Latin Artist on the Rise
Beéle was 12 years old when he discovered “Aye” by Nigerian-American artist Davido — a song he says immediately connected him with the Afrobeat genre.
“I felt the vibe and started writing notes and poems,” he tells Billboard. “It was my way of disconnecting from the world. I preferred doing that and practicing my guitar to going out and playing with my friends.”
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His native Barranquilla — located on the Caribbean Coast of Colombia, and which is also home to Shakira and Joe Arroyo — has also influenced the Latin Afrobeat and pop-dancehall sound he’s known for today.
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“I grew up in a family where salsa, champeta, and African music from the 80s and 90s were heavily influenced,” he explains. “I grew up surrounded by that culture and by a working-class neighborhood in Barranquilla, where I found my place over time. I understood that everything that made me proud of where I come from and the freedom to express myself perfectly reflects my personality and who I truly am.”
At 16, the artist born Brandon de Jesús López Orozco (Beéle is the pronunciation of his initials BL), released his debut single “Loco” under Hear This Music — a feel-good, suave Afrobeats groove backed by his deep, melodic vocals. Its remix, featuring Farruko, Natti Natasha, and Manuel Turizo — and released in the midst of the 2020 pandemic — earned the emerging act his first Billboard chart entry, reaching No. 18 on the Latin Digital Song Sales chart.
Since then, the Colombian artist has carved his sound path in the industry by teaming up with artists such as Feid, Rauw Alejandro, Myke Towers, Maluma and Piso 21. His 2023 collaboration with Sebastian Yatra and Manuel Turizo, “Vagabundo,” marked his first No. 1 hit on both the Latin Airplay and Latin Pop Airplay charts. This year, “Mi Refe” with Ovy on the Drums peaked at No. 8 on the Latin Rhythm Airplay chart and “La Plena (W Sound 05)” with W Sound and Ovy on the Drums gave him his first No. 1 on the Billboard Argentina Hot 100 chart.
“One day in the studio, I stopped, looked in the mirror to see who I was, and from there I said, I love this,” he expresses. “What I wanted to show the world is that beyond being an artist, I want them to feel what I feel. From then on, my career has been created by that musical and diverse explosion that defines me. All along, I’ve tried not to look like anyone else.”
Earlier this month, Beéle released his debut studio album Borondo (5020 Records), home to 26 tracks, including “Dios Me Oyó” with Marc Anthony. The set marked the artist’s debut on the Billboard album charts, bowing at No. 10 on Top Latin Albums and No. 4 on Top Latin Rhythm Albums on the lists dated May 31.
“My encounter with music has always been unexpected,” he says. “For me, music is a connection to my everyday life. I’ve had to live the way I live to be able to make the songs I’m making. I express myself. My heart speaks, my emotions speak, and they connect with the audience. I don’t just make music, I make art.”
Below, learn more about May’s Billboard Latin Artist on the Rise:
Name: Brandon de Jesús López Orozco
Age: 22
Recommended Song: “Mi Refe”
Biggest Accomplishment: “Since I started making music, I’ve achieved everything I’ve wanted, in my own way. My greatest achievement, truly, professionally speaking, has been making my first album, because I’ve always prayed for it and asked God that my music would connect with hearts the way his words connect with mine. I’ve been able to achieve something in this life that would make my children proud.”
What’s Next: “People think that after making this album, I’m going to stop for a while, but there are some really beautiful collaborations coming this summer. That way people can continue enjoying Beéle.”
In today’s mainstream Latin music landscape — a space often dominated by música urbana, tropical rhythms, and regional Mexican music — CA7RIEL & Paco Amoroso have carved a lane entirely their own. Armed with flamboyant charisma, virtuosic musicality, and a penchant for genre-defying audacity, the Argentine duo represent a new wave of artistry that refuses to fit neatly into any box. At a time when the mainstream clamors for familiarity, they bring chaos and innovation to the table, pushing the boundaries of what Latin music can sound like.
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Their meteoric rise is nothing short of groundbreaking. Last week, the pair performed two back-to-back sold-out shows at New York’s Bowery Ballroom — as part of their wildly ambitious 60-date world tour, which includes stops in global festivals like Coachella (U.S.), Fuji Rock (Japan), Glastonbury (England), Roskilde (Denmark), and Lollapalooza (Berlin, Paris). Just weeks earlier, the duo made their debut on The Tonight Show Starring Jimmy Fallon, a rare feat for Argentine artists, and a testament to their growing influence on the global stage.
