Latin
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On the evening of July 23, 2024, the last night of her global tour and her fourth sold-out date at Santiago Bernabéu Stadium in Madrid, a visibly emotional Karol G told the crowd of 55,000: “I’m going to say that truly, tonight will be the most amazing of my life.”
It was, at the very least, a grand finale to the highest-grossing tour ever by a Latin female artist, grossing $313.3 million across 56 concerts, according to Billboard Boxscore. Karol G’s Madrid shows were also record-setting, selling 220,000 tickets and making her the first artist to sell out four shows at the stadium, which finished renovations earlier in 2024.
The fact that a Latin American artist could move so many tickets in a major European city underscores Spain’s growing importance as not just a bridge for Latin music between the Americas and Europe but also a place for music in Spanish — the new global pop — to grow.
In 2023, Spanish promoters and venues reported gross ticket sales of nearly 579 million euros ($604.5 million) to Spain’s Association of Music Promoters, an extraordinary 26.5% increase from revenue of 459 million euros ($479 million) in 2022. While Karol G, Luis Miguel and Taylor Swift brought stadium headlining tours to the country, according to its ministry of culture, Spanish talent is also robustly represented at the stadium level with recent shows from Manuel Carrasco and Dellafuente.
Numbers from the country’s ministry of culture, compiled by the legal and business management firm Sympathy for the Lawyer, show that 40.5% of concertgoers in 2024 attended shows of Spanish pop/rock, followed by 11.1% who went to see canción de autor (similar to singer-songwriter performances).
Meanwhile, beyond the live scene, Spain’s music consumption has grown exponentially.
According to year-end numbers reported by Promusicae, Spain’s music industry trade group, there were 98.5 billion audio streams across all platforms in 2024, compared with 87 billion the previous year. More than 1,180 artists notched over 10 million streams and 70 had more than 100 million streams.
That report of growth aligns with figures from global music industry trade association IFPI. In its Engaging With Music report, IFPI stated that Spanish music consumers averaged 22.1 hours per week of listening, compared with the global average of 20.7.
Spain’s receptiveness to music of all genres and provenance is evident in its five top-selling albums of 2024. According to Promusicae, Swift’s The Tortured Poets Department was the bestseller, followed by Karol G’s Mañana Será Bonito at No. 2, Spanish artists Quevedo’s Donde Quiero Estar at No. 3 and Saiko’s Sakura at No. 4 and Bad Bunny’s 2022 album, Un Verano Sin Ti, at No. 5.
Quevedo at the 2024 Latin Grammy Awards in Miami.
Jason Koerner/Getty Images
No wonder labels are increasingly turning to Spain to develop pan-regional artists. Examples include the success of Colombian artist Camilo after the pandemic; Venezuela’s Joaquina, who won best new artist at the 2023 Latin Grammy Awards and whose first tours were in Spain; and Colombian stadium pop-rock band Morat, which is signed to Universal Music Spain.
And although Spanish-born artists have a tougher time crossing over into the U.S. and Latin American markets than vice versa, a new generation of acts that includes Quevedo, Rels B, Bad Gyal, Aitana, Arde Bogotá and Rosalía is showing that reaching fans in the Americas may be more feasible than ever.
Fifteen months after the Latin Grammys were held in Spain in November 2023 — the show’s first foray outside the United States — Billboard will host a reception for Spain’s industry leaders on March 18 and recently spoke with some of those executives to ask what’s next for the dynamic market.
‘A Flow Of Cultures In Two Directions’
Given its crucial location as an entryway into Europe and its cultural significance as the birthplace of Spanish, “Spain is a place of fusion between Anglo and Hispanic cultures. It’s a flow of talent and culture in two directions,” says Vicent Argudo, head of music for Prisa Media. “Spain imports Latin styles into the old continent and adapts them to pop. It’s a place for mainstream experimentation.” While Spain for years seemed impenetrable for Latin American genres like reggaetón and regional Mexican, an influx of immigrants, coupled with increasing global acceptance of the Spanish language, has turned Spain into a market that imports and reinvents genres. “Spain gives Latin sounds a pop vision that makes them more accessible to the world,” Argudo says.
A Breeding Ground For International Talent
For José María Barbat, president of Sony Music Iberian Peninsula, Spain is a nonstop talent generator, from Julio Iglesias in the ’80s to Rosalía or C. Tangana today.
“In this context, we’re certain the next big Spanish star is around the corner,” Barbat says. “We continue to see artists with the skills necessary to jump to an international stage, showing there’s not only talent but also an industry ecosystem ready to channel all that creativity.” Proof of that is Arde Bogotá, a Spanish rock band garnering success in an urban world. “It speaks to the importance of keeping an eye out not just for popular genres,” he says, “but for talent coming out of niche genres.”
Artist To Watch: “I’m particularly excited about Lia Kali, a very well-rounded and very young artist we just signed,” Barbat says. “She has a mind-blowing voice and the ability to cross over in a big way into other Latin markets.”
Rosalía at the 2024 Met Gala in New York.
Mike Coppola/MG24/Getty Images
The Power Of A Cutting-Edge Stadium
The Spanish music industry is experiencing a golden era, a prime example of which, says Live Nation Spain president Pino Sagliocco, is the newly renovated Santiago Bernabéu Stadium and the sold-out shows it has hosted from Spanish artists Hombres G and Alejandro Sanz, as well as Swift and Colombia’s Karol G. “Those tours highlight unprecedented growth in Spain’s music history, breaking records in the years after the pandemic,” Sagliocco says. “The global industry now recognizes the country’s leadership and enormous potential as a key platform for the growth of Latin music in Europe.” While concerts at Bernabéu were suspended last September due to noise ordinance issues, its string of sold-out shows by artists both local and international highlighted the enormous, previously untapped potential of a state-of-the-art stadium in the nation’s touristy capital. “The global industry now recognizes the country’s leadership and enormous potential as a key platform for the growth of Latin music in Europe,” Sagliocco says.
Spanish As The ‘New Normal’
For José Luis Sevillano, CEO of AIE — Spain’s collecting society for performers, with over 35,000 members in Spain alone and representing the rights of over 800,000 performers globally — music in Spanish is on the brink of “becoming a magnificent new normal.” Not only does music in Spanish now top global charts, “but at the same time it’s placed new value on the diversity and plurality of our culture in the entire world,” he says. AIE’s most recently reported numbers registered a 29% growth in rights collection last year compared with 2023, and AIE’s study on consumption habits in Spain also found that Spanish-language music was more listened to than English-language music on streaming platforms. Plus, after 30 years of work, Spain adopted new legislation providing better compensation and working conditions for artists and musicians. “This will eventually lead to a more just and balanced music ecosystem,” Sevillano says, “which is basic in allowing creators to develop their talent to its full potential.”
