Even in the age of streaming, Latin American music markets have historically produced local superstars, driving the music industry in those countries to focus its efforts on homegrown talent. A recent study by the London School of Economics shows that this trend of “glocalization” is growing in Europe with native-language artists turning up on Top 10 year-end charts that were recently dominated only by English-language artists. However, Spanish-language tracks by global hitmakers like Bad Bunny and Eslabon Armado are bucking that trend, crossing borders like never before.