As Latin music continues to make extraordinary inroads in the American mainstream — from breaking historic records on the global pop charts to setting new ones in streaming — the festival circuit has also seen a tremendous increase of Latin artists.

More Latin acts than ever performed at top-tier events like Coachella in 2022, a year that also debuted half a dozen exclusively Latin music festivals in the U.S. New events include reggaeton-heavy fests like Chicago's Sueños and Más Flow, and the classic-line-up Bésame Mucho in Los Angeles — all revealing an unprecedented moment for Latin music. 

"It's a new era. There's never been this big of a crossover," says Aaron Ampudia, co-creator of Sueños and Mexico’s Baja Beach Fest (BBF). "There's never been a Latin artist like what Bad Bunny is right now, crushing all the records in [the] history of streaming, beating Drake and American artists. That's never happened for Latinos." 

Entrepreneurs Ampudia and Chris Den Uijl founded Baja Beach Fest in 2018 in Rosarito’s storied beach venue Papas and Beer, just 20 miles south of San Diego. During that time, there were no sole reggaeton and Latin trap festivals in the region — the closest being 2018’s Latinx indie-heavy Tropicalia in Long Beach. The pair tapped an open market, attracting prospective attendees from both sides of the border all the way up to Los Angeles. 

With now-icons Bad Bunny and "Pepas" singer Farruko as headliners, BBF was billed as the "West Coast’s largest Latin trap and reggaeton music festival." By betting on established and upcoming música urbana stars, BBF managed to become a competitive player on the global festival market, doubling in attendance from 15,000 to 30,000 in its first two years and expanding to two weekends, à la Coachella.

"We birthed Baja Beach Fest because we wanted to create an inclusive event for Latinos, specifically young Mexican Americans on the West Coast, and that turned into this movement. It was almost the perfect storm," Den Uijl says. "As the brand has grown, we are now bringing it to the United States. Since Chicago has a massive Latin culture population, we wanted Latinos to have something to celebrate." And their gambit has paid off. 

On Memorial weekend, Sueños kicks off in partnership with C3 Presents, the production empire behind Lollapalooza. The festival's expanded genre roster now includes new corridos from Natanael Cano and Fuerza Regida, as well as reggaeton staples Ozuna, J Balvin and Sech. "Having Banda MS come out with Becky G last year [at BBF] was really big," says Den Uijl. "Aaron really pushed it [with the regional stuff] like, ‘Hey, this is something that our culture celebrates.’ It was the moment of the whole entire festival [last year]."

Promoted as "Chicago’s Official Reggaeton Fest," Más Flow debuts in July, focusing its attention on legacy acts, with headliners Don Omar, Zion & Lennox, Tego Calderón and Ivy Queen, among others. 

Other música urbana fests in the U.S. that are making a huge splash include Vibra Urbana, which has positioned itself as "The Biggest Reggaeton Festival in the U.S." The festival grew from a backyard reverie in Orlando to an indoor Miami venue in 2020, and will be held in Orlando this June.

"[We started Vibra Urbana] out of love for the music and seeing an empty gap where we felt like we could provide for our city," says festival co-founder David Adan, a Miami-born Cuban American. "Miami is full of Latinos, full of the love for Latin music. Everywhere that you go out, you'll see clubs playing Spanish [language] music. Everyone's talking in Spanish. We needed to make something happen."

The Vibra Urbana team found their niche — and built a significant audience — by gathering some of the hottest new talent of el género. Jhay Cortez, J Quiles, Rauw Alejandro and Myke Towers, who were still in the early stages of their U.S. breakthrough, all performed at the festival’s inaugural year. Such support has contributed to artists' superstar trajectory: Rauw Alejandro graced the cover of Rolling Stone earlier this year, while Jhay Cortez's steady growth continues to uptick by a stream of viral hits.

"We try to put forth the best fan experience, and we put together the artists that we know and who connect with the fans," says Cuban-Lebanese music organizer Kirk Taboada, and partner at Vibra Urbana. The partners' most ambitious festival took place over two days this spring in Las Vegas, where two decades of reggaeton brilliance were on display — from emerging (Dalex, Cauty) to superstar (Anuel AA, Sech) and legendary acts (Don Omar). 

"Hopefully in the next five years, we’ll expand it across the globe, to make an impact globally," Taboada adds. "But right now we want to make a huge impact here locally and on the West Coast."

More Latin Talent, More Latin Music Consumption

The 2020 Super Bowl halftime show with Jennifer Lopez and Shakira was a turning point for Latin music, opening more doors for the genre and Latin acts in the live music television space. Since, the presence of Spanish-language acts has increased tremendously on late night television alone, with Kali Uchis, Karol G, the Marías, Nicky Nicole, Natanael Cano, Carlos Vives, Rauw Alejandro, Thalia and Anitta, among others, appearing on the small screen.

