Hispanic music, a growing phenomenon in the country

Spanish-language music has become a major force within the U.S. music industry. So showed a recent report called Spanish-language music, an unstoppable phenomenon in the United States. The study also revealed how the rise of Spanish-speaking artists and the expansion of the Hispanic audience are changing the music landscape in the country.

The report, which is based on the analysis of data from streaming platforms such as YouTube, Apple Music and Spotify, as well as Billboard and Top 40 music rankings and consumption trends recorded between January 2020 and December 2024, indicated that Hispanic music in the United States has experienced a 30% growth over the past five years.

In an interview with VOZ, researcher, journalist and author of the study, Lourdes Moreno, explained that Hispanic music has moved beyond its niche roots to emerge as a major force in the U.S. music industry.

“Latin music consumption has grown by 30% in the U.S. in the last five years and an average of 7% of the songs on the country’s top charts are in Spanish. It is most prominently seen on YouTube and Billboard,” Moreno explained.

Hispanics, increasingly in more spaces

For Moreno, the approach of the Latin music boom associated only with demographic growth would be reductionist. She indicated that Hispanic artists in the country have endured many difficulties on their path to mainstream acceptance in the world of music. She adds that much of this was due to racial and linguistic stigmatization.

“They now account for 20% of the population, but the most interesting thing is that they have greater purchasing and educational power and are occupying spaces that until now they had not,” she said.

Similarly, Moreno noted that some findings show that this growth is tied to certain specific artists. The rise of Latin artists is also linked to the construction of an identity and a global concept of Latino pride transcending nationalities and differences, and building an aspirational image in which language is an essential element, which is shared between Latin and Anglo-Saxon artists, establishing a system of collaborations and featurings.

Karol G, Bad Bunny, Shakira and JLo are global artists

The study highlighted that artists such as Karol G, Bad Bunny, Shakira and JLo have become global icons. It also pointed out that the use of Spanish and spanglish not only marks style, but reinforces cultural identity.

“Without renouncing its origins, Spanish-language music is adapting its rhythms to a dynamic music market and to the cultural and emotional demands of a more global audience, that is, beyond Spanish speakers, using technology and platforms,” the researcher said.