Latin
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Warner Chappell Music has promoted Lázaro Hernández to senior vice president, A&R, U.S. Latin & Latin America. The Miami-based executive — who most recently helped sign Maria Becerra, Chencho Corleone and Gabito Ballesteros — will lead the U.S. Latin A&R team while expanding his responsibilities to shape the company’s overall A&R strategy in Latin America. He […]
Luana Pagani, one of Latin music’s most respected female executives, is launching her own company following a 12-year run with Latin entertainment powerhouse SeitrackUS.
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The new venture, called Fairwinds, will focus on the development of new and established artists in the U.S. and international markets, with Pagani using her expertise in marketing, promotion and management.
“After 12 amazing years of partnership with Seitrack in the U.S. where we established a profitable operation in the market, and I had the chance to grow professionally and work with people that I love and respect, I have decided to move on and start my own agency, remaining as an outside consultant for SeitrackUS,” Pagani tells Billboard.
This is not the first time Pagani branches out on her own. The multi-lingual exec for years was the senior vp of global marketing, Latin, for Sony and a central figure in the development of superstars like Shakira, Ricky Martin and Chayanne, at the height of the first “Latin explosion” of the late 1990s and early 2000s.
Then, in 2007, when she was the most senior-ranking woman in a major Latin label, she left Sony to launch her own consultancy firm. She eventually partnered with SeitrackUS, which is part of giant OCESA Seitrack, and took the role of president here in the U.S., working with artists like Ha*Ash, Los Angeles Azules and Alejandro Fernández in their management, booking and overall development.
Although Pagani will continue to work as an outside consultant for Seitrack, she will also have other artists and companies as clients.
“Artist development is, and has always been my passion,” says Pagani. “At a time when there are so many possibilities to reach new audiences, it is a privilege to be able to work with dynamic artists who are redefining the musical scene. I thank Ocesa-Seitrack and its people for this wonderful ride and look forward to continuing working with everyone in this great industry, most of you my friends.”
Share of streaming among the top 10,000 tracks measured by Luminate in its recently-released 2023 Year End Music Report went down by 3.8 percentage points since 2021. Which begs the question: Where did that 3.8% go?
It went fully into the streaming share of Spanish language tracks, which went up by 3.8%.
Indeed, today, Spanish is the second most consumed language in music, both in the U.S. and globally.
In the United States, the top three languages in music consumption by percentage of the total are, of course, English (88.8%), followed by Spanish (8.1%) and Korean in a distant third (0.7%).
The most recent numbers show Spanish language music’s market share among the country’s most popular songs almost doubled over the past two years — jumping from 4.2% of the top 10,000 tracks in 2021 to 8.1% in 2023. Overall, consumption of Latin music in the U.S grew by 19.4 billion on-demand audio streams in 2023, a 24.1% jump. In total number of streams, it was second in growth only to country, which grew by 20.4 billion streams.
Worldwide, English-language music consumption among the 10,000 most listened to tracks fell substantially in 2023, from 67% in 2021 to 54.9% in 2023. Spanish-language music consumption also dipped, from 12.4% in 2021 to 10.1% in 2023, while consumption of music in Hindi grew from 6.1% to 7.8%, and in Japanese from 1.3% to 2.1%. However, all told, Spanish is still the second most listened to music language in the world, according to the study.
In the U.S., Spanish-language music’s growth has been a very gradual process that’s come with the growth of streaming, a bigger Latin population, and with a major cultural shift that accepts that there are more cultures and languages that can coexist. Chief among them is Spanish, which benefits from being the lingua franca of an entire continent, plus Spain. While Latins are not monolithic, as many have long pointed out, they are all (with the exception of Brazilians) united by language; go to any Latin music concert in the U.S., and you’ll find a plethora of nations gathered under the same roof enjoying the same music, regardless of its origin.
The shift in consumption has been noticed by mainstream labels; 25 years ago, Latin acts like Shakira and Ricky Martin, had to record in English to garner widespread promotion. Spanish, the language which has long defined “Latin” music, was conversely, widely seen as stepping stone on the path to international superstardom but not as the goal.
Today, for the first time, mainstream labels are signing and developing artists who record solely, or almost solely in Spanish, such as Yahrtiza y su Esencia to Columbia Records and Xavi to Interscope.
There is strength in numbers, and those numbers opened the door for Latin artists to scale the charts by singing only in Spanish, as well as for predominantly Spanish-language series –like “Narcos” and the new “Griselda”—to score big viewing numbers despite what many would have perceived as a language barrier years ago.
