Latin
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From career milestones to new music releases to major announcements, Billboard editors highlight uplifting moments in Latin music. Here’s what happened in the Latin music world this week.
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Latin Music Appreciation Month
May 2024 has been designated as “Latin Music Appreciation Month” in The United States, after a bipartisan resolution was introduced by U.S. senators Ben Ray Luján (D-N.M) and Marco Rubio (R-Fla) this week. The effort was led by award-winning producer Emilio Estefan, People en Español, and political strategist and organizer Nathaly Arriola Maurice, after the group traveled to Washington, D.C. last year in December to meet with Senator Lújan.
“As one of the only Hispanics in the United States Senate, I’m honored to introduce this resolution recognizing Hispanic and Latino achievements in music and culture,” Luján said, according to People en Español. “The impact of Hispanic and Latino artists in the U.S. and around the world is immeasurable – from driving cultural trends to achieving commercial success – and it’s worth celebrating.”
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Since kicking off his career in the ‘70s, Estefan has always focused on elevating Latin music and culture. “The recognition of Latin Music Month marks a crucial moment to highlight the true story of our music, which carries a diversity of styles from all corners of the world,” he expressed. “These sounds have influenced many generations and continue to be the inspiration for the new ones.”
Feid Launches his Foundation
Earlier this week, Feid shared a new Instagram profile called “Fundación GOOD KIDZ” on his stories, which all hints that its the start of his own foundation. The foundation—that has garnered over 25K followers in its first week and only follows the Colombian artist—shared its first post, showing one of its first efforts. “This young forest that we planted last weekend in collaboration with @CasaMadreRaiz is the beginning of many projects to come. Join us to promote culture, nature and well-being,” read the caption.
Camilo Presents His Creative Space
Camilo welcomed Billboard to his creative space that he calls his “Taller Creativo.” Located in Miami, Camilo’s new home-away-from-home is where he created his latest studio album Cuatro — the set where he experimented with salsa music, bossanova, and other genres. The industrial building that he decorated with instruments and a Bohemian aesthetic is also where he filmed the 12 music videos — including the Carin León-assisted “Una Viva Pasada” — directed by his wife Evaluna Montaner. During the event, Camilo also crooned us with acoustic versions of his new songs.
Carlos Vives Is Named POTY
Carlos Vives — winner of 18 Latin Grammy Awards, two Grammy Awards and a Billboard Latin Music Awards Hall of Fame inductee — has been named The Latin Recording Academy’s 2024 Person of the Year. “It’s still surprising to me,” the Colombian artist told Billboard Español in an exclusive interview. “It’s like a message that the Academy gives at the end, because 32 years ago I chose a path [that was unconventional]. To be successful, to be commercial, there was one way. This other path that’s cultural or has to do with your identity, that doesn’t work, [they would say].” Vives will be honored as part of the Latin Grammys 25th anniversary celebrations held November in Miami. Watch the emotive reactions of his family members below:
This week, Billboard’s New Music Latin roundup and playlist — curated by Billboard Latin and Billboard Español editors — features fresh new albums from artists such as Trueno, Alejandro Fernández and Anitta, Alex Anwandter, and Rauw Alejandro, to name a few. If you’re wondering why there are many album releases happening this week and potentially next week as well, it’s may be because […]
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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Camilo, cuatro (Sony Music Latin/Hecho A Mano)
Camilo’s new album, cuatro, is the culmination and the summation of four EPs — un, dos, tres and now cuatro — released individually in the past several months, and now together in this last, grand finale. While the concept may appear to be a marketing ploy, it wasn’t conceived that way. The songs came to be simply as songs — inspired by Camilo’s professed love for his wife and muse, Evaluna, and also for his love of the diverse tropical rhythms that were soundtrack of his childhood. (So much so that, “Una Vida Pasada,” his collab with Mexican star Carin León, is a salsa.)