Challenge For 2025: “Finding a responsible, respectful and balanced development of [artificial intelligence] for artists,” Sevillano says.
A Streaming Boom
Streaming dominates Spanish music consumption, accounting for nearly 90% of the market, according to Promusicae. Meanwhile, Spanish artists have become major streaming draws worldwide. In 2023, Spanish acts generated royalties of more than 123 million euros ($128.5 million) on Spotify, which is almost four times the royalties they generated on the platform in 2017, according to Spotify’s head of music for Southern and Eastern Europe, Melanie Parejo. That growth “is reflected in local consumption but also in the capacity to generate global business,” Parejo says, noting that over 50% of all royalties generated by Spanish artists on Spotify in 2023 came from listeners outside of Spain. In 2024, Rels B was the Spanish artist most listened to outside of Spain.
Rels B attended Milan Fashion Week in 2024.
Pietro S. D’Aprano/Getty Images
An ‘Explosion’ Of Talent
What was once an insular market is now having an international impact. “The Spanish music industry has undergone a radical transformation in the last decade, becoming a market with great global projection with artists like Rosalía, C. Tangana, Quevedo and an explosion of indie proposals like La La Love You,” says Carlos Galán, host of industry podcast Simpatía por la Industria. “Stylistic barriers have been broken, and even the chasm that existed between alternative and mainstream has grown smaller.”
Challenge For 2025: The fact that “every day there’s a new festival” is huge, Galán says. “But truly, it’s a bubble I’m afraid to see burst. All have identical lineups, little innovation and no one is betting on emerging talent.”
Sponsors Serious About Music
Few brand initiatives surrounding music are as complex and developed as Banco Santander’s Santander SMusic. The bank offers a 360 media platform that includes editorial content and live performances, in addition to its branded events, concerts and partnerships with labels and artists. “In a year we’ve executed over 235 presales and sold 600,000 tickets, becoming a point of reference for music in Spain and creating a complete ecosystem of exclusive content,” says Felipe Martín Martín, Santander España’s director of media, sponsorships and events. Santander’s SMusic has partnerships with festivals including Mad Cool, Sonorama and Rockland, as well as with companies like Universal, Sony and Los 40. But Martín Martín is especially excited about the growth of music tourism in Spain, “maximizing that No. 1 spot Spain has held in the global ranking of tourism to music festivals since 2022.”
An International Gateway
Spain’s geography offers easy access from both the United States and Latin America and to the rest of Europe. “It has the potential [to be a] port of entry for Latin artists to other European markets, particularly the U.K., France, Italy and Germany, who all provide strategic opportunities in the live market,” says Narcis Rebollo, president/CEO of Universal’s Global Talent Service, which manages and books over 100 artists including Aitana, Pablo Alborán, David Bisbal, Lola Índigo and Joaquina. The potential is already being realized in Spain, where ticket sales jumped more than 26% from 2022 to 2023 and more than 250% in the last decade, according to Spain’s Association of Music Promoters.
Growing Trend: “Brand investment in music has grown more than 100%,” Rebollo says, “with music being used as a new driver for brands to position their products.”
Aitana performed at the 2024 Morrina Festival at Port of A Coruna in A Coruna, Spain.
Cristina Andina/Redferns
A Good Partner
Spain’s impressive market stats, including its sizable listening and streaming growth per capita, make it a source of local talent and a priority for imported talent. “We’re listening to more than 260 million songs per day,” Warner Music Iberia president Guillermo González Arévalo says. “Coming to Spain to promote their new albums has had a great return on investment and recognition for artists like Dua Lipa, Myke Towers, Coldplay, Charli xcx and Linkin Park, who have charted high on our charts paving the way for their next tours.” In 2024, Towers was the most listened to artist on Spotify in Spain.
Looking Forward: Warner is also expanding activity in its recently opened music hub in Madrid. “Each day more music is written, and there are more collaborations created with Latin artists,” González Arévalo says.
A Flexible Market In Constant Evolution
Spain’s music market is known today for its strong festival culture and its affinity for music in Spanish, regardless of origin — and it has been receptive to new trends of late. In November 2023, the popular reality music competition Operación Triunfo relaunched on Amazon Prime Video. “It highlighted the extraordinary capacity of the format to adapt to new digital consumption trends, bringing in traditional viewers and new generations,” head of Amazon Music Spain Claire Imoucha says of the show, which will return in September. Christmas music also got a boost in new formats, with artists like David Bisbal, Niña Pastori, and Camilo and Evaluna (who had an Amazon Music Original song in November) reimagining traditional repertoire and “consolidating Christmas as a key consumption period.”
What Comes Next: “Spanish music is living an extraordinary moment, with genres like rock and flamenco displaying their capacity for evolution and renovation,” Imoucha says. “Artists like Arde Bogotá and Carolina Durante are leaders in a new rock scene, and artists like Israel Fernandez, María José Llergo and Ángeles Toledano are bringing a contemporary twist to historic genres.”
Antonio Garcia (left) and Pepe Esteban of Arde Bogotá onstage at the Coca Cola Music Experience Festival in Madrid in 2024.
Juan Naharro Gimenez/Redferns
A Consolidated Value Chain
“Our music industry is a very professionalized industry in every sector of its value chain,” Promusicae president Antonio Guisasola says. “In addition, we have great artistic talent that is mixing genres and renovating the different roots genres of the many cultures that coexist in Spain.” A sign of maturity of the market was the launch of its Spanish Academy of Music, “where all music professionals in the country get together to honor the work we did in the year,” Guisasola says, and the first Academy of Music Awards took place last June.
Beyond Major Cities
The growth of Spain’s music scene has translated to consumption outside major cities, says Alfonso Santiago, CEO of concert promoter Last Tour, which also puts together the annual BIME conferences in Bilbao, Spain, and Bogotá, Colombia. “There’s a wide spectrum of cities beyond the big capitals that have good venues and audiences that respond favorably,” he says. That openness is particularly evident and growing among younger generations. “Traditionally, adult fans have been more close-minded,” he says. “I’m excited to see a young audience open to discovering new things.”
A Rich Culture
Spain’s location has helped foster its rich musical output. “We have a confluence of music from Latin America, Northern Africa, local folklore and, of course, our great contribution to the world’s art, flamenco,” Sony Music Spain GM Blanca Salcedo says. Sony’s new 5020 Studios have become a perfect place to mine that cultural landscape. The studios, which opened a year ago, “are hugely valuable for this purpose,” Salcedo says. “It’s a unique space that combines the best technology, design and services to foster our artists’ creativity.”
