Latin

Over the past few years, reggaetón Mexa has gained momentum outside of Mexico thanks to subgenre leaders like Bellakath, whose perky “Gatita” went viral on TikTok in 2022. Her song — which became her first entry on the Hot Latin Songs chart, peaking at No. 30 in January 2023 — put a spotlight on the style, which fuses reggaetón with Mexican culture and slang. Since then, the Mexico City native, who first gained popularity as a social media personality, has only doubled down on her efforts to take reggaetón Mexa from the local to the global stage.

After releasing her debut album Kittypone, home to her “Perreo Champagne” hit with Dani Flow – which entered the Billboard Global Excl. U.S. chart – Bellakath signed a distribution deal last year with Warner Music Group’s ADA, a nod to her ever-growing global fanbase. Fuerza Regida also recruited Bellakath for the bouncy trap/hip-hop “Fresita,” which became her second entry on Hot Latin Songs. Her recent collabs with artists from Colombia and the Dominican Republic only cement her commitment to becoming a bona fide crossover artist.

Ca7riel, a flamboyant force in the Buenos Aires music scene, blends charm and chaos into his performances, making him a standout artist in the Argentinian trap movement and beyond. Since launching his solo career with two provocative EPs in 2018, Povre and Livre, a tongue-in-cheek take on “poor” but “free,” Ca7riel has not only built a loyal following, but also earned a Latin Grammy nod for his debut 2022 LP, El Disko. Venturing into a realm of funky grooves, hip-hop edginess, and luminous synth plays, his music is a carousel of thrilling unpredictability. Ca7riel’s musical journey has taken him back to his roots with Paco Amoroso in their latest 2024 collab album, Baño María, magnifying their collective energy into something wholly mesmerizing. His inventive narratives introduce audiences to a world where tradition meets an exhilarating future, positioning him as an audacious pioneer in the alt-Latin music landscape.

A three-time finalist at the 2024 Billboard Latin Music Awards, Chilean hitmaker Cris MJ, along with FloyyMenor, had the biggest Latin hit of 2024: “Gata Only.” The hypnotic reggaetón track not only made Cris MJ a household name but set him up for global stardom.

Ushering in Chile’s booming reggaetón movement, taking inspiration from reggaetón acts (Daddy Yankee, Ñengo Flow) and American trap artists (Lil Baby, Travis Scott) alike, Cris MJ is a self-taught musician who, before “Gata Only,” also scored a major collaboration with Karol G and Ryan Castro in 2023, when they hopped on the remix of his “Una Noche en Medellín,” which he performed alongside Karol at Viña del Mar. The song also earned Cris his first Hot 100 entry, when it debuted at No. 68. Last year, Cris – who landed at No. 3 on Billboard’s Year-End Top Latin Artist – New chart – toured in Mexico and Europe, proving his success goes beyond viral hits.

When a reggaetón icon like Wisin introduces you as one of the “leaders of the new generation” on “Veldá” — from Bad Bunny’s latest album, DeBÍ TiRAR MáS FOToS — you know it’s going to be a powerful year. The collab, which also includes 2024 Billboard Latin Artist to Watch Omar Courtz, earned Dei V his first entry on the Billboard Hot 100 at No. 43. The Puerto Rican rapper, singer, and songwriter (real name: David Gerardo Rivera Juarbe) has collaborated with notable artists llike Luar la L, Anuel AA, Karol G, Cris MJ, and Ozuna. This year, he obtained a Premio Lo Nuestro nod for urban – best trap/hip hop song with “SI SI SI SI” in collaboration with Justin Quiles, Sech, Lenny Tavárez, Dalex and Dímelo Flow, also featuring Eladio Carrión and Bryant Myers.

Dei V has been making waves in the music industry with his unique deep vocals, original lyrics, and effortless style. He is securing his position as a trailblazer in the industry with his latest LP, ¿Quién es Dei V?, released in June of last year. The 16-track album features heavy hitters including Yovngchimi, Myke Towers, De La Ghetto, Ryan Castro, Chris MJ, Lunay and (again) Bryant Myers.