But clearly, today there is a growing number of non-Spanish speakers who also listen to music in Spanish. According to recent consumer research insights from Luminate, for example, 25% of U.S. music listeners (ages 13+) said they engage with Spanish-language music, even though Hispanics account for 19% of the population.
People may not speak Spanish, but they’re definitely listening to the music.
Eden Muñoz acquires his fourth No. 1 on Billboard’s Regional Mexican Airplay chart as “Como En Los Viejos Tiempos” rallies 8-1 to lead the Jan. 27-dated ranking. The nostalgic ballad checks into the penthouse after a bulky 64% boost in audience impressions, to 7.4 million, earned in the U.S. during the Jan. 12-18 tracking week, according to Luminate.
“Como En Los Viejos Tiempos” ejects La Fiera de Ojinaga’s “La Neta Que No” from the lead after its one week in command. The song drops to No. 10 with a 42% drop (to 4.22 million impressions).
“Tiempos” is the title track and first single of the Muñoz’s 18-track eponymous album, which debuted and reached No. 19 on Regional Mexican Albums last December.
The song, released Nov. 20 via Muñoz’s own EMC/Bajo label and Sony Music Latin, takes the indie imprint to its first No. 1 on any Billboard chart.
Further, as the norteño and banda singer-songwriter and producer sends “Viejos Tiempos” to his roster of No. 1s, here’s a look at Muñoz’s four No. 1s on Regional Mexican Airplay :
Peak, Title, Artist, Weeks at No. 1May 21, 2022, “Chale!,” threeJuly 2, 2022, “Hay Que Hacer Dinero,” Banda MS featuring Muñoz, twoNov. 11, 2023, “Amor Clandestino,” with Maná, oneJan. 27, 2024, “Como En Los Viejos Tiempos,” one
Beyond its Regional Mexican Airplay win, “Viejos Tiempos” takes Muñoz to the upper region on the overall Latin Airplay tally, with a 20-4 surge.
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Netflix will premiere its miniseries Griselda starring Sofia Vergara as Colombian drug lord Griselda Blanco on Friday (Jan. 25). The series also marks the first time Vergara takes on a more serious role in her 30-plus-year trajectory.
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“Everything was challenging for me,” she tells Billboard. “Mainly the first month because I was trying new things. I had never acted in Spanish or a drama or with prosthetics. The three-hours of hair and makeup were exhausting … It was a lot of different things. I had to wrap my body so it didn’t look like me. I think more than one scene that was difficult was episode five. It was really hard because Griselda was going all the way down and she’s doing drugs, losing her mind a little bit. We were far away from my house in L.A. We were sleeping in tiny hotels. It was difficult. And the mood that Griselda was in was exhausting for me. She was killing, screaming, crying. It was a lot.”
The series — which captures how Blanco (aka “The Cocaine Godmother”) created one of the most profitable cartels in Miami in the 1970s — was co-created by showrunner Eric Newman (Narcos, Narcos: Mexico), and directed by Andrés Baiz (Narcos), who helmed all six episodes. Vergara also serves as executive producer.
“This is a tragedy and when you’re telling a story about drug trafficking, as we have with Narcos, and someone who builds an empire and loses it, it’s important that we don’t glorify it and that you see there’s a comeuppance of justice,” Newman says. “What was interesting about this story for us is that she’s that last line of defense for her children, and it made her story for us really about the mother. When you meet her, you’re instantly connected to her, and when you actually watch her build this empire, where the story has to end is where that primary directive of ‘protect my children’ fails. That, for us, became the character’s journey, and it’s all about the character, which Sofia absolutely nailed.”
Karol G as Carla, Christian Tappan as Arturo in episode 102 of ‘Griselda.’
Elizabeth Morris/Netflix © 2023
Griselda also features Karol G in her acting debut as “Carla,” one of Griselda’s “mules” who transports drugs to the U.S. For the role, the Colombian superstar spent months in acting and body movement classes, and took in-person and virtual lessons that “totally opened my eyes to a different perspective. They’ve helped my career as an artist and my development onstage,” she previously told Billboard.
“Working with Karol G was amazing,” notes Baiz. “She was so much fun. She was humble on set and hardworking. Just the energy that she brought to the set and to her character was very authentic. She’s from Medellin, she’s paisa, it’s the way she speaks. She’s a performer, so she had it in her. It was wonderful working with her. When she came to the set, everyone was happy. Very professional. It was fantastic. I wish there was more of Karol G in the show, but it’s just a taste.”
“We put Bad Bunny in Narcos and that was a great experience as well, but more often than not, when someone who’s a superstar in one world comes into the acting world, you never know what you’re going to get,” Newman adds. “She was great and her character was great, so it was a thrill and a joy to have her.”
