The World Is Dancing to Latin Music’s Beat

Latin music no longer rises as a trend—it commands the global stage and reshapes the music industry. Accordingly, Billboard’s 2025 Latin Power Players list celebrates the executives and artists driving this momentum. It demonstrates how streaming, touring, and bold leadership propel the genre to unprecedented heights. From record-breaking tours to groundbreaking label strategies, Latin music has cemented itself in the global cultural landscape.

Streaming and Touring Power: Record-Breaking Growth Across Platforms and Stages

Over the past year, Latin music surged across streaming platforms and live stages. In fact, Luminate ranks it as the No. 5 core genre in the United States, just behind country. Mexico and Brazil also emerged as two of the world’s top five streaming markets. At the same time, touring delivered staggering results. Shakira’s 2025 tour grossed $323.4 million from 2.5 million tickets. Bad Bunny shattered records by selling 2.6 million tickets for his upcoming global stadium run. Moreover, his upcoming Super Bowl halftime performance will further cement Latin music’s dominance on the world stage.

The Executives Behind the Boom: How Industry Leaders Are Shaping the Future

Meanwhile, behind these headline-making achievements, executives are shaping the industry’s future. Nir Seroussi, president of Interscope Capitol Miami, built a powerhouse division that nurtures stars like J Balvin, Karol G, and Xavi. Alejandro Duque, president of Warner Music Latin America and newly appointed global president of ADA, expanded market share while championing flexible artist deals. Similarly, at Universal Music Latin America, Jesús López prioritized artist development and cultural impact. He celebrated back-to-back Latin Grammy wins for emerging female talent. In addition, Sony Music Latin-Iberia, led by Afo Verde and Maria Fernández, powered Shakira’s blockbuster tour and continues to elevate a roster of rising global acts.

Yet, despite these triumphs, challenges remain. Immigration policies and visa restrictions complicate touring logistics. Market saturation also makes long-term artist development harder. As a result, executives stress the need for artist-centric models, fair compensation, and innovative marketing strategies to sustain Latin music’s growth.

Ultimately, Billboard’s 2025 Latin Power Players list underscores a pivotal truth: Latin music no longer sits on the margins—it drives global culture. With visionary leaders, record-breaking artists, and an ever-expanding audience, the genre doesn’t just thrive; it redefines the future of the music industry.