But cuatro’s biggest triumph lies in its storytelling. Each song is a tale, of love lost and won, narrated in Camilo’s efficient but poignant and compelling prose. Standouts include “Gordo” and “Una Canción de Amor Para La Pulga” (La Pulga is Evaluna) — and be prepared for a surprise in “Sálvame,” a salsa cover of the RBD hit performed with Cuban timba master Alexander Abréu and his band, Havana D’Primera. — LEILA COBO
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Trueno, El Último Baile (Sony Music Latin/Sur Capital Records)
For his third studio album, El Último Baile, Trueno thoroughly showcases the generational and cultural impact of hip-hop music. “I keep it real, esto es lo que representó […] por acá no hablamos sin tener conocimiento” (I keep it real, this is what I represent […] we don’t speak without knowledge here), he freestyles in the nearly 45-second intro, further proving that he lives and breathes the movement.
Home to 13 tracks (with no collaborations), Trueno digs deep into the now-half-century-old genre. The previously released singles “Tranky Funky” and “Ohh Baby,” for example, are backed by potent piano, bass, and drum beats, bringing to life a psychedelic funk-rap fusion à la De La Soul and A Tribe Called Quest. A lot of old-school and nostalgic rap blankets the album, but so does groovy R&B — as heard in “Real Gangsta Love,” about falling in love with a girl from the hood; dancehall and Afrobeats, as heard in “Como Antes”; sensual-yet-futuristic trap in “Night,” a song about feeling lost after a breakup; and hard-edged electronic beats, as heard in “Cuando el Bajo Suena” and “La Nota.”
“With the album, I try to expand a different concept through each track with a musical genre that has been part of hip-hop culture,” the Argentine artist expresses in a press release. “It’s a journey through certain eras, certain decades of hip hop and the genres that emerged from it – that is where the concept was born. I want to offer a little celebration for the people during a time that was perhaps socially and economically critical. Like many of us in Latin America.” — JESSICA ROIZ
Gabito Ballesteros, THE GB (Los CT Records)
Even before dropping an entire project, Mexican singer-songwriter Gabito Ballesteros had already cemented himself as a música mexicana hitmaker with songs like “Lady Gaga,” which he co-wrote, and “AMG.” Now, with THE GB — his first studio album following his breakout 2023 — Ballesteros doubles down on his commitment to keep regional Mexican music’s momentum going. With the swagger that has characterized his music, he kicks off the 22-song set with “Sad Loqueron,” powered by prickly guitars and a wailing trombone.
Ballesteros starts off mellow, with a moody song about heartbreak — which is very much his essence — but he also taps into the faster-paced corridos tumbados that have catapulted himself (and other acts like Natanael Cano and Peso Pluma) to the top of the charts. Both Cano and Peso, two of Ballesteros’ biggest supporters, are, of course, featured artists in the set. The three megastars first team up on the flashy “Lucky Charms,” the second song on the set, which finds Peso, Cano and Ballesteros singing about a lush lifestyle that includes Lambos and Bentleys.
While it’s clear that Ballesteros can do corridos tumbados well, he also shows off his ability to cover classic songs — like Son by Four’s “A Puro Dolor” and Julieta Venegas’ “Me Voy” — and make them his own, in a nod to the music that has influenced his musical palette. Other star collabs include Chino Pacas (“Bichi”), Blessd (“Balenciaga Rose”) and Fuerza Regida (“Sonrisa Colgate”). — GRISELDA FLORES
Kinky, “un x100to” (OCESA Seitrack)
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For over two decades, Kinky has redefined the traditional rock band paradigm with their innovative blend of electronic music and norteño flair. As masters of this unique musical fusion, the Monterrey ensemble recently put their own spin on five beloved regional Mexican songs, including Ed Maverick’s “Fuentes de Ortiz,” Rocío Dúrcal and Juan Gabriel’s “Déjame Vivir” (featuring Majo Aguilar) and Grupo Soñador’s “El Paso del Gigante,” singles that the outfit released earlier this year.
