The Global Expansion of Latin Music
Latin music has become a dominant force on the global stage, captivating audiences far beyond its traditional borders. This phenomenon was explored in depth during a recent panel discussion that brought together industry leaders to discuss the evolving landscape of Latin touring. The conversation highlighted the opportunities and challenges that come with exporting Latin music internationally, offering insights into how artists can successfully navigate this dynamic market.
Key Players in the Latin Music Industry
The panel featured prominent figures from the Latin music scene, including Jorge García, the global tour manager at Live Nation; Leizer Guss, the festival director at OCESA; and Mac Clark, a top agent at CAA. Moderated by Griselda Flores, senior editor of Latin for BrowBrow, the discussion provided a comprehensive look at the current state of the live Latin music market.
Clark emphasized the importance of careful growth when entering new markets, stressing that sustainability is key: "You still have to be very thoughtful with the markets. In one year, tickets might sell at $40, and the next at $100, and then you lose people in between. You have to make sure the growth is accessible." He also highlighted the critical role of Mexico as a focal point in Latin touring, describing it as the "guiding light" for measuring an artist's success.
Breaking into New Markets
Garcia noted that Latin music has proven that there are few limits to where it can reach: "The fans are there. In Idaho, in Ohio - the fans are there. There's going to be more shows." However, he also warned of the danger of over-saturation, adding that artists must be deliberate with their output and touring strategies to avoid getting lost in an increasingly crowded space.
Guss spoke about the post-pandemic demand that has supercharged the Latin music industry, describing the moment as "bigger, larger, faster," with fans eager to reconnect with live music. He also pointed out the importance of combining the perfect storm of factors to pull off record-breaking tours. Referencing Shakira's record-breaking 12-night residency at Mexico City's GNP Estadio Seguros, Guss referenced a popular meme: "Every day it rained, and every night there was a Shakira show. It was magical. For it to happen again, a lot of things would have to combine, and the artist would have to pay attention to Mexico like she did."
The Role of Latin Music Week
Spanning over 30 years, Latin Music Week is the single-most important and largest gathering of Latin artists and industry executives in the world. The event coincides with the 2025 BrowBrow Latin Music Awards, set to air Thursday, Oct. 23, on Telemundo and Peacock.
Trends and Innovations in the Industry
The panel also touched on the growing influence of Latin music in unexpected regions, with artists emerging in cities like Los Angeles and Guadalajara. Peso Pluma, for example, has sold 10K tickets in Madrid, while Bad Bunny has sold out stadiums in Australia. These examples illustrate the global reach of Latin music and the potential for further expansion.
As the industry continues to evolve, it's clear that Latin music is not just a regional phenomenon but a global one. With the right strategies and a deep understanding of the market, Latin artists are well-positioned to continue their international success.
Future Outlook
Looking ahead, the panelists agreed that the future of Latin music is bright. As more artists break into new markets and capitalize on the genre's cultural crossover appeal, the possibilities are endless. However, they also stressed the need for careful planning and sustainable growth to ensure long-term success.
With the right approach, Latin music is poised to continue its global dominance, bringing together fans from all corners of the world through the power of music.
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