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Rosalía, Other Latin Music Artists Seeing Boom In Europe Shows
In the last few years YouTube and streaming platforms have helped launch Latin artists into a growing number of wider markets worldwide. Songs like "Despacito" by Luis Fonsi and Daddy Yankee have been grabbing eyes and ears thanks to the power of the internet.
According to Billboard, Latin artists' tours are now seeing major success in European countries that aren't Spanish speaking. Enrique Iglesias reportedly sang to more than 80,000 fans in Kiev, Ukraine's Olympic Stadium, and J Balvin's "Mi Gente" helped him quadrupole his live revenue.
Spotify recently announced that Latin music was one of the genres they would be focusing on in their efforts to make international music more relevant on the platform. YouTube labeled 2017 the year of Latin music, as artists like Ozuna saw views in the billions.
Universal Music Latin Entertainment President, Victor Gonzalez, told Pandora that "Despacito" was one of the "the best example[s] of how the Latin genre can be embraced by the mainstream in the U.S., Europe and Asia." He continued:
"Looking forward, I feel artists including J Balvin are carving a new path for the entire Latin Industry will continue to thrive across the globe including those territories that don’t have a large Spanish speaking populations.”
Thanks to this boom, promoters are taking more risks WME partner Rob Markus told Billboard.
"Promoters are actually seeing hard numbers showing demand and listenership through streaming numbers, so promoters are taking a bigger risk," Markus said. He works with artists like J Balvin, Juanes and Luis Miguel.
As Pandora points out, Latin artists have penetrated into mainstream market throughout the 20th century and new millennium (artists like Richie Valens, Santana, Selena and Ricky Martin,) but have been "fleeting" moments and "have not been enough to uplift the genre beyond their inherent barriers to gain larger general market acceptance." So, this is an important moment for Latin artists.
Rosalía is one of the few women and the latest on the rise artists that is also being impacted by the wave. According to her manager, Rebeca León, the Spanish breakout artist, who is nominated for five Latin GRAMMYs, had a 6,500- person wait list at a showcase in London.
"Nobody knows what Rosalía is saying in the U.K.," León told Billboard. "But they know what she is saying. Her attitude tells you everything."