Latin Artist on the Rise
The 2024 Latin Grammys brought together a memorable performance that meshed traditional salsa with the new generation’s style — among the star-studded lineup that included a Marc Anthony and La India reunion was Christian Alicea. The lattermost was also a first-time nominee for best salsa album.
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“When you make music you don’t think about winning an award. For my first album, I focused on finding my sound and who Christian Alicea was,” he tells Billboard of his Yo Deluxe set. “A Grammy is a goal for any artist. Being nominated fills me with pride because this road is a roller coaster and you always want to give your best.”
Alicea kicked off his music career in 2019, first testing the waters in urban music and later going full-blown into salsa music.
“My father and two brothers are musicians,” he explains. “My first musical inspirations have always been very tropical: Elvis Crespo, Hector Lavoe, Toño Rosario, Marc Anthony, La India, Juan Luis Guerra, Carlos Vives, Romeo Santos. I grew up with that hybrid of tropical music.”
After going viral on social media with his own version of Pedro Capó’s “Calma,” the Puerto Rican artist debuted on the Billboard charts in 2022 with “Cobarde” entering the Tropical Airplay chart in March. He’s since placed seven titles including “Es Un Secreto” with DJ Buddha, which peaked at No. 6 and also landed on the Latin Airplay chart in September.
Christian Alicea
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But prior to becoming a breakthrough artist, Alicea dedicated himself to saving lives as a firefighter on the island.
“It was a public service,” he notes. “In music, we also owe it to the public and work for them every day. As a firefighter I was part of a musical band, and I always try to give the best show, the best work in music. The sacrifices. Firefighters don’t have a fixed schedule. Many times I missed my mother’s birthday, I couldn’t share with my family on important dates, and music is the same. I have to do my part for my people.”
As he welcomes 2025 packed with new goals and projects, Alicea is excited for the future of salsa music.
“Being Boricua influences many things: how we were raised, how we communicate, the music we listen to — thanks to music, our Boricua color has been recognized as a very cultural thing. Meanwhile, salsa will always represent us as Latinos, and I am contributing to making beautiful things happen with the genre.”
Below, learn more about this month’s Latin Artist on the Rise:
Name: Christian Alicea
Age: 28
Recommended Song: “‘En PR’ — It’s the first song that I dare to create. It talks about my beloved island, the culture, my friends, the bad situations but we keep moving forward.”
Major Accomplishment: “Trust 100% that I can do it. Many of us have insecurities, but thank God for giving me the power to dare. I have a team that took risks with me and I think that has been the greatest achievement, having confidence in myself.”
What’s Next: “Hit the stage! What I most want is to be able to continue performing in different countries. More collaborations and more music. The Latin Grammy nomination made me even hungrier to continue growing and learning.”
Ela Taubert’s biggest childhood dream came true when she nabbed the coveted best new artist award at the 2024 Latin Grammys. Earlier that night, she debuted her new collaboration with Joe Jonas, “¿Cómo Pasó?” — another major accomplishment.
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“I couldn’t believe it,” she tells Billboard of her special night. “For me, it was the craziest thing to see Karol G, Feid, Sebastian Yatra and Carlos Vives all reacting to my win. I respect them a lot. In the end, it’s a very hard road and seeing them at the top makes you want to keep working hard. They have a pretty big impact on emerging artists like me.”
Taubert was born and raised in Bogotá, Colombia by a family of “big music lovers,” and even credits her late uncle — who was the only musician in the family — for her musical talents. Inspired by Taylor Swift, Adele, Miley Cyrus, Justin Bieber, Reik, and Jesse y Joy — and with the support of her mom, who “worked her whole life to literally bring me to where I am” — Taubert dived into the music industry.
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First, she sang covers. “Si Te La Encuentras Por Ahí” by Feid and “Don’t You Remember” by Adele are amongst her memorable ones — both showcasing her melancholy and dreamy vocals.
The former went viral on TikTok, received Feid’s stamp of approval, and landed her on Billboard’s On the Radar Latin feature earlier this year. The latter put her on Colombian hitmaker Julio Reyes Copello’s sight when she was a young, aspiring singer. Taubert is an alumni of the inaugural generation of Universal Music Latin’s Abbey Road Institute & Art House Academy.
“I learned not to compare myself, to listen to myself — [and] I met my team with whom I make music today,” she recalls. “It was a really cool process and evolution because I got to know myself artistically and began to connect my childhood dreams to what I do.”
At the end of the program, Taubert dropped her EP ¿Quién Dijo Que Era Fácil?, marking her official debut release under Universal Music Latin in 2023. “That’s where my new era began,” she says. “It was the best decision of my life because I love them, and I have a wonderful team.”
Since, she’s shared stages with Alejandro Sanz, Diego Torres and Morat, and even opened for Karol G during her Mañana Será Bonito tour. Today, the 24-year-old artist, now residing in Miami, Fla., is making the rounds with her new Joe Jonas collab, an electrifying bilingual version of her original “¿Cómo Pasó?” released this February, which has reached No. 12 on Billboard‘s Latin Pop Airplay chart.