A Festival Destination; Many Collaborations
In addition to its massive stadium concerts, Spain hosts nearly 900 music festivals a year, according to the latest Oh, Holy Festivals report. “Spain has established itself as a key market for tours and festivals, positioning itself as a global tourism destination for music,” says Jorge Iglesias, founder and CEO of concert promoter Iglesias Entertainment. In addition, a series of very successful cross-cultural collaborations — including Quevedo and Bizarrap’s “Bzrp Music Sessions, Vol. 52,” which topped Billboard’s Global 200 and Global Excl. U.S. charts in 2022 — has renewed interest in the country as a talent incubator.
A Prominent Indie Scene
The diversity of genres in Spain “is richer than ever,” says Believe Spain GM Maite Díez, adding, “The local independent scene has gained great prominence.” Case in point: Indie artist Iñigo Quintero, whose hit “Si No Estás” made history as the first track by a solo Spanish artist to reach No. 1 on Spotify’s global chart. On Spotify, nearly 60% of all royalties generated by Spanish artists come from indie labels or artists, Díez says. By extension, there has been “an explosion of new talent that has gone from the digital ecosystem to massive success,” including Daniela Blasco, a finalist at the Benidorm Fest song contest.
A Mature Industry
Beyond streaming strength, “Spain’s music industry is mature in all its subsectors,” says Soco Collado, president of Spain’s music federation Es Música, which represents and promotes the industry’s collective interests. “We have huge established artists, a young scene creating spectacular things and the companies working at every level are very solid and are investing,” she says. The sustained growth of streaming stands out for Collado, and she’s particularly excited about a new generation of very young female artists who are “super committed and creating musical marvels,” including flamenco artists María José Llergo, Angeles Toledano and La Tania.
New Opportunities
Universal Music Spain co-managing director Alicia Arauzo was struck by the recent success of David Bisbal’s Todo Es Posible en Navidad, which topped Promusicae’s albums chart in December. “It feels like we tapped a local vein with Christmas music, opening up an eternal opportunity [for the music],” she says. The proliferation of stadium concerts has also been a breakthrough for Spain, she says, along with “the growing strength of female talent, both local and international.”
This story appears in the March 8, 2025, issue of Billboard.
After being nominated for inclusion in the Rock & Roll Hall of Fame — a historic first for a Spanish-language act — and after successfully touring Latin America and Spain, Mexican rock band Maná will tour the U.S. and Canada this fall, Billboard can announce.
The “Vivir Sin Aire” tour, so titled after the iconic song of the same name from 1992, will play more than 30 dates, extending through early 2026. The tour kicks off September 5 with back to back shows at Frost Bank Center in San Antonio, Texas. The band will play a total of 21 cities, including first-ever performances in Nashville, St. Louis, Baltimore, Montreal and Detroit, as well as multiple shows in Chicago, Dallas, Phoneix, San Jose and Miami.
As part of the tour, Maná will play four dates at the Kia Forum in Los Angeles, with the shows doubling as part of their residency at the venue. With the completion of these four shows, Maná will break the record for most arena shows in the Los Angeles area, according to tour promoter Live Nation. The Mexican rockers will have performed a remarkable total of 44 arena concerts, two more than Bruce Springsteen, who holds the record with 42 arena shows.
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A portion of proceeds from the tour will go toward establishing the “Latin Luchonas” (Fighting Latinas) program, created in honor of Rosario Sierra, the late mother of vocalist Fher Olvera. Sierra raised Olvera and his sisters as a single mom after his father died when he was still a child (Olvera has memorialized both parents in different songs). The program, created in partnership with the Hispanic Heritage Foundation, will “empower Latina women entrepreneurs through scholarships, mentorship and leadership opportunities,” according to a press release provided to Billboard.
The Vivir Sin Aire Tour is presented by Live Nation and sponsored by Yaamava’ Resort & Casino in San Manuel, Calif., where Maná has twice performed private shows. Tickets will go on sale starting Friday, March 14 at 10 a.m. local time at Mana.com.mx.
Find all tour dates below:
MANÁ – VIVIR SIN AIRE 2025 TOUR DATES
Friday, Sept. 5 – San Antonio, TX – Frost Bank Center
Saturday, Sept. 6 – San Antonio, TX – Frost Bank Center
Thursday, Sept. 11 – Morrison, CO – Red Rocks Amphitheatre
Friday, Sept. 19 – St. Louis, MO – Enterprise Center
Saturday, Sept. 20 – Nashville, TN – Bridgestone Arena
Friday, Sept. 26 – Chicago, IL – United Center
Saturday, Sept. 27 – Chicago, IL – United Center
Friday, Oct. 3 – Montreal, QC – Bell Centre
Saturday, Oct. 4 – Toronto, ON – Scotiabank Arena
Friday, Oct. 10 – Boston, MA – TD Garden
Saturday, Oct. 11 – Baltimore, MD – CFG Bank Arena
Saturday, Nov. 1 – Dallas, TX – American Airlines Center
Sunday, Nov. 2 – Dallas, TX – American Airlines Center
Friday, Nov. 7 – Phoenix, AZ – PHX Arena
Saturday, Nov. 8 – Phoenix, AZ – PHX Arena
Friday, Nov. 14 – Los Angeles, CA – Kia Forum
Saturday, Nov. 15 – Los Angeles, CA – Kia Forum
Friday, Nov. 21 – Los Angeles, CA – Kia Forum
Congratulations are in order for Lele Pons and Guaynaa, who are expecting their first child together.
The Venezuelan influencer, 28, and Puerto Rican singer-songwriter, 32, shared the exciting news in a social media post on Sunday (March 9).
“We’re PREGNANT!!!!!” Pons and Guaynaa wrote in a joint Instagram post, alongside a photo gallery showcasing her baby bump. “Can’t wait to meet you! We love you- Mom & Dad.”
In the heartwarming post, which was also translated into Spanish, the YouTube sensation shared several pictures and videos with her husband, including an ultrasound photo, a sweet moment of Guaynaa kissing his wife’s stomach, and another shot of the couple pressing their bare tummies together.
Numerous celebrities, friends and fans flooded the comments to congratulate the happy couple. “Yesssssssss !! 100 meses guardando secreto te amoooo,” Anitta wrote, while Paris Hilton left a smiling face with heart-eyes emoji. “Congrats, los quiero mucho!” Luis Fonsi added.