The Latin music market has experienced double-digit growth over the past six years. According to the RIAA’s 2021 year-end report, U.S. Latin music revenue generated an all-time high of $886 million, growing by 36 percent year-over-year. Music Business Worldwide predicts that the recorded music market for Latin artists in the U.S. will generate more than $1 billion in 2022. 

Read more: 5 Women Essential To Reggaeton: Ivy Queen, Natti Natasha, Karol G, Ms Nina & Mariah Angeliq

The exponential rise of Latin music consumption parallels Latin music festivals’ ascent, with música urbana taking the lead in both. This success opened up more pathways for diverse Latin genres to be (re)introduced to U.S. audiences, as well as the impressive growth of events like Viva! L.A. Music Festival, a compellingly varied fest rooted in Latin indie, inclusiveness and a DIY approach.

"I started with a little music festival in Pomona because I wanted to bring people to the city I grew up in," recalls 31-year-old founder René Contreras, who created the festival as Viva! Pomona a decade ago. 

For the first annual Viva! L.A. Music Festival, which will take place at the Dodger Stadium this June, the Chicano entrepreneur partnered with Goldenvoice, the creators of Coachella and Stagecoach. Viva!’s 2022 iteration boasts one of the most eclectic line-ups of the Latin music festival circuit, appealing to a multi-generational audience: J Balvin, Los Tucanes de Tijuana, Carla Morrison, Omar Apollo, Kali Uchis, Willie Colón, Los Fabulosos Cadillacs and Devendra Banhart are among this year's performers. 

"[It’s about] bridging different subcultures and subgenres of music, and bringing it all together in one place," says Contreras of the line-up diversity. "You could go to see Eslabon Armado and then you can go and watch Chicano Batman. We have the indie Latinx bands that are really big in L.A., and legends like Daddy Yankee, Ivy Queen, and Paquita la del Barrio, as well as corridos and corridos tumbados. I feel like people listen to all styles of music now. Music is such a big part of our culture and it's really exciting." 

"I think it's important to research and try to understand a genre of music from its roots to the top," he adds holding a book called Remixing Reggaetón: The Cultural Politics of Race in Puerto Rico (2015) by Petra R. Rivera-Rideau via Zoom. "You could just book someone and call it a day. But I want to understand the music and its background. Also, going to shows and hanging out after with the artist or manager has helped me understand what it's like to live the creativeness that they're making."

"What Was Once Alternative Is Now Mainstream"

No stranger to alternative Latin music and culture is Nacional Records CEO Tomas Cookman, who also runs the Latin Alternative Music Conference (LAMC) in New York City. Cookman has been championing Latin music in the U.S. since the ‘90s (including briefly through his own festival, Supersónico), and has made a business of betting on indie and niche Latin styles. 

In ‘90s, music festivals that held conferences were limited: South by Southwest, CMJ, and New Music Seminar. Hence the birth of LAMC, the first live music/conference space to spotlight a Latin underground that didn’t get shine via radioplay or TV airtime, but resonated loudly in the streets. It also coincided with the first internet boom which, decades later, enables marketing of non-mainstream music and events. 

"If a song was a big hit record in London or New York, it probably took six or nine months to hit Mexico City, Bogota, or Buenos Aires [back then]. Nowadays, something comes out, and it's immediate everywhere," says Cookman. "Nowadays, [artists] record in their backyard if they want to. There's still money being spent on recording. But it's so much easier to have a quality of music that resonates on a global level."

The LAMC’s 20th anniversary coincided with the Latin GRAMMYs own, and in 2019 both organizations joined forces at SummerStage to present ChocQuibTown, Guaynaa, Macaco and Vicente García. "Luis Dousdebes from the Latin GRAMMYs came up with that quote," Cookman notes, referring to LAMC's new slogan "What was once alternative is now mainstream." 

But the award for ultimate from-alternative-to-mainstream transition goes to Bad Bunny, Rosalía and C. Tangana, who were all featured in LAMC’s 2018 three-CD compilation — when those artists were still independent. "Now it’s a playlist," Cookman says, chuckling.

Although LAMC takes place in New York, Nacional Records’ headquarters is located in Southern California — the area with the U.S.' most concentrated Latin population — where Coachella also takes place and the Bésame Mucho festival.   

From the founders of Tropicalia fest, Bésame Mucho arrives in December, with a roster that capitalizes on grupera, banda and rock en español’s glory days, as well as Spanish-language vintage pop. The lineup features legendary performers like Caifanes, El Tri, Los Tigres del Norte, Los Angeles Azules, Sin Bandera and La Oreja de Van Gogh. 

"I feel like [nostalgic Latin acts] has been something that's been missing from the [current] festival space. Not just in Southern California, but throughout the U.S.," says Adrian Hernández, founder and creative director of Need Pastel, who designed art for Bésame — as well as the cover for Bad Bunny’s Un Verano Sin Ti. "I feel like L.A. is the best place for that kind of representation [...] It's almost like a family event, somewhere I could go to with my abuelos."

