Understanding the Rise of Latin Music in the US

By Erica Nahmad (February 12, 2019)

A Brief History of Latin Music in the U.S.

Once upon a time Latin music was just that — music appreciated by and
listened to primarily by the Latinx community, largely in local Hispanic
communities. Latin music was not topping American music charts, getting
recognized at awards shows, or being played on repeat on local radio stations.

The origins of Latin music in the U.S. can be dated back to the early 1930s and
1940s with the rhumba. In the thirties the rhumba became synonymous with
Cuban-styled ballroom dance in the U.S., and then in the sixties salsa music,
hailing primarily from Cuba and Puerto Rico, came to New York City. But even
then, as this musical genre of rhythmic Latin dance music gained popularity in
the states, it was still considered just that — Latin dance music. It was far from
mainstream and it was its own genre with its own unique audience.
After the rhumba and salsa became popular on dance floors, in ballrooms and
even in dance competitions, other hybrid versions and Latin styles became
popular as well, with Latin jazz and Latin rock music gaining popularity in the
fifties and sixties.

Who can forget the eighties and nineties hits from Gloria Estefan, Shakira and
Marc Anthony, as well as “Bailando” by Enrique Iglesias in 2014? Latin pop
songs are not new, but up until recently they haven’t garnered the recognition
and air time they deserve.  

Latin Musical Style Is Likeable and Danceable

It should come as no surprise that Latin music has become very popular over
the decades and even more so in recent years. The musical style appeals to
people of all ages and backgrounds because of its rhythmic beats and catchy
upbeat vibe. It has never mattered if the lyrics were in English, Spanish or both.
The music is danceable and relatable because you focus on how it makes you
feel and how it makes you move, as opposed to what they are saying. Just
consider the popular obsession over Los Del Rio’s “Macarena” and Ricky
Martin’s “Livin’ La Vida Loca.” It did not matter what the lyrics were; we bet you
don’t even know what Macarena is about.

The Descpacito Effect In 2017 Changed Everything

While Latin music has been slowly gaining popularity over the years, there was
arguably a huge shift in perception, mainstream appeal and popularity in the
past few years alone. This explosion happened fast and thanks to some
groundbreaking artists and hugely successful songs, the landscape of Latin pop
music in America was irreversibly changed for the better.  

An NBC News report refers to this shift as The Despacito Effect. In 2017,

“Despacito,” by Puerto Rican artists Luis Fonsi and Daddy Yankee, hit the
scene and it has since become the most viewed video of all time
on YouTube with nearly six billion views. Six billion! The article refers to the
popularity of this song as a catalyst that “brought into clear view Latino artists’
rising influence in the American and music scene.”

And it wasn’t just “Despacito.” Sure, you heard that song on every radio station,
every ten minutes for one year straight, and even still today. You definitely
heard it blasting in a workout class, or at a club, or while walking into a store /
restaurant / office / insert virtually any business establishment here. Yes, it got
stuck in your head for days on end. But Fonsi wasn’t the only one changing the
game where Latin music is concerned. In fact, there were 19 Latin tracks on the
Billboard Hot 100 list in 2017.

Streaming Services For the Win

If we solely judged what is popular in the music world by what is playing on local
FM radio alone, we might not be talking about the Latin music boom that we are
experiencing today. But thanks to streaming services such as YouTube and
Spotify, audiences around the world are able to listen to a wider range of music
and are exposed to more global hits than ever before. What we stream
influences what is played on other platforms and what is featured both on radio
stations and Hot 100 lists.

According to Rolling Stone, “on Spotify, global listening to Latin music grew 110
percent in 2017 (compare that to 74 percent growth in hip-hop), and 10 different
Spanish-language singles made it onto the platform’s Global Top 50 chart,
setting a new record.”

Streaming has changed the way we consume music, the way we connect with
others about music, and ultimately has changed the way that music becomes
popular. And streaming has helped Latin music become a fan favorite around
the world, and especially in the U.S.

Collaborations Took Latin Music to Another Level

While the digital revolution has changed the way music becomes popular,
there’s more to a cultural shift in musical tastes than just streaming. Ever since
the collaboration of Justin Bieber with Luis Fonsi on a remix version of
“Despacito” there have been other cross-cultural collaborations like it, with
similar positive effects. From Beyoncé working with J Balvin and Willy William
on a remix of “Mi Gente” to Cardi B’s “I Like It” with Bad Bunny and J Balvin.
And we’re already seeing more cross-cultural collaborations, mixing Latin beats
with Reggaeton, trap, pop, and even hip-hop music. The music industry
landscape has changed, and Spanish-language hits are gaining more and more
attention thanks to artist collaborations that pool together multiple fan bases
with one massive, viral hit.