“This year, I decided to write to Joe on Instagram thanking him for inspiring me so much and that I hope to meet him one day,” she relates. “Funnily enough, he wrote back. I’m still in shock because, so many things are happening to me that I dreamed of as a child.”
Below, learn more about this month’s Billboard Latin Artist on the Rise.
Name: Ela Taubert
Age: 24
Recommended Song: “¿Cómo Pasó?” (feat. Joe Jonas)
Major Accomplishment: “Everything that’s happened to me this year has been incredible, but I think it would be taking my mother’s and grandfather’s last name to places where no one would have imagined. I promised my grandfather when he passed away that I would always keep his legacy alive. In my house we are all women, my grandfather was the only man in the house, and the Taubert was going to stay there. That is the most beautiful and special achievement, taking my name far away and connecting with people around the world.”
What’s Next: “Definitely more music! We are working hard and I feel like each song shows a new stage. I am going to do my first festivals and I hope to announce more concerts soon. I will also be giving [new] surprises soon — like the Joe Jonas one that I kept a secret for a long time!”
Omar Courtz’s journey is a resonant tale of a superfan turned rising star, whose deep admiration for the icons of Latin music inspired his career — from back when he was just a fervent listener right up to performing on the legendary Coliseo de Puerto Rico (a.k.a. El Choli) alongside those very idols. His debut album, Primera Musa, which dropped on September 20 via Mr. 305 Records and Rimas Entertainment, is both a nod to his inspirations and a showcase of his exploratory urbano sounds.
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The Puerto Rican artist arrives at the New York Billboard office a few days after releasing his LP, sporting Tims, a beige baseball hat with pink accents, and a gigantic diamond-encrusted chain featuring a huge open heart that revealed bone ribs. It had engraved the names of his grandmothers on each side, and a Bible verse in the back: “Keep thy heart with all diligence; For out of it are the issues of life.” He was thrilled to discuss the essence of Primera Musa, a title that symbolizes the multitude of influences that have propelled his artistic journey.
“Primera Musa can be many things,” he explains. “I leave it to the people to interpret it as they wish. It can be something you’ve lived, an experience, or it could be a woman.”
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The album is a personal odyssey that weaves his past, his family’s influence, and an homage to the pivotal women in his life. Its extraordinary diversity spans trap, reggaetón, R&B, Jersey club and house — each track showcasing Omar’s skill in melding diverse styles to forge a colorful listen. From the potent “Intro” with Kendo Kaponi to the introspective finale, “Luces de Colores,” his debut is a masterclass in both musical versatility and deep connection to his fans and foundation.
The rapper/singer detailed the special allure found in debut albums, which often capture the pure essence of an artist’s sound. “What happens is that for me there is a magic in artists’ first albums,” he expresses, citing Myke Towers’ El Final del Principio (2016) and Bad Bunny’s X100Pre (2018) as examples. “There’s something special that fans always say: ‘I want to hear that artist, their first delivery, their first muse.’”
Raised in Carolina, a famously tough neighborhood of Puerto Rico that also produced figures like Almighty, Anuel AA, and Rauw Alejandro, Omar reflected on the extraordinary local talent. They emerged “in my very street, literally,” he says. “There really must be something there, something duro, a kind of magic, because superstars come out of it.”
The spirit of Omar’s music is intrinsically linked to his experiences as a fan who lived through the anticipation and thrill of music releases. He highlights the pivotal role of SoundCloud in his early career, a platform that immensely facilitated the rise of new artists, particularly in the then-emerging Latin trap genre. “SoundCloud gave us the opportunity for ease, for speed, for you to create a song today and send it out to the world,” he recounts, also reminiscing about the early days when artists like Alvarito Díaz and Myke Towers would release new music every Thursday, cultivating a fervent community of listeners eager for fresh sounds.
“One of my biggest inspirations is Myke Towers,” Omar admits with a look of reverence. “His musical consistency, his delivery, his concepts are inspiring. I think he’s a lyrical genius. He just takes a notebook and starts throwing verses as if it were a string of them.”
Omar’s journey is saturated with humble beginnings and diverse experiences: “I’ve done everything from selling clothes in my uncle’s shop to washing cars, mowing lawns, and operating a pressure washer.” Amidst these hard-knock jobs, he found his true calling, starting to publish his own tracks on streaming platforms in the mid-2010s — and during the 2020 pandemic, he began to release a string of material, putting himself on the map with his Latin trap and reggaetón tracks armed with his distinctive flow.
By 2019, a significant professional relationship was forged when he met his current manager, Orlando Dávila of OD Entertainment. They bonded over a shared taste in music and artistic vision. “Omar Courtz was an artist who caught my attention from our first conversation without even knowing him […] I could see his intentions and the vision he had for his musical career right from the start, partly because we share similar musical tastes, including a fondness for R&B,” Dávila tells Billboard Español. “Omar is deeply committed to his craft, very demanding of himself, and a perfectionist.”
