How Spotify have helped grow Latin music to dominance
Latin music has exploded in popularity in recent years and now regularly tops the charts and Spotify has helped produce that dominance.
Spotify are celebrating their “tenth anniversary of presence in the region” of Latin America. That time has seen the service flourish in the region but also seen Latin artists popularity explode. In 2013 there were no Latin songs in Spotify’s global Top 100 charts. More than 1 in 5 songs in the Top 100 are now from Latin artists.
The presence and popularity of Latin music has grown nearly 1000% in those 10 years. Spotify report that the region’s music has grown roughly 28% annually since 2013. Latin music encompasses artists from countries like Mexico, Colombia, Argentina, and Puerto Rico.
Spotify’s general manager in Latin America, Mia Nygren says: “The music scene has experienced a revolution in recent years, where Latin rhythms from reggaeton to música Mexicana are dictating the global pulse. At Spotify, more than simply witnesses to this phenomenon, we have been facilitators; we’ve seen constant and permanent growth of the industry in the last decade. It is an honour to be the bridge that unites these talented artists with global audiences.”
We’ve seen the meteoric rise of Latin artists in recent years, bolstered by their presence on streaming services. Artists like Luis Fonsi and Daddy Yankee were everywhere with their hit Despacito. Other hitmakers like Bad Bunny, Camilla Cabello, and J Balvin consistently top the charts. Bad Bunny has even topped Spotify’s album charts with the same album two years in a row, in 2022 and 2023.
Nygren added: “I am extremely excited about the future for us in Latin America. We’ve come so far and we have room to grow, but of course that comes with a huge responsibility. There is still more talent to be discovered, and we are excited to help them go from local stages to regional to finally the global scene. It’s noteworthy that 21% of all Spotify global users are in Latin America, highlighting the significant impact and potential of this market.”
Find out more about Latin music’s presence on Spotify in the infographic below:
