Latin Musics Global Surge: From Despacito to $1 Billion U.S. Revenue and a New Era for the Latin Recording Academy

From the pulsing streets of Puerto Rico to the glittering stages of Las Vegas, Latin music has broken every barrier, turning a $1 billion revenue milestone into a new global rhythm. In 2025, the Recording Industry Association of America (RIAA) announced that the U.S. Latin market became the first genre to hit that figure in wholesale revenue—a milestone that marks ten straight years of growth and cements the genre’s rapid ascent since the 1990s.

The breakthrough came in a year when Puerto Rican superstar Bad Bunny reigned supreme on U.S. streaming charts. His album Un Verano Sin Ti led Spotify’s global rankings, and the artist earned the title of most‑streamed Latin performer worldwide for the fourth year running. The album’s success underscores how Latin tracks now dominate the platforms that shape listening habits worldwide.

Latin music’s rise in the United States has a long, layered history. The 1990s and early 2000s saw a “boom in Latino music,” with Shakira’s Whenever, Wherever and Ricky Martin’s Livin’ La Vida Loca cracking the top spots on Billboard. At that time, many Latino artists felt pressure to sing in English to reach a broader audience. The tide turned dramatically in 2017 with the release of “Despacito,” a Spanish‑language single by Luis Fonsi featuring Daddy Yankee. The track topped charts in 46 countries and cracked the top‑10 in six others. A remix that year, adding English verses from Canadian pop star Justin Bieber, amplified the song’s reach and proved that a Spanish‑only track could dominate the global market.

By 2025, “Despacito” had accumulated more than two billion streams on Spotify, cementing its place as one of the most successful Spanish‑language pop songs ever. The track’s legacy helped shift industry expectations, showing that linguistic authenticity can coexist with worldwide commercial appeal.

The Latin Recording Academy, founded in 1997 to support the industry, has been instrumental in this transformation. As a membership body of artists, songwriters, producers, engineers, and other professionals, the Academy’s voting members nominate and award the annual Latin Grammy Awards. Manuel Abud, who became CEO in 2021, has steered the organization toward digital platforms and social media. In 2022, the Academy partnered with the Regional Government of Andalucía to host the 2023 Latin Grammys in Sevilla, Spain—the first time the ceremony occurred outside the United States. The event generated over 195 million euros for the Academy and demonstrated the global reach of Latin music.

The 27th annual Latin Grammy Awards are slated for November 12, 2026, at the MGM Grand Garden Arena in Las Vegas. Abud describes the week‑long Latin Grammy Week as the pinnacle of Latin music, demanding venues for televised broadcasts, gala dinners, showcases, and special awards.

The Academy’s definition of Latin music is intentionally expansive. It includes any song whose majority of lyrics are in Spanish, Portuguese, or another Ibero‑American language—such as Catalan, Basque, or Mixteco. The organization deliberately avoids genre or cultural appropriation boundaries, focusing instead on celebrating creators who meet the linguistic criterion.

Artificial intelligence has entered the Academy’s conversation. Abud states that AI tools are welcome as long as they do not replace the creative process, comparing them to earlier innovations like Auto‑Tune and rhythm boxes. He emphasizes that the emotional core of songwriting remains a distinctly human trait.

The Latin Recording Academy’s growth, coupled with the industry’s financial boom, illustrates how Latin music has evolved from a niche market to a global powerhouse. Digital engagement, international partnerships, and clear eligibility criteria have helped sustain this momentum.

Today, Latin music continues to dominate streaming charts, the Academy is preparing for its next awards cycle, and the broader industry is navigating new technologies while preserving its cultural identity.