Watch the Griselda trailer below:
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Univision unveiled that Ana Barbara, Don Omar, and Olga Tañon will receive special awards at the 2024 Premio Lo Nuestro, Billboard can exclusively announce. Explore See latest videos, charts and news See latest videos, charts and news Recognized for her thirty-year career and her ongoing contributions to the música Mexicana genre, singer-songwriter Ana Barbara will […]
Kali Uchis storms in at No. 1 on Billboard’s Hot Latin Songs chart, as “Igual Que Un Angel,” with Peso Pluma, opens atop the Jan. 27-dated ranking. The song leads the collection of 12 tracks that parade in on the multimetric tally, all from her second all-Spanish-language album, Orquídeas, which debuts at No. 1 on Top Latin Albums, Latin Pop Albums, Top Albums Sales and Vinyl Albums.
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All 14 tracks from the album are on Hot Latin Songs, including the holdover “Labios Mordidos,” with Karol G, which flies from No. 36 to No. 14 as the Greatest Gainer of the week in sales and streams, and “Muñekita,” with El Alfa and JT, which re-enters at No. 36.
The Peso Pluma team-up “Igual Que Un Ángel” leads the new recruits, tracing its No. 1 debut to 13.4 million official U.S. streams, logged during the Jan. 12-18 tracking week, according to Luminate. The figure yields a No. 10 start on the overall Streaming Songs chart and a No. 1 launch on Latin Streaming Songs. The tune also sold 1,000 copies in its debut week, enough to crown Latin Digital Song Sales.
“Labios Mordidos” with Karol G, meanwhile, flies up the list to No. 14 with 4.2 million U.S. clicks, up 110%, and re-enters Latin Streaming Songs at No. 18. The song also registered 2.5 million audience impressions – well below the threshold of the overall Latin Airplay chart, though it advances 22-19 on Latin Rhythm Airplay.
“Igual Que Un Ángel” gives Uchis her second leader on Hot Latin Songs, which blends airplay, streaming activity and digital sales. Her first Peso Pluma collab lands at No. 1 over two years after “Telepatía” dominated for eight weeks in 2021.
“I honestly wasn’t expecting that!” Uchis told Billboard about topping the list with “Igual.” “I wrote and recorded the song a while ago and was shocked and excited that Peso wanted to jump on that one in particular because I love encouraging artists to step out of their comfort zone when creating.”
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For Peso, the partnership earns him a first No. 1 debut, among a collection of four leaders. The new champ follows another female team-up: “Qlona” with Karol G (it led for five weeks in 2023).
Thanks to Orquídeas, Uchis plants the complete album on Hot Latin Songs: As mentioned, 12 debuts, one holdover and a re-entry. Here’s the full album recap on Hot Latin Songs this week:
No. 1 “Igual Que Un Ángel,” with Peso Pluma (debut)No. 14, “Labios Mordidos,” with Karol GNo. 23, “Pensamientos Intrusivos” (debut)No. 24, “No Hay Ley Parte 2,” with Rauw Alejandro (debut)No. 25, “¿Cómo Así?” (debut)No. 30, “Diosa” (debut)No. 31, “Te Mata” (debut)No. 33, “Dame Un Beso // Muévete” (debut)No. 34, “Me Pongo Loca” (debut)No. 36, “Muñekita,” with El Alfa and JT (re-entry)No. 38, “Young, Rich & In Love”No. 41, “Perdiste”No. 44, “Tu Corazón Es Mío”No. 50, “Heladito”
“Igual Que Un Ángel” is the only song from Orquídeas to secure a spot on the all-genre Billboard Hot 100, debuting at No. 23, Uchis’ highest rank there among eight chart visits.
Becky G shared an emotional message on Tuesday (Jan. 23), reacting to her song’s Oscar nomination. “The Fire Inside,” penned by Dian Warren and recorded by the Mexican-American artist for Flamin’ Hot, is up for best original song competing against Barbie‘s “I’m Just Ken” and “What Was I Made For”; American Symphony‘s “It Never Went […]
The lineup for the third edition of Sueños Music Festival was announced on Tuesday (Jan. 23), with Peso Pluma, Ivan Cornejo, Rauw Alejandro and Maluma, who will grace the stage as headliners on the weekend of May 25 and May 26 in Chicago’s Grant Park.
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The all-Latin music festival — known for highlighting música mexicana and urbano powerhouse performers in the same bill — will also host an exciting roster of buzzy up-and-coming acts such as Bad Gyal, Mora, Manuel Turizo, Xavi, Gabito Ballesteros and more.