Siguiendo La Luna: Latin Music’s Next Stop

With the global embrace of Spanish-language and Latin songs, it’s safe to say that American dwellers are truly experiencing a more accepting and diverse moment in history — a new cultural epoch. 

"There are lots of similarities to where Latin music is going, where urban music has been for the last 20 years, where it found its important and well-earned space in the market," Cookman says. "I think when people hear Rosalía, J Balvin, or Bad Bunny, they go, "Oh yeah, that could be Drake."

Just the fact that Coachella’s roster doubled in Latin acts since 2020 is a testament to the popularity of today’s Ibero American artists, where Brazil’s Anitta, Colombia’s Karol G, and Mexico’s Grupo Firme and Banda MS were among this year’s performers. "Hopefully, more and more Latino professionals within those companies will have a bigger say in what is important," Cookman adds. 

"The growth is unstoppable," Adam chimes in. "I think everyone is noticing now. For reference, Bunny creates songs in a different language [Spanish], and now you have [Hispanophone artists] singing this language, and they have no idea what he’s saying. It’s as simple as that. It's bringing acknowledgement that this genre is here to stay, and ready to keep growing."

11 Essential Bad Bunny Collaborations: Drake, Rosalía, Cardi B, Bomba Estéreo & Others

After finishing the first mixes of their new album, Kehlani knew exactly what she needed to do: head to Las Vegas. 

The L.A.-based, Oakland-born singer/songwriter had always identified with Sin City: "I’m full of juxtapositions," she tells GRAMMY.com. "Vegas is this crazy bright light city in the middle of a vacant desert that has weddings and also strippers." Fittingly, Kehlani harbored a very Vegas-like image in their head while creating Crash, a record built on blaring neon, glowing smoke, and the highest highs.

Crash drops June 21, and is Kehlani's fourth solo album. She burst onto the scene in 2009 as a member of teen sextet PopLyfe, but their 2014 debut solo mixtape Cloud 19 announced a far more complex character. Their debut full-length, SweetSexySavage, was released three years later to critical acclaim, with two more albums and a handful of platinum-certified singles following. As if that weren’t enough, Kehlani added acting, appearing in "The L Word: Generation Q" and a cameo in Creed III. 

And while Crash embodies the evolution and growth through all those experiences, the record builds a hyper-real language all their own. Beyond any sense of R&B or pop, soul or hip-hop, Crash finds Kehlani chasing passions that refuse to fit in any box, shifting multiple times within a track — refusing to focus on anything but the moment. 

"A crash isn't anything from the past. It isn't the anxiety of what's about to happen," she says. "It's the height of the moment. It's right now."

Nearing the release of Crash, Kehlani spoke with GRAMMY.com about finding inspiration from international music, getting their five-year-old to sing on the album, and their need to stage dive.

What’s it like living in Los Angeles after growing up in the Bay Area?

I moved to L.A. when I was about 17. I had already left the house. I left the house at 14, and by the time I was almost 18 it was the appropriate time for me to situate in a new place. L.A. and the Bay are like cousins. Do we have differences? Absolutely, things that are fundamental to us, but when you leave California, you can really see that we're just like a big family.

Had you been dreaming of L.A. as a place where you could pursue art? Were you already set on that goal?

It was the closest place that a young, very broke person could go and work in music. I'm sure there were other places with musical homes, musical cities, but if all I had to do was get on a $15 bus and go find someone to stay with in L.A., I was gonna do it for sure.

That’s the same ambition that I feel drives this new record, which is just so dense and full of surprises. That includes the lovely retro radio intro to "GrooveTheory," where you move from this ‘60s pop feel to the present. That’s such a smart way to foreground your evolution.

I think the second that we made that song and then turned it into ["GrooveTheory"], I was like, This feels like it encompasses where I'm headed, this whole new sound. 

Once that radio dials in and it comes in with R&B elements, it's producing where I'm headed, but also remembering that my core hasn't changed. Especially the energy of what I'm saying in the song, like, "I'm kind of crazy," it's introducing this energy difference on this album. I feel like that's the biggest change, and that's what's so prevalent in this whole rollout. Energetically, I'm on a whole different type of time.

You can sense it. 'Crash' feels really rooted in self-expression and personal growth, and when you listen to it as a whole, it really does seem like an evolution story. Beyond just the genre and style, how do you feel the way that you've expressed your true self has shifted over the years?

Thank you! That's been the feedback I've gotten from pretty much everyone who's listened, and I don't know what I expected, but it wasn't this. I have realized the public's understanding of me and the general consensus for so long, and I also realized how multi-faceted I am to people. 