Today, they unveil the final two shots in the barrel with 5 Disparos EP — which includes dynamic reinterpretations of “Nunca Es Suficiente,” by Los Ángeles Azules featuring Natalia Lafourcade, and Bad Bunny & Grupo Frontera’s “un x100to.” The latter transforms from familiar guitar strums and a cumbia rhythm into a brilliant uptempo dance-pop anthem that glitters at night. Few artists can reimagine and elevate a phenomenal song while preserving its original spirit as deftly as Kinky does. — ISABELA RAYGOZA
Rauw Alejandro, “Touching the Sky” (Sony Music Latin)
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In his first solo release of 2024 (after dropping a few collabs), Rauw Alejandro presents a synth-pop banger infused with disco, which marks “a new chapter in his musical career,” according to a press release. Written by Rauw, “Touching the Sky” has everything to become a summer anthem — from feel-good lyrics about the thrill of finding new love and enjoying the moment, such as “I throw myself in a parachute for you/ My heart was gray before, now it’s red… I feel like I’m touching the sky,” to the perfect rhythm for the dance floor, driven by electronic beats and the penetrating voice of the Puerto Rican star. The song comes with a cinematic music video, directed by Martin Seipel, which shows Rauw and a group of dancers taking the streets of New York City. — SIGAL RATNER-ARIAS
Alex Anwandter, Dime Precioso (5AM)
Following his Latin Grammy-nominated El Diablo en el Cuerpo (2023), Alex Anwandter strikes back with Dime Precioso, his sixth studio album — a vibrant synth-pop opus of nine tracks crafted for the dancefloor. More experimental than ever, the album launches with a seductive, hip-thrusting beat cloaked in glimmering effects, setting the stage where Anwandter plays the part of a wayward lost boy. Elsewhere, “Tu Nueva Obsesión” captivates with funky bass lines that dance with iridescent keys, and the spotlight track “Paris, Tal Vez?,” enchants with ethereal musings on the romantic mystique of Parisian nights.
“The title ‘Dime Precioso’ refers to wanting to feel constantly desired in a chaotic and hopeless world,” the Chilean star said in a press release. “And how absurd — funny sometimes but mostly tragic — it is to surrender to this obsession while horrific things are happening right now.” Claiming influences ranging from Burt Bacharach to ‘90s house music, Gil Evans, Brazilian MPB, and Latin American pop, the singer-songwriter and producer continues to stand out as one of today’s most groundbreaking indie artists. — I.R.
Alejandro Fernández & Anitta, “La Tóxica” (UMG Recordings)
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Alejandro Fernandez, known for his iconic ranchera style, has ventured into a unique collaboration: His new album, Te Llevo En La Sangre, not only features the finest of the ranchera tradition, but also includes the Anitta collab “La Tóxica” as its focus track. This marks the Brazilian star’s first incursion into the regional Mexican genre, adding a fresh twist to the album. The norteño soon-to-be anthem celebrates the freedom of being single and the healing process away from toxicity, while the duo playfully unite their voices on the chorus: “I have already freed myself from another, toxic, romantic, intense and insecure,” they sing. — INGRID FAJARDO
Listen to the New Music Latin playlist below:
Peso Pluma unleashed the cover art and tracklist of his forthcoming Éxodo album on Friday (May 24).
The artist’s fourth studio LP will arrive June 20 in two parts that showcase his signature corridos tumbados sound on 16 songs in the first disc, and his experimental urbano side across eight songs on disco two.
For the first part, La Doble P teams up with fellow Música Mexicana colleagues including Luis R. Conriquez, Oscar Maydon, Chino Pacas, Ivan Cornejo, Natanael Cano, and Gabito Ballesteros, to name a few. The set also includes the previously-released “La Durango” in collaboration with Eslabon Armado and Junior H.
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On the second part, Peso reels in renowned reggaeton and rap artists such as Rich the Kid, Arcángel, Ryan Castro, and Cardi B. The Quavo-assisted “Pa’ No Pensar” is confirmed as the album’s focus single.
Éxodo, which can be pre-saved here, follows Peso’s third studio album, Génesis, which earned him his first No. 1 on any Billboard album ranking on the Top Latin Albums chart (dated July 8, 2023). It also moved from 10-1 on the Regional Mexican Albums chart, and peaked No. 3 on the all-genre Billboard 200 chart.
