Latin music is experiencing a meteoric rise in the United States and around the world, so what is captivating audiences?

Luminate’s 2024 Midyear Music Report paints a clear picture: Latin music is the fastest-growing genre, surging past rock, pop, and hip-hop in terms of share point change. But what’s fueling this explosive popularity?

One key driver is the sheer growth in On-Demand Audio (ODA) streaming. Compared to the first half of 2023, the first half of 2024 saw a staggering 15.1% increase in ODA streaming volume for Latin music. This translates to a gain of 0.51 share points, making Latin music the leader in growth among all U.S. core genres.

But it’s not just about overall growth; Latin music is experiencing a subgenre-specific boom. Regional Mexican music, characterized by its energetic rhythms and focus on storytelling, has emerged as the dominant force within Latin music. This trend is evident in the artists dominating the charts.

While Bad Bunny remains the undisputed king of Latin music streaming, three other artists in the top ranks belong to the Regional Mexican scene: Peso Pluma, Fuerza Regida, and Junior H. Each of these artists surpassed the impressive milestone of 100 million U.S. ODA streams in the first half of 2024 alone.

This dominance of Regional Mexican music within the broader Latin music landscape highlights the genre’s unique appeal. Its infectious rhythms, often driven by the accordion and bass guitar, create an irresistible energy. Meanwhile, the lyrics often delve into themes of love, heartbreak, and social issues, resonating deeply with listeners.

The success of Regional Mexican artists like Peso Pluma, Fuerza Regida, and Junior H underscores the genre’s ability to connect with a broad audience. Combined with the overall growth of Latin music streaming, it’s clear that this trend is here to stay.

As 2024 unfolds, it will be fascinating to see how Latin music continues to evolve and captivate audiences. Will Regional Mexican maintain its dominance, or will other subgenres like Latin pop or reggaeton take centre stage? One thing’s for sure: Latin music’s vibrant energy and cultural richness are sure to continue captivating listeners for years to come.