People get really confused when I express all the sides of my personality. They’re either, like, "Okay, she makes really sweet love songs," or "We've seen you be political, we've seen you come out, we've seen you be a family member." And then there's a lot of people who are, like, "I feel like she's f—ing crazy. I've seen her in multiple relationships. I've seen her be angry. I've seen her get online and cuss people out." 

I want this next batch of music to feel like the most fiery parts of me. I want it to feel like the most present and energetic parts of me. I don't want anything to feel somber. I don't want anything to feel reminiscent. I think a lot of my albums in the past have been me looking back, and sitting in that feeling and detailing it. I just wanted [this album] to feel right here, right now, which is why the title came about. A crash isn't anything from the past. It isn't the anxiety of what's about to happen. It's the height of the moment. It's right now.

That’s unfortunately a story you hear too often about artists of color — that essentialization, where you can only be seen as one thing. R&B often gets hit with those same issues. Throughout your career you’ve stood up to those expectations, and "Better Not" on this album is such a good example of that. It’s a left turn, a stylistic contrast and an open conversation with the listener. You cleverly fuse that intentionality with a voice that’s stronger than ever.

In the past, I have had moments where I would make the song and [start recording], and there would be so many versions of each song on different microphones, recorded in different places.

"Let me try vocal production. Let me try to go back and work with this version again." I went back and did vocal production with Oak Felder, who did all the vocal production on SweetSexySavage. When I come back to some of my favorite vocal production moments, it was moments like "Distraction" or "Advice" or "Escape" — songs on my very first album — and I wanted to get that feeling again. Where it's lush where it needs to be, but also that I really mean what I'm saying. 

That started with the approach in the songwriting. Once I had the songs and I had to go back and deliver them, I had enough time to listen and listen, to learn the songs and identify with them. We would make music all day and then go out, and we would be in this sprinter van on the way to going out, and, like, bang, the songs we just made, the energy was just different. It allowed me to be present in a different way where my voice is able to show up like that.

Learn more: R&B Isn't Dead: Listen To 51 Songs By Summer Walker, Josh Levi & More Artists Who Are Pushing The Genre Forward

Which again ties perfectly to crashing into the present. As someone from South Africa, I love that the other guests that you included represent different cultural viewpoints. You worked with Young Miko from Puerto Rico, Omah Lay from Nigeria. Having that musical dialogue is so powerful.

We had so many conversations about how America's in the backseat often when it comes to music. We have our moments, and it's fantastic, like Beyoncé’s Cowboy Carter. There's a culture that is super American, that is Black, that historically needs to be dived into. It needs to be shown that we do have something here. 

So many people that don't speak Spanish bang Bad Bunny all day. Amapiano’s taking over; Tyla’s going up. It's really not here. So that wasn't a conscious choice. It's just what we've all been listening to, what we've been loving.

Read more: 11 Women Pushing Amapiano To Global Heights: Uncle Waffles, Nkosazana Daughter, & More

Speaking of guests, I wanted to ask about your daughter, whose voice is on "Deep." Was she just in the studio and you got her singing?

So those vocals on that, that’s actually my little sister and my goddaughter. And [my daughter] was in the room and she started singing along. She has perfect pitch; she's always freestyling or singing or making something up. 

I was like, "You want to just go sing on it?" What's on there is her first take. Literally. She did it the first time, all the way through, perfectly. I was like, "Well, that's it, guys. I can retire." 

That track is so lush. It feels so alive. Were you working with a full band?

[Producer] Jack Rochon, who I did a lot of the music with, he just is a freaking genius music whiz. Honestly, he's one of the most humble people that I know, and deserves credit for how amazing a lot of this album is.

Talking about touchstones, there's a Prince energy to the title track. Did you have any new inspirations or influences for this record?

Thank you! My main focus for this album came from going on tour for my last one and making such a pretty, sweet, intimate album, and then playing some of the biggest venues of my career. At some point I had to rearrange the setlist to add in a lot of the album before that one, because it was just more energy on the stage. By week two of tour, the setlist had completely changed. I knew that I was playing venues on this next tour that I've dreamt about, places that I can't fathom that I'm playing, like Barclays Center. 

I do a lot of things for, like, my inner child, and this is such a move for my inner child. Like, You're about to go play Barclays. Do you want to look back and say, ‘I rocked out and played Barclays’? I'm a person who headbangs on stage. I stage dive. I wanted to create an album that would ring through a venue like that. I want people to be engaged again. I'm not looking for the lighters and the somber, holding each other — which will occur regardless, because it's a me show. 

But I really wanted people to be in their bodies, and their heart’s exploding and the ground’s shaking. So that's what we accomplished. I wanted to have fun. This album is so fun to me. It’s a place of fire in my heart.

It took me a second to get the word play on "Eight." I loved the track, and then suddenly I was like, 'Oh… I knew there was something raunchy going on here.'

[*Laughs.*] "Eight" was super fun, and shoutout to the boys that I did it with, because they made it everything for me. 