Raised in Sinaloa but based in Phoenix, AZ, Edgardo Nuñez first appeared on Billboard’s charts in August 2022 with his collaboration with Fuerza Regida, “Billete Grande.” The track reached No. 16 on Hot Latin Songs. Three months later, he scored his second chart entry — “Loco Enamorado” with Junior H (No. 30 peak). In summer 2023, he earned his first Billboard Hot 100 entry, thanks to his appearance on Peso Pluma’s “VVS” alongside Los Dareyes de la Sierra.

But it was “First Love,” with Oscar Ortiz, that really put Nuñez’s distinct nasally vocals and corrido melodies on the map. The team-up that went viral on social media in 2024 not only hit the Billboard Hot 100, Hot Latin Songs, Billboard Global Excl. U.S., and Billboard Global 200 charts, but it earned both acts their first No. 1 hit on Regional Mexican Airplay. Nuñez has released 11 solo LPs, dating to 2018.

Born and raised in Bogotá, Colombia, Ela Taubert first gained traction on social media with her covers — including “Si Te La Encuentras Por Ahí” by Feid, which even received Ferxxo’s stamp of approval. Her melancholy and dreamy vocals ultimately landed her on Colombian hitmaker Julio Reyes Copello’s radar when she was a young, aspiring singer, as she became an alumnus of the inaugural generation of Universal Music Latin’s Abbey Road Institute & Art House Academy. At the end of the program, she dropped her EP ¿Quién Dijo Que Era Fácil?, marking her official debut release under Universal Music Latin in 2023.

Since then, she’s shared stages with Alejandro Sanz, Diego Torres and Morat, and even opened for Karol G during her Mañana Será Bonito Tour. Her biggest childhood dream, however, came true when she nabbed the coveted best new artist award at the 2024 Latin Grammys, where she also debuted a new, bilingual version of her song “¿Cómo Pasó?” in collaboration with Joe Jonas. (The original version released last February reached No. 12 on Billboard’s Latin Pop Airplay chart). Taubert was Billboard’s Latin Artist on the Rise in November 2024.

The 19-year-old Chilean’s artist name takes inspiration from boxing icon Floyd Mayweather, and it’s fitting. FloyyMenor wrapped 2024 undefeated having arguably the biggest song of the year: “Gata Only” landed FloyyMenor and compatriot Cris MJ their first global hit. “Gata Only” won Top Latin Song at the 2024 Billboard Music Awards, Global 200 Latin Song of the Year at the 2024 Billboard Latin Music Awards, and it was also the top song on TikTok globally in 2024. Crediting trap powerhouses like Anuel AA, Travis Scott and Bryant Myers as sources of inspiration, Floyy began making music four years ago, but it wasn’t until 2023 that he decided to share some of the songs he had been working on — and, in August, he released his debut album El Comienzo to keep fueling his global rise. Following the massive success of “Gata Only,” all eyes are on FloyyMenor.

Kapo has risen as one of the most exciting new artists of mid-2024, largely due to his innovative blend of Afrobeats and distinctive raspy vocals. “Ohnana,” which carries a heartfelt love declaration, became a viral sensation, captivating audiences with its infectious rhythm and relatable lyrics, and which gave him his first No. 1 on any Billboard chart. This early success paved the way for an impressive remix that featured renowned artists Maluma, Farruko, Nicky Jam, and Ryan Castro. This collaboration not only expanded his reach but also opened prestigious international stages for him, such as the iconic Santiago Bernabéu in Madrid.

Building on this momentum, Kapo released “UWAIE,” an Afrobeat track that exudes freshness and positivity that also entered the Billboard charts. This song served as a tribute to women, celebrating their beauty, strength and light, which resonated powerfully with his fans. The emotional connection was amplified by the involvement of his mother in the video showcasing the beautiful connection between them. Kapo’s musical journey is marked by a series of successful singles that highlight his versatility and growth as an artist. In particular, “Qué Pecao,” a captivating bachata with Manuel Turizo, showcased Kapo’s ability to venture into new musical genres. This track not only reaffirmed his considerable talent but also demonstrated his skill in developing connections with listeners through different styles of music.