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Additionally, the artist’s 2024 Exodo Tour — produced by Live Nation — will kick off May 26 at the Sueños Festival in Chicago with stops in New York, Miami, Dallas, Las Vegas, San Diego and more before wrapping Oct. 11 in Montville, Conn.
See the Éxodo cover art, followed by its tracklist, below:
Peso Pluma ‘ÉXODO’
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Disc 1:
“La Durango” ft. Eslabón Armado and Junior H
“Me Activo” ft. Jasiel Nuñez
“La Patrulla” ft. Neton Vega
“La People II” ft. Tito Double P and Joel de la P
“Sr. Smith” ft. Luis R Conriquez
“Rompe la Dompe” ft. Junior H and Oscar Maydon
“Mami” ft. Chino Pacas
“Belanova” ft. Tito Double P
“Bruce Wayne”
“Hollywood” ft. Estevan Plazola
“Reloj” ft. Ivan Cornejo
“Ice”
“Solicitado”
“Santal 33” ft. Oscar Maydo
“Vino Tinto” ft. Natanael Cano and Gabito Ballesteros
“14-14”
Disc 2:
“Gimme a Second” ft. Rich the Kid
“Put Em in the Fridge” ft. Cardi B
“Pa No Pensar” ft. Quavo
“Peso Completo” ft. Aracángel
“Bellakeo” ft. Anitta
“Mala” ft. Ryan Castro
“Tommy & Pamela” ft. Kenia Os
“Teka” ft. DJ Snake
In an ever-evolving landscape that includes new regional Mexican artists and new styles derived from the decades-old genre, Pepe Aguilar‘s music has stood the test of time.
While impressive, it’s not surprising.
Powered by that regal traditional mariachi sound that has characterized his sound for many years, Aguilar carries ranchera music in his veins — and now, more than ever, he’s a fierce protector of the sound that has not only led him to become one of the most revered regional Mexican artists of his generation, but has built a solid foundation for up-and-coming hitmakers.
“I wanted to make an album that feels real — and since I don’t do the type of music that is trending right now, well I didn’t have restraints,” Aguilar says about Que Llueva Tequila, released on Friday (May 24). “I wasn’t making it for the charts, or to compete with this movement that is happening right now. I guess that’s why it sounds the way it sounds. I have complete freedom, I’m completely calm and doing what I like without any pressure. I did it that way and I hope it sounds that way, too.”
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A gorgeous set that thrives on mariachi and ranchera, Aguilar — who has overall placed nine top 10 titles on Billboard‘s Top Latin Albums chart — stays true to his essence while also fusing his signature sound with country and bachata. The 13-track LP is produced entirely by him but for the songwriting portion, he recruited some of the best in the game, including Edgar Barrera, Pablo Preciado and Enrique “Fato” Guzmán. The latter has penned some of Aguilar’s greatest hits, including “Me Vas a Extrañar,” “Por Mujeres Como Tú” and “Perdóname.”
With Que Llueva Tequila, his first in two years since A La Medida, Aguilar hopes fans “remember that they have all the right to ask for more quality in the music and I hope that they can see that it’s still available and we can do it. I believe in the craftsmanship of music. I still believe in putting your heart into it,” he adds.
In his own words, Aguilar — currently on his Jaripeo Hasta Los Huesos U.S. Tour — breaks down six essential songs from Que Llueva Tequila below.
“Hasta Que Me Duermo”
I love this song very much, and it was the first single for a reason. It’s the one where you can hear the fusion very clearly. I wanted to do that in this album, I wanted to go a step further when it came to fusion, especially in these days when everything is a mix of cultures, languages and generations. This was the perfect song to do that with. Pablo Preciado wrote this one — he actually wrote five songs on the album. He’s someone I made a click with tremendously, musically speaking, and I think he did too.
“Te Confirmo”
This is not your traditional mariachi, it has more of a contemporary language — and I’m not saying bad words or anything like that, but it’s more digestible. It’s less formal and traditional in a way that rancheras used to be written, but still, it’s a very traditional ranchera. And the theme is different. Normally, we’re always suffering because our partner left us and we’re drinking, feeling sad for ourselves — and this song is the opposite. It’s like, “I can confirm that I’m really okay without you. I’m doing great, actually, and I can confirm that you weren’t that special in my life.” The message is cool for a change. And I like the music very much — it’s really catchy.
