Latin Music Momentum in the Age of Glocalization

Mar 12, 2024

2:30pm – 3:30pm CT

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.

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photo of Leila Cobo
Leila Cobo


photo of Cris Garcia Falcão
Cris Garcia Falcão

Virgin Music Group

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