Omar Courtz’s hard work and artistic integrity paid off when he landed a feature on Tainy’s 2023 hit “Pasiempre,” a track that saw him holding his own among Latin trap titans Myke Towers, Arcánge, Jhayco and Bad Bunny, also starring Venezuelan producer Arca. This song not only put him on the charts, but also symbolized his arrival in the music industry’s spotlight, peaking at No. 28 on the Hot Latin Songs chart and marking his entry on the Billboard Global 200. His collaboration with Daddy Yankee, “Beachy,” also affirmed his status, doing exceptionally well on the Latin Airplay (No. 27) and Latin Rhythm Airplay charts (No. 7).
What is particularly striking about Omar’s path is how he melds his deep-seated fan experiences into his music’s DNA, striving to incite the same fervor among his listeners. He operates with a fan’s heart, tailoring his creations to meet their expectations. “I put myself in a fan’s position,” he explains, “and I ask myself, ‘If I were a fan of my music, what artist would I want to hear these songs with?’ This is how I thought when I enjoyed other artists’ albums, wishing for certain collaborations.” This creative empathy informs his choices in the studio and guides his collaborative strategies.
This synergy between artist and fan is key in his collaborations, such as with Jhayco and Arcángel during Tainy’s concert, where Omar — once a fan in the crowd — stood alongside his musical heroes. Recalling the release of Bad Bunny’s first album, he remembers how everyone gathered, eager for the first play: “We were all in the court at midnight, waiting for a sound system to come out so the whole world could listen. This communal excitement is what he seeks to replicate with his own releases, evident when he saw Primera Musa being celebrated on social media in the same way.
“I couldn’t be more proud of Omar Courtz and his incredible achievements. His debut album topping multiple global charts is a testament to his raw talent, hard work, and the unique sound he’s introducing to the industry,” Robert Fernandez, CEO of Mr. 305 Records, tells Billboard Español. “Omar’s music is resonating with fans worldwide, and this is just the beginning of his journey to greatness.”
Name: Joshua Omar Medina Cortes
Age: 26
Recommended Song: “I wanted to bring a song that refreshes every 30 seconds rhythmically. Since there is so much music [out there], people listen to the intro, chorus and verse and that’s it — they listen to very little of the theme. I wanted to renew the rhythm often bring another new color. I got together with Karbeats, my producer, and we made “Goddess.”
Biggest Accomplishment: “I’m excited that I’m reaching other countries. Puerto Rico was already very important to me because it’s my island, but to see the support from other countries, that excites me as I was excited when they supported me in Puerto Rico as well.”
What’s Next: Omar Courtz will be a panelist at Billboard Latin Music Week alongside Saiko and KBaez, presented by Cheetos.
With two concurrent viral hits right now, “Ohnana” and “UWAIE,” Kapo is having a moment.
Far from an overnight success, the Colombian newcomer has been hustling in the music industry for 15 years. In fact, his first approach to music was at the age of 12, with música popular (Colombia’s version of regional Mexican music).
“I lived at a gas station in a small town called El Cabuyal, where that’s the only type of music that was heard,” he tells Billboard. “I sang at the small stores and parking lots near the truck stop, that’s how I debuted, and people would give me coins. I wanted to become a global artist.”
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At 13, Kapo recorded his first urban song, “Yo Tengo Un Sueño” (I have a dream), which became popular among his school friends. At 16, he sold his motorcycle, and with the money he moved to the capital, Bogotá, invested in a music video, and in a promo tour. He pursued a brief career in mass communication, but always with the itch to follow his dream as a singer.
The first person to support him was an artist from Cali called Big Daddy “El Negro,” who would take him to his shows to sing and connected him with other artist and producers in the industry. In search of extra income, Kapo participated on the reality show Yo Me Llamo, where he would imitate Puerto Rican rapper Cosculluela. For two years, he was also the background vocalist for Dominican-born, Panamanian-based artist Mr. Saik.
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In 2019, he inked a record deal with La Industria, Inc.,—home to Nicky Jam and Manuel Turizo, to name a few—and released songs such as “Pelinegra” with Nánpa Basico and “Bulevar” with Esteban Rojas and Pirlo, which gained traction locally. Still, Kapo was behind his global hit.
“I realized that I didn’t have to do what worked, but what moved me,” he notes. “I made romantic music all my life, but I kept it to myself. I have a very bohemian vein, an old soul. My mother always spoke to me about very beautiful things. She is a very humble lady, her vocabulary is not very advanced because she always worked in a restaurant, but she raised her son and her son looked for alternatives to succeed with the correct morals and principles.”
He analyzed the music industry, other artists, the songs that made him known locally — and realized that there was a lack of feel-good, reflective, romantic music. He changed the way he dressed and talked, he focused on his health, read books, and took yoga classes. But it was one precise trip to Jamaica, and a heartbreak, that changed his fate.
“Ohnana,” released this June, was born during a music camp where he was joined by dancehall artist Lion Fiyah and Colombian hitmaker Gangsta. “After I visited The Bob Marley Museum, I worked on the song, I was in a vibe, and in another tune with my vocal tones. ‘Ohnana’ means ‘trust everything will be fine.’”
