Latin Music Isn’t Crossing Over — It’s Taking Over

Cast your mind back to the early 2000s — which Latin artists had broken through globally? Names like Shakira, Ricky Martin, and Enrique Iglesias probably come to mind. These artists made serious waves on the international stage, but their success felt more like individual breakouts than part of a larger, sustained movement. Fast forward to today, and Latin music isn’t just having a moment — it’s rewriting the rules of the mainstream.

With Latin America’s population nearly double that of the US, and the biggest driver of US population growth being immigration - mostly from Latin America - it’s no surprise that, in 2025, Latin culture has gone global. A movement years in the making, in 2022 revenue for Latin music surpassed $1 billion for the first time, and in 2023 more Latin songs reached number one on Spotify than ever before. Now, Latin artists like Bad Bunny, Peso Pluma and Rauw Alejandro are some of the most in demand music acts in the world.

Latin music's crossover into the mainstream has completely changed the industry landscape. Curious about this pop music revolution, LBB’s April Summers sat down with SOUTH Music producer Alina Fox to discuss the artists who are reinterpreting traditional sounds and shaping global trends, and how this is influencing commercial interests for the genre, representation and authenticity, touring and performances, and strategic representation.

LBB> From your perspective, what’s fueling the current global obsession with Latin music?

Alina> Rising Hispanic populations and the globalisation of music are two huge factors. People now have instant access to music from all over the world, and platforms like TikTok favour big numbers. With such a massive Latin demographic, their social media trends naturally blow up and end up on the feeds of non-Latin users. At the end of the day, people just love a good song they can dance to, and most will gravitate toward whatever is dominating mainstream culture.

On top of that, about 25% of gen z Americans identify as Hispanic or Latin, and that number is only growing. Their influence on mainstream culture is only getting stronger. You see the same thing happening with K-pop – growing populations and the globalisation of music have completely changed how we consume and share songs. Not long ago, the top 10 tracks in different countries looked totally different. Now, it’s often the same songs charting across multiple regions.

LBB> Do you think traditional sounds are being preserved, or are they being reinterpreted through a more global lens?

Alina> Latin music today is everything – deeply rooted in tradition but constantly evolving. Some artists, like Yahritza Y Su Esencia and Grupo Frontera, stay true to their regional heritage, while others push boundaries with trap, pop and electronic influences, like Bizarrap, Ca7riel y Paco Amoroso, Feid, Young Miko, NSQK, and Latin Mafia.
A perfect example of this evolution is corridos tumbados, which blends traditional Mexican corridos with trap and hip-hop. Artists like Peso Pluma and Natanael Cano are leading the movement, redefining regional sounds and pushing them into the mainstream. Not long ago, three of the top five global tracks were Peso Pluma songs—and all five were Latin tracks.

Then you have reggaeton powerhouses like Karol G and J Balvin. But the most influential Latin artists are the ones who honour their roots while redefining them, like Bad Bunny. No one sells tickets like him. He started as a reggaeton artist, blending into the scene at first, but then broke free, helping shape what’s now called ‘urban Latin music’. He has openly challenged machismo norms, from dressing as a woman in his ‘YO PERREO SOLA’ music video to embracing a more fluid persona. Then, after being established as one of the most globally popular Latin artists, he goes on to drop his recent album ‘Debí Tirar Más Fotos’ dedicated to his Puerto Rican culture, with one of its biggest hits, ‘Baile Inolvidable’, being a straight-up salsa track.

Latin music isn’t just one thing and neither are Latin artists.

LBB> Are there any specific production trends or sonic signatures that are making Latin music more palatable to global audiences?

Alina> Like I mentioned earlier, a lot of artists are reinterpreting traditional sounds in ways that feel fresh and relevant to younger generations. You see this in the way regional Mexican music is blending with trap and hip-hop, or how reggaeton keeps evolving with electronic and pop influences. Producers are also getting more experimental with textures and production techniques: whether it’s stripping things down for a raw, intimate feel (like in corridos tumbados) or adding heavier bass and atmospheric elements to make tracks hit harder in clubs and on streaming.

Another big trend is genre-blending. Latin artists aren’t just sticking to one lane anymore—they’re borrowing from Afrobeat, house, R&B, and beyond, which makes their music feel more global without losing its essence. It’s not about watering anything down; it’s about evolution.

LBB> How has the demand for Latin music changed in sync and commercial licensing

Alina> With Latin musicians dominating pop culture, there’s been a huge spike in demand for Latin music in commercial advertising. Brands want to stay relevant and connect with diverse audiences, and Latin music is a powerful way to do that. A great example is Apple’s recent ad featuring Iván Cornejo’s ‘Intercambio Injusto’. The short film follows Iván as he returns to his roots in Mexico to overcome writer’s block. Not only does it feature Latin music, but the entire story is steeped in Mexican culture. One of the standout moments is when the iconic characters from the Mexican game Lotería come to life –a brilliant way to weave cultural storytelling into a commercial while spotlighting Latin music.

Music has always been a huge part of Latin culture, but its presence in global advertising is bigger than ever. I just got back from Mexico City, which I found out is one of the hottest markets for live music ticket sales right now. When I asked around about it, the answer was the same across the board – people just live for music there. It’s everything to them. That passion translates directly into the way Latin music is resonating worldwide, and brands are finally catching on.

LBB> Have you noticed brands and agencies becoming more interested in Latin artists and music styles? What kinds of opportunities are emerging?

Alina> Absolutely! Latinos are becoming one of the biggest driving forces in the US. economy. In 2022, their economic output hit $3.6 trillion, making their collective GDP the fifth largest in the world. Even during 2020 and 2021 – when a lot of economies were struggling – Latino GDP was growing at the second-fastest rate globally. Given how influential this demographic is, it’s surprising that the advertising industry hasn’t fully caught up yet.

That said, we’re starting to see more brands leaning into Latin music and culture in a real way. It makes sense, music has always been at the heart of cultural influence, and Latin artists are shaping global trends right now. I think it’s still undervalued. There’s so much opportunity for brands to collaborate with Latin artists in ways that feel authentic, not just surface-level. The audience is there, the culture is there – it’s just a matter of who’s paying attention.

LBB> What are some common misconceptions about Latin music production you often encounter in the industry?

Alina> One misconception I hear all the time is that Latin music just means reggaeton or salsa, when in reality, it’s so much bigger than that. There are countless styles, and it’s constantly evolving.

Another big one is the idea that Latin music is only for Latin people, as if it’s some niche genre. But the reality is, it’s global. Non-Latinos are just as into it, and you can see that in the charts, festival lineups, and the way brands are incorporating it into their campaigns. A lot of people still default to stereotypes instead of really paying attention to how dynamic Latin music actually is.

LBB> As someone of Colombian heritage, how do you navigate cultural authenticity in your work?

Alina> I haven’t had the chance to work on a project that taps into my Colombian heritage yet, but it’s something I’m absolutely striving for and would love more than anything! My mom is the most important person in my life, and she wears her Colombian culture with so much pride. She passed that pride down to her kids, and even though my Latin heritage is only half of my background, it is the strongest cultural influence in my life. My first concert ever was actually Juanes, a huge Colombian rock star.

I know I’m not alone in that feeling – there’s a whole demographic of Latinos in the US called ‘no sabos’, a term for people who identify as Latino or Hispanic but aren’t fluent in Spanish. The phrase comes from ‘no sabo’, which is an incorrect way of saying ‘I don’t know’ (it should be ‘no sé’). But the thing is, for these kids, not speaking perfect Spanish doesn’t make them feel any less connected to their culture. Latin identity runs so much deeper than just language.