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Latin Music Surges: From Despacito to $1 Billion Revenue, Latin Recording Academy Leads the Charge
The United States has seen a sustained rise in Latin‑language music, a trend that accelerated with the 2017 hit “Despacito” and reached a record $1 billion in annual U.S. revenue in 2025. The growth has been driven by streaming dominance, high‑profile artists, and institutional support from the Latin Recording Academy, whose CEO Manuel Abud has overseen a strategic expansion of the Latin Grammy Awards.
In the 1990s and early 2000s, U.S. pop charts were dominated by English‑language hits from Latin artists such as Shakira and Ricky Martin. The industry required Spanish‑speaking performers to sing in English to achieve mainstream success. That paradigm shifted with “Despacito,” a Spanish‑language single by Puerto Rican singer Luis Fonsi and reggaetón artist Daddy Yankee. The song topped the Billboard Hot 100 and 47 other national charts, and its 2017 remix featuring Justin Bieber added English verses that broadened its appeal.
According to the source, “Despacito” has surpassed 2 billion streams on Spotify as of 2025, making it one of the most streamed Spanish‑language tracks in history. The track’s success is credited with proving that a Spanish‑language single could dominate the U.S. market without an English version, a milestone that Abud described as the “before and after” of Latin music.
The Recording Industry Association of America (RIAA) reported that 2025 was the first year Latin music’s annual U.S. revenue reached $1 billion wholesale. The figure represents a tenth consecutive year of growth for the U.S. Latin market. Puerto Rican superstar Bad Bunny was the most streamed Latin artist in the country in 2025, a status that aligns with the RIAA’s mid‑year revenue data showing Latin music’s continued expansion.
The Latin Recording Academy, founded in 1997, was created to give Latin music a dedicated platform within the broader Recording Academy ecosystem. Its membership includes artists, songwriters, producers, engineers, and other professionals who work across the Latin music industry. Eligible voting members select nominees and winners for the annual Latin Grammy Awards.
Abud, who joined the Academy in 2019 and became CEO in 2021, has steered the organization toward digital engagement. Under his leadership, the Academy partnered with the Regional Government of Andalucía in 2022, resulting in the 2023 Latin Grammy Awards being held in Seville, Spain—the first time the ceremony took place outside the United States. The event generated more than 195 million euros for the Academy.
The 27th annual Latin Grammy Awards will take place on November 12 at the MGM Grand Garden Arena in Las Vegas. Abud emphasized that Latin Grammy Week is “the most important week in Latin music,” noting that host cities must provide venues for the televised ceremony, a 2,000‑person dinner, showcases, and special awards.
The Academy’s definition of Latin music requires that the majority of a recording’s lyrics be in Spanish, Portuguese, or a native Ibero‑American language such as Catalan, Basque, or Mixteco. Abud clarified that the organization does not set boundaries on what constitutes Latin music but focuses on celebrating creators who meet that linguistic criterion.
Controversy has arisen over non‑Latino artists who incorporate Latin genres into their work. Spanish singer Rosalía, for example, blends flamenco with pop, hip‑hop, reggaetón, and bachata. While some critics question whether such use constitutes cultural appropriation, Abud stated that the Academy’s role is celebratory rather than regulatory.
Artificial Intelligence (AI) has also entered the conversation. Abud views AI as a tool that can aid creators but must not replace the human element of songwriting. The Academy permits AI use provided it does not substitute for the creative process, echoing the sentiment that emotion and human connection remain irreplaceable.
In sum, Latin music’s trajectory from a niche market to a multi‑billion‑dollar industry is evident in streaming milestones, revenue reports, and institutional support. The Latin Recording Academy’s expansion, both geographically and digitally, reflects the genre’s global reach and the continued relevance of Spanish‑language music in mainstream markets.
In the 1990s and early 2000s, U.S. pop charts were dominated by English‑language hits from Latin artists such as Shakira and Ricky Martin. The industry required Spanish‑speaking performers to sing in English to achieve mainstream success. That paradigm shifted with “Despacito,” a Spanish‑language single by Puerto Rican singer Luis Fonsi and reggaetón artist Daddy Yankee. The song topped the Billboard Hot 100 and 47 other national charts, and its 2017 remix featuring Justin Bieber added English verses that broadened its appeal.
According to the source, “Despacito” has surpassed 2 billion streams on Spotify as of 2025, making it one of the most streamed Spanish‑language tracks in history. The track’s success is credited with proving that a Spanish‑language single could dominate the U.S. market without an English version, a milestone that Abud described as the “before and after” of Latin music.
The Recording Industry Association of America (RIAA) reported that 2025 was the first year Latin music’s annual U.S. revenue reached $1 billion wholesale. The figure represents a tenth consecutive year of growth for the U.S. Latin market. Puerto Rican superstar Bad Bunny was the most streamed Latin artist in the country in 2025, a status that aligns with the RIAA’s mid‑year revenue data showing Latin music’s continued expansion.
The Latin Recording Academy, founded in 1997, was created to give Latin music a dedicated platform within the broader Recording Academy ecosystem. Its membership includes artists, songwriters, producers, engineers, and other professionals who work across the Latin music industry. Eligible voting members select nominees and winners for the annual Latin Grammy Awards.
Abud, who joined the Academy in 2019 and became CEO in 2021, has steered the organization toward digital engagement. Under his leadership, the Academy partnered with the Regional Government of Andalucía in 2022, resulting in the 2023 Latin Grammy Awards being held in Seville, Spain—the first time the ceremony took place outside the United States. The event generated more than 195 million euros for the Academy.
The 27th annual Latin Grammy Awards will take place on November 12 at the MGM Grand Garden Arena in Las Vegas. Abud emphasized that Latin Grammy Week is “the most important week in Latin music,” noting that host cities must provide venues for the televised ceremony, a 2,000‑person dinner, showcases, and special awards.
The Academy’s definition of Latin music requires that the majority of a recording’s lyrics be in Spanish, Portuguese, or a native Ibero‑American language such as Catalan, Basque, or Mixteco. Abud clarified that the organization does not set boundaries on what constitutes Latin music but focuses on celebrating creators who meet that linguistic criterion.
Controversy has arisen over non‑Latino artists who incorporate Latin genres into their work. Spanish singer Rosalía, for example, blends flamenco with pop, hip‑hop, reggaetón, and bachata. While some critics question whether such use constitutes cultural appropriation, Abud stated that the Academy’s role is celebratory rather than regulatory.
Artificial Intelligence (AI) has also entered the conversation. Abud views AI as a tool that can aid creators but must not replace the human element of songwriting. The Academy permits AI use provided it does not substitute for the creative process, echoing the sentiment that emotion and human connection remain irreplaceable.
In sum, Latin music’s trajectory from a niche market to a multi‑billion‑dollar industry is evident in streaming milestones, revenue reports, and institutional support. The Latin Recording Academy’s expansion, both geographically and digitally, reflects the genre’s global reach and the continued relevance of Spanish‑language music in mainstream markets.