Mexican siblings Mike, Emilio and Milton De La Rosa have created a unique musical identity by blending elements of pop, indie rock and R&B. Known professionally as Latin Mafia, this talented trio made waves last year with the release of their debut album, Todos Los Días Todo El Día, featuring a richly layered and experimental sound that feels like the birth of a new musical genre. Last November, the album peaked at No. 11 on Billboard’s Latin Pop Albums.

Each of the tracks on Todos Los Días Todo El Día showcases the trio’s artistic essence, skillfully weaving together soothing, gentle vocals with powerful high notes, all enhanced by innovative electronic elements. Each song also presents a tapestry of sounds, inviting listeners into an immersive auditory experience. In 2024, the trio inked its first record deal with Rimas Entertainment, followed by its first Latin Grammy nomination for best new artist, further cementing its place in the Latin music scene.

Experimental corridos are on the rise in Mexico and beyond, and Los Esquivel is at the forefront of that new wave of corrido hitmakers. Los Esquivel — composed of brothers Sebastián and Eugenio Esquivel — first made a splash with its electro-corridos in 2023, fusing house and EDM with traditional regional Mexican music instruments. Breakout track “Alucín” not only went viral on TikTok for depicting alucín culture but also peaked at No. 29 on the Hot Latin Songs chart. Last year was pivotal for Los Esquivel, who wrapped 2024 with the Alucín Tour in Mexico and the U.S., showcasing strength at the box office, too. Los Esquivel’s revolutionary spirit continues this year, kicking off with yet another iteration of corridos: bachata bélica. The brothers’ ability to stretch the boundaries of regional Mexican music contributes to the ongoing evolution of música Mexicana.

Luck Ra (real name: Juan Facundo Almenara Ordónez) has been a force in the Billboard Argentina charts since 2023, where his “La Morocha” featuring BM topped the Billboard Argentina Hot 100 for seven weeks. Last March, the Argentine newcomer earned another No. 1 on the chart with “Hola Perdida,” in collaboration with Khea. The song’s virality not only put cuarteto or cuartetazo (a musical genre born in Córdoba, Argentina similar to merengue) on the map, but it scored a Maluma remix, and ultimately got Luck Ra on the radars of veteran hitmakers such as Chayanne, and now, Elvis Crespo.

For his latest release, Luck Ra teamed up with Crespo for a revamped version of the 1998 merengue classic “Suavemente.” Recorded live during a Luck Ra concert, the surprising collab starts off as a fiery merengue, but then transitions into a fast-paced cuarteto beat. Luck Ra has also teamed up with Nicki Nicole and Paulo Londra, among other contemporary artists.

Luis Alfonso made a name for himself in Música Popular Colombiana, or the Regional Colombian genre, with a subgenre he created that’s known as “contentoso,” where Alfonso laces feel-good and fun melodies with música popular. The best representation of his style to date is his viral track “Chismofilia,” which earned his first Billboard entry on the Latin Pop Airplay chart last year. In 2020, the proud montañero (mountaineer) inked a deal with La Industria Inc. after being discovered at a birthday party by the cousin of Juan Diego Medina (CEO of La Industria), and has unleashed three live albums, and his debut studio album Contentoso in 2024. 

Last year, he opened the 2024 Billboard Latin Music Awards, marking a historic moment for the fast-growing genre, which fuses Regional Mexican music and the string music known as carrilera in Colombia. Luis Alfonso was Billboard’s October Latin Artist on the Rise last year.

Michelle Maciel describes himself on social media as a “Pisces, musician and student” — but beyond being mysterious, he’s become a pioneering trans voice in música Mexicana. Born in Sonora, Mexico, Michelle has a suave, bad-boy look and dulcet vocals that belt lyrics about love, infatuation and heartbreak — in addition to connecting with today’s youth through his viral content on social media. His edgy fusions of indie pop, urban ballads and regional Mexican music can be heard in some of his popular singles, such as “eScoRpión :)” with Ramon Vega, and his two Eden Muñóz collaborations: “No Sabia Cuanto” and “CCC.” Last year, his debut album Trastornado was nominated at the 2024 Latin Grammys for best contemporary Mexican music album.

