--- title: Latin music is taking over the world - The Hustle description: “Despacito” helped bring Latin music to a wider audience, and new artists are taking the genre to new heights. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1080349227-HS-News-Brief_2022-06-26T232356.278Z.webp --- # Latin music is taking over the world ![Rob Litterst](https://thehustle.co/wp-content/uploads/2023/01/Rob-Litterst-pic.png?width=48&height=48&name=Rob-Litterst-pic.png) [Rob Litterst](https://hs-sbup.thehustle.co/author/rob-litterst) [Rob Litterst Twitter profile ](https://twitter.com/robbylit) Published: June 27, 2022 Updated: October 11, 2023 Until losing its title to the utterly unstoppable “Baby Shark,” the music video for “Despacito” was the most-viewed video on YouTube. ![Latin music is taking over the world](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/1080349227-HS-News-Brief_2022-06-26T232356.278Z.webp?width=595&height=400&name=1080349227-HS-News-Brief_2022-06-26T232356.278Z.webp) The Luis Fonsi track (featuring Daddy Yankee and the Biebs) is the biggest example of a Latin track going mainstream, but it’s just the tip of the iceberg. A new batch of superstars are taking Latin music global and have the genre [projected to make $1B](https://www.musicbusinessworldwide.com/latin-music-is-on-course-to-generate-over-1-billion-in-the-us-in-2022/) in the US this year, per *Music Business Worldwide*. #### **Latin music…** … [pulled in](https://www.hola.com/us/entertainment/20211201307003/bad-bunny-is-spotifys-most-streamed-artist-of-2021/) $886m in the US in 2021, up 35% YoY. The vast majority of that revenue came from streaming, largely thanks to a couple big names: - **Bad Bunny:** The Puerto Rican rapper was the most-streamed artist on Spotify in 2021 for the second year in a row - **J Balvin:** The Colombian singer known as the “Prince of Reggaeton” was the seventh most-streamed artist in 2021 Up-and-comers Rauw Alejandro (12th) and Myke Towers (18th) [cracked the top 20](https://chartdata.org/2021/12/01/spotifys-top-50-artists-of-2021/) as well, signaling a bright future for the genre. #### **“Despacito”…** … [played a pivotal role](https://www.billboard.com/music/latin/despacito-changed-latin-music-1235079900/) in pushing Latin music forward. Analysts cite a “post-‘Despacito’” effect on the Billboard Hot 100, which has resulted in: - **More collaborations,** with many mainstream acts now seeking features from Latin artists - **Artists embracing their Latin roots,** like Selena Gomez and Camila Cabello, who both released recent projects with Spanish-language tracks These factors helped three Latin music genres — Latin, Trap Latino, and Reggaeton — crack Spotify’s global top 20 in 2021. #### **So, what’s next?** The genre’s success has resulted in some big shifts on the festival circuit. The number of Latin music acts at [Coachella doubled between 2020 and 2022](https://www.numlock.com/p/numlock-news-june-24-2022-reef-fish?utm_source=email), and a wave of new Latin-specific festivals has emerged to meet demand. Despite all its growth, Latin music only accounted for 5.91% of US music industry market share in 2021, meaning there’s still plenty of room to grow. 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