decision.
While speaking to press on Tuesday (Oct. 21), the league’s commissioner, Roger Goodell dismissed questions about whether the NFL would reconsider the selection of Benito to perform at the big game in February. “He’s one of the leading and most popular entertainers in the world,” he said, according to CBS Sports. “That’s what we try to achieve.”
“It’s an important stage for us,” Goodell continued. “It’s an important element to the entertainment value. It’s carefully thought through.”
He also pointed out: “I don’t think we’re ever selected an artist without some blowback or criticism.”
The commissioner’s comments come amid backlash from certain people — primarily MAGA conservatives — who have taken issue with the choice of a Spanish-speaking musician to perform at halftime. President Donald Trump called it “absolutely ridiculous,” while White House advisor Corey Lewandowski said, “It’s so shameful they’ve decided to pick somebody who seems to hate America so much to represent them at the Halftime Show.”
The chart-topping singer-rapper — who is from Puerto Rico, an unincorporated territory of the United States — has never indicated that he hates America. He has, however, expressed his hesitance to tour in the U.S. due to concerns that ICE might target his audiences, a fear that Lewandowski further stoked by adding in an October interview that immigration enforcement agents would be present at the Super Bowl.
“There is nowhere you can provide safe haven to people who are in this country illegally,” the advisor said at the time. “Not the Super Bowl and nowhere else. We will find you and apprehend you and put you in a detention facility and deport you.”
Turning Point USA, an ultraconservative youth organization founded by the late Charlie Kirk, also announced its intention to host an alternate halftime show out of protest.
But while there is a loud and vocal group speaking out against Bad Bunny’s appointment as 2026 halftime headliner, countless others — from Shaboozey to Jennifer Lopez — have shared how excited they are for Benito’s performance. Shakira also recently said, “It’s the perfect moment for a performance like this.”
She added in an interview with Variety, “I’m so proud that Bad Bunny, who represents not only Latin culture, but also how important Spanish language music has become on a global scale and how universal it has become, is getting to perform on the biggest stage in the world.”
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Selena Y Los Dinos is Netflix’s upcoming documentary on the legacy of the Tejano star, but it’s also the band — fronted by the icon Selena — that revolutionized Latin music and one of the first global acts. At Latin Music Week 2025, fans and conference attendees not only got to see exclusive clips from the film, slated to premiere Nov. 17, but heard directly from Suzette Quintanilla and the documentary’s director Isabel Castro.
Moderated by Billboard‘s Jessica Roiz, the Selena Y Los Dinos panel on Wednesday (Oct. 22) broke down the significance of this new documentary, the band’s legacy and the family values that fueled the global act.
The new Netflix documentary first premiered in the Sundance Film Festival, capturing Selena Y Los Dinos’ rise to stardom. Throughout Selena’s music career, seven of her studio albums hit No. 1 on Top Latin Albums, including Amor Prohibido (1994), which reigned for 20 weeks, and Dreaming of You (released posthumously in 1995), which topped the chart for 44 weeks. The latter set also made history as the first bilingual album to debut at No. 1 on the all-genre Billboard 200. In 1993, Selena won a Grammy for the best Mexican American album for Selena Live!, becoming the first female Tejano artist to win that award.
Below, five takeaways from the Selena Y Los Dinos panel at Latin Music Week:
Approaching Isabel Castro for the Project
Suzette Quintanilla: “Four or five years ago, I wanted to create this documentary to tell our family story, directly from our family to the world, and find somebody that could do this. I did a Zoom with Isabel and I instantly knew she was going to be the person to be able to tell the story for us. She’s an amazing person, she’s Latina and I’m glad she’s leading this for us.”
Why Castro Said Yes to Directing
Isabel Castro: “I’m Mexican, I came to the U.S. and to me, Selena was really the person that taught me to be proud about having a bicultural community. I found solace in her and the family’s music. It made me understand myself. When they reached out I was like, ‘Everyone stop everything, hold the phones.’ It was obvious this was important to me. It’s been an honor of a lifetime.”
Have you played Billboard’s Latin Music Week Crossword?Play now!
The Process
Castro: “The family has a vault and when I opened that door and the light came through. It’s like a medium-sized storage unit, packed from floor to ceiling of bookcases with thousands of VHS tapes, flash drives. The beginning of that process was interesting because we were so honored but it felt like a huge sense of responsibility. We reviewed it all and once we digitized it, then came the editing process and it was important that the archive told the story. All of the footage is valuable, but the material that moved me the most was the material that was shot behind the scenes that was mostly shot by Suzette. What’s in the film is as much as we could include.”
How This Will Be Different From Other Selena Films
Castro: “We had conversations about this, both I and Suzette, and the family wanted this to feel like the most authentic version of [the family’s] story and wanted it to be told by the them. We also wanted it to be told through the archive.”
