© Soumyabrata Roy/NurPhoto

For the past decade, Latin music has exploded in popularity around the world. Streaming services like Spotify have played a pivotal role in introducing talented Latin artists to vast global audiences and fueling the rising global dominance of genres like reggaeton and Latin pop.

When Spotify first expanded to most Spanish-speaking countries in Latin America in 2013, their global Top 100 charts featured no Latin songs. But the musical landscape has changed dramatically since then. Latin music now comprises over 20% of the global Top 100, with annual growth rates of 28% on Spotify alone. Cultural hotspots across Latin America like Mexico, Colombia, Argentina, and Puerto Rico have unleashed a wave of groundbreaking talent topping charts worldwide.

© Lucas Jackson / Reuters

According to Mia Nygren, General Manager of Spotify Latin America, “The music scene has experienced a revolution.” Spotify has been at the forefront of this transformation, facilitating constant growth in the Latin music industry over the past decade by connecting talented artists from the region with eager fans worldwide. Their platform has served as a vital bridge uniting new voices with audiences eager to discover new sounds from across the Spanish-speaking world.

The numbers illustrate Spotify’s massive impact on Latin music’s global rise. They’ve seen a nearly 1000% increase in Latin music listeners on their platform from 2014 to 2023 as fans from all corners of the globe have embraced these exciting new genres. With over 20% of Spotify’s global users based in Latin America, the potential for further growth remains huge.

© Christian Hartmann/Reuters

Leading Latin artists share their perspectives on Spotify’s role in elevating their careers and connecting them with fans in novel ways. Yami Safdie of Argentina describes Spotify playlists as “unlocking opportunities” and being “essential” for any emerging act. Mexican sisters Ha*Ash emphasize how the platform has “democratized” the industry by giving both artists and listeners unprecedented freedom and accessibility. Meanwhile, Timo of Colombia highlights how streaming has “expanded access to music and artists” worldwide.

In the past decade, streaming has transformed the global music industry. Services like Spotify have served as a catalyst, propelling Latin music – and the talented voices carrying these genres – to new heights of worldwide popularity and influence. The future remains bright as an ever-growing international audience continues discovering the rich sounds of Latin America.

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