And the suave Afrobeat with poetic lyrics earned Kapo his first global hit — one that he manifested for 15 years. “Ohnana” peaks at No. 21 on the Hot Latin Songs chart this week, and rises to a new peak on the Billboard Global 200, at No. 60. Plus rises to its No. 30 high on Global Excl. U.S.
Simultaneously, his recent single “UWAIE” — which means “I’m in love with you” in his very own “Kapito Language,” and is an ode to the women in his life — debuts at No. 35 on Hot Latin Songs and at No. 138 on Global 200 and at No. 81 on Global Excl. U.S. The song also counts over 1 million video creations on TikTok at the time of publishing.
“I started to declare everything. I started to talk positively to myself. I started to love myself, and not go where all the sheep go,” he concludes.
Below, learn more about this month’s Billboard Latin Artist on the Rise:
Name: Juan David Loaiza Sepúlveda
Age: 27
Recommended Song: “UWAIE”
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Major Accomplishment: “Loving what I do and expanding what I do in music to nourish my life and my family. My mother is calm and can count on a son who is moving forward and giving love to the world. More than having hit songs, my mother feels comfortable that I can trust in me and not doubt my creativity. My voice is imperfect musically but in the end it transmits and reaches people. That is what makes me happiest, that through my gift I was able to support my family and connect with people in the best way possible… by being myself.”
What’s Next: “The ‘Ohnana’ remix and a salsa version of the song are coming. I would also like to do an English version with artists from Africa, but that’s a project I have in mind. I’m going to be on the remix of Greeicy’s ‘A Veces a Besos,’ and I’m going to release music with Maluma and J Balvin, but also a song of mine called ‘Sonrie’ (smile) that reflects everything I’m feeling at this moment.”
After a five-year hiatus from the U.S. due to a visa revocation over a minor marijuana possession charge, Mexican musician Codiciado made a striking comeback. Barred from entry just as his career began to ascend, the Tijuana-born artist didn’t let this setback slow his momentum. He had already co-founded Grupo Codiciado in 2015 and rapidly gained industry recognition with eight full-length albums— from 2016’s Si Lo Digo Es Porque Puedo to 2022’s Cuadro de Honor via Rancho Humilde.
Undeterred by the challenges, Codiciado used this period to reinvent himself. He split from Grupo Codiciado to pursue a solo venture, a move catalyzed by both contemplation and encouragement from fans. “When we made the decision to split up, I really wanted to stop — I didn’t want to make music, because I was with the idea that we were a group and that people knew me for the group,” he tells Billboard Español. “But the people who were with me at the time gave me encouragement to say that it wasn’t over there, that it was just a stepping stone, a stumble. We had to keep going.”
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This new venture culminated in his 2023 solo debut, Golpes de La Vida, which delved into his personal and professional experiences. Rather than stalling, the separation from U.S. audiences fueled his resolve, setting the stage for a triumphant return.
Codiciado’s reentry into the U.S. market was marked by a successful five-date tour with sold-out venues and record attendance, particularly at Sacramento’s Hard Rock Live. The tour’s success not only reaffirmed his artistic presence, but also spurred him to schedule an extended second leg of the Ando Enfocado U.S. Tour. This new leg included 14 additional dates, starting in Brooklyn, New York on September 27 and wrapping up in Reno, Nevada on October 26.
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But before that, he will also be touring Mexico and performing at RUMBAZO 2024, a Latin music festival in its third edition in partnership with Billboard. Headlined by Nicky Jam and Luis R. Conriquez, the event will take place on September 13 and 14 in Las Vegas and will also feature Arcángel.
Meanwhile, the singer-songwriter has also been making the rounds on the Billboard charts. “Gabachas,” with Joaquin Medina and Sheeno, secured his first top 10 placement on the Latin Pop Airplay chart, reaching No. 9 in June. “It was merely a studio session,” he says of the creative process. “We got together in Los Angeles and spent about four or five hours hammering out the beat, the lyrics and the melodies.”
His musical influences and the roots of his passion for Mexican music were shaped by his surroundings and personal experiences in Tijuana. “The music I fell in love with [I heard] at home and in the streets of Tijuana, listening to corridos,” Codiciado explained. He cites Los Tucanes de Tijuana as a big influence, and mentions being 14 years old when he wrote his first song. “It was a corrido that I did for a…. I mean, I didn’t know about cartels in those days, just what I heard on the street, but it was a corrido for someone from Sinaloa,” he mentions.
On his stage name, Codiciado — which means “coveted” or “sought-after” — he adds, “[Codiciado] is something you want to have, something that costs. I told my former bandmates that we had to live up to the name, which was to stick so that we were actually sought-after — something that costs money, unlike any local band.”
When it comes to his style — as an artist who might be mistaken as a rapper, but also with a fashion sense that one might associate with Natanael Cano and the new wave of corridos — Codiciado was also ahead of the curve, donning urban wear before it was a thing in música Mexicana.