Pons and Guaynaa first met in 2019 and released their first collaboration, “Se Te Nota,” in 2020. The playful urban pop song spent 18 weeks on the all-genre Billboard Global 200 (where it peaked at No. 44), 25 weeks on the Billboard Global Excl. U.S. chart (No. 19 peak) and 11 weeks on Hot Latin Songs (No. 25).
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After months of speculation about their relationship, Pons made it Instagram official in December of that year. Guaynaa proposed during Steve Aoki’s set at Tomorrowland in 2022. The couple tied the knot in March 2023.
The pair released their debut collaborative album, Capitulaciones, in April 2023. The 10-track album, a partnership between Interscope Records and Guaynaa, features eight duets, one solo track from Pons, and another from Guaynaa. The project spans a variety of genres, including urban pop (“Abajito”), reggaetón (“Natural”), reggae (“A Que No”) and bachata (“Todo Sabe Más Rico”).
“Lele and I beat to different rhythms. In music, I can tell you that it is quite cool, because she has a different thinking and approach and drive, she has other filters in her head when she analyzes music,” Guaynaa told Billboard Español in 2023. “My filters are more about the conceptual elaboration of the album, the musicality, the storytelling, the beginning and the end. There were many disagreements for that very reason, but at the end of the day, I think we managed to develop a project, and that makes us very happy.”
Check out the couple’s baby announcement on Instagram here.
This week, Billboard’s New Music Latin roundup and playlist — curated by Billboard Latin and Billboard Español editors — features fresh new music including collaborations between Oscar Maydon and Netón Vega’s Amigos? No.” and Kapo and Myke Towers’ “ILY.” Plus, Banda MS released its highly-anticipated album Edición Limitada. In another collab, Argentine rapper Tiago PZK teamed up with Teddy Swims for sometimes “Sometimes,” the […]
New Music Latin is a compilation of the best new Latin songs and albums recommended by Billboard Latin and Billboard Español editors. Check out this week’s picks below.
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Tiago PZK & Teddy Swims, “Sometimes” (Grand Move Records/Warner Music Latina)
In the midst of his new musical era as Gotti, Tiago PZK teams up with the Grammy-nominated Teddy Swims for “Sometimes.” The bilingual track — co-produced by John Alexis, Marcus Lomax, Pontus Persson, and Tatool — is a sensual and soulful R&B jam that connects the Argentine rapper and country-pop star’s distinct powerhouse vocals. “Sometimes,” focus single off of Tiago’s GOTTI B EP, is focused on the desire to end a relationship without resentment. “Sometimes pienso en tu cuerpo (I think of your body)/ Sometimes pienso en lo nuestro (I think of us)/ Sometimes muero por dentro (I die inside),” goes the heartwrenching chorus. — JESSICA ROIZ
Nathy Peluso, “Erotika” (5020 Records/Sony Music España)
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Salsa music isn’t just alive, it’s still winning fans — or, in this case, making some go back to it. After dabbling in the genre with songs like “Mafiosa,” “La Presa” and “Sugga,” Nathy Peluso this week releases “Erotika,” inspired by the erotic salsa scene of the 1990s in New York City. Co-written by the multifaceted Argentine singer and rapper alongside Manu Lara, Servando Primera and Danicrazytown, “Erotika” presents a provocative narrative about the passion that a certain person awakens in her. “You make me erotic/ Like ’90s salsa music/ Like a crazy person I begin to dance/ And I want you to feel my madness/ You make me erotic/ As if Grupo Niche were playing/ I’m thinking/ Tonight I’ll undress you,” Peluso sings in the chorus, over vibrant arrangements of brass, bass and percussion. It is a sensual song in which the artist reclaims a style of salsa traditionally performed by men. — SIGAL RATNER-ARIAS
Oscar Maydon & Netón Vega, “Amigos? No.” (Rancho Humilde)
Oscar Maydon and Netón Vega, Billboard‘s Latin Artists on the Rise for January and February, respectively, have joined forces for this slowed-down corrido tumbado that takes on the ever-so relatable theme of heratbreak. Just like its title, the lyrics of “Amigos? No.” are honest and direct. “She plays dirty, she knows how to manipulate me/ She wants to be my friend and I’m here so in love,” Vega sings. “She doesn’t look at me the way I look at her/ I give her my life, and she won’t even give me a kiss,” Maydon adds. Both artists lament being friend-zoned in their relationships, and they navigate how to tell that person they want more than just a friendship. — GRISELDA FLORES
Banda MS, Edición Limitada (Lizos Music)
Consisting of 14 songs powered by their traditional Sinaloan style, Edición Limitada includes songs like “Tu Perfume,” a romantic ballad that served as the set’s first single and already has over 150 million combined streams on Spotify and YouTube. “Mesa Para Uno” is another key track, as it talks about the physical absence of a loved one who has transcended — a theme the band takes on for the first in its 22-year career. But joyful dance tunes are also present on the band’s 18th studio album: “Mamacita” combines huapango with catchy and easy-to-remember lyrics, while fans will be able to relate to “Estás Cancelada” since it features the essence of most of their big hits: lyrics about heartbreak.
On Edición, you can hear the three Banda MS vocalists: Alan Ramirez, David Castro and Walo Silvas. The latter spoke to Billboard about the production: “It was made with so much time and so much care that each song was well thought out — it is the album that has taken us the longest but the wait was worth it.” Silvas also told Billboard that his favorite songs on the album are “Mesa Para Uno,” “Agárrate Fuerte” and “Amor Caro.” — TERE AGUILERA
Kapo x Myke Towers, “ILY” (Sony Music Latin/La Industria)
Kapo continues on his streak of dropping feel-good, optimistic music, and for his latest single, “ILY” (which stands for “I love you”), he reeled in Myke Towers to help. Produced by Miguelangel, Zazueta and Gangsta, the song blends smooth Afropop beats with urban melodies. Singing about an instant chemistry and wanting to spend the rest of the days with that special someone, Kapo chants: “After those kisses, I can get married/ Baby, if it’s with you, I’m not scared of skipping all the steps.”
Towers adds saucy, deep rap verses, offering: “I thought I wasn’t going to get involved, and my instinct failed me.” The Colombian breakthrough star and Puerto Rican urban sensation co-wrote the song alongside Orlando J. Cepeda Matos, Julio Emmanuel Batista Santos, Juan Diego Medina Vélez, Julián Turizo, Miguel Ángel Díaz Vélez and Daniel Rondón. — J.R.
