Viva Latino celebrates a decade of Latin music success on Spotify
The Latin Music-dedicated Spotify playlist has turned 10 by celebrating some impressive achievements.
Over the past ten years, Latin music has grown to become a major force in the global music scene. In 2015, it accounted for 8% of global Spotify streams. According to Spotify’s recent celebratory article, it represents more than a quarter of all listening worldwide, reflecting both the creativity of artists and the enthusiasm of fans. This growth is echoed across other platforms, with Latin music seeing a 19% increase in plays on Audiomack, reflecting its worldwide expansion.
At the heart of this growth is Viva Latino, Spotify’s flagship Latin playlist. Launched in 2015, it has helped listeners discover new talent, global hits, and emerging superstars. As one of the earliest major Latin-focused playlists on a streaming platform, it has shaped the international music landscape, alongside other influential curated playlists that highlight the genre’s diversity.
Spotify’s editors curate Viva Latino to showcase both established artists and rising stars, while capturing moments that define Latin music culture. Antonio Vazquez, Head of US Latin Editorial at Spotify, said: “Viva Latino’s influence on the global Latin music landscape over the last decade is unmatched… It has opened doors and served as a catalyst for the success of so many Latin artists who are now global superstars, and we couldn’t be more proud to have created those connections and helped tell their stories. Viva Latino is in constant evolution, and I can’t wait to see what the next 10 years will bring.”
The playlist has also been an early platform for hits before they reached the top of global charts. For example:
- Anitta’s “Envolver” appeared 132 days before reaching No.1 worldwide.
- Myke Towers’ “LALA” appeared 99 days before topping the charts.
- Xavi’s “La Diabla” appeared 29 days before hitting No.1.
Artists like KAROL G and Rauw Alejandro have benefited from this early support, helping their music reach new audiences. This shows how Latin music continues to expand and connect with listeners across the globe.
Viva Latino has also reflected the evolution of Latin music itself, featuring rising genres like corridos tumbados and Música Mexicana. Key milestones from the playlist’s first decade, as highlighted by Spotify include:
- Among Spotify’s top five playlists globally.
- Over 595 million hours streamed since 2017.
- “La Bachata” by Manuel Turizo holds the record for the longest run at 33 months, followed by “VISTA AL MAR” by Quevedo and “Feliz Cumpleaños Ferxxo” by Feid.
- “Hey Mor” by Feid and Ozuna is the most-streamed song in Viva Latino’s history.
- Beéle’s streams surged by 168% within a month of debuting on the playlist in 2019.
After ten years, Viva Latino remains a platform that connects fans to music while celebrating the artists shaping a generation. Its success highlights the sunstantial impact playlists have in helping Latin music reach audiences worldwide.