“I had several disagreements with older colleagues, because they thought I was [dressing this way] to look out of place. Many took it as an offense, saying, ‘No, man, we’re the same, and you’re wearing durags, caps and sneakers, while we’re here with cowboy hats and boots,’” he recalls. “I did it because I come from Tijuana. Although my parents are from Sinaloa, my culture is more urban. In fact, when Nata later broke out — and several other new young artists — everyone tried to have that image. It was a big change for the genre.”
Beyond his music career, Codiciado has remained committed to giving back to the community. His collaboration with La Fundación UFW, a foundation started by activist Cesar Chávez, underscores his dedication.
“We as a society have to be a little bit more noble and empathize more with people who don’t have,” says the artist born Erick de Jesús Aragón, who began earning money working in the Southern California fields. “It’s always good to do our bit. Even the people who work in the fields or on the streets have feelings and many times they share what they have. So, I always try to encourage others to do the same. If you have 100 pesos, give 10, 20, nothing happens. I try to have those approaches, not only with the fields, but also with children and families.”
Name: Erick de Jesús Aragón Alcantar
Age: 31
Recommended Song: “Vamos Aclarando Muchas Cosas”
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Biggest Accomplishment: “My children. A four year old son and a ten year old daughter.”
What’s Next: “The second part of my Ando Enfocado Tour. [First] we are planning touring Mexico. The upcoming album is called No Lo Intenten En Casa, Vol. 2, because when I was with Grupo Codiciado, we did No Lo Intenten En Casa. That album contains corridos bélicos. We want to give continuity to volume two. I already have it recorded — I’m just working on the vocals so we can have it ready for November.”
Cris MJ’s love for reggaetón was instilled in him by his parents. “I didn’t watch cartoons growing up, I watched reggaeton music videos,” he tells Billboard — admitting that when he was eight years old, he would imitate urban artists at his school talent shows.
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Inspired by old-school reggaetón acts, such as Daddy Yankee, Jory and Ñengo Flow, as well as American Trap artists Travis Scott, Drake and Lil Baby, the emerging Chilean artist decided to teach himself how to make music.
His first creations were music videos recorded on his iPhone and songs uploaded by himself on DistroKid— ”it was difficult for a reggaetón artist to get support here,” he explains, especially in his hometown of La Serena (located on the coast of Chile). However, he intended to make a name for himself by uploading Spanish covers of some of his favorite English rap and trap songs on social media.
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At one point of his career, Cris — who has spent seven weeks at No. 1 on the Hot Latin Songs chart with his FloyyMenor-assisted “Gata Only” — fell into a depression, and almost quit music. He explains that he didn’t believe in his project because of negative comments he heard on the streets.
But his leap of faith arrived in 2020, when he moved to the capital of Santiago, and unleashed his first official single called “Como Tú Ninguna,” a catchy urban-mambo that locally put him on the map. “I like doing all styles of music, but overall with futuristic beats or beats that I can vibe with,” he says.
The song that ultimately opened all doors for him, however, arrived in 2022: “Una Noche en Medellín” — a hard-hitting perreo that highlights the vibrant Colombian nightlife. After going viral on TikTok, it landed on Karol G’s radar, who later jumped on the remix, invited fellow Colombian Ryan Castro to join in, and even included it on her Mañana Será Bonito (Bichota Season) album.
The powerful collaboration — which Karol & Cris first performed together at the 2023 Viña del Mar—earned the Chilean act his first Hot 100 entry, when it debuted at No. 68 last year in August.
Cris MJ “Una Noche En Medellín”
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Now, following his debut albums Welcome to My World (2022) and Partyson (2023), Cris continues to herald the Chilean reggaetón movement with “Gata Only.” Similar to “Medellín,” the infectious reggaetón track — about going after an attractive girl — skyrocketed on the charts after building virality on social media.
The seven-week No. 1 on Hot Latin Songs marks the first time any Chilean artist has entered the top 10 since La Ley and Ednita Nazario’s “Tu Sabes Bien” peaked at No. 8 in 1999. Prior to that, it was Myriam Hernández’s “Huele a Peligro,” which peaked at No. 5 in 1998.
“For us, this is very important. It’s a pride for all Latinos to be on that chart,” Cris said to Billboard in a previous interview. “In fact, before we released the song, I knew it was going to be a global hit. I’m proud because it’s not only helping my career, but also the one of my colleagues.”
Cris is currently making the rounds with his latest track “Si No Es Contigo.” Below, learn more about this month’s Latin Artist on the Rise.
Name: Christopher Andrés Álvarez García
Age: 22
Recommended Song: “Una Noche en Medellín”
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What’s Next?: Following an extensive tour in Mexico, the Chilean artist is headed to Europe, where he will spend nearly two months touring. He also plans on releasing new music, including a collaboration with Junior H and Bryant Myers.
Biggest accomplishment: Cris MJ says his biggest career accomplishment so far has been to be able to buy his car and own a home in Santiago. In addition to making history on the Billboard charts, he’s also nominated at the 2024 Heat Latin Music Awards (Premios Heat).
