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latin ama awards

Carín León, fresh from announcing his upcoming tour and news that he’ll be opening up one of The Rolling Stones’ shows, performed a sparse yet totally satisfying rendition of his recently released single “Cuando La Vida Sea Trago” on the 2024 Latin American Music Awards on Thursday night (April 25). León, wearing his cowboy hat, […]

In our franchise “The Stars Behind the Stars,” Billboard Latin and Billboard Español editors share stories that have yet to be told, directly from those who aren’t often in front of the spotlight. Think “todo lo que no se ve detrás de cámaras,” or “everything that happens behind the scenes.” These unsung heroes are essential to an artist’s team and its foundation. Today, we highlight the founders of TNT Agency, Hector and Alejandra Barraza.

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Hector and Alejandra Barraza were young entrepreneurs in Chino Hills, Calif., then they came up with their big idea. Hector, whose background is in marketing and sales, worked training salespeople. His wife Alejandra, a cosmetologist, borrowed one of his spaces to give a makeup class.

“It was my aha moment,” Hector says. “With my background and experience in marketing, we put together a nice package to market classes, and we became a makeup school.”

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At the same time, Alejandra began to provide makeup services for a growing roster of clients. When she could no longer do it alone, she started to train other glam artists. And so, TNT Agency was born.

Today, 20 years later, TNT is “the premiere glam agency for Latin Grammys, Billboard Latin Music Awards, SESAC Latina and even the general market Grammys,” says Hector. Artists and teams who’ve walked those red carpets have no doubt seen the TNT squad: some 20-30 young women dressed in matching uniforms, all looking like a million bucks and armed with their glam gear.

Hector, the agency’s beauty director, is in charge of marshaling the troops and sending artists to wherever they’re needed. It’s a unique scenario, he says. By calling one person — himself — a client can get up to 45 makeup artists dispatched. Alejandra trains the team, and all glam artists have to undergo TNT training before they can join the agency at an event or gig. All use the same products and protocol.

TNT trains approximately 600 individuals a year, who come from all over the country to TNT’s headquarters in Chino. This allows Hector, in turn, to offer services to clients in most major U.S. cities. In addition, TNT has added a third component to its services: It produces its own cosmetics under the TNT brand.

On the eve of the 2024 Latin American Music Awards in Las Vegas, Barraza — this month’s “Star Behind the Stars” — told us the story behind TNT, what sets the agency apart, and what are the new trends in makeup.

Growing from gigs to an agency of this size sounds daunting. What was your big break?

The agency became very popular because we started to do beauty segments on Univision’s KMEX station in Los Angeles. Every Wednesday at 5 am Alejandra had a beauty segment called “Eternamente Bella (Eternally Beautiful).” And this is where we started to meet interesting people in Los Angeles like Cristy Solís, Marco Antonio’s wife. One thing led to another. The world of networking works, and we ended up in really cool peoples’ homes. And these people had people who produced shows, and that’s how we got some pretty big breaks, providing glam services for artists and then executives and then the production.

How much time do I need to look beautiful for a show?

All our artists do makeup and hair. A full service, one glam artist, is about an hour and a half. Our glam is very personal. What I might think looks good on you, you might hate. So we tailor every look to the client. What is it you like and what do you feel comfortable with? And our job is to take it up a few levels. We have to create something in your style that you cannot do yourself. Otherwise why hire us? That’s why people tell us, “I could never do this.” That’s exactly why you contact us.

What is the TNT touch?

It’s a flawless finish. It’s supposed to look very natural. You will look polished. There’s so much that can go wrong in a makeup application.

Has anything changed dramatically in the glam world in the past few years?

This is fashion so it’s always changing. The way you do your brows is not the way you did it three years ago. You have to be up to date on trends. There are two worlds: Social media and production and we dabble on both. It changes rapidly because this is very what’s on trend and how you incorporate it. What you see on TikTok you can’t necessarily apply in real life.

Newest trend?

Cream blush is probably the hottest thing out there. It’s light, it goes easy on the skin, it’s glowy, it’s smooth. Cream blush is the thing. People are putting it on their cheeks, on their nose. People of all ages are using it. From the 13 year old to the older individual because it’s not drying.

Deorro, Farruko, Gabito Ballesteros, Jay Wheeler, Justin Quiles, Peso Pluma and Yng Lvcas are set to perform at the 2024 Latin American Music Awards.
TelevisaUnivision announced its first round of performers on Thursday (Apr. 4) for the upcoming ceremony, which will be broadcast live from the MGM Grand Garden Arena in Las Vegas via Univision, UNIMÁS, Galavision and ViX on Thursday, April 25, at 7 p.m. ET.