Brought to you by Aaron Ampudia and Chris Den Uijl of La Familia Presenta, Sueños made its debut in 2022 with headlining acts J Balvin, Ozuna and Farruko. Returning acts include Puerto Rican rapper Young Miko, reggaetón pioneers Jowell & Randy and DJ Miriam, a Guatemalan-American DJ from Chicago.
Rocketing to stardom since the release of his viral 2021 hit “Está Dañada,” headlining teen idol Ivan Cornejo has soared to impressive heights. In 2022, he took home the title of new artist of the year at the 2022 Billboard Latin Music Awards, and kicking off 2024, the Riverside, Calif., native graced the January digital cover of Billboard.
From Guadalajara, Peso Pluma has introduced a unique voice to música mexicana, revitalizing the cultural essence of modern-day corridos. A historic moment unfolded when his groundbreaking album Génesis debuted at No. 3 on the Billboard 200 in July, making it the highest charting regional Mexican album to date.
A consistent presence on the Billboard charts since 2018, Rauw Alejandro has continued to soar. The Puerto Rican singer dropped his freestyle-driven album Saturno in 2023, followed by his Rosalía collaboration EP, RR, and then the summer release Playa Saturno.
Colombian superstar Maluma has also continued to be a constant force in Latin pop and beyond. He is currently the most nominated artist of 2024’s upcoming Premios Lo Nuestro with 14 nods.
Offering stellar views of Lake Michigan and the Chicago skyline, Sueños Festival was created to be an inclusive event with a “mission to continue to celebrate and uplift Latin culture and the extraordinary music, people, food, and amazing energy that comes along with it,” as the press release notes.
Festival passes go on-sale Thursday (Jan. 25) at www.suenosmusicfestival.com. See the full lineup below:
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Kali Uchis‘ Orquídeas has blossomed hits such as “Igual Que Un Ángel” with Mexican star Peso Pluma, which debuted at No. 1 on Billboard‘s Hot Latin Songs chart (dated Jan. 27). Over a synth-pop beat, Uchis and Peso sing, in English and Spanish, about an angelic woman who is unattainable and deserves only the best after putting up with failed relationships.
“I wrote and recorded the song a while ago and was shocked and excited that Peso wanted to jump on that one in particular because I love encouraging artists to step out of their comfort zone when creating,” Uchis previously told Billboard about the collaboration.
Orquídeas, Uchis’ second Spanish-language album, scored the singer-songwriter her first No. 1 on Billboard’s Top Latin Albums as the new album debuts atop the list dated Jan. 27. It debuted at No. 2 on the all-genre Billboard 200, and spawned 12 debuts on the Hot Latin Songs chart, including the No. 1 “Igual Que Un Ángel.”
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Below, Billboard translates the Spanish lyrics of “Igual Que Un Ángel” into English:
Uh, uh, uhOh, oh, oh, oh
You should’ve seen the way she looked, just like an angelHeaven’s her residence and she won’t fall They just can’t reach her, unattainable princessThey broke her heart, but she never lost it, oh
Everyone wants money, others want fameA superficial love (Ah-ah, ah)But she wants peace, not to harm her soul (Ah-ah, ah)Never forgets what is real
A heart like yours is in extinctionHeaven must have sent you, loveA heart like yours is in extinctionHeaven must have sent you, loveGod’s favorite, God’s favorite, and it showsSent from heaven down to earthGod’s favorite, God’s favorite, and she knowsSent from heaven down to earth
They have already sworn love and failed herDry eyes from all that they criedBut she doesn’t give up, she smiles even if it hurtsBecause there are no people like her left (Oh-oh, oh, oh)
Everyone wants money, others want fameA superficial love (Ah-ah, ah)But she wants peace, not to harm her soul (Ah-ah, ah)Never forgets what is real
A heart like yours is in extinctionHeaven must have sent you, loveA heart like yours is in extinctionHeaven must have sent you, loveGod’s favorite, God’s favorite, and it showsSent from heaven down to earthGod’s favorite, God’s favorite, and she knowsSent from heaven down to earth
Uh, with that attitude no one deserves her Those that want her should prayBut she is light, ay, unlike anyoneShe’s not within your reach, the girl is an angel, ah-ah, ah, ah
Everyone wants money, others want fameA superficial love (Ah-ah, ah)But she wants peace, not to harm her soul (Ah-ah, ah)Never forgets what is real
A heart like yours is in extinctionHeaven must have sent you, loveA heart like yours is in extinctionHeaven must have sent you, loveGod’s favorite, God’s favorite, and it showsSent from heaven down to earthGod’s favorite, God’s favorite, and she knowsSent from heaven down to earth
(And she knows, and she knows)(God’s favorite)(God’s favorite and she knows)(God’s favorite)