As Peso Pluma‘s main songwriter, Roberto Laija penned some of the Mexican star’s early hits, including “El Belicon,” “Siempre Pendientes,” “PRC” and “AMG,” all of which helped catapult the artist to the top of the global charts.
Now, after writing multiple corridos-turned-anthems, and becoming a bonafide hitmaker, Laija — who is also Peso’s cousin — is forging his own path as a singer. While he’ll continue to write songs for Peso, he’s laser-focused on honing his performing skills and developing his career as an artist. Today, he’s no longer just Peso’s cousin or “the guy who writes songs for Peso,” as he says people would identify him, he’s Tito Double P.
“I never thought I’d be a songwriter, much less an artist, but music was something that was always on my mind,” says Tito Double P over a Zoom interview. “As a kid, I was good with rhymes — and when I got to high school, I learned to play the guitar, because you either chose to do sports, learn chess or take guitar classes. I chose guitar, then chess — but never sports,” he adds with a laugh.
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Born and raised in Culiacán, Sinaloa, the first song he ever wrote came in the way of a corrido, as a favor to a friend, although he didn’t thinking anything of it. “I took the info he gave me to write the lyrics, created a guitar tune and it wasn’t a bad song. I got excited and I wrote another corrido. But these were always just for me, I never showed them to anyone or had anyone record them for me, until Hassan (Peso’s real name) came along.”
By then it was 2021 and Peso was looking to start his career. He had seen Tito singing in videos he uploaded to social media, so he hit his cousin up. “I told him to come over to Culiacán,” Tito remembers. “I had some corridos written, he asked me to sing one and I was so shy, but I sang ‘El Belicon’ for him. He liked it and said, ‘Let me sing it.’ We recorded it that same day, and it was the first song that I had given to someone to record — it was a boom.”
The song entered Billboard’s Hot Latin Songs chart in April 2022, becoming Peso’s big first hit. Initially, Tito thought it was just beginner’s luck. But by the second hit “Siempre Pendientes” and then the third “El Gavilán,” he started to really believe it; he was a songwriter. “This is what I’m meant to do,” he says he realized.
While collecting hit after hit, Peso and other artists encouraged Tito to sing. He was hesitant, but taking that “let’s see what happens” mentality that went into writing songs, he’s applying it to this new era in his career. He was set to make his debut as a músican mexicana artist on Peso’s Génesis with “Gavilán II” and “La People,” but an audio of a dembow-inspired song he had written and recorded leaked and went viral on TikTok. He released it as a single in June 2023, in collaboration with Luis R Conriquez and Joel De La P. Since, he’s released a handful of songs, including team-ups with other acts like Gabito Ballesteros and Jasiel Nuñez.
Tito Double P scored his very first entry on the Hot 100 earlier this month, thanks to “La People II,” with Peso Pluma and Joel De La P, which debuted at No. 69 on the all-genre tally. “I was afraid to sing at first, and it wasn’t like I was looking to be a singer — but it happened, and it happened well, and now I enjoy it,” Tito says today. “It’s been a process, but after singing on a stage, I want to keep going.”
With his commanding hoarse vocals, a distinctive sound (powered by a trombone and an accordion) and a record deal with Double P Records (launched by Peso last summer), Tito Double P is already on his way to making a name for himself in a crowded field of a new generation of regional Mexican hitmakers. He’s currently working on his debut album, which he says will be a mostly regional Mexican album and will include duets. “Everything has come in a very natural way for me,” Tito says. “At the label we work as a family, we support each other’s ideas, and that makes you feel really confident, like you can’t miss.”
Below, learn more about April’s Latin Artist on the Rise:
Name: Roberto Laija
Age: 26
Recommended Song: “’La People,’ because that’s when everything changed. Before I was Peso’s cousin, the guy who writes songs for Peso. ‘La People’ was everywhere and that’s when I became Tito Double P.”
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Major Accomplishment: “I feel part of Peso Pluma, and that’s the biggest accomplishment, in a nutshell. It’s something that we are all very proud of. And well now also kicking off my career as Tito Double P.”
What’s Next: “This year I started working on my upcoming album. I’m more focused, the production quality will be another level, it’ll be a totally different Tito Double P.”
Venesti was only 11 years old when he realized he loved music — after writing love letters to his school crush and discovering Don Omar for the first time.
“I thought to myself, ‘Why not sing about the things I write about?’” he tells Billboard. “I had already become a poet trying to win over this girl. That was when I got the curiosity to turn those poems into melody and want to make songs. That’s how I discovered that this was my passion and that I vibe with music.”
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At 14, the artist born Faiber Stiven Caicedo Castro (his artistic name is a play on words of his middle name) made the brave decision to move from his native Guapi, Cauca (located in the Pacific of Colombia) to Cali — a.k.a. the world capital of salsa — to learn music. There, he became the vocalist of a salsa orchestra and even tested the waters as a bachata singer, before finding his own sound in 2018, at the age of 22.
“I began to look not for what people like as such, but for what I like and that can identify me as an artist,” he explains. “I started to explore the music of my roots, African and Pacific, and found a nice middle point that’s a fresh Caribbean sound with Colombian fusions and African flow.”
