The New Bosses 2023: Gilbert Paz, Loud And Live

The 16th edition of IQ Magazine’s New Bosses was published in IQ 121 this month, revealing 20 of the most promising 30-and-unders in the international live music business.

To get to know this year’s cohort a little better, IQ conducted interviews with each one of 2023’s New Bosses, discovering their greatest inspirations and pinpointing the reasons for their success.

Catch up on the previous interview with Dylan Cherry, senior promoter at Endeavour Live (NZ). The series continues with Gilbert Paz, vice president of live entertainment business operations at Loud And Live (US).

After stints in the Latin division at WME and at the James L. Knight Center in Miami, Gilbert Paz joined Loud and Live in 2019. Paz’s contributions have been instrumental to the company’s live entertainment business, specifically focused on growing the company’s touring and live events presentations. His leadership helped cement a record year for Loud And Live, and positioned the company as an industry leader and one of the world’s top promoters. In his role as VP, live entertainment business operations, Gilbert has been an invaluable contributor, overseeing worldwide tour offers, routing, contract negotiations, ticketing and venue relationships, resulting in some of Loud And Live’s most successful tours to date.

Tours that Gilbert has led include top global artists, such as Ricardo Arjona, Carlos Vives, Camila, Sin Bandera, Reik, Melendi, Ruben Blades, Servando y Florentino, Fito Paez, Carlos Rivera, Farruko, Juan Luis Guerra, Ricardo Montaner, Roberto Carlos, Silvestre Dangond and Camilo’s first Arena Tour, collectively resulting in sold-out tours across nearly 400 shows in 2021 and 2022. He also successfully led the talent booking for Miami’s first premier country music festival, Country Bay. This inaugural year, the Country Bay Music Festival will take place on November 11 and 12, and includes some of the world’s biggest country artists, such as Thomas Rhett, Sam Hunt, Chris Young, Lainey Wilson and Lee Brice among many others.

Your career path before Loud and Live involved experience across a range of sectors. How has this experience helped you in your day-to-day work, through understanding the challenges faced by people like agents, venue operators, and even musicians?
My previous experience working on the agent side and as a venue operator has undeniably been invaluable in my current role as a promoter. The insights gained from being on the agent side of the business have given me a profound understanding of different deal structures and negotiation tactics. I know where to initiate discussions and how far I can push to achieve the best possible outcome for both parties involved. I also understand effective tour routings and how they can affect an artist’s profitability on tour. Having come from the agent side, I have a deep understanding of agency dynamics, which is valuable in my day-to-day conversations as a concert promoter with them. Having previously worked as a venue operator, I have honed my skills in maximizing and formulating venue deals. This experience has provided me with a keen understanding of the venue’s perspective, enabling me to negotiate and secure advantageous terms for our events. Furthermore, my ability to create accurate event proformas stems from my time on the venue side, where I had to prepare financial projections and budgets for events on a regular basis. My most valuable skill learned from the venue side was probably my daily involvement in ticketing.

“I firmly believe that the Latin Music genre has yet to reach a plateau”

Having gained a deep understanding of ticketing from A to Z from my time at the venue has allowed me to take that skill to make informed decisions regarding pricing, promotions, and ticket distribution strategies for our shows. With my experience as a musician, I have learned skills that aid in handling unexpected situations as a concert promoter. My familiarity with the logistics and dynamics of live performances gives me an advantage in foreseeing potential issues and making contingency plans. My understanding of artist expectations and audience needs enables me to make informed decisions when facing last-minute changes or challenges. Additionally, my ability to adapt and improvise on stage as a musician translates well into managing unexpected situations with composure and creativity as a concert promoter. Overall, my musical, agent and venue background, has equipped me with a unique perspective and problem-solving abilities that are essential in this fast-paced and dynamic industry.

We’ve seen an explosion in the popularity of Latin American acts in recent years. Do you think there is still room for more growth, or have we reached a plateau?
I firmly believe that the Latin Music genre has yet to reach a plateau and instead holds boundless potential for exponential growth. The genre continues to transcend language barriers and captivate diverse audiences.

What made you decide to move into the promoting side of the business? And were there any lessons from the other roles you have done that promoters would benefit from (and vice versa)?
With a deep passion for music, I enjoy being part of the music industry, but I made the switch to the promoting side because I wanted to have an active role in creating memorable experiences for both artists and fans. As a promoter, you play a crucial role in fostering meaningful connections between artists and their audience through live performances and concerts. In addition, as a promoter, I thrive on the rush that comes with taking risks. The excitement of planning and executing events, anticipating their success, and overcoming challenges along the way fuels my passion for the role.