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But for them, fame doesn’t come without complication — a sentiment captured in their latest EP Papota and its opening track, “Impostor.” The song serves as a brutally humorous and raw meditation on their skyrocketing success, grappling with the absurd pressure of becoming icons seemingly overnight. The Tiny Desk concert that launched them to international acclaim six months ago — now one of the most-viewed performances on the channel by a Spanish-language artist, with 33.5 million views — serves both as a badge of honor and a symbol of what they jokingly call “síndrome de impostor” (imposter syndrome) on the aforementioned song.
“Coming all the way from el culo del mundo (the ass of the world), we didn’t expect this,” CA7RIEL tells Billboard Español backstage at the Bowery, referencing their South American roots. “To suddenly appear here, with all these cameras and lights — it’s insane. We’re from way down there; we’re still adjusting to being up here.” Yet their poised combination of rock star energy and mayhem proves they’re more than ready.
CA7RIEL & Paco Amoroso
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Their chemistry isn’t just professional — it’s personal. The duo met when they were just six years old, drawn together by matching surnames (Guerreiro and Guerriero) and the mistaken assumption by their teacher that they were brothers. That fateful connection would snowball into a lifelong friendship and artistic partnership that thrives on curiosity, trust and unabashed eccentricity.
Raised in Buenos Aires, their musical influences stem from both the streets and their homes. CA7RIEL grew up watching his father play guitar, and today he’s an impeccable guitarist who plays jazzy, progressive riffs on his Fender. “I wanted to be Michael Jackson. I wanted to be Queen — the whole band,” he admits. Paco Amoroso, meanwhile, was hooked on pirated compilations of the Argentine rock icons, like Patricio Rey y sus Redonditos de Ricota, whose legacy courses through their veins. “For years it was the only thing I listened to, those 18 tracks,” Paco recalls. He adds, “Argentine rock is more like a way of life, I feel. You wanted to be like those guys, we didn’t want to go to work. We wanted to be drinking champagne. And when you’re a kid, you want that.” He also references the Dutch violinist André Rieu: “I wanted to play the violin, he is a total master.”
Their early inspirations laid the foundation for their ability to mix genres and embrace experimentation. “We go through different phases,” Paco explains, “vicios diferentes” (different vices). “At one point, it was all about rapping, then playing instruments, which was how we started. We even had a phase where we just gamed all the time and did nothing else. Then you keep evolving,” he adds. The duo’s knack for innovation — mixing intricate jazz chords, gospel-style vocals, live instrumentation and electronic rhythms, as they masterfully demonstrated that night at the Bowery — has made them boundary-pushers in their own right.
Though CA7RIEL & Paco Amoroso rose to prominence as a duo, their journey has also been defined by daring forays into solo territory. After their breakthrough collaboration on tracks like 2019’s “Ouke” and “Mi Sombra,” both artists paused their partnership to venture into their individual projects. CA7RIEL’s solo debut featured two EPs before evolving into the eclectic El Disko, a 2022 Latin Grammy-nominated album that fused funky grooves, old-school hip-hop, glowing synths, and lo-fi minimalism. For his part, Paco Amoroso explored bold sonic textures in his brooding 2021 album Saeta, further pushing the boundaries of Argentinian trap and electronic music.
Despite their time apart, their connection remained intact, culminating in a magnetic reunion for 2024’s Baño María and their latest EP, Papota. The new era finds them reuniting as friends and collaborators, carrying with them the richness of their individual experiences and a renewed creative spark.
Their Tiny Desk performance — previously mentioned in connection to the introspection of “Impostor” — stands as a pivotal moment, showcasing their identity as sons of Buenos Aires and bringing their unorthodox artistry to the global stage. The performance became one of the series’ most successful videos, reaching numbers comparable to Latin icons like Natalia Lafourcade’s seven-year-old set, all while introducing viewers to the raw complexity of their sound.
CA7RIEL & Paco Amoroso perform at Bowery Ballroom in New York on April 23, 2025.
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Their taboo-breaking flamboyance — including playful moments on stage, sometimes even kissing each other on screen as a symbol of their camaraderie — adds a theatrical flair to their shows that captivates. It’s this kind of unorthodox, boundary-defying presence that makes them not just stars but leaders of Latin music’s avant-garde.
No moment encapsulated this better than their closing number, where CA7RIEL & Paco Amoroso invited audience interaction, holding out their microphones for fans to belt out the lyrics. “Interacción total,” CA7RIEL called it.