“Mira Quién Lo Dice”
It’s an Edgar Barrera song and another type of fusion. It has a lot of soul, blues. It’s not the first time I do a sound like this but Edgar’s songs are very special. His songs give you that liberty to do whatever you want to do with them. They have this magic. I wanted a more blues-y, soul vibe and I did it with my band. That’s one thing I want to mention. Everything you hear in this album it was recorded and made with the musicians I’m touring with, arrangements and everything, we did as a team. We didn’t bring star producers or star arrangers to help us make this album. Everything is made in-house. This song is one of my favorites in the album — and not because it’s written by one of the most important songwriters in the past 25 years, but because it’s really pretty cool.
“No Hay Día Que No Esté Nublado”
This song gave me a chance to do something more upbeat. This album leans more towards the romantic side of things. Although it has some hardcore rancheras, it’s more of a romantic album. This one is not downtempo, it’s completely upbeat. I love it and the album needed a song like that. It’s a sad song because of what it’s saying but the song is so upbeat that it gives you a weird effect. It gave me the opportunity to go deeper with harmonies and vocals. It’s also written by Pablo Preciado. Pablo’s songs are tremendously difficult songs to perform. He writes for himself and he has a huge vocal capability. It was a challenge but it was great.
“Que Llueva Tequila”
This one is one of my favorites, because I really love mariachi — not only because my parents introduced me to it, but because I love how it makes me feel. I enjoy mariachi, and it should never disappear. Although I make many songs that are a fusion, there should always be a song that represents traditional mariachi. This song is it. In its majority, it’s a song that has the traditional mariachi structure, thematically and sonically. And these are really fun to sing. “Que Llueva Tequila” is a mariachi song through and through, and I did it that way because I love mariachi, no other reason.
“Cuestión de Tiempo”
Fato, as you know, has a really important place in my career. I can’t imagine my career without him, and he probably can’t imagine his career without me. I have three songs penned by him on this album, and “Cuestión de Tiempo” is one of them. And it happens to be a bachata. It’s such a different song from the rest of the album. For starters, Fato is a poet, he comes up with great metaphors that are just such great ideas. The song is about behaving in life because well … karma.
They lyrics say: “Recuerda donde pasaste porque algún día regresarás a recoger los pedazos de tu alma rota en la oscuridad.” It’s like, “Yeah man, what goes around comes around” — but said in a very beautiful way, in his style. And musically I wanted to give it a twist. I created a crazy sound based on loops that I made in my studio. This bachata rhythm, the percussions and beats I made for it it gives it a sound that’s also pretty new. And that wasn’t the idea, the song just asked for it. I was mixing the song and I was with the engineer and then I started clapping and heard it in my head. I knew we needed something else. I invited a drummer, who is friend of mine, and the song took another direction.
Fourteen years after their last performance at Madison Square Garden, Romeo Santos and Aventura returned on Thursday (May 23) to the New York City arena as part of their reunion tour Cerrando Ciclos, and picked up where they left off — with fans enraptured by their music, screaming every word of every one of their bachata songs at the top of their lungs.
From the first chords of “Por un Segundo,” through “Dile al Amor,” “El Perdedor,” and “Brindo con Agua,” Romeo — along with his bandmates Henry, Lenny, and Max Santos and about a dozen musicians on stage — thrilled a crowd that never stopped shouting out each verse and every comment from the singer, who continuously interacted with them.
He even indulged them with a segment in which he performed snippets of songs they requested from the stands, and brought a couple of female fans on stage to sing with him in a moment that felt intimate despite the nearly 20,000-people that filled the venue.
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It was as if time had not passed and, to top it off, Aventura had its first surprise guest of the tour at the Garden. Right at the end, for the encore, Judy Santos appeared unexpectedly to perform with Romeo the collaboration they originally recorded in 2002: Aventura’s anthem “Obsesión.”