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Venesti recalls working on about 20 songs at home before deciding to knock on doors. Once he felt confident enough in his project — and backed by the support of his mother and older brother — he traveled to Medellīn, where the music industry has a strong presence. Along the way, he came across producers and artists who gave him his first opportunities, but also music executives who turned out to be scammers. He admits that although he invested more than $15,000 and had many debts, he refused to give up on his dream.
And it was then, in a leap of faith in 2022, that his feel-good Afro-Colombian tunes got to the ears of music business mogul Pablo Casal. In 2023, he signed his first record label deal with AP Global Music.
“He’s one of the people who has helped my music reach another level. He has a very nice way of teaching,” Venesti says of Casal. “I’ve perfected my art, partially, thanks to him. Because he has put a lot of effort into it, and we’ve had a very cool connection from the beginning.”
The Colombian newcomer has since charted with four songs across the Billboard charts, including “Umaye,” his first No. 1 ever on the Latin Rhythm Airplay chart, and most recently with “No Es Normal” (in collaboration with Nacho and Maffio), which topped the Latin Pop Airplay for seven weeks.
“That has been my greatest achievement…to find a team that is a family,” he notes. “I am very lucky. I feel that with them, I’m going to go very far and achieve all the goals I set myself.”
Below, learn more about February’s Latin Artist on the Rise:
Name: Faiber Stiven Caicedo Castro
Age: 28
Recommended Song: “No Es Normal” (Venesti, Nacho & Maffio)
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Major Accomplishment: Up to now, Venesti says that his three career highlights are being nominated at the 2024 Premio Lo Nuestro for best urban song (the award went to Feid and Young Miko’s “Classy 101”), having multiple Billboard chart entries and finding a solid work team who is honest and believes in his vision.
What’s Next: “[I’m going to] continue working on the album,” he assures. “I feel that it’s very fresh and has everything for people to identify with, wonderful songs and stories. Continue sharing all my music on stage — and you can expect a lot of music from Venesti, because I’m working for that every day.”
“These are real life situations,” Xavi tells Billboard Español, reflecting on the inspiration behind his gut-wrenching and fiery chart-topper “La Victima.” “I feel like we all go through obstacles or things like that in life. Sometimes you have to make songs out of that.”
In the booming landscape of música mexicana, Xavi, a 19-year-old Phoenix native, has rapidly emerged as a force to be reckoned with. His 2024 breakout, with the viral hits “La Diabla” and “La Víctima,” marks not just a high point in his career, but also a redefinition of genre boundaries.
Yet his story is one of triumph over adversity, marked by a life-altering accident and a bicultural upbringing that has influenced his musical craft.
His musical journey began in the church pews, watching his grandfather sing with a passion that ignited his own love for music. “Since we were little, we used to go to church with my grandparents,” he says. “Just seeing my grandpa playing with so much passion — and the truth is that when he sang, he sang with feeling, he sang with love and he did it for God. I remember that day I fell in love with music.”
This early exposure, coupled with influences from Mexican crooner bands like Camila and Sin Bandera and global pop icons like Justin Bieber, shaped his diverse musical palette. Despite a challenging childhood marked by his parents’ separation and living between Phoenix and Sonora, Mexico, Xavi found solace and expression in music.
A pivotal moment in Xavi’s life came with a near-fatal car accident at the age of 16. This harrowing experience, which resulted in a cracked skull and changed facial structure, could have been a setback. Instead, it became a source of inspiration.
“God gave me a second chance to go on and try harder,” he shares. “I saw it initially as a negative, but it ultimately changed my mindset. Now, I’m grateful for every moment I have.”
Videos of Xavi, bandaged and playing guitar while recovering, went viral on TikTok, deepening his connection with fans and marking the beginning of his rise as a tumbados románticos pioneer, inspired by Natanael Cano’s groundbreaking corridos tumbados which Xavi discovered on SoundCloud a few years ago. With his riveting blend of rebellious guitar-driven corridos infused with romantic lyrics, Xavi is not just riding the wave of Latin music; he is crafting his own niche.
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The teen signed with Interscope Records in 2021 and began releasing a string of singles that showcase his unique subgenre that blends corridos tumbados with a poignant emotional depth.
His 2023 summer EP, My Mom’s Playlist — a tribute to his mother which features renditions of Latin pop and rock en español classics she loved — reflects his deep-rooted family values, and the support he receives from the. Meanwhile, his chart-topping singles testify to his no-holds-barred lyrical prowess and bewitching vocals, leading to his Billboard chart breakthrough.
At the end of December, Xavi debuted on the Billboard Hot 100 with not one but two entries: “La Diabla” and “La Víctima,” which have since reached peaks of No. 22 and No. 55, respectively. His global appeal is further evidenced by his presence on the Billboard Global 200 and Global Excl. U.S. charts, with “La Diabla” reaching the top five on both.
Backed by management that aligns with his vision, Xavi’s future in the industry looks bright. As he gears up for an upcoming tour and continues to release new music, his philosophy remains grounded: “I live each day as if it’s my last, as tomorrow is never promised,” he asserts.
