b'FEATURELATIN MUSICWELCOME TO THELATIN MUSIC EXPLOSION:IS LATIN MUSICMORE POPULAR THANEVER BEFORE?Its been called the Despacito Effect by industry observers but is it true that Latin Music is more popular than ever before? With increasing numbers of Latin artists, releasing more and more tracks each year and then topping the charts, not just in Latin America, but around the world, one has to assumeS. investigates.Words_Darren HaynesTheheadlines speak forWhile its interesting to see that musiccatchy Spanglish tracks. Spanglish? A songand Willy Williams remix of Mi Gente and themselves: consumption is on the increase in Latinwith Spanish and English lyrics, of course. 2018 saw Cardi B, Bad Bunny and J Balvin American countries, its even morecollaborate on I Like It.Latin Music Is Reaching More Listeners Thaninteresting to see the continents artistsThese Spanish-English collaborations have EverRolling Stone (11/18) and repertoire crossing over into thebrought Latin stars to the fore in the English- Between 2016 and 2017, the number of global musical mainstream. speaking world as well as in their nativeSpanish-language entries on the Billboard Latin Music Is Now More Popular Thancountries. Hot 100 jumped from a mere four to 19. In Country & EDM In AmericaForbes (01/19) Latin Americas breakout hit of 20172018, 24 Spanish language songs hit the was, of course, Despacito by Luis FonsiIn recent times, CNCO teamed up withBillboard Hot 100, not including more hybrid, Latin Music Streams Jumped 37 Percent inwhich topped the chart of more than 40Little Mix for Reggaeton Lento (Remix);English-dominant such as I Like It, or the 2018, Thanks to Videos Dominance & Gainscountries. This was the first time in 20+Ozuna joined DJ Snake, Cardi B and Selena in ListeningBillboard (01/19) years that a song played in Spanish hadGomez on Taki Taki; Latin reggaeton icon,salsa-inspired sound of Camila Cabellos reached number one in the BillboardMaluma featuredHavana.The IFPI, in their Global Music ReportHot 100. The last time? The annoyinglyon Madonnas 2018, announced that Latin Americascatchy La Macarena (Bayside Boys Mix)Medelln; PedroIt is widely agreed that Despacito opened positive growth story is no secret, with ain 1996. Cap featuredthe global door to not only Latin pop songs 17.7% growth in music revenue. Overall,on the remix ofbut also to reggaeton and Latin urban pop. the region showed the highest level ofSince 2017, the music industry has beenAlicia Keys trackUnfortunately, the Anglo market tends growth globally, driven largely by a 48.9%building on the success of Despacito withCalma; Demi Lovatoto lump together Latin music under one increase in streaming revenues. Growththe aim of surpassing the very high barand Luis Fonsimassive umbrella and this goes some way to was seen across the whole region, butthat it set. There have been a spate of(Despacitos writer)explaining why Latin music is the fifth-most Photo_ Andrew Solioacebookmost notably in Peru (21.7%), Brazilstrategic bilingual collaborations betweenworked together on (17.9%), Chile (14.3%), Colombia (10.5%)Latin and non-Latin artists, with someEchame la Culpa;popular genre in the USA.and Mexico (7.9%). artists fusing their musical styles intoBeyonc lent her voice to J BalvinData company, BuzzAngle, stated that in 38 SEPTEMBER 2019 HEYMUSIC.COM 39Ozuna'