Produced by CMN Events, the Cerrando Ciclos Tour started on May 1 in Sacramento, California, and has visited cities such as Los Angeles, Houston, and Chicago. The U.S. trek will conclude on Aug. 3 in Hidalgo, TX, before the group heads to Spain for seven shows. Subsequently, they’ll head to San Juan for six shows at the Coliseo de Puerto Rico and continue their journey in Latin America.
The last time Romeo Santos (who launched his solo career in 2012) and Aventura went on tour was right before the COVID pandemic for their 2020 Inmortal Tour, which grossed $25.8 million and sold 189,000 tickets among 15 shows between Feb. 5 and March 10, 2020, according to figures reported to Billboard Boxscore.
For a full setlist of Aventura’s Cerrando Ciclos Tour, click here.
Christian Nodal and Cazzu have ended their relationship, confirming the unexpected split via social media on Thursday (May 23).
The former couple — who first went public in November 2022 and had their first baby together the following year — shared a joint statement on their Instagram Stories. “The time has come to share that Julieta and I are going our separate ways,” Nodal wrote, which Cazzu reposted on her own account. “Our love and respect for each other remains strong, especially in our role as parents to our wonderful daughter, Inti.”
Following Nodal’s repost, the Argentine singer (born: Julieta Emilia Cazzuchelli) shared in her stories: “We artists are a screen of what happens in real life. You go through love, heartbreak, successes and mistakes with us. Today, as it was many times and as there are still many, you accompany us, some with hate and others with much love. Thank you, everything heals.”
Both Cazzu and Nodal are artists in their own right who have broken barriers in their respective genres.
The former is known as one of the female pioneers of the trap movement in Argentina, and who paved the way for other urban women including Nicki Nicole, Maria Becerra and Emilia. Hailing from Jujuy, a northwestern province of Argentina, Cazzu first dipped her toes in cumbia and rock music before discovering the trap realm, where she’s had the opportunity to collaborate with artists such as Bad Bunny, Rauw Alejandro, Bizarrap and Natti Natasha, to name a few.
At the age of 18, the latter revolutionized regional Mexican music by pioneering mariacheño, a subgenre fusing mariachi’s strings and horns with the norteño accordion. The Latin Grammy-winning artist, who has collabs with Romeo Santos, Ricky Martin, Residente, Alejandro Fernandez and more, made history after the Gera MX-assisted “Botella Tras Botella” became the first Regional Mexican title to enter the Billboard Hot 100 chart in its over 60-year history.
Below, revisit Cazzu and Nodal’s relationship timeline:
June 2022: Rumors Began
Christian Nodal and Cazzu have called it quits, and confirmed on social media that they are going their separate ways. The news comes two years after the couple began dating, and nearly a year after the Mexican mariacheño star and Argentine rapper welcomed their daughter, Inti.
On Thursday (May 23), both artists shared a heartfelt message on Instagram. “The time has come to share that Julieta and I are going our separate ways,” Nodal wrote, which Cazzu reposted on her own account. “Our love and respect for each other remains strong, especially in our role as parents to our wonderful daughter, Inti. I am deeply grateful for the moments we shared and will always carry those memories fondly. I appreciate your support and understanding during this time of change.”
After reposting Nodal’s message, Cazzu shared in her own words: “We artists are a screen of what happens in real life. You go through love, heartbreak, successes and mistakes with us. Today, as it was many times and as there are still many, you accompany us, some with hate and others with much love. Thank you, everything heals.”
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In April 2023, Cazzu revealed she was pregnant during a concert at the Movistar Arena in Buenos Aires when she dropped her white coat, revealing her baby bump. Five months later, she and Nodal shared a sweet photo holding their baby’s tiny hand, captioning it with a date: “14.09.23.” Since then, Nodal had been living in Argentina with Cazzu and their daughter.