An extended version of this interview was published Jan. 29.
Name: Joshua Xavier Gutiérrez
Age: 19
Recommended Song: “Right now I like them all. But the one you really have to listen to is “La Diabla” because we made it with a lot of love for you.”
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Major Accomplishment: “Since we were kids, my brother [Fabio Capri] and I used to make music. There came a time when we stopped and thank God music reconnected us.”
What’s Next? “We’re going to be releasing surprises on our platform soon. There will be a lot of new stuff coming out for you to listen to.”
At 8 years old, Joaquina wrote her first song. She can’t remember the name, only that it was in English and that she felt so embarrassed at the thought that her parents could see it, that she tore the page out of the notebook, crumpled it and threw it away. “I would love to go back in time and not have done that,” she admits today. This month, at 19, she won the coveted Latin Grammy Award for best new artist. She was also nominated for best singer-songwriter album for her debut EP, Los Mejores Años.
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Joaquina was part of the first class of graduates from producer Julio Reyes Copello’s Art House Academy before signing a record deal with Universal Music Latin. A well-rounded artist who writes her own music, she sings primarily about teenage angst in indie pop/rock songs like “Rabia,” “Niñas de Instagram,” “Los Mejores Años” and her most recent single, “Quise Quererte.” She has already opened for well-known stars such as Alejandro Sanz and Fonseca, and Juanes included a song written by her (“La Versión En Mi Cabeza”) on his latest album, Un Día Normal.
Born in Caracas, Venezuela and raised from the age of 6 in Miami, Joaquina Blavia Canabal (her full name) grew up between music, theater and ballet lessons. There were no instrumentalists or singers in her family, but they were all lovers of the arts in general. “I also always loved reading and reciting poetry,” she tells Billboard Español. “I was always very studious — I always loved school, really. I was always very nerdy.”
A nerd with a rock soul, inspired by singer-songwriters like Avril Lavigne, she began posting Instagram videos of herself singing covers of others at 11. At 13, she began writing her own music while playing in bands with school friends. “I did it very much for fun, but I knew I wanted to do this [professionally] one day. I always knew,” she says.
At the age of 15 she looked for a producer to help her record her first songs, and in El Doral she found the small studio of Eduardo Stambury. “He was very nice to me. I didn’t know anything about recording, I didn’t know anything about the music industry,” Joaquina recalls. In 2020, in the middle of the pandemic, she released “Primer Amor,” a song with which she admits she does not relate to today, but which served as a starting point.
The pandemic was a defining moment for Joaquina’s budding career. In times of quarantine, while she was studying high school remotely from home (or even from the recording studio), she dedicated most of her time to writing songs and continued posting on social media, where others began to notice her work. “That’s how I got my first opportunity to go to a session in Miami to write for another artist, [a 12-year-old girl in Venezuela who I don’t know if she ended up recording the song], but I got many more opportunities from there,” she explains. She was only 16 at the time.
When the time to apply to college arrived, she thought she would study music at an institution like Berklee, UM or USC. But then a friend told her about Julio Reyes Copello, and the new program that the renowned Colombian producer was creating in Miami at the time. “It was like, ‘Obviously,’” she says. “My mom, like a mother hen, wrote to Julio — we sent him some demos and some music links — and Julio replied, saying ‘Hey, how nice, I loved it, come to the studio.’”
Joaquina got the last available spot at Reyes Copello’s academy, and took its two programs simultaneously (for sound production and engineering, and as a music artist), while finishing her last year of high school online. At the end of a very intense year, she signed with Universal and made her debut.
Learn more about our November Latin Artist on the Rise below.
Name: Joaquina
Age: 19
Recommended Song: “Los Mejores Años” — “It’s a song I wrote when I was 17, when I was about to graduate from high school. Although I am very extroverted and I love to socialize, I am also very private and it’s difficult for me to talk about my fears, my thoughts, and ‘Los Mejores Años’ was a big relief song for me. It helped me a lot to understand many things I was feeling in a time of normal transition in everyone’s life. It’s a bit that concept of feeling the fear of growing up for the first time in your life. The title has a double meaning: Everyone tells you to enjoy your teenage years, that they are the best years in life, but the truth is I didn’t have such a good time at school 100% of the time — I had many doubts and I would wonder, ‘But why are these the best years of my life?’ This is what the song is about.”
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Major Accomplishment: “The Latin Grammy. It was one of those moments when time stops and you are in front of so much, and you feel like your head is pounding and everything is like in slow motion. Out of nowhere I started seeing everything in slow motion. I felt like I entered an alternate reality (laughs). The truth is that I didn’t expect it. Seriously, honestly, I didn’t expect it.”
Joaquina poses with the award for Best New Artist in the media center for The 24th Annual Latin Grammy Awards at FIBES Conference and Exhibition Centre on Nov. 16, 2023 in Seville, Spain.
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What’s Next: “Right now I’m working on my album, an upcoming project that will be released around mid-next year. There will be new music in about two months.”