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Rimas Entertainment, home to Bad Bunny and the No. 1 label on Billboard‘s 2024 year-end Top Independent Labels chart, has acquired a “significant” stake in Dale Play Records, the maverick Argentine label that’s home to DJ Bizarrap, Rels B and rapper Duki, Billboard can reveal.
The partnership includes Sony Music Latin Iberia, which continues to own a stake in the label. Helping bring the deal to fruition were Rob Stringer, Sony Music Group chairman and Sony Music Entertainment CEO; Afo Verde, chairman/CEO of Sony Music Latin America, Spain and Portugal; and Brad Navin and Jason Pascal of The Orchard.
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Fede Lauria, the Argentine executive who founded Dale Play out of Argentina and grew the label to its current stature, will retain a smaller percentage of the company and continue as CEO. The Orchard will also continue to distribute Dale Play as it has for years. The company’s other business verticals, which include booking and management — including the management of Duki, Nicki Nicole and Bizarrap — are not part of the deal and will remain solely under Lauria.
The partnership brings together two indie companies that have redefined the way Latin music is made and promoted on a global scale, with both developing and capitalizing on a new wave of urban music in Spanish — one centered in Puerto Rico (Rimas) and the other in Argentina (Dale Play) — with international ambitions. Rimas has already expanded its roster beyond Puerto Rico, signing Spain’s Quevedo and Mexico’s Latin Mafia.
“From day one, our mission has been to support and develop artists with authenticity and respect for their identity,” said Rimas Entertainment CEO Noah Assad in a statement. “With Federico and Dale Play, we’ve built a relationship founded on trust and mutual admiration. This alliance will allow us to break new boundaries and create opportunities for our artists and teams.”
In an earlier conversation with Billboard, Assad noted that this is Rimas’ first major acquisition and that it follows a longstanding friendship and years of business dealings between him and Lauria.
“We’re working hand in hand and all we’re doing is adding more value to each other, him to me and me to him,” he said. “The collaboration already existed. We’re formalizing something that was already happening.”
Lauria was already an established concert promoter in Argentina with the company Dale Play (which currently sells over 1 million tickets per year, mostly in Argentina) when he created the label portion of his business, Dale Play Records, in 2017, focusing on a previously untapped rap and trap music scene bubbling out of Argentina. Sony Music came in as a partner in 2020.
“Afo and I have had a long-standing friendship for many years, united by a mission to elevate Latin music to the highest level,” said Lauria in a statement. The new partnership with Rimas, he told Billboard earlier, “reflects a journey we have been on for many years with Noah, Jomy and the RIMAS team. We share the same vision and values. Our companies are 360 companies with similar philosophies and origins. They’re rare in the global market. We do management, booking, label, publishing. The potential that these two ecosystems have together and the mutual collaboration that our artists and businesses can have is huge.”
Fede Lauria, Noah Assad and Afo Verde.
Afo Verde/Sony Music Latin Iberia
Added Verde in a statement: “I have great admiration for the achievements of both Fede and Noah. They epitomize the new generation of executives and label leaders, characterized by their independent spirit and innovative approach. It is a privilege to continue our partnership with them, and I love that they wanted to work together.”
Assad and Lauria’s working relationship dates back to Bad Bunny’s early days as an artist playing small venues in Buenos Aires, which Lauria booked. Today, he still promotes Bunny’s Argentina stadium and arena dates. The two have since worked together on multiple artist collaborations and started discussing a possible partnership three years ago, with conversations solidifying last year.
“This alliance is key to expanding our global reach and connecting with talent wherever it may be,” said Jonathan “Jomy” Miranda, president of Rimas Entertainment, in a statement. “We have always been at the forefront of discovering new artists, and now, through this partnership, we will have ears in more corners of the world to support and develop the next generation of stars.”
“Rimas is still Rimas and Dale Play is still Dale Play,” said Lauria during his conversation with Billboard, when asked about the future management of the respective labels. But, he adds, both labels have been “an essential part of the development of a cultural movement, and we’re in the process of shaping artists in Spain and Mexico that aren’t Argentine or Puerto Rican. Being together gives us huge power.”
Everything aligned to make the partnership come together now, said Assad. “We want a partner that has a clear vision, knows what they want and knows their destination,” he adds. “Culturally speaking, we share a lot of the same culture, and that’s why we’re doing this strategic alliance.”
In the new “The Stars Behind the Stars” franchise, Billboard Latin and Billboard Español editors share stories that have yet to be told, directly from those who aren’t often in front of the spotlight. Think “todo lo que no se ve detrás de cámaras” or “everything that happens behind the scenes.” These unsung heroes are essential to an artist’s team and its foundation. Today, we highlight CEO Juan Martín Salazar, creative director of 9F agency.
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9F’s CEO and creative director, Juan Martín Salazar, has directed campaigns for such game-changing albums this decade as Beyoncé’s Renaissance and Cowboy Carter albums and Bad Bunny’s Un Verano Sin Ti. He was also in charge of the exhibition of Mañana será Bonito by Karol G in Madrid, and the pop-up of Bunny’s Debí Tirar Más Fotos in New York (at the Caribbean Social Club in Toñitas) and Miami in association with Amazon Music Latin.
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In addition, he was in charge of creating a spectacular event during the week of the Latin Grammys 2023 in Spain with Carín León, at the cultural landmark Setas de Sevilla. Salazar and his team designed a backdrop from the entrance stairs, leading to an “acoustic” stage and creating a welcoming atmosphere, surrounded by colonial buildings.
“For me it was like a Louis Vuitton show,” Salazar tells Billboard Español. “That was the goal, and I always told the home team, ‘This has to be Louis Vuitton-type.’ They didn’t want to do the carpet-lined ladder thing, and I’m super-exaggerated in some things. There are many agencies that do many things. Still, there is always that ‘rainbow touch’ that makes things look much better — and that they don’t necessarily have to be very expensive or giant; it’s like that little detail.”
The CEO began his career studying business administration in Colombia, and then spent a stage of his life in Argentina. Years later, he moved to Miami to work directly with labels such as 5020, Sony Music Latin, Amazon and Columbia Records.
“My first project was for Becky G,” he recalls. “She released a song called ‘Dollar’ with Myke Towers, and I came up with a super crazy idea — that, to this day, I sometimes say, ‘What was I thinking about doing something like that?’ It was installing an ATM on a corner, and of course, the fans came and took out bills. In other words, the ATM worked perfectly; it was not connected to the bank, but people could put their card, and Becky G bills would come out with a receipt that said: “Becky G and Dollar…’ When you listen to the song, it talks about a guy who was always pretending, and in the end, it was all super fake.”