I didn't come up with the wordplay. My boys did. Like, "This is how you talk!" I was like, "It is! This is perfect." Once I got in to fix things, add things, add my own spin, and finish writing, my favorite part was that it sounds like a Brandy song. She's my favorite.

I also wanted to ask about the Nina Sky sample on "After Hours."

That was mine. I was like, "What can we flip that when it comes on, my generation loses their mind?" And for me, every single time that Nina Sky comes on in the club, everybody's like "Woo!" And then you see how many songs were made from that same sample, and they're all songs that make us lose our minds. 

I went into the room with the producers, and I was like, "So, I want to flip this, but I want you to make it to where it doesn't become one of those where the whole thing is just a sample."

Similarly, "Lose My Wife" balances breeziness with high emotional stakes. Is finding a balance like that just natural for someone so capable of juxtaposition?

The second that we established that [the record] felt like Vegas, I knew what components were missing from the energy of how I feel the second my car crosses the line into the city of Las Vegas. I knew I was missing that feeling of the next morning when you realize you went on this high and you come down. I wanted to create these scenarios that weren't necessarily applicable to me, but captured that emotion. I've been there before, and I want people to be like, Damn, I've been there before. I know this feeling. 

I recorded that song at 4 in the morning with a sinus infection. The second that we finished it, everybody was like, "You can never re-sing that. Don't try to make another version, you're not gonna be able to sound like that again." All the chatter in the background of that song is really everybody who was in the studio that stayed up to just hang out. We had the tequila out, it was perfect. That was probably one of my favorite moments of making the album.

It takes a while as an artist to reach a place where you can capture those moments. You said before that people try to figure you out, and I mean this in the best possible way, but it feels like now you don’t care if they can’t figure you out.

I don't give a f—anymore, yeah. And that was a very important thing for me to learn. I used to care so much, and I would spend so much time explaining myself online, in music, in interviews, on stage. I realized that you're damned if you do, damned if you don't. 

I've been so forward-facing with my heart my entire career that I've left a lot of room for people to consistently pedestal me and then critique me, for people to want to tear me down. I realized I'm just being present, here, existing loudly in front of a billion people, and whichever way that goes is how the cookies gonna crumble. Me giving a f—? I'm the only one it's affecting at this point, for sure.

Angélica Garcia's Intuition: How 'Gemelo' Was Born By Embracing L.A., Ancestry & Spanish Language

This year's Met Gala invited guests to step into the enchanting "Garden of Time" at the Metropolitan Museum of Art in New York City, where fashion meets fantasy. Celebrating the Met's exhibit "Sleeping Beauties: Reawakening Fashion," the first Monday in May saw stars transform the red carpet into a vibrant display of sartorial storytelling. The theme showcased a collection too delicate to wear but alive with the stories of fashion's past.

From co-chairs Zendaya and Bad Bunny to Tyla and Jennifer Lopez, see how music icons and film stars embodied this year's theme with spectacular flair. The gala not only highlighted the sensory and emotional richness of fashion but also set the stage for a night of memorable styles — groundbreaking florals, tiered tulle and all. 

Explore the full spectrum of this year's enchanting looks from fashion's grandest night in the showcase below.

Bad Bunny

Jeff Kravitz/FilmMagic/Getty Images

Jennifer Lopez

Photo: Kevin Mazur/MG24/Getty Images for The Met Museum/Vogue

Zendaya

Dimitrios Kambouris/Getty Images for The Met Museum/Vogue

Tyla

Angela Weiss/AFP via Getty Images

Donald Glover

Angela Weiss/AFP via Getty Images

Stray Kids

Photo: Angela Weiss/AFP via Getty Images

Jon Batiste

Angela Weiss/AFP via Getty Images

Queen Latifah

John Shearer/WireImage/Getty Images

Kylie Minogue

Photo: Jamie McCarthy/Getty Images

Christian Cowan and Sam Smith

Photo: Jamie McCarthy/Getty Images

Jack Harlow

Marleen Moise/Getty Images

Teyana Taylor

Jamie McCarthy/Getty Images

Ariana Grande

Kevin Mazur/MG24/Getty Images for The Met Museum/Vogue

Rosalía

Jamie McCarthy/Getty Images

Laufey

Jamie McCarthy/Getty Images

Shakira

John Shearer/WireImage

Doja Cat

Angela Weiss/AFP via Getty Images

FKA Twigs, Stella McCartney, Ed Sheeran & Cara Delevingne

John Shearer/WireImage

Lana Del Ray

Kevin Mazur/MG24/Getty Images for The Met Museum/Vogue

Karol G

Dimitrios Kambouris/Getty Images for The Met Museum/Vogue

Lil Nas X

John Shearer/WireImage

Charli XCX

Angela Weiss/AFP via Getty Images

Cardi B

Gotham/Getty Images

Dua Lipa

Gotham/Getty Images

Lizzo

Dia Dipasupil/Getty Images

Eryka Badu

Gotham/Getty Images

Dua Lipa Is Confidently In Love On 'Radical Optimism': 4 Takeaways From The New Album

For Karol G, 2023 was a watershed year. Her fourth album, Mañana Será Bonito, peaked at No. 1 on the Billboard Hot 200 and took home the golden gramophone for Album Of The Year at the Latin GRAMMYs. Her many milestones also included a Rolling Stone cover, and signing with Interscope. At the 2024 GRAMMYs, Mañana Será Bonito is nominated for Best Música Urbana Album. 