In his Billboard cover story published in March, Nodal spoke about touring as a couple with Inti in tow. “I remember those times when I would come down from the stage and feel alone,” he said. “Now I come down to a stroller with my baby in it, and it all seems perfect. She has already been on tour with us, and I thought it would be hard, but she’s a rock star. When she was born, I was feeling exhausted. I don’t know how I managed to change diapers, but she gives me energy, motivation and strength.”
After starting Baja Beach Fest in Rosarito, Mexico in 2018, which captured the ever-growing reggaeton scene with a lineup that included headliners like Bad Bunny, Yandel and Farruko, Aaron Ampudia and Chris Den Uijl were looking to take the concept to a whole new market.
“Chicago was the target,” says Ampudia over the phone from his home in San Diego. The Midwest city is now home to Sueños, which he and Den Uijl launched in 2022 with a lineup that leaned urban with some regional Mexican in the mix. This year, the two-day festival – headlined by Rauw Alejandro, Peso Pluma and Maluma – is sold out for the first time since launching, with 65,000 expected in downtown Grant Park each day (May 25-26). “Chicago has the infrastructure to host festivals like Lollapalooza, one of the biggest in the country, and the Mexican and Latin market, which we consider the second largest after Southern California. It made sense for us to go after Chicago.”
Indeed, Chicago, the third largest city in the country with a population of 2.6 million as of July 1, according to the U.S. Census Bureau, has a massive Latin presence that contributes to the diversity of the city. Chicago’s population is about one-third Latino and one in five Chicagoans identify as Mexican, according to an analysis by WBEZ.
Yet for many years, Chicago residents felt they were snubbed from major Latin music events that took place in other big Hispanic markets like Los Angeles or Miami, which is why smaller, community-driven and grassroots events flourished in the summer in public parks located in predominantly Hispanic neighborhoods around the Chicagoland area.
“I think the country sees Chicago as one thing unfortunately and often its violence, and that comes from a lack of experiencing our culture,” says Mo Mami, local DJ and creative director, who has performed at multiple local festivals since launching her DJ career five years ago.
“Small scale festivals are the kind of festivals that really drive a bigger picture. When you have enough of those showcasing diversity of sounds, the brands that are part of big festivals see that there’s a thirst in the community for something even bigger and it plants the seeds to grow from the block parties to public parks to Grant Park.”
While a community effort, Ruido Fest was the first “big” Latin festival to take place in Chicago. Produced by local-based production company Metronome, its concept was unique as it catered to a fervid Latin alternative, rock en español fanbase with headliners like Los Fabulosos Cadillacs, Panteón Rococó and Café Tacvba, forging its own path in a reggaeton-dominated world. It kicked off in 2015 in Adams Park (then went on to Union Park) but struggled after the pandemic. Last year’s edition was cancelled and there’s no word about it coming back. “Our main goal was to expand opportunities for Latin artists and fans of Spanish-language music in Chicago in the long term,” the festival then said in a statement. “After almost a decade of work we are proud to have a hand in the tremendous growth of the local Latin scene.”
While other festivals were inspired by the success of Ruido Fest, many of the ones that emerged right after were short-lived. Lift Off cancelled the second day of its debut edition in 2018, and Los Dells, while not in Chicago but in Wisconsin, billed as the “first major Latin music festival in the Midwest,” lasted three years (2017-2019).
“Of course, it worries you,” says Ampudia about the risk of launching a Latin festival in Chicago. “But we knew that the Latino culture across the U.S. was underserved of a festival that they could call their own. And there was nothing really that we saw that was in Chicago. That’s where it clicked for us. We need to come out and do it the best way possible, the biggest possible, with the best partners and that’s why we partnered with C3 (who produces Lollapalooza). It’s nerve-wracking but the response has been unbelievable.”
The success of a Latin music festival in Chicago is “contingent on the lineup, concept, and capacity of the festival,” says Henry Cárdenas, founder of Cárdenas Marketing Network, the biggest indie Latin promoter in the world, who is based out of Chicago. “The co-existence of multiple festivals enriches the city’s cultural landscape, offering more choices and opportunities for both attendees and performers. If each festival continues to innovate, adapt, and engage with its audience effectively, there’s ample room for co-existence and success in Chicago’s dynamic festival scene, which is now drawing larger and more diverse audiences, reflecting the growing influence and appreciation of Latin culture in the city,” he adds.