Quintanilla: “The [1997] movie was sprinkled with Hollywood glitter, but this documentary is the opposite of that. This is our family, Chris, my mom, my father, A.B., myself, bandmates, telling the world our story: We started from that and created this. A lot of people want to separate Selena from our band, but other elements that made her were our band and family.”
What Fans Will Take Away From Selena Y Los Dinos
Quintanilla: “I want them to feel the energy and what we were all about. People have a perception, and they’re entitled to their opinion, and how my father was. We are a normal family that started a band and became global. Selena is not here, but we are celebrating what we did and created so many years ago. And this documentary reflects the power of who we are as Latinos, this is a global launch in 190 countries and 32 plus languages. I’m very proud of that.”
Spanning more than 30 years, Latin Music Week is the single-most important and largest gathering of Latin artists and industry executives in the world. This year’s event once again hosts panels, marquee conversations, roundtables, networking and activations, in addition to its celebrated Billboard En Vivo showcases.
This year’s star-studded lineup includes Aitana, Alofoke, Anuel AA, Bebeshito, Carlos Vives, Carín León, Danny Ocean, DJ Khaled, Daddy Yankee (DY), Emilia Mernes, Ivy Queen, Gloria Estefan, Grupo 5, Kapo, Laura Pausini, Luck Ra, Netón Vega, Olga Tañón, Óscar Maydon, Ozuna, Pablo Alborán, Rawayana, Suzette Quintanilla, Tokischa, Xavi and Yailin La Más Viral, to name a few.
Latin Music Week also coincides with the 2025 Billboard Latin Music Awards, set to air Thursday, Oct. 23, on Telemundo and Peacock, where Bad Bunny will be honored as Top Latin Artist of the 21st Century.
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Lyor Cohen, global head of music at Google/YouTube, joined Billboard editor-in-chief Hannah Karp on Wednesday (Oct. 22) for a compelling fireside chat during Billboard Latin Music Week 2025.
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Cohen reflected on his decades-long career shaping artists’ journeys and ushering in the digital music revolution. He offered invaluable insights into the evolution of music consumption, the impact of streaming on today’s artists and the importance of harnessing technology such as AI to amplify diverse voices in the global music industry.
When asked about the secrets to creating standout music videos, Cohen shared what he believes to be the most important thing: “Authenticity. Being genuine and finding your voice. A lot of people think there are shortcuts, and do this [signals a selfie] all day long. Being a real artist takes time. You have to love what you do. You have to find that beautiful, important record. You have to keep practicing. You have to build and go on tour. You have to be a real artist. All that fake stuff is going to get flushed out.”
Have you played Billboard’s Latin Music Week Crossword?Play now!
Karp probed further about “fake stuff,” prompting Cohen to clarify that those who ascend are those who are “thirsty for the human connection — and the human connection is music. Ultimately, you’re gonna have to get on the stage. You’re gonna have to go mano a mano with your fans.” He added that “AI is an additional tool, and the generation of AI is desperate for human authenticity to help guide it and use it as a tool.”
“Spain is the gateway to Europe, and everyone wants to get this Latin action,” he said, emphasizing the global potential of Latin music. “Why does [South Korea] have such weight outside of Korea? It’s because they work at it, showing up, crafting amazing music. I think the same for the Indians – what’s happening with Indian music, the power of these global platforms.”
Cohen continued to highlight the importance of global platforms such as YouTube — which sees more than 2 billion logged-in viewers watching music videos each month — in sharing Latin music with audiences worldwide, emphasizing the opportunity to spread “Latin love” across borders and cultures.
Spanning more than 30 years, Latin Music Week is the single-most important and largest gathering of Latin artists and industry executives in the world. Latin Music Week coincides with the 2025 Billboard Latin Music Awards, set to air Thursday, Oct. 23, on Telemundo and Peacock.
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Danny Ocean sat down with Billboard’s Leila Cobo at Billboard Latin Music Week 2025 for “The Sony Music Publishing Iconic Songwriter Q&A” panel to discuss how he’s crafted his biggest hits, including “Me Rehuso,” and the power of his songs to transform society.
Presented by Sony Music Publishing, the Venezuelan singer-songwriter — whose artistic name is a nod to George Clooney’s character in the Ocean‘s trilogy — spoke candidly about looking inward and trusting his intuition when crafting songs. It’s what was key for “Me Rehuso” (“I Refuse”), Danny’s breakout hit, a love song he wrote for a girlfriend as a Valentine’s Day gift that also captures his migration journey from Venezuela to Miami.
“I had no way of getting something to my girlfriend back in Venezuela, so I wrote her a song — not knowing when I would see her again,” Danny said. “I didn’t overthink things, it was what I was living at the moment. ‘Me Rehuso’ was also a feeling of having to leave Venezuela.”
The track was released while he was working at a pizzeria in Kendall, Fla., but he eventually doubled-down on songwriting, taking inspiration from personal relationships, including the one with his beloved Venezuela.
