![]() “I don’t like to classify Latin America as an emerging market,” said Mia Nygren, head of Latin America for Spotify. ![]() And Spain is now emerging as a place where Latin music breaks first. Spotify’s user base in Latin America has doubled over the last three years, and totals more than 70 million people. On YouTube, the majority of the most popular songs in any given week are in Spanish. There are more native speakers of Spanish-north of 400 million-than any language but Mandarin, and the Chinese music market is largely sealed off from the rest of the world. Long marginalized as a niche, Latin music has benefited from global streaming services that allow acts from Puerto Rico and Colombia to reach fans all across the region. The success of Bad Bunny underscores the rise of Latin music as a cultural force, Ramos said. ![]() (Bad Bunny declined to comment for this piece.) “He manages to remain mysterious and it feels like he’s 15 steps ahead,” Ramos said. He released three albums and a livestream on YouTube, all without overexposing himself in public with too many interviews or appearances. “Bad Bunny is the golden child of the digital era,” says AJ Ramos, an artist relations manager at YouTube.
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