The rise of prominent Latin music artists, such as Karol G and Peso Pluma, has been instrumental in this surge. Karol G made history as the first Latina woman to top the Billboard 200 chart with an all-Spanish-language album, “Mañana Será Bonito,” in February 2023. Peso Pluma also made significant strides by achieving the highest-charting música Mexicana album on the Billboard 200 with “Genesis,” peaking at No. 3.
The widespread adoption of streaming platforms has played a pivotal role in the growth of Latin music, generating over 98% of its revenues. Paid subscriptions have been the primary revenue driver, while platforms like YouTube, Vevo, and social media have also contributed significantly, accounting for nearly a quarter of the Latin market’s total value.
Despite the shift towards digital platforms, traditional formats such as vinyl albums and customized radio services continue to hold a significant market share. The resurgence of vinyl has also made its mark in the Latin music industry, with Matthew Bass, RIAA’s vice president of research and gold and platinum operations, expressing optimism for further growth in this format.
This remarkable growth underscores the undeniable impact of Latin music on the broader U.S. music market. The increasing popularity of the genre among a new generation of artists and the accessibility provided by streaming platforms have fueled this surge, enriching the musical landscape and connecting fans with diverse sounds and styles.