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Peso Pluma will return to the Latin AMAs stage, where he made his first televised performance at the ceremony last year. The Guadalajara native is one of the most nominated artists of the night with 12 entries, including artist of the year, new artist of the year, song of the year (“Ella Baila Sola” with Eslabon Armado) and best album – regional Mexican (Génesis), among others. To see the complete list of nominees, click here.

Música mexicana star Gabito Ballesteros is expected to perform his hit “Lou Lou” and “El Boss” on national television for the first time. The singer has two nominations: new artist of the year and best regional Mexican artist.

Farruko, who is nominated for best song – pop (“Pasa_je_ro”), will perform his latest song, “Confía,” for the first time on TV, and Jay Wheeler will celebrate his upcoming release Música Buena Para Días Malos.

Yng Lvcas — who earned three nods: new artist of the year, collaboration of the year (“La Bebe Remix” with Peso Pluma) and best album – urban (LPM (La Perreo Mixtape)) — will sing “Jimmy Choo.” Meanwhile, DJ/producer Deorro and Justin Quiles will also take the stage.

Co-hosted by Thalía, Alejandra Espinoza and Carlos Ponce, this year’s awards ceremony will celebrate the theme “We Speak Música.” For the latest news, visit LatinAMAs.com.

Prince Royce was honored with the Pioneer Award at 2023 Latin AMAs for helping internationalize bachata well beyond its borders. 
The Bronx native, who appeared donning a white blazer with black baggy but classy slacks, began his performance crooning the slinky song “Me EnRD.” He was soon joined by two generational talents: Dominican bachata trailblazer Zacarías Ferreíra and rising Colombian artist Manuel Turizo.

The song then transitioned to the “Stand By Me” cover that made Prince Royce a star. The oldies but goodies song became an example of how music from different genres can get the bachata treatment and sound beautiful, which Royce helped do. “This song is very special to me, the song that started it all,” said the honorary artist. Turizo helped provide a great doo-wop vocal beat, while Ferreíra lent his dolce vocals to the song.  

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“Prince, brother, in my house, in Colombia, not only in Colombia, but for all of us Latinos — and for my career — you were a great influence for me to start listening to bachata, for me to love bachata. So it’s an honor to be here with you singing this song,” Turizo told Royce as he handed him the Pioneer award. 

Turizo’s own first-ever bachata song “La Bachata” (2022) peaked at No. 1 on the Tropical Airplay chart. “I’ve been a big fan of the genre since I was little, and that’s what motivated me to release a bachata,” he previously told Billboard of the hit. “It’s definitely the first song I do in this genre, but it won’t be the last one. More bachata songs will come, with the favor of God and in due time.”

“First of all I want to thank Zacarías Ferreíra and Manuel Turizo for being with me at this moment. Zacarías is a person who has inspired me a lot, Manuel for representing bachata in your own way,” said Royce upon receiving his award.

Ferreíra, who rose to fame in the late ‘90s, early ‘00s, was one of the first international exporters of the century-old Dominican style from the island. 

“I started with few resources and it was difficult but I never gave up. Back then, it was just a dream. Many people said criticisms, that it was bachata lite, bachata pop — [but] it was a bachata that really reached the whole world. It became international, and to be part of that growth for me is an honor to represent my culture. It is impressive how this genre has grown a lot. I never imagined this growth,” said Royce.   

Nominations for the 2023 awards — based on streaming, sales, radio airplay, tours and even social media interactions data provided by Billboard and Luminate during the eligibility period (Feb. 12, 2022, through Feb. 4, 2023) — are led by Bad Bunny with 11 nominations. He’s followed by Becky G and Daddy Yankee, each with nine nominations. For the first time since its debut on Oct. 8, 2015, the ceremony — which is taking place at the MGM Grand Garden Arena in Las Vegas — will be broadcast live simultaneously on Univision, UNIMÁS, and Galavisión.

Get tickets to the first-ever #BBMujeresLatinas on May 6 in Miami: billboardmujeresenlamusica.com

One of the most anticipated performances of the night at the 2023 Latin American Music Awards in Las Vegas was song of the year winner Becky G and rapidly rising corridos star Peso Pluma onstage in Las Vegas. 