The Colombian singer and songwriter was suddenly everywhere in 2023, but this moment is the culmination of a long, steady rise. Karol G has been on the scene for some time, and changing it for the better just by being who she is: an extremely talented woman making waves in a genre still dominated by men.  

Karol G has been a pivotal figure in the world of urbano since 2017, when she collaborated with Bad Bunny on the Latin trap single "Ahora Me Llama." It was a transformative moment for both artists, whose careers took off precipitously after its release. The track led Ms. G’s aptly titled debut album, Unstoppable, which went multi-platinum and peaked at No. 2 on both the U.S. Top Latin Albums and U.S. Latin Rhythm Albums charts. At the 2018 Latin GRAMMYs, Karol was awarded Best New Artist. 

Although she came out of the gate in an unstoppable fashion, Karol G's chart-topping debut was the result of years of touring and recording. The artist born Carolina Giraldo Navarro was no overnight success.

She started singing as a teenager growing up in Medellín and, after signing to Colombia's Flamingo Records, chose the name Karol G and began releasing music. Early on, she flew to Miami for a meeting with Universal Records, but they chose not to sign her on the basis that a woman would not be successful making reggaeton — a severe miscalculation, that belies female pioneers and a blossoming roster of contemporary acts. 

Thankfully, she ignored them. A year after "Ahora Me Llama" and Unstoppable, Karol G won her first Latin GRAMMY. 

The star’s determination makes her a role model, but Karol G's career has also been defined by an inspiring integrity around her principles and artistic vision. By now, it is a well-known anecdote that she turned down the song "Sin Pijama" because it references marijuana use. Karol does not smoke, so the lyrics would not have been authentic to her as a person, or as an artist. 

This authenticity has doubtless been key to Karol G's success. Rather than try to fit an established mold, she brings a uniquely sunny swagger and sporty style to reggaeton. She projects a powerful and feminine energy, and her music often expresses a healthy sense of sexual independence and self-empowerment. This is an intentional part of her message, especially to her female fans.

"They teach us it’s wrong to celebrate ourselves for something we have," she told Rolling Stone of her musical messaging. "And it’s not. We have to be the first ones to give ourselves credit."

Like early collaborator Bad Bunny, Karol G is able to reach a global audience without having to change the language she sings in, her genre of choice, or her messages. Case in point: One of her 2023 accomplishments was becoming the first Latina to headline a global stadium tour, and the highest-grossing Latin touring artist of the year.

She also became the first Latina to headline Lollapalooza and, in between record-breaking tour dates, saw her song "WATATI" featured on Barbie The Album. (The soundtrack is nominated for Best Compilation Soundtrack For Visual Media at the 66th GRAMMY Awards.)

In November, she closed out her big year with a sweep of the Latin GRAMMYs: Mañana Será Bonito received the award for Best Música Urbana Album and Album Of The Year; her Shakira collab "TQG" took home the golden gramophone for Best Urban Fusion/Performance. When she accepted her award for Best Música Urbana Album, Karol exclaimed, "How cool is it for a woman to win this?" 

Karol G’s wins made up a large part of an awards ceremony where women won big:  Shakira won Song Of The Year for her collaboration with Bizzarap, while Natalia Lafourcade won Record Of The Year and Joaquina took home Best New Artist. This was the first year that women won in all the general categories — something that suggests progress for the Latin music industry. The last time a woman won the Latin GRAMMY for Best Música Urbana Album was in 2013, when Spanish rapper Mala Rodríguez took home the award for Bruja. 

Watching the Latin GRAMMYs this year, it was easy to forget that women still have a long way to go to achieve parity with their male counterparts in the music industry. If you lost sight of that, the year-end Latin charts would bring you back to reality: Of the top 50 tracks on the Hot Latin Songs chart, 11 primarily featured women, but six of those tracks belonged to Karol G. Karol’s presence matters and she knows it. 

Karol G brings a powerful feminine energy to reggaeton and Latin trap, but also an unapologetic feminism. While this is explicit in her music, it's also clear in the creative partnerships she makes. She’s had many high profile collaborations with male artists, but just as many with a diverse roster of female artists from reggaeton OG Ivy Queen ("Leyendas") to Latin fusion pop singer Kali Uchis ("Me Tengo Que Ir," "Labios Mordidos"). In an arena so dominated by male artists, each collaboration with another woman is meaningful, but her collaborations with rising artists, such as Young Miko — who appears on the song "Dispo" from Karol’s Bichota Season — truly make a difference. 