“Having to migrate had a huge impact on my life and made me question things, such as how we can make Venezuela have that outlet like other countries,” he explained. “I see Venezuela as my partner, [my songs] are a direct, personal conversation with Venezuela. But I also don’t want to romanticize it, it’s my relationship with Venezuela, and everyone has their own relationship with their own country. I don’t see it as a manifesto or something political.”
Have you played Billboard’s Latin Music Week Crossword?Play now!
For “Caracas en el 2000,” Danny collaborated with fellow Venezuelans Elena Rose and Jerry Di. “Putting Venezuela on the radar started out as something very personal between us,” he said. “We’d go out for a beer, talk about how we were feeling, and those conversations would end up in the studio, then in a song. It’s been very natural.”
When asked by an audience member what he’d do when he returns to Venezuela, Danny Ocean said, “Everything I didn’t do when I was there, and hang out with people, find out what they think, what they’re up to. I want to spend some time at home, hang out with my family, connect with the streets. And visit Los Roques, I’ve never been.”
Spanning more than 30 years, Latin Music Week is the single-most important and largest gathering of Latin artists and industry executives in the world. This year’s event once again hosts panels, marquee conversations, roundtables, networking and activations, in addition to its celebrated Billboard En Vivo showcases.
This year’s star-studded lineup includes Aitana, Alofoke, Anuel AA, Bebeshito, Carlos Vives, Carín León, Danny Ocean, DJ Khaled, Daddy Yankee (DY), Emilia Mernes, Ivy Queen, Gloria Estefan, Grupo 5, Kapo, Laura Pausini, Luck Ra, Netón Vega, Olga Tañón, Óscar Maydon, Ozuna, Pablo Alborán, Rawayana, Suzette Quintanilla, Tokischa, Xavi and Yailin La Más Viral, to name a few.
Latin Music Week also coincides with the 2025 Billboard Latin Music Awards, set to air Thursday, Oct. 23, on Telemundo and Peacock, where Bad Bunny will be honored as Top Latin Artist of the 21st Century.
Trending on Billboard Argentina and Colombia meet in a conversation between Silvestre Dangond & Soledad who have been on stage for decades as they discuss embracing their respective folklore as a creative base, a bridge between generations, and a driving force of today’s music presented by Billboard Argentina and Billboard Colombia.
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Shakira is ready for Bad Bunny to headline the 2026 Super Bowl Halftime Show — but she says the Puerto Rican superstar should have been tapped for the gig a long time ago.
When asked about the news that Benito will perform at the big game in February during a Variety interview published Tuesday (Oct. 21), Shakira replied, “It’s about time!”
“I’m so proud that Bad Bunny, who represents not only Latin culture, but also how important Spanish language music has become on a global scale and how universal it has become, is getting to perform on the biggest stage in the world,” she continued. “It’s the perfect moment for a performance like this. I can’t wait to watch it.”
Benito previously performed on the Super Bowl stage as a guest artist alongside joint headliners Shakira and Jennifer Lopez. They performed part of their set in Spanish, which Shak told the publication was a “bold move” at the time.
“Acceptance of Spanish-language music as part of the mainstream has come so far from when I started,” she added. “I hope and like to think that all the times my music was met with resistance or puzzlement from the English-speaking world before it was embraced, helped forge the path to where we are now.”
It’s true that millions of fans are excited to see Bad Bunny perform at Levi’s Stadium in Santa Clara, Calif., next year, but his appointment as Super Bowl Halftime Show headliner has also received backlash — primarily from political conservatives, who take issue with the fact that the singer-rapper’s music is all in Spanish. President Donald Trump called the choice “absolutely ridiculous,” White House advisor Corey Lewandowski claimed Benito “hates America” — despite the fact that the musician is an American citizen — and Turning Point USA announced plans to host an alternate, MAGA-approved halftime program.
But, as Billboard‘s chief content officer of Latin/Español Leila Cabo pointed out, there is nothing inherently political about the selection of Bad Bunny for halftime. “As those of us who speak Spanish daily can attest, many still look down on Spanish as a language, and definitely on the people who speak it,” she wrote in a recent op-ed. “Let’s acknowledge that having Bad Bunny headline the Super Bowl is a bold choice — but let’s also be real about the reasons.”
Shakira’s latest interview comes amid her 30th anniversary celebrations of her album Pies Descalzos, as well as the 20th anniversary of Oral Fixation, Vol. 1. Elsewhere in her conversation with Variety, she shared which Gen-Z star she’d love to collaborate with on a reimagined version of one of her Oral Fixation tracks.
“I would love to hear Chappell Roan on ‘La Pared,’” she said. “I think she would do an incredible rendition. Her voice and her artistry are incredible.”
Billboard’s Live Music Summit will be held in Los Angeles on Nov. 3. For tickets and more information, visit the event’s website.