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The two hitmakers arrived onstage to perform their corridos “Chanel,” with Becky rocking a rugged yet sexy denim and tank combo, while Peso had on a white leather sports jacket with hockey team logos. They trade verses like two star-crossed lovers, yet even a Chanel bag couldn’t salvage their romance: “I took you to Chanel/ Also chose from Cartier/ And one day she left me/ To one day never to return,” Peso barked back against a snarling acoustic backdrop.

With a laid-back voice, or bien tumbada, and an octave deeper than usual, the Mexican-American performer sang of leaving the past behind her for brighter days ahead. “I will remember you forever in my life, baby/ And even though I know I’ll never be able to see you again/ And for that I love you, baby,” she remarks. 

Earlier in the evening Becky G won song of the year for “MAMIII” alongside Karol G, and best collaboration – regional Mexican. “My Mexican blood is everything to me, it is the blood that runs through my veins,” Becky to accept the award. “It doesn’t change the history of my last name, Gómez, which for me is a pride to be able to carry on every stage, on every platform, in every opportunity. So thank you to all my people in Mexico, viva México! And also, to all my 200 percenters out there. You are enough. And we will continue moving forward together.”

The Inglewood, Calif., star brought Pluma to the stage in Indio for weekend 1 of Coachella, where they performed “Chanel.”

Peso Pluma is the first regional Mexican act to enter the top 10 of the Billboard Hot 100, alongside Eslabon Armado, with their song “Ella Baila Sola.” This week he appears on the chart six times, an unprecedented feat for any artist of the regional genre. “Chanel” is Becky G’s first single from an upcoming all-regional Mexican album she’s set to release later this year, with more collaborations to be announced soon. The Chicana hitmaker is also slated to perform at weekend 2 of Coachella on Saturday.

Nominations for the 2023 Latin American Music Awards — based on streaming, sales, radio airplay, tours and social media interactions data provided by Billboard and Luminate during the eligibility period (Feb. 12, 2022, through Feb. 4, 2023) — are led by Bad Bunny with 11 nominations. He’s followed by Becky G and Daddy Yankee, each with nine nominations. For the first time since its debut on Oct. 8, 2015, the ceremony — which is taking place at the MGM Grand Garden Arena in Las Vegas — will be broadcast live simultaneously on Univision, UNIMÁS, and Galavisión.

Get tickets to the first-ever #BBMujeresLatinas on May 6 in Miami: billboardmujeresenlamusica.com

With buoyant force and a vivacious spirit, Carlos Vives opened up his all-hit medley performance with the Rafael Escalona original “Mala Suerte” and his own timeless “La Gota Fría” at the 2023 Latin AMAs. He was backed by a riveting accordionist and a vibrant rhythm section. 

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Mexican sibling duo Jesse & Joy soon joined the legend to sing “La Tierra del Olvido,” then husband-and-wife couple Guaynaa and Lele Pons shared their vocals on “Volví a Nacer.” Emilia and Ryan Castro also provided spirited pipes on “Robarte Un Beso.” Emilia is one of Billboard Español’s first annual Latin Women in Music honorees. The all-star cast of Latin performers channeled the joyous and contagious happiness that Carlos Vives is known for.

Earlier that evening, Vives accepted his Legend award in honor of his 30-year legacy, since releasing the revolutionary Clásicos de la Provincia in 1993, a groundbreaking sound that immortalized Colombian vallenato beyond its borders.

“Thirty years ago music showed me two paths: to copy the genres that were successful at the time [or] to transform the music of my land, feel proud to be Colombian, and give our music the level it deserved,” he said. “That’s what I’ve been doing for the last 30 years, carrying that message.”

On Wednesday, Vives released a heartfelt ode to the late, great Rafael Escalona on Escalona Nunca Se Había Grabado Así. Vives will premiere its accompanying documentary Regreso a Escalona on May 1 in Colombia and will arrive four days later in the U.S. at The Colombian Film Festival NY. The musician is also preparing for an upcoming international tour.

Nominations for the 2023 awards — based on streaming, sales, radio airplay, tours and social media interactions data provided by Billboard and Luminate during the eligibility period (Feb. 12, 2022, through Feb. 4, 2023) — are led by Bad Bunny with 11 nominations. He’s followed by Becky G and Daddy Yankee, each with nine nominations. For the first time since its debut on Oct. 8, 2015, the ceremony — which is taking place at the MGM Grand Garden Arena in Las Vegas — will be broadcast live simultaneously on Univision, UNIMÁS, and Galavisión.

Get tickets to the first-ever #BBMujeresLatinas on May 6 in Miami: billboardmujeresenlamusica.com