Artists like Karol G increase the range of possibilities for artists in their wake, and for anyone in the music industry who flouts narrow expectations. Karol G knows that her victories have larger implications, and this eye toward the future has helped her reach unprecedented heights. "I understand how hard it is [for women to break through] because of how hard it was for me,"she recently told Billboard.

It wasn't easy for Karol G to get where she is today, but she has been opening doors for others — women, artists in reggaeton, artists in urbano and others —  every step of the way. From here on, the title of her album is ringing more and more prescient, and that’s mas bonito.  

2024 GRAMMY Nominations: See The Full Nominees List

The life of producer and songwriter Edgar Barrera was shaped by cultural dichotomy. Born in McAllen, Texas, and raised between the Lone Star state and the Mexican border town of Miguel Alemán, Barrera spent his days connecting cultures and languages, making a space for himself.

"I was born on the border. I'm always trying to adapt to Mexican or American culture, growing up in the middle of those two worlds," Barrera tells GRAMMY.com. "This is what I always end up doing in the songs and with the artists I work with, I adapt to them, I adapt to their world, I learn [from them]."

This duality and his innate code-switching ability defined his essence as a musician. In the music industry, Barrera is known among artists as a great bridge-builder between stars. He forges unexpected collaborations and blends genres in effortless ways.

For example, "Un x100to", the smasher collaboration between Grupo Frontera and Bad Bunny, became one of the biggest Latin songs of 2023. It won the Latin GRAMMY Award for Best Regional Mexican Song, climbed to the top of Spotify's global chart, and made its way to Billboard’s Hot 100’s Top 10.

The single is one of nine songs that has earned Barrera a nomination for Songwriter Of The Year, Non-Classical at the 2024 GRAMMYs. He is the only Latino in this group and has been nominated for all Spanish-language songs. "It means that Latinos are breaking those barriers and that Latin music is important to the industry," Barrera says of the nomination. "To be considered in that category is already a victory. I feel I am paving the way for a Latin songwriter to be in future nominations."

The nod came days before he received the inaugural Latin GRAMMY for Songwriter Of The Year. At the 2023 Latin GRAMMYs, Barrera received 13 nominations and won three awards, including Producer Of The Year, and was featured in a collaborative performance with Camilo, Manuel Carrasco, and IZA.

Ahead of the 66th GRAMMY Awards, Barrera discusses how his upbringing shaped his career and creative process, as well as the importance of recognition for Latinos in the music industry. 

 This interview has been edited for length and clarity.

2023 has been an excellent year for you. What are you the most grateful for?

It has been a great year in my career. I have to be thankful for life and to God. I’m grateful to say that I make a living from this.

 This is the only thing I know how to do; I am not good at anything other than making music. It is a blessing that people connect with the songs you create. What gives me the most satisfaction is knowing that people are enjoying, connecting, and experiencing the songs [I've worked on].

What did it mean to win the inaugural Songwriter Of The Year award at the Latin GRAMMYs?

I didn't think much about whether I was going to win or not. I was feeling happier and more excited because the Latin GRAMMYs were creating a category for those behind [the songs].

I said it that day they gave me the award; sometimes, the songwriter is the one who suffers the most in the entire music pyramid of how the industry is structured. The songwriter is the last one who gets paid and often doesn't get as much credit. For me, everything starts with a song. Without a good song, the artist is unknown; without a good song, the producer is unknown.

Music starts with a good song you can sing with just a guitar. That's what I like to do. I write the song, have it on guitar and vocals, and see what genre fits the best. That's why I always switch genres; I don't like to limit myself by saying that I only make urban, pop, or Mexican music. I'm not following trends but doing what feels right for the song.

What was your reaction upon discovering that you are the only nominee for Producer Of The Year, Non-Classical one competing with Spanish songs at the 2024 GRAMMYs?

I was in Madrid, and even though I knew the GRAMMY nominations were coming up, I wasn’t on top of it because it is usually tough to be nominated for those categories. I didn't expect it.

We had a Zoom with all the composers nominated in that category to get to know each other, and I kept thinking, what am I doing in this Zoom with all these people who write songs in English, country songs, rap songs, or pop songs? Here I am with my songs in Spanish.

I am happy with [the nomination] because it means that Latinos are breaking those barriers and that Latin music is important to the industry. It has become the elephant in the room that you can no longer ignore.

To be considered in that category is already a victory. I feel I am paving the way for a Latin songwriter to be in future nominations. I feel I have some responsibility; I am representing Latinos at an important moment in the industry.