As a new wave of regional Mexican hitmakers fuels the genre’s global movement, Luis Ernesto Vega Carvajal, better known as Netón Vega, takes center stage. The 22-year-old Mexican singer-songwriter first gained recognition as a co-writer on hits like “La People” by Peso Pluma and Tito Double P and Peso’s “Rubicon.” But his breakthrough as a singer came via the attitude-heavy “Si No Quieres No” with Luis R Conríquez, the corrido which scored both artists their first entry on the Billboard Hot 100.

He now has a handful of collabs that have charted on the Hot Latin Songs chart, including “La Patrulla” with Peso Pluma and “Chino” with Tito Double P. Venturing into reggaetón, his song “Loco” most recently scored him his fourth top 10 on the Hot Latin Songs chart, showcasing his versatility. To keep the moment going, Vega is set to drop his debut album this year.

Venezuelan singer-songwriter NOREH possesses a remarkable ability to infuse each of his compositions with an enchanting quality. He crafts ballads that seamlessly blend classical elements with various other styles. The significance of his stage name is reflected in the acrostic “Nunca Olvidaré Respetar El Humano,” which translates to “I will never forget to respect the human.” NOREH’s music spans a wide array of genres, including urban music, heartfelt ballads, romantic boleros, vibrant salsa and smooth bossa nova rhythms. This versatility allows him to draw listeners into a world where traditional and contemporary influences coexist beautifully. His interpretative prowess shines in his performances, where he skillfully conveys the emotions and stories embedded in his songs.

Since his debut LP Asocial in 2020, he has collaborated with renowned artists such as Jay Wheeler, Nacho, CNCO, and Servando & Florentino. To close out 2024, NOREH signed with 5020 Records, a Sony Music US label, further consolidating his growth in the industry.

The Mexicali artist is leading a new wave in the sierreño genre, adding a romantic allure paired with gutsy corrido bravado, as demonstrated by his breakout hit “Tu Boda,” featuring superstars Fuerza Regida. This track’s inception was marked by an unexpected spark of inspiration at an L.A. traffic light while listening to an early demo — a haunting sierreño ballad crafted by Alexis “Chachito” Armando Fierro Roman. “Suddenly, Jesús [JOP] from Fuerza Regida’s voice began resonating in my mind,” Maydon previously told Billboard Español over Zoom. The resulting collaboration propelled the song to the top of the Hot Latin Songs chart for an impressive 11 weeks. More recently, it earned it a nomination for song of the year at Premio Lo Nuestro.

Maydon initially broke onto the scene with his December 2022 sophomore album, Distorsión, under Rancho Humilde, featuring collaborations with notable artists like Natanael Cano and Gabito Ballesteros, and an unexpected pairing with rapper Tyga. With anticipation building for his upcoming album release, we’re betting on Maydon to provide new hits and surprises once again. 

Initially rising to fame alongside Ca7riel in a cloud rap collaboration in 2018, Paco Amoroso embarked on a solo journey filled with promising projects. He teamed up with Bizarrap during the DJ/producer’s formative years for “Bzrp Music Sessions, Vol. 3” in 2019. Later, Paco ventured into solo territory with the release of his EP Saeta in 2021, carving out a niche with his sultry blend of genres.

Amoroso’s style favors an enchanting allure over a frontal assault. Whether navigating lo-fi beats or the glittering pulse of dance-punk, Paco keeps listeners engaged. In 2024, he reunited with his longtime collaborator Ca7riel for the exhilarating album Baño María, which earned a spot on Billboard’s Best Latin Albums of 2024 list. As their viral Tiny Desk performance together indicates, they can also stun in an acoustic setting, not just in the recording studio, it’s evident that their musical versatility knows no bounds.

RaiNao is quickly carving out her space in the reggaetón scene, and is further bolstered by her feature on Bad Bunny’s chart-topping Billboard 200 album with the track “Perfumito Nuevo.” That electrifying EDM-infused reggaetón number marked her debut onto the Hot 100, with its No. 31 peak to date, also rising to the No. 7 spot on the Hot Latin Songs chart. As one of the prominent female voices elevating Puerto Rican reggaetón, RaiNao brings an alternative-pop flair, interspersed with subtle nuances of jazzy R&B. Signed to Rimas Entertainment’s indie-centric label, Sonar, the artist has been on the radar since her 2022 debut EP, ahora A.K.A. Nao. Her debut album, Capirú, released last year, playfully derives its title from a Caribbean game, and melds elements of hyperpop and dubstep. She currently boasts 18 million monthly listeners on Spotify, evincing her growing popularity.

