EntertainmentBrasil and Latin America stand out in the global music scene

In the last decade, Latin music has become a regional genre into a global phenomenon, dominating platforms and reshaping the music scene. According to the International Federation of Phonographic Industry (IFPI), Latin America’s recorded music recipes experienced a significant increase of 19.4% by 2023, total revenues for the region reached $ 1.5 billion, more than the Triple of US $ 446 million reported in 2017, marking the thirteenth year consecutive year of growth in the region.

This expansion was mainly driven by streaming, which accounted for 86.3% of revenues. Notably, Brazil and Mexico had substantial growth of 13.4% and 18.2%, respectively. These services, in particular, boosted this expansion, accounting for 84.1% of the total in 2020, a year that also saw Latin America as the fastest growth place for music recorded globally, with revenues increasing by 15.9%. This can be attributed to factors such as greater internet penetration, use of smartphones and the popularity of networks like Spotify, which played a key role. Playlists and algorithms are determining what millions of listeners want to consume and find out.

The algorithms depend on machine learning and data analysis to customize recommendations. The process begins with collaborative filtration, analyzing user behavior, such as reproduction history, skips and likes to identify patterns and similarities between users with overlapping preferences. It also employs content -based filtering using Natural Language Process (NLP) to analyze metadata, letters and even online discussions. Audio analysis tools extract characteristics such as time, tone and power levels of the track to categorize them.

These insights are fed by deep learning models, generating personalization, such as Discover Weekly or Radar Release, continually refined by interactions and feedback, further amplifying this effect by recommending tracks. Data from Midia Research indicate that Latin America accounts for 17% of Global Spotify subscribers, but 27% of them are video streaming, showing high engagement. This has led to a scenario where playlists such as Viva Latino or Brazil Hits, boosts established artists and act as guardians for new talents, determining visibility in a highly competitive market.

An interesting fact is: despite the linguistic barrier between Portuguese and Spanish, raised in various reports, a trend is the popularity and export of Brazilian music to Portugal. Analyzing the top 50 of the country, we see that Brazilian artists are in the charts, often entering the top 10. However, the reverse is not the same. Portuguese artists do not see their music in Brazil. The national scenario is predominantly driven by local genres, with Brazilian music accounting for 93.5% of the main 200 in 2023, reflecting a strong cultural self -sufficiency. Recently in 2025 with the release and great bet of Debí to take bad photos, from Bad Bunny, not only resonated deeply with his main Latin audience, but also found an unexpected success in Brazil, a market historically dominated by funk, country and pop. Despite the gradual penetration of reggaeton in the country’s mainstream, Bad Bunny’s latest album marks a unique moment when its influence extends beyond the usual Spanish -speaking territories. The fusion of the parsley album, full, bolero and Latin pop – along with his rich narrative – gave him an appeal that transcends linguistic barriers. Tracks like Nuevayol and LO that Pasó to Hawaii, evoke nostalgia and sociopolitical consciousness, making the album look like a personal diary and a cultural statement.

However, although it turns out to take bad photos are undeniably being listened to in Brazil, its success is not necessarily a moment of rupture for reggaeton in the region. On January 28, six tracks from the album entered Brazil’s Spotify 50 Parade in Brazil, but only one – “Voy A Llevarte Pa” – is a purely reggaeton track. The rest, including Inolvidaable, Nuevayol, Weltita and LO Ball that Pasó to Hawaii, hang more for pop, indie and tropical influences. This suggests that Brazilian listeners are gravitating toward Bad Bunny’s versatility instead of embracing the reggaeton as a whole. Although this signals a growing opening to Latin music, it is not yet known if this translates into demand sustained by the genre within the mainstream musical ecosystem in Brazil.

When we analyze Latin artists we see a relevant expansion on a global scale and specifically in the United States. In the recent publication by Luminate Music Consumption Data, regional domain is remarkable: Latin music has had significant growth, particularly in the southwest and parts of the Southeast, aligning with regions that have strong Hispanic and Latin populations.