When asked what lies ahead, the duo keeps it grounded, “Seguir estando vivos” — just staying alive. Paco elaborates with a laugh: “For some people, that’s easy. For others, not so much.” It’s an ethos reflective of their unfiltered approach to music. With every new song, stage and daring experiment, they’re proving that their bold vision isn’t just about breaking boundaries — it’s about living fully through the music they create.
Name: Catriel and Ulises
Age: Both 31
Recommended Song: Paco recommends “El Día del Amigo” because “it speaks about friendship” and showcases the essence of their project. CA7RIEL, on the other hand, picks “Mi Sombra,” a track he describes as “something that stayed in the bottom of the drawer,” which makes it an unexpected favorite for him.
Biggest Accomplishment: Both agree on one simple yet deep accomplishment: “Being born and not yet dead,” they say with a wry chuckle.
What’s Next: “Lots of touring,” they reply in the midst of their 60-date tour, which includes stops in the United States, Latin America, Europe and Asia, as well as performances at international festivals like Coachella, Glastonbury, Lollapalooza and Fuji Rock.
Netón Vega seems to be suddenly everywhere nowadays, but he’s hardly an overnight success. Born in La Paz, Baja California, Mexico, the 22-year-old artist is best known for co-writing countless hits, including Peso Pluma’s “Rubicon” and “La People.” After cementing himself as a go-to songwriter, Vega’s journey as a singer is just taking off — most recently, his reggaetón anthem “Loco” earned him his fourth top 10 entry on Billboard‘s Hot Latin Songs chart — and that’s exactly how he planned for it to be.
“Writing songs was the best first step because you start making points, and when you get hits from those songs you’re writing — well, that really gets your name out there,” Vega, this month’s Billboard Latin Artist on the Rise, explains. “Other artists start to know that you can write well and then eventually find out you can also sing. That opens doors for you. It’s what happened to me. The songs I wrote really took off. It was hit after hit, and everything after that just happened so fast.”
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Vega fell in love with music at a young age. By age 9, he was singing at school concerts and, five years later, he created his own band in Culiacán — where he grew up — with him as lead singer. What started off as a hobby quickly turned into a money-making business. The band was composed by fellow classmates and a neighbor who they recruited while eating burgers. “We were so busy playing at parties, it was crazy,” Vega remembers. “At the beginning, we actually didn’t know much to charge. We were getting like 500 to 1000 pesos per event, but we worked long hours and like five days a week. I would go to school defeated, but with money in my pocket.”
Like many kids who grow up in the state of Sinaloa, Vega listened to regional Mexican music, especially corridos, and then started writing his own. His parents — who encouraged Vega’s love for music — also consumed música Mexicana, but also the more traditional stuff, including norteña. “My parents were never opposed to me playing at events — sometimes they would go with me,” he says.
Two years ago, Vega met Jesús Josafat Chávez Angulo, who was part of the local music scene in Culiacán, and was the unofficial manager of a few groups in town. “It’s a small community and everyone knows everyone,” says Vega. “I was invited to his house and that’s where I met him. We got along really well and I started working with him.” Today, Chávez Angulo is Vega’s manager, and founder of Josa Records, the indie label home to Vega. “The support I needed then was being able to go record in a studio and be able to make music videos. It’s really what I needed to get my name out there.”
The opportunities started coming quickly through social media. People in Culiacán started discovering him, and one day, a friend and fellow musician told him that Peso Pluma wanted to record one of his songs. “I wrote ‘Rubicon’ and that was a before and after in my career,” he recalls. “I remember that person came up to me and told me that Hassan (Peso’s real name) liked the song, and wanted to record it. I was like, ‘Great, he can record it.’” The track peaked at No. 12 on Hot Latin Songs.
Vega’s big break as a singer came last year through a collaboration with Luis R Conriquez. The corridos bélicos pioneer reached out to Vega via Instagram. “He sent me a video saying he had a corrido, and he wanted to sing it with me. He came to Guadalajara and we recorded the song and video here.” The collaborative effort peaked at No. 2 on Hot Latin Songs in June, followed by “La Patrulla” with Peso, which also peaked at No. 2 on the tally in September.
Vega, who now spends most of his time in Guadalajara wrapped 2024 with the success of “Loco,” a reggaetón smash hit that showcased his versatility, and the rise of Mexican reggaetón. “I’m more comfortable maybe in Mexican music but I feel good in both genres. I don’t ever want to regret not doing a style. Having a song like ‘Loco,’ and for it to explode, it means a lot. People are discovering my music with this song. That’s always a good thing and I want to continue to do that with my music, without ever losing my essence, of course.”
