Diagonal: An Ibero-American Music Review

This article offers a comprehensive and data-driven exploration of the Latin music market’s transformation into a global cultural and economic force. It traces the evolution of Latin genres through streaming, algorithmic curation, viral trends, and artist innovation, from pioneers like Shakira and Daddy Yankee to new-generation icons such as Bad Bunny, Karol G, and Peso Pluma. Drawing from original interviews with producers and executives, industry reports (IFPI, RIAA, Luminate), and case studies from across Latin America, the United States, and Spain, the article reveals how language, genre fusion, strategic collaborations, and localized consumption patterns shape the music economy. It also analyzes the rising importance of Brazil’s and Mexico’s markets, the global traction of Música Mexicana, and the roles of independent distribution, catalog ownership, and algorithmic exposure. Special attention is given to emerging scenes in Central America and the structural, technological, and cultural shifts that are fueling Latin music’s enduring growth on the global stage.