One of the moments that Juan has also enjoyed has been being able to create campaigns for English-language artists. Another opportunity opened up after doing a project for Rosalía: “There was a time when someone from Columbia Records asked Sony, the regional company, for help to do Rosalía’s Motomami project,” he explains. “Because of that, at Columbia, we’ve been recommended internally — and ended up doing both Beyoncé campaigns for Cowboy Carter and Renaissance.”
Salazar adds, “When the Renaissance campaign came to me, for the first time, it was like, ‘Wow! Already.’ God, I mean, I’m an immigrant. I come from Colombia, and never in my life I thought I would do something for Beyoncé.” He is preparing something special with Oscesa, for the 10 sold-out shows that Shakira will soon have in Mexico City. A museum that opens on March 19 will be open for the 10 days of Shakira’s show in Mexico City.
After seven years of positioning itself within the U.S. entertainment industry, 9F Agency took a crucial step in its international expansion with the opening of operations in Mexico, led by the prominent Spanish executive Cristina Martín.
Juan Martín Salazar tells us a little about the creative process behind some of these great projects.
How do you come up with inspiration for each project?
I like to go to fairs that don’t have to do with music, for example, exhibition fairs. Just last year, I was there — because my husband is an architect, and I accompanied him to Milan for the furniture fair. I always go to exhibitions, and there I go.
Many things, that fair, that one, were biotechnical things that had transparent fabrics, and when I came back here, I said, “Let’s do [something] with fabrics.”
How much do you get involved with each artist?
Well, almost not. It’s like the team. In the case of Karol, for example, I always work with Luis Mesa, the Marketing Director. He is like the intermediary between the artist and that. For me, there is no need to speak directly to them. I respect the communication channel very much. And in the case of a label, I always go to the project manager.
What has been your favorite project?
For me, one of the highlights was Beyoncé’s. I don’t know if you’ve seen the one at the Guggenheim Museum in New York. That was wild.
The Cowboy Carter album was coming out and we were asked to do some screenings. So, she wanted to make some projections in emblematic places of Black culture. When I went in to see, I said, “This doesn’t make any sense… They’re in Alabama, they’re in Mississippi.” I say to her team: no one is going to see it there.
So, I said, “Why don’t we do it at the Guggenheim, at the New Museum, at the Whitney Museum, in [this place and that place]? So, they said, all at once, “Let’s do it there.” When we started doing the rehearsal at the Guggenheim on the computer, they sent us a file, but they didn’t want to send us the final file. Afterward, they did not want to send the file through WeTransfer. Then, they sent someone on a plane from Los Angeles to New York with the flash drive.
This was the day we had to go out with the ad. It was 4:00 in the afternoon, and the person did not land in New York… In other words, the plane was delayed, I have no idea what happened, and they sent it on WeTransfer. And when I opened the file, it was a completely different file than the one we had rehearsed with. And this was at 6:00 in the evening, and we had to go live at 8:00. And in the end, it went super well.
[The museums] were like, “We’re so glad that Beyoncé is interested in art and black art.” Because there were art exhibitions by Black artists in museums.
On an overcast winter afternoon in McAllen, Texas, all six members of Grupo Frontera are huddled around an oversize white box, staring gleefully at its contents. They peel back the tissue paper wrapping to reveal a present their stylist has gifted them just a few days shy of Christmas — a mound of plush Polo Ralph Lauren bathrobes, one for each member, with a brassy statement stitched onto the back: “B–ch, I got a Grammy!”
The members of the norteño and cumbia band — which won the Latin Grammy for best norteño album in 2024 — are standing inside their palatial Frontera HQ in McAllen, a home that they purchased last year. Built in the mid-2000s, the sprawling estate is a very particular vision of turn-of-the-21st-century luxury (see: the Tuscan kitchen replete with dark wood cabinetry). A minimalist home recording studio, where the band has laid down several tracks, sits just past the outdoor path wending around the pool and hot tub, in a yard expansive enough to park their fleet of tour buses.
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Privacy and practicality alike spurred the band to centralize its operations here. When its star began rising about three years ago, after its cover of Colombian pop-rockers Morat’s “No Se Va” surged to life-altering virality on TikTok, Grupo Frontera would frequently record music in this South Texas enclave of the Rio Grande Valley where its members grew up and still reside — until some locals figured out where the group was recording and started showing up to the studio unannounced. “People would deadass just open the door, walk in and listen to whatever we were recording,” says frontman Adelaido “Payo” Solís in between sips of a briny michelada. “They would just wait for us to finish. Then we came out, we saw people, and we were like, ‘Hi?’ ”
Grupo Frontera will perform at Billboard Presents THE STAGE at SXSW at Moody Ampitheater at Waterloo Park in Austin on March 14. Get your tickets here.
Crucially, the house is decidedly “party-ful,” as Julian Peña Jr., the band’s affable percussionist and hype man, puts it. Grupo Frontera has held a tequila-fueled carne asada (a barbecue hang) or two here, including a baby shower for accordionist Juan Javier Cantú, who recently welcomed a daughter with his wife. The group — which also includes drummer Carlos Guerrero, bassist Brian Ortega and guitarist/bajo quinto player Beto Acosta — hopes to eventually open up the space for visiting collaborators and friends to crash there. But given that the house is still barely furnished, those plans are on hold for the moment. There aren’t many places to sit, save for a few folding chairs and tables here and there; only a handful of the home’s six bedrooms have mattresses in them propped up against walls. Tellingly, the sole piece of art inside is a framed photograph of the band mugging with superstar Bad Bunny — who collaborated with Grupo Frontera on its Billboard Hot 100 smash “un x100to,” peaking at No. 5 on the chart — splattered with globs of bright paint.
Interior decorating was admittedly low on the band’s priority list in 2024 — a year in which Grupo Frontera released its punchy set Jugando a Que No Pasa Nada, which reached the top 10 of the Top Latin Albums chart. An ambitious tour around the United States, Mexico and one date in Spain followed at amphitheaters and arenas, with shows featuring pyrotechnic flourishes and stretching about two hours. Somehow, Grupo Frontera also found time to release Mala Mía, a joint EP with fellow música mexicana stalwarts and collaborators Fuerza Regida, before the year ended. Then in late November, the group won its first-ever Latin Grammy for its 2023 debut album, El Comienzo.