A local favorite event, Miche Fest, is also making waves as it prepares to host its biggest edition since launching six years ago. In partnership with indie promoter Zamora Live, the 6th annual Miche Fest will take place in July for the first time in Chicago’s Oakwood Beach with superstar headliners Kali Uchis, Junior H, Luis R Conriquez and Los Ángeles Azules.
“Honestly, we just listened to feedback from the fans, those buying tickets,” says Fernando Nieto, co-founder of Miche Fest, who adds that the new alliance with Zamora Live is key to the festival’s growth. “Latinos are very vocal, they’re in our DMs telling us what they like and what they don’t like. The number one comment was that they wanted bigger names. Before there was Sueños, obviously, we were already trying to come up and we saw the demand and we were like ok we need to get bigger. It was a natural progression; we started as a street festival with local talent and look where we are now. This is an event organized by black and brown people from the South Side of Chicago and it makes me proud to see how much we’ve grown.”
Chicago’s ever-evolving yet booming Latin music festival landscape reflects what we’re seeing across the country, with a growing market that now includes the nostalgia-inspired Bésame Mucho in L.A., which this year expanded into Austin, and the debut of Bottle Rock’s La Onda in Napa Valley set for June.
“Latin artists deserve top billing and they can get lost in a lineup like Lollapalooza or Coachella,” adds Karina Gonzalez, VP of touring and development at Zamora Live. “But when there’s a local festival where you can exalt them in that way, it’s pretty cool and it was missing in the market. It’s missing in billings of festivals all over the country so it’s nice to be part of that and elevate the talent that gets lost in the weeds at other festivals.”
With Ruido Fest out of the picture (for now) and Sueños and Miche Fest as the leading Latin music festivals in the Midwest, it’s very telling of the Latin market today, says Mo Mami.
“When Ruido was around, it gave an even more expansive look into the diversity of Chicago’s Latin market,” she explains. “Sueños’ lineup features what’s popular on the radio with big names, in Grant Park. And then we have Miche Fest, which is more local, with a mix of banda, reggaeton, cumbia. These are the options we have to experience Spanish music in such a large scale here, which is fine because it’s what’s going to sell, and get the people turned up. It’s nice to have representation one way or another.”
Tokischa will launch her own record label called SOL under a new global partnership with Warner Music Latina, Billboard can exclusively announce today (May 23).
The Dominican artist (born: Tokischa Altagracia Peralta Juárez) will release her own music and sign new artists under the new deal that’s in partnership with her manager (and SOL co-founder) Angelica Piche within WML and supported by Atlantic Records.
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“We are thrilled to launch SOL, a label that will be a home for misunderstood artists,” Piche, who’s in charge of the project’s development, said in a statement. “It’s very important for us to give a voice and a space to people who, like us, started from scratch.”
Both teams at WML and Atlantic are excited to form part of Tokischa’s new career era.
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“She is an artist who takes counterculture to its highest and best expression. It is a privilege to help expand her global impact and support her limitless creative vision,” adds Alejandro Duque, Roberto Andrade Dirak, and Natalie Cotton of the Warner family.
Since kicking off her music career in 2018, the 28-year-old artist has shined with her groundbreaking and unapologetic music, bringing to the forefront the Dominican Republic’s thriving local underground scene, known as “el bajo mundo.”
“For me, when I feel free is when I’m myself,” she previously expressed during the women on the rise panel at the 2022 Billboard Latin Music Week. “For me, freedom is to feel comfortable with what surrounds me, with what I do, to feel unique. To feel special and loved by myself because one of the steps toward freedom is self love, and if I love myself and understand and know myself, and know what I need, I know where I’m going to walk and how I’m going to do it.”
With the new partnership, Warner Music Latina—alongside its international team and record labels—aims to introduce Tokischa’s “music to fresh audiences, bolstering her presence across diverse countries and cultures, and ultimately establishing her as a true global star,” noted the press statement.
Tokischa
Courtesy of Warner Music Latina