Feature_¡Viva la Música!
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IFF.ROCKS even dropped, but he’s amazing live and we want to build on that. “We announced the tour, we have 37 dates on the first leg including four or five in Spain and three showcases in the US. We're doing Colombia, Peru, Costa Rica, Chile, Paraguay, a lot of arenas plus a bunch of other dates. And that's just an example of one artist that just blew up. And there’s quite a few.” The growth of the Latin musical power base has been one of the most irresistible forces in global music in recent years, but it has been supercharged during pandemic times. At the very top end, Puerto Rican superstar Bad Bunny was the most streamed artist on Spotify globally in 2020 and 2021, with Colombia’s J Balvin not far behind. Their collaborations with artists such as Drake and Cardi B have injected reggaetón into US urban pop at the highest level, while in the other direction, trap has infused Latin music from Mexico down to Argentina. Also in serious global contention are numerous fellow Puerto Rican urban acts including “King of Modern Reggaetón” Rauw Alejandro and big-hitting singer-rapper-actor Ozuna, as
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Lollapalooza Chile promoter Lotus Producciones have brought the likes of Martin Garrix to Santiago © Jonnathan Oyarzun
“Now there’s a lot of Latin acts that should really be called international Latin acts or something” Memo Parra | Ocesa
well as Colombian stars like Karol G and Maluma and Argentinian trap artist Duki. And then there are the already established stars such as the retiring “King of Reggaetón” Daddy Yankee and the Despacito-wielding Luis Fonsi. Latin America has always been a hotbed of regional music styles, from merengue and bachata to cumbia, flamenco and vallenato. It has also made many English-language stars, from Ricky Martin to Shakira to Camila Cabello. But never before has raw Latin music hit the global scene with such force, in such numbers, and so thoroughly on its own terms. “There were Latin acts that were only famous in Latin countries, and they had a number of
tickets to be sold and that was the market,” says Memo Parra, director of international talent at giant Mexican promoter Ocesa. “Now there’s a lot of Latin acts that should really be called international Latin acts or something. Suddenly other markets get the sense and taste of this music and they get into it.” The immediate significance for the Latin American live circuit is a major post-pandemic surge, driven by booming regional talent combined with an increasingly intrepid Thousands cohort of of international acts, determinedprofessionals to sample everyread arena and stadium the region has offer.day. Make IQto every The past decade or so has seen a world-class sure you get the upgrade of the region’s production capabilities
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