In 2023, a record number of Spanish-language songs made it onto the Billboard Hot 100 list, with a significant number reaching the top 10.
This marks a shift from the past when Latin artists had to create English crossover albums to gain US popularity.
Factors contributing to this change include the growing Latino population in the US, the rise of streaming platforms, and a more open attitude towards non-English music among younger generations. (Trending: Trump Releases Must-See TV Ad Ahead of 2024)
Additionally, the success of artists like Bad Bunny and the emergence of “cross-under” artists who prioritize authenticity over industry pressures have contributed to this shift.
Leila Cobo, Billboard’s chief content officer for Latin music, said, “It’s exciting.… I didn’t think that such a shift was possible.”
“People act as though Latin music suddenly came into existence five years ago, when no, there’s a thriving Latin music business here that was always vastly undercounted.… Now it’s just impossible to ignore. It’s a major force,” said Xander Zellner, a data analyst.
“Younger generations don’t have those issues of — ‘Oh my God, it’s in Spanish!’ They don’t care,” said Cobo.
“If it’s good, they like it. If it connects with them, they listen to it.… Music is music,” she continued.
The rise of regional Mexican music has also been notable, reflecting a desire for authenticity and connection to cultural roots.
This surge in Spanish-language music coincides with a renewed interest among Latino youth in reconnecting with their heritage.
The future is expected to bring even more collaboration and the emergence of new styles and genres in Latin music.
“In the past with crossover artists there was this very calculated industry-led promotion of these (crossover) artists. That was sort of over time, and you could observe it. It was visible. Now, I think it’s more bottom-up as opposed to being top-down,” said Christopher J. Westgate.
“Bad Bunny, for instance, got his start from Puerto Rico, bagging groceries, and he was part of the underground music scene and really sort of bubbled up to become the world’s largest pop star,” continued the professor.
“Shakira took English-language lessons to perfect her pronunciation in order to cross over, whereas today, Bad Bunny or J Balvin or Rosalia, they don’t care. They’re recording in Spanish, and they’re doing incredibly well and so successful,” he explained.
José Valentino Ruiz, an assistant professor in the School of Music at the University of Florida, said, “The Latin music industry is more connected and more accessible to collaborate than the red tape that exists with other genres.”
“Most Latin American artists are actually independent, so they have free reign as to who they want to create with,” he added.
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