Coming from Miguel Alemán, Tamaulipas, a town with 20,000 residents with no songwriters or producers, the fact that I can make music and dedicate myself to it is already a victory. Everything is a blessing and feels surreal.

You have been nominated for your work in nine songs. Is there a specific song that has brought you the most satisfaction?

They have all fulfilled something specific. For example, Karol G is a Selena [Quintanilla] fan, and she wanted to make a song in cumbia ["Mi Ex Tenía Razón"], a genre I grew up with. [The song] is like that tribute to my roots. Having an artist as big as Karol G on that song is very special.

In songs like "Un x100to," [a collaboration between] Bad Bunny, and a band like Grupo Frontera from my hometown, [it feels special because] we have many friends and grew up with the same cultural background. Returning to McAllen, Tamaulipas, to support a local group and having one of the biggest songs of the year with one of the biggest artists of the moment is also very special to me. It shows the newcomers that it is possible to reach those places — even coming from the same place we did. I would never have thought that the song would be No. 1 worldwide.

When did you first realize that you had a talent for songwriting?

It has always been my plan. I didn't go to school; I've never had a plan B. I've always been very stubborn in what I do. 

I discovered I could write songs and liked writing songs when I was 15. I moved to Miami and started working from the bottom, lifting cables in a studio. I had to serve coffee. I went through the entire process to enjoy what is happening now. It didn't happen overnight. 

I've never let it get to my head. I have no recognition, paintings, or awards if you go to my studio. I mean nothing; there is none of that. I don't like to think about that. I'm in my house right now, and you don't see anything on the walls; they're blank. I want to work as I have since day 1.

You have won 21 Latin GRAMMYs. Where do you keep the awards?

Those awards are at my parents' house. I send everything there. I don't have any awards at my house. My wife also tells me that our home is a place to disconnect, not to continue thinking about work. That helps me to stay rooted.

To know that the day before, I could have been with the biggest artist in the world, I could be with Shakira, Karol G or Benito, whoever I am currently working with, but when I come home, I feel that I am an ordinary person who has the blessing of working with the greatest artists of the moment. Realizing that also resets you, it keeps me grounded.

Did maintaining a lower profile help you in your career as a songwriter?

I am very quiet and shy. I express myself better by writing than by speaking. I like that people gradually discover who is behind the songs. I like that some people find that I wrote a song, and they make the connection, like the movie's endings, when you start connecting all the dots. I don't like telling people I did this or that.

When working with an artist, I am very clear that I am an instrument; I work for them. I don't have any ego. When working with artists, I listen to them and help them translate what they want to say in the songs. That is my job, and I try to be a tool for them; I don't want to be the protagonist.

You are known for your ability to make unexpected connections between artists and topliners; where did this talent come from?

It comes very naturally to me; I do it unconsciously. For example, in the collaboration between Carin León and Maluma, ["Según Quién"], I ended up being the person who connected them. In their case, I sent the song to Carin's team and introduced them about a week later. We organized a meal, and I made them get to know each other before recording the song.

In ["De Vuelta Pa' La Vuelta"] by Daddy Yankee with Marc Anthony, I was with Yankee in the studio. Yankee told me he wanted to do something different, and I showed him this salsa song. He likes it and tells me he wants to record it and do it in salsa. I connected Yankee with Marc — two legends who know each other, but I will gladly make that [musical] connection if I can.

That is part of why I created my record label, Border Kid Records, which is like a border that connects [two places], like the bridge between the United States and Mexico; I am a bridge between the artists.

You are a big fan of the Swedish producer and songwriter Max Martin. What have you learned from his career?

I am Max Martin's No. 1 fan. To me, he is the greatest of all time, and what I like about him is that he is not bragging about his achievements.

It felt like such a great discovery when I found out how he was. I told my friends you like this song because this songwriter made it, so you are not a fan of the artist; you are a fan of the songwriter.

I dreamed that one day, my songs would have a similar effect in Latin music and the way people would discover me. He has always kept a shallow profile. I'm not comparing myself to him at all, but something that he has and that I also do unconsciously is constantly collaborating with people; we are always nourishing ourselves with new songwriters and producers.

I always check Max Martin's credits and see him working with new people. And that's all about not believing that you know everything but learning and always listening to new people that has something new to say.

What advice can you give to songwriters or singers starting their careers?

Always be authentic and do not follow trends. I differentiated myself from the songwriters and producers when I started because I didn't use many bad words [in my songs]. I always wanted to avoid jumping on that bandwagon, following a trend.

It is about doing things differently and creating your own trends. I am one of those who make a bachata or a merengue; when a merengue is not even trending, you make it a trend by [picking] the right artist and song.

What is Edgar Barrera's mark in music?

My lyrics are simple, honest, straightforward, and up-to-date; that's my trademark. Production-wise, if you hear a real instrument or a musician playing live, guitars, or things like that, that's always my mark.

 2024 GRAMMY Nominations: See The Full Nominees List