Brian Ortega
Jasmine Archie
In the three brief years it has been together, Grupo Frontera has transformed from a cohort playing covers at quinceañeras into a Mexican American boy band commanding some of the world’s largest stages — where it’s sometimes accompanied by legends its members looked up to while growing up, like Ramón Ayala, and other huge stars it has now recorded with, like Peso Pluma, Maluma and Nicki Nicole. By melding the norteño and cumbia of their childhoods with their micro-generation’s penchant for embracing genre swerves (most of the band members are young millennials, save for Solís, who’s about to turn 22), Grupo Frontera has helped usher in a new era of música mexicana.
“I feel that they’ve created a powerful movement and opened the path for more bands and for the public to reconnect with a genre that had been under the radar several years,” says Edgar Barrera, the Grammy- and Latin Grammy-winning songwriter who has written dozens of songs for the group and has been a mentor to it. Given that seven of the band’s singles and both of its studio albums have reached the top 10 on the Hot Latin Songs and Top Latin Albums charts, respectively, the approach seems to be working.
Grupo Frontera’s success story is all the more astonishing considering the unorthodox decisions its members have made along the way. For one thing, they have no interest in moving from the relatively quiet McAllen (population: roughly 150,000) to a Latin music metropolis like Miami or Los Angeles to be closer to potential opportunities. “We really take it to heart when they say, ‘Keep your feet on the ground,’ ” Guerrero says. “Us being humble is what’s going to take us farther.”
Adelaido “Payo” Solís
Jasmine Archie
Julian Peña Jr.
Jasmine Archie
Instead, they’re bullish about staying close to home in the valley, a region that has made national headlines recently as one of the areas the Trump administration has targeted for U.S. Immigration and Customs Enforcement raids. The Rio Grande Valley is also home to Intocable, one of the most successful norteño bands ever, and the region has historically produced talented musicians and even a handful of breakthrough stars — Bobby Pulido, Duelo and Freddy Fender among them — in spite of lacking the infrastructure that helps groups take the next big step.
In another unlikely turn, the band has released its music independently; indie label VHR Music put out its debut album, and the band self-released Jugando. But don’t mistake these decisions for ambivalence — the group is wary of staying in the same place, metaphorically speaking. “It’s not OK for you to be too comfortable and feel like what you’re doing right now is going to work out forever,” Solís says. And now Grupo Frontera finds itself at a new crossroads as it strategizes how to reach the next level of stardom — specifically, expanding its audience beyond the United States and Mexico, bringing its heart-tugging cumbias to new ears.
“We want to go someday to Japan,” Cantú says. “Any place we could play that’s different. Brazil is a goal we have … We want to put out our Mexican roots to the whole world.”
Grupo Frontera’s origin story is bound up in TikTok’s inscrutable algorithm. In early 2022, one of its first singles, the ebullient “No Se Va,” became ubiquitous on the platform, debuting at No. 50 on Hot Latin Songs and eventually climbing to the top 10. The guys had just started playing music together during off-hours from their day jobs as car dealership finance managers and ranchers. They cobbled together early videos for a few hundred dollars and learned about the music industry by searching “how to” tutorials on YouTube. When the TikTok spotlight suddenly shone on them, they seized the moment. The act soon started working with Barrera, and in mere months, it had released another hit, then another. “If it wasn’t for TikTok when we released ‘No Se Va,’ it probably would have stayed in our hometown of the valley,” Solís says.
Barrera — who has written and produced for megastars including Shakira and Maluma — has a distinctive sensibility that has no doubt helped Grupo Frontera’s sound evolve over the years. His guidance was a boon in those early days, and he especially helped the act see a bigger picture. “We were thinking about, ‘How do we do the biggest wedding here in the valley?’ And [Barrera] goes, ‘Wedding? How can you do the biggest stadiums in the whole world? That’s how you have to think,’ ” Peña remembers. “And we’re like, ‘All right, let’s think that way.’ And then little by little, when we would release a song, we would do it thinking that this song was going to go viral, this song was going to help us out. And it would work.”
From left: Beto Acosta, Julian Peña Jr., Juan Javier Cantú, Carlos Guerrero, Brian Ortega, and Adelaido “Payo” Solís of Grupo Frontera photographed December 20, 2024 in McAllen, Texas.
Jasmine Archie
It’s been practically three years to the day since Grupo Frontera first went nuclear on TikTok, back when talk of an outright ban wasn’t imminent. Yet some of the band members deleted their personal TikTok accounts recently and haven’t redownloaded the app since it returned online in mid-January following a brief ban. (The band’s professional TikTok is still active.) They don’t exactly miss it, personally. “I feel like I’m a new man,” Cantú says with a smile. These days, Solís has focused the attention he would have spent scrolling through TikTok on Splice, an app for sampling and creating songs. While Solís doesn’t consider himself a gloomy person, he admittedly gravitates toward “melancholy, sad, depressing chords” while writing. “That’s what inspires me, to be honest: those sadder chords.”
While Solís’ voice is his main instrument, he occasionally plays guitar, piano and accordion by ear. He’d like to get better at nailing down exactly what he wants to hear from the instrument he’s playing so those sounds can aid him with songwriting — something he has been doing more of since last year’s Jugando (where he was credited with co-writing the song “Ibiza,” which is about wanting to give a lover anything their heart desires).
Though Barrera has written most of Grupo Frontera’s songs so far, along with other writers like Ríos, the band feared becoming complacent by always yielding those creative duties to someone else. “We were comfortable with the fact that [Barrera] would send us a song and that’s it,” Solís says. “But at a certain point, we felt like we weren’t working for it.” The group started inviting other songwriters into the mix, and Solís began chipping in more after a generative writing camp with Barrera.
The band sees taking calculated sonic risks as pivotal to its next phase. In late January, for instance, Grupo Frontera hopped on a song with Spanish icon Alejandro Sanz, “Hoy no me siento bien,” that marked two milestones: It was the group’s first-ever salsa tune and its farthest-afield collaborator to date. “I’m not too sure if a bajo quinto has ever played salsa before, but Beto was trying his best,” Solís jokes. Unlike the band’s usual fare, the song doesn’t address being in (or out of) love, either. “But I love the message,” Solís says. “It’s like, ‘Today, I don’t feel OK and that’s OK.’ ”
“Yeah, like feeling bad is OK, too,” Cantú interjects. “That’s badass.”