“Launching the country music festival in Miami was undoubtedly a bold and innovative move for the company”

Are there any particular events or shows you are looking forward to this year or next?
I am beyond thrilled for Miami’s first premier country festival happening this November 11-12 which Loud And Live is producing. The lineup is absolutely amazing, featuring incredible artists like Thomas Rhett, Sam Hunt, Lainey Wilson, Chris Young, and Lee Brice, among many others at the historic Miami Marine Stadium site. This festival is a dream come true for country music lovers like me and especially in Miami!

What has been the highlight of your career, so far?
Being an integral part of the team at Loud And Live in a record-breaking year where we produced nearly 400 live events within the United States, Canada, Puerto Rico and Latin America. Our determination led us to secure and manage the tours of many of the world’s biggest Latin artists and resulted in us being ranked as one of the world’s top promoters.

Launching a country music festival in Florida is a bold move. Are you looking outside the box to do similar things elsewhere: country music in Mexico? A metal festival in Nashville? Perhaps you can talk a bit about your research process?
Launching the country music festival in Miami was undoubtedly a bold and innovative move for the company. Although traditionally known for its association with American culture, we saw that country music has surprisingly found resonance within the Hispanic communities in Miami. This can be attributed to the growing influence of second and third-generation Latin-Americans who have embraced country music, creating a surge in its consumption and popularity in the region.

With our marketing expertise and in-depth studies, we will continue to identify untapped markets for the Latin community within the United States, paving the way for Latin artists to reach new audiences. For example, we took Ricard Arjona to Nashville, TN this year which was an untapped market, and it was the highest-grossing Latin show Bridgestone Arena has ever had. We will leverage this momentum and continue to open doors to unexplored market opportunities.

“The Latin live entertainment concert industry has a pressing need for growth and support for developing artists”

At our company, we also own and create IP and continuously strive to identify and seize opportunities to meet unmet needs in the market. While we have several exciting projects in the pipeline, we are thrilled to announce one of our latest ventures: Christmas Wonderland in Miami. This groundbreaking event will revolutionize the traditional Christmas experience by offering a modern-day take on the festivities. With immersive experiences, captivating live performances, interactive zones, exhilarating rides, and thrilling games, we aim to provide an unforgettable holiday season. We anticipate over 300,000 attendees during the 8-week event.

Do you have a mentor, or people you can trust to bounce ideas off?
Working under the guidance of our esteemed CEO, Nelson Albareda, has been an inspiring journey for me as he has become not only a mentor but also a true role model. His visionary leadership, unwavering support, and invaluable insights have significantly contributed to my professional growth. However, it’s not just the guidance of one person that makes our company exceptional. We are fortunate to have an incredible team of creative individuals who come from diverse backgrounds, each bringing a unique perspective to the table. Together, our collective expertise and creativity form the backbone of our success, driving us forward as a united force within the industry.

As a New Boss, what one thing would you change to make the live entertainment industry a better place?
The Latin live entertainment concert industry has a pressing need for growth and support for developing artists. To address this opportunity, a powerful solution could be the creation of a dedicated platform and concert series exclusively tailored to supporting emerging musicians. This platform would serve as a steppingstone for these artists to gain exposure and recognition within the industry. By curating events that showcase a diverse range of talent, the series would provide a unique opportunity for developing musicians to connect with larger audiences and industry professionals. By nurturing the talent of Latin artists and giving them a chance to shine on a grand stage, this initiative can contribute significantly to the growth and evolution of the Latin live entertainment concert scene, ultimately enriching the music industry as a whole.

What do you see yourself doing in five years’ time?
In five years, I envision myself continuing to play a pivotal role in the growth of Loud And Live, helping take it from doing 400 shows to 5,000 shows a year. I am excited about the prospect of diversifying the genres we work on touring and expanding our footprint around the globe. I see myself spearheading strategic initiatives and being a part of driving the company’s success.

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Loud and Live appoints chief business officer

Miami-based marketing, entertainment and live events company Loud and Live has announced the appointment of Steve Ziff as its new chief business officer.

Ziff brings more than two decades of experience to the Latin music specialist as a strategic marketer and business development leader, with a track record across agencies, professional sports and entertainment organisations.

In his new role, Ziff will oversee Loud and Live’s marketing services and enterprise-wide business development efforts, providing strategic guidance to grow and expand the company’s diverse portfolio of assets and capabilities. He will lead both respective teams