b'FEATURELATIN MUSICterms of album consumption, Latin took aFROM LATIN AMERICA9.4% share of the US market in 2018.Hip-hop led the way (with 21.7% of all albumTO THE WORLD: DESPACITOconsumption) and was followed by pop, rock and R&B. The report confirmed that Latin music now ranks ahead of country music, Photo_Danny Ocean Facebookwhich has a 8.7% share of the market.When it comes to talking about the Latin music market stats, one word keeps popping up: streaming. Technology is enabling geographic and cultural crossover. It is now easier for new grassroots artists toDanny Oceanbe featured in genre playlists and build an audience. For example, flagship playlists such as Spotifys Baila Reggaeton and Viva Latino! can almost single-handedly create hits around the world.For example, Venezuelan artist, Danny Ocean, broke the record for the longest running entry in the Spotify Global Top 50 with his song Me Rehso. J Balvin, Ozuna and Bad Bunny were amongst Spotifys most listened to artists in 2018.Eight of YouTubes top 10 most viewed videos worldwide in 2018 were songs playedIn 2017, a Spanish language urban-popand 6 billion views on YouTubeand in Spanish - interestingly enough - withtrack from a Puerto Rican artist who wascounting.Photo_Ralph Arvesen FacebookPuerto Rican singer, Ozuna, appearing inrelatively unknown outside Spain and Latin four of them. America topped the charts in 47 countriesBefore Despacito, Luis Fonsi had a worldwide and reached the top 10 of sixsuccessful career that delivered several According to Nielsen Musics 2018 year-endothers. number one albums in Latin American numbers for the US, Latin (defined as musicterritories and on Billboards Latin chart. whose lyrics are more than half in Spanish)Despacito was written by Luis Fonsi,However, Despacitio was a total game Erika Ender and Daddy Yankee with thechanger.saw a 57.1 percent upturn in total audioaccompanying music video shot in La Perla streams, from 16.1 billion in 2017 to J Balvin neighbourhood of Old San Juan, Puerto RicoFonsi followed Despacito with Echame La 25.3 billion in 2018. As for video, there wereand in a local bar, La Factora. Culpa, a duet with Demi Lovato. It went to 44.5 billion streams in 2018, accounting fornumber one in 14 markets.18.4 percent of the total video streamingThree months after the release of the original market. version and after seeing how people reactedDespacito has received Latin Grammy to the song in a Colombian nightclub, JustinAwards for Record of the Year, Song of the Latin Music is gaining in popularity. Fact. WeBieber expressed interest in recordingYear, Best Urban Fusion/Performance, and are seemingly in Latin musics big momenta remix of the song. The proposal wasBest Short Form Music Video at the 18th in terms of dynamism in the market and fanaccepted and Bieber sang in Spanish, forLatin Grammy Awards. The remix version has the first time in his career, with the help ofreceived three Grammy Awards nominations engagement with the music. Latin musicsColombian musician and Latin Grammyfor Record of the Year, Song of the Year, and growth is only making better business forAward-nominee, Juan Felipe Samper. Best Pop Duo/Group Performance at the everyone: for the industry, for the artists and60th Grammy Awards.for the music lovers around the world. The original version combined with the Vamos! Bieber-remix has been streamed 7.5 billionIt is, without doubt, the most successful times, including 1.9 billion times on SpotifySpanish-language track in pop music history.40 SEPTEMBER 2019 HEYMUSIC.COM 41'