Juan Javier Cantú
Jasmine Archie
Carlos Guerrero
Jasmine Archie
On its recent collaborative EP with Fuerza Regida, Grupo Frontera moved in yet another direction: trying corridos imbued with a Tejano bent, along with its cumbias. While these projects have been well-received commercial successes, the prospect of potentially not hitting the mark, and perhaps even failing, doesn’t seem to deter the act. “That’s what we want to do — to tell the world that Frontera can collaborate with different artists and that we could also make different styles of music,” Cantú says. “That’s our goal, most likely, for this year. Not to get away from cumbia or norteño — that’s our base. But also like, ‘Hey, we could also play and sing this.’ ”
The morning after catching a transatlantic flight from Spain, the members of Grupo Frontera arrive at a local sports club in McAllen with rackets in tow. They’re here to play padel, a sport resembling tennis and squash, that they got hooked on thanks to its low chance of injury. As they arrive one by one, the guys seem in good spirits if a bit bleary-eyed. They begin warming up by bouncing balls against glass walls surrounding the court. Acosta arrives last, strolling in with a sheepish grin. “The tardy one,” the band’s publicist says with an eye roll. “You can put that in the article.”
Since only four players can be on the court at any given time, the men rotate sets. Acosta rolls up one pant leg to get his head in the game, then forcefully serves the yellow ball. It lands with a thwack on the court’s blue turf, and Cantú bursts out singing the keyboard riff from “The Final Countdown.” S–t-talking abounds. Guerrero, who suffered an injury after missing the last step of some stairs, is moving with some hesitation — but after playing a few focused rounds, he and Acosta win the impromptu tournament.
While they might be opponents on the court at this moment, they tend to operate as a single organism in the band’s day-to-day decision-making. They use a democratic process and any arguments are cleared up directly: “When one person is wrong, the rest of the group notices it and they just tell them straight up,” Solís says.
Solís sees a through line between the band’s padel habit and the heightened energy it unleashed on last year’s Live Nation-promoted Jugando tour. In 2023, when it first started touring extensively, Solís admits that he would tend to stay in the same spot while singing onstage. “Then this year, I would, like, run around and jump across the stage and stuff.” The guys start chortling, talking over one another as they consider how they might elevate their stage presence in 2025: “Backflips! Shirtless concerts! Splits!”
Should the band realize its stadium dreams, the group’s penchant for showmanship will likely still need to be amped up further. “The show needs an upgrade on the technical and musical sides,” explains Raymond Acosta, the director of talent management at Habibi who works with the band there. (The band has been signed to the management division of Rimas Entertainment since 2023.) “The larger space demands a greater offering to fans. It has to be a unique experience where fans feel part of something bigger than just a show. It’s a challenge to connect with every single person in that stadium.” But as Acosta sees it, a band like Grupo Frontera is up for that challenge: The act “can attract all types of crowds, which makes a significant difference.”
Beto Acosta
Jasmine Archie
For the moment, Grupo Frontera is embarking on something else it has never done before: taking a monthlong break to recalibrate from its breakneck touring schedule, right before delving into writing new music. The last item on its calendar in December involves distributing free holiday toys for a block party at Edinburg, Texas’ Bert Ogden Arena, where it held a spur-of-the-moment free performance for the community.
Grupo Frontera is cognizant of how it represents the Rio Grande Valley both out on the road and at home. And while it has always eschewed any talk of politics, it has inherently become part of any discussion of where the band comes from, as the U.S.-Mexico border is now a flash point for discussions about immigration, xenophobia and racism. When I ask in December if they’ve been feeling the reverberations of this particular political moment — with the vocally anti-immigrant Trump administration then about to enter the White House — and if their fans approach them wanting to talk about politics, the band deflects. “I mean, our group name, Grupo Frontera, I think it feels natural for people to be like, ‘You’re from the border,’ stuff like that,” Guerrero says. “We always try to keep that private.” Peña chimes in, saying that they strive to “talk about music, that’s it.” (Their publicist shuts down any further discussion of the topic.)
But recently, the band had to answer for a political controversy of its own, when a video of Solís’ grandmother (known as “La Abuela Frontera” online) dancing to “Y.M.C.A.,” a song that Trump played frequently on the campaign trail, circulated online. Coupled with a now-deleted TikTok video of the band jamming to the same song, it prompted outrage from fans who perceived it as the group celebrating Trump’s election win. The backlash has since led to boycotts and a petition calling for Grupo Frontera to be taken off the lineup for Sueños, a Chicago musical festival where it’s slated to perform in May.
In response, the band wrote in a statement that “Grupo Frontera has NO affiliation nor alliance with any political party that’s against immigrants and the Latino community. Like many of you, our families and [group] members have fought and struggled for a better future, and we will always take our people’s side, defending our roots and values. It’s important you know that the opinions of our friends and family don’t represent Grupo Frontera. We are immigrants, we are from the border, and Grupo Frontera will always be by and for the people.” The band also posted a video in late February stating that the “Y.M.C.A.” video had been part of a routine it had on its last tour, where it danced to a different song before each show; in it, Acosta lamented how a swirl of “fake news” had been “putting us against our own people.”
As they see it, their main obligation is to elevate the valley in the eyes of the world, especially the musicians who hail from their same stomping grounds. “There’s a lot of talent,” Guerrero says of musicians in the valley. “Better than us,” Acosta adds. To them, what prevents musicians from making a successful living in music here is a lack of recording studios — but they want to leave behind a “trail for everybody to do it,” Cantú says. That might eventually involve having bands record at their own studio. As the guys see it, it’s not so much that they “made it” out of the valley, but rather that they’re “trying to make the valley grow,” as Solís puts it.
It was that same kind of support that first convinced Grupo Frontera to stay independent, after hearing cautionary tales from Acosta’s brother and other local musicians who had signed unfavorable record deals. Since then, it has made as much of an effort to learn the back end of the music business as it does fine-tuning chord progressions, often seeking Barrera’s counsel. Even after it was first approached by a few big labels, the band had “a gut feeling that it was not the right choice at the time,” Cantú says, a smile growing across his face. “And it worked out pretty good.”
The members believe these incremental steps, along with their unconventional approach, will take them where they eventually plan to be. “We’re trying to become superstars,” Peña says. “Something that 30 years from now, somebody’s going to look back [and say], ‘Dude, you remember Frontera?’ ”
A while back, Peña recalls, someone in Grupo Frontera (he doesn’t remember who) mentioned wanting to become like AC/DC or Queen — a timeless band steeped in mythos. At first, Peña scoffed at the idea. “I remember saying, ‘Dude, shut up. Like, what the hell?’ ” he says. “And now I think about it like, ‘Why not?’ I mean, why can’t we be that?”
This story appears in the March 8, 2025, issue of Billboard.
On an overcast winter afternoon in McAllen, Texas, all six members of Grupo Frontera are huddled around an oversize white box, staring gleefully at its contents. They peel back the tissue paper wrapping to reveal a present their stylist has gifted them just a few days shy of Christmas — a mound of plush Polo […]
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