Tito’s songwriting chops – penning hits like “El Belicon” and “Siempre Pendientes,” for his cousin, superstar Peso Pluma – earned him his first entries on Billboard charts in 2023. Now, he’s become a fixture on the listings, not only as a songwriter but as an artist. The 27-year-old corridos hitmaker launched his singing career last year, and released his debut album Incómodo over the summer, which dethroned Peso’s Éxodo from No. 1 on Top Latin Albums, earning Tito his first No. 1 on any Billboard album ranking. Born and raised in Culiacán, Sinaloa, Tito (real name: Roberto Laija) landed at No. 2 on Billboard’s Year-End Top Latin Artist – New chart. In March, Tito’s career takes flight embarking on his first-ever U.S. tour visiting major cities like Atlanta, Houston and Las Vegas – setting the tone for a promising 2025.

Last year, at only 15 years old, Valentino Merlo established himself as one of the most distinctive voices in the Argentine music scene. The Rosario, Sante Fe-based teenager debuted on the Billboard Argentina Hot 100 chart in 2024, where he placed four Top 10 hits: “Tu Foto” with Q’Lokura, “Princesa” featuring Paulo Londra and Luck Ra, “Si Un Día Estás Sola” with Emanero and Big One and “Hoy” with The La Planta. The lattermost hit — a cumbia reinterpretation of Gloria Estefan’s 2003 hit, composed by Peruvian artist Gian Marco — climbed to No. 1 on the Billboard Argentina Hot 100 last summer, where it reigned for 11 consecutive weeks. Merlo, along fellow Uruguayan colleague The La Planta, also graced the cover of Billboard Argentina’s Global No. 1s issue in December. 

Yahir Saldivar, a fresh face in the Mexican cumbia music scene, is quickly carving out a niche as a pioneer of cumbia bélicas, a genre-blending wave that integrates traditional cumbia rhythms with militaristic-yet-kitschy thematic elements. Influenced by iconic figures like Rigo Tovar, Saldivar has garnered significant attention. His ascent was sparked by his viral hit “SC-9,” via DEL Records, a track that sets classic cumbia to visually striking, militarized visuals complete with rifles and face bandanas. The song climbed to No. 1 on Latin Digital Song Sales and reached No. 17 on Hot Latin Songs, solidifying Saldivar’s impact. 

“Ando patrullando y en una mancha me miran, la chimichanga tengo mi gavilla...”—this catchy line from “SC-9” became instantly recognizable, turning Saldivar, also known as “La Chimichanga,” into an artist on our radar. While it’s still uncertain if cumbia bélicas will become the latest major trend in Latin music, the trajectory of Saldivar’s career suggests burgeoning potential. With over 224 million views on YouTube and accolades from established artists like Santa Fe Klan — who invited him for a collaboration on “A La Orden” — Saldivar is undoubtedly an artist poised for continued success.

Yailin La Mas Viral (real name: Jorgina Lulú Guillermo Díaz) has firmly established herself as a dynamic force in Latin music. Her breakout hit, “Chivirika,” released in 2021, catapulted her into the spotlight, showcasing her ability to blend various musical styles, mainly dembow. Born in Santo Domingo, the Dominican artist emerged from humble beginnings and navigated through a series of personal challenges, including two very public relationship scandals that have only added to her charisma and complexity as an artist. Over the years, she has become known for her resilience, demonstrating an unwavering determination to succeed against the odds.

A distinctive aspect of Yailin’s music is her fearless embrace of authenticity and explicitness. She has cultivated a unique sound that fuses dembow with elements of trap and reggaetón, inviting a fresh perspective to the genre. In 2023, she received her first nomination at Premios Juventud for “Mejor Colaboración Dembow” alongside Cardi B, Farina, and La Insuperable. As 2024 approached, she closed out the year on a high note, with two viral hits on social media — “Bing Bong,” which peaked at No. 28 on Hot Latin Songs, and “Silla” — and signed a deal with Roc Nation.