Latin Music Week 2023
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“Pedro, tu no puedes, eres lo que eres, busca un trabajo, y paga los que debes, la vida es muy corta pa’ soñar,” crooned Pedro Capo as he improvised on the lyrics while carefully plucking the strings of his nylon guitar as he sat on the Making the Hit Live panel at 2023 Latin Music Week on Tuesday (Oct. 3). The Puerto Rican artist then united his voice with Carin León’s for a stunning harmony. The Mexican artist recognized this too. “That’s the money maker,” he declared.
This beautiful acoustic ballad with contemplative lyrics and plenty of charm was created during the panel, where the two artists also reflected on their creative process and highlighted how each of them perceives a hit differently. While participating in the discussion, León held a 12-string guitar — a traditional instrument within the música mexicana space — and bounced ideas off his fellow panelist and artist.
“How do you compose a hit? With God’s blessing,” Capo said. But moments later, the creativity between the two musicians was flowing like water.
“A lot of people relate it to success. For us, it means something different. I feel that the definition of success is very personal and very individual,” said León. “One has to connect with issues of the heart to get it off your chest.”
“You guys met for the first time 30 minutes ago, and it seems like you’ve known each other all your lives,” Fajardo noted. “From here to the studio, please.”
Celebrated for more than 30 years, the 2023 edition of Latin Music Week includes a Superstar Q&A with Shakira; the Legends on Legends chat with Chencho Corleone and Vico C; Making the Hit Live! with Carin León and Pedro Capó; a panel with RBD’s Christian Chávez, Christopher von Uckermann, and Maite Perroni; Superstar Songwriter discussion with Edgar Barrera and Keityn, among many other panels, Q&As and workshops.
See the ultimate Latin Music Week guide here. This year’s Latin Music Week, taking place Oct. 2-6, also includes showcases by Peso Pluma, Mike Bahía and Greeicy, DannyLux and Fonseca, to name a few. Check out the dates and times for the showcases throughout the week here.
Official partners of the 2023 Billboard Latin Music Week include AT&T, Cheetos, CN Bank, Delta Air Lines, Lexus, Netflix, Michelob ULTRA and Smirnoff.
Latin Music Week coincides with the 2023 Billboard Latin Music Awards ceremony, which will broadcast live from the Watsco Center in Coral Gables, Fla., on Thursday (Oct. 5) and will air on Telemundo. It will also broadcast simultaneously on Universo, Peacock, the Telemundo App, and throughout Latin America and the Caribbean on Telemundo Internacional.
The 2023 Billboard Latin Music Week started with a bang on Monday, Oct. 2. The day was packed with back-to-back panels — including The Rise of Mexican Music Touring and The Art of the festival — Q&As and workshops. Showcases at night featured an intimate performance with Mike Bahía and Greeicy sponsored by Michelob Ultra, […]
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Presented by Viña del Mar
Learn what goes on behind the scenes of crafting and sustaining a successful Latin music festival from the most successful festival producers in the world.
Chris Den UijlIn the US when we launched Sueños, it was incredible feedback. We did 45,000 people per day, first year, and we had no idea what we were going to do. And we were just blown away. And to go into this year and see that grow. There’s a huge, huge need for consumption. But it’s completely different. We’re learning every single day that we need to challenge ourselves is, is that we don’t need to separate ourselves anymore from saying we have an inclusive Latin festival versus a multi-genre festival.
John FriasMy name is John Frias, the festival is in Los Angeles, and soon to be in Austin. It’s a quintessential festival of Los Angeles. It represents all of the culture that is in LA. It’s very representative of, of the diverse crowd and population and culture in Los Angeles, and just having the time of our lives.
Bruno Del GranadoExcellent. Next to John is my friend Chris, then out from Baja Beach, past suenos Coca Cola flow dynamics la familia on and on. Chris, can you tell us a little bit about your background and some of the festivals your work?
Chris Den UijlHi, everyone, thanks for coming. Um, yeah, so we launched a bunch of different festivals over the last 10 years. But specific to this panel, Baja Beach Fest launched about five years ago. And it’s really just a celebration for Latinos in general, we wanted to create an event that really just like celebrated culture was a platform for the artists to be able to express themselves in like a really united way, but also bring the same type of production that you know, the Anglo festivals that I typically came from brought to the Latin culture so trying to build, you know, one of the strongest kind of footprints for artists to express themselves. And yeah, as time has passed on, we’ve expanded that footprint in two different cities in Mexico, as well as launched a festival called Sueños in Chicago two years ago.
Watch the full video above!
Luminate, the entertainment industry’s most trusted data partner, unveiled its new Latin Music Report exclusively at Billboard Latin Music Week. Never-before-revealed metrics and insights include the growing power of Latin superfans, how and why the genre is expanding to non-Spanish-speaking listeners, the rise of regional Mexican music and the subgenres and artists to watch in […]
Latin music consumption is growing almost twice as fast as the overall music consumption in the U.S., driven largely by Latin music super fans and by the growth of regional Mexican music, according to Luminate’s most recent research on Latin music.
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Unveiled at a Monday morning (Oct. 2) session during Latin Music Week 2023 presented by Luminate CEO Rob Jonas, Luminate’s research also found an unlikely discovery platform for Latin music: WhatsApp. A whooping 73% of Hispanic listeners use WhatsApp, 265% more than the general population.
Luminate’s numbers once again underscored the impressive growth of Latin music consumption. For example, in the first 34 weeks of 2022, there were 47.4 billion on demand audio streams. For the first 34 weeks of 2023, that number had jumped to 57.9 billion streams, a 22.2% upward change that far surpasses the 13.3% growth registered for the industry overall. All told, Latin is now the 5th largest major music genre in the U.S., behind only the big four core genres: R&B and Hip-Hop, pop, rock and country.
Latin music is also seeing consumption growth outside Latin pockets. A stunning 40% of all U.S. listeners report listening to music in languages other than English; and among those languages, the most listened to — after English — is Spanish. While 93% listen to music in English, roughly 23% of listeners will listen to music in Spanish.
Likewise, while the English language share of streaming in the U.S. –- as measured by the top 10,000 most streamed tracks of the past 12 months — has dipped slightly by 4% in the past year, streaming of Spanish language tracks has increased by 3.5%.
A key driver to the growth are Latin super fans. According to Luminate’s data, they spend 120% more per month on music related activities than other fans, and 30% more than U.S. super fans.
“The trends we saw starting in 2022 have accelerated and developed the growth of Latin music,” says Jonas. “We initially saw a lot of growth in streaming, but now, that growth translated to revenue. In 2023, it’s definitely been exceeding expectations.”
You can access Luminate’s full report here.
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