Most recently, Vega released Mi Vida Mi Muerte, his debut album, which has further fueled his momentum. The set is stacked with heavy-hitters in the genre, including Óscar Maydon, Tito Double P and Gabito Ballesteros. In a nod to his growing popularity, Vega will headline the inaugural Michelada Fest in El Paso, Texas on May 3, along with Chino Pacas, marking his first U.S. performance.
Read more about our February Latin Artist on the Rise below.
Name: Luis Ernesto Vega Carvajal
Age: 22
Recommended Song: “I would actually want them to listen to my new album, from beginning to end. You can really get an idea of what type of artist I am and how much I enjoy making all kinds of music.”
Major Accomplishment: “Being nominated for Mexican music new artist and Mexican music collaboration of the year at Premio Lo Nuestro.”
What’s Next? “I really want to start performing in the U.S. I want to see how people will react to my songs.”
In the border towns of Mexicali and San Felipe, Óscar Maydon was just another local musician performing covers in small local venues. His role then, defined by the success of others, hadn’t found its unique voice. Then, as the world halted in 2020’s Covid-19 pandemic, he faced what seemed like an insurmountable obstacle. Concerts were canceled, venues closed, and opportunities dried up overnight. Yet, it was during this lockdown that Maydon’s career in music inadvertently began.
Faced with the urgent need to make ends meet, Maydon turned to what he knew best: music. But instead of continuing with covers, he began to write original corridos for friends and colleagues. “‘Hey, I’ll sell you a corrido,’ I’d tell them, ‘Want one? I’ll write it for you,’” Maydon recalls. “They’d ask, ‘How much will you charge?’ ‘I don’t know. Let me write it and I’ll tell you how much.’” This shift from performer to creator was not just about finding an income during difficult times, but the birth of an artist who would soon capture the heart of the masses with his storytelling.
Today, Óscar Maydon is behind one of the hottest tracks on the Latin music charts: “Tu Boda,” featuring Fuerza Regida. After an impressive 11-week reign at the top of the Hot Latin Songs chart, largely held by its streaming power, the song — a compelling Gothic sierreño romance — now dominates radio, earning the No. 1 spot on the Regional Mexican Airplay chart this week.
“We were coming from Baja Beach Fest [in August 2024]. Post-festival, I hit the studio to hunt for the perfect requintos and embellishments — I’m meticulous with these things,” Maydon recalls about the game-changing creation of “Tu Boda,” released last September. “Considering every element, from the guitars to the bajo sexto, the tololoche, the charchetas, and the vocal arrangements… I even texted Chachito — my manager and the song’s co-writer — urging him to finalize the lyrics quickly. Our dedication to refining the details is why, I believe, we’ve managed to elevate Mexican music to new heights. The public’s response has been overwhelmingly positive; they’ve really embraced our sound.”
Madyon grew up on a steady diet of norteño music and “all-things regional,” with Joan Sebastian, Juan Gabriel, and Mexicali band Los Muecas being a constant influence. “I learned to play when I was about 15 years old, coming out of high school. From there I started playing guitar. My whole family are musicians,” he reveals. “In my grandfather’s world, everybody sings, and some play instruments. And I have cousins who are musicianswho taught me a few things. And my uncle taught me the basics — A, B, C, D, E, F, G chords, and YouTube. It’s really the desire that makes you learn things — nobody teaches you anything. They do explain it to you, but it’s the desire that makes you learn something”.
With hit collaborations alongside música mexicana giants like Natanael Cano in “Madonna,” Peso Pluma in “Santal 33,” Junior H in “Fin de Semana” and Gabito Ballesteros with Chino Pacas in “Elvira,” Óscar Maydon, who is signed to Rancho Humilde, is not just a part of the regional Mexican music scene — he is actively shaping its future.
From a local musician playing cover songs in small venues to a chart-topping hitmaker, Maydon remains committed to pushing musical boundaries and exploring new sounds that continue to enrich the genre. Read more about our January Latin Artist on the Rise below.
Name: Óscar Maydon
Age: 25
Recommended Song: “Otra Mentira”
Major Accomplishment: “My greatest achievement is that people sing my songs. At the end of the day the charts and all that — yes it’s very nice, but what we all want is for people to sing your song, that your song gets through to their feelings,” he says.
What’s Next? “Óscar Maydon has a lot of music to release this 2025. We are going to open with an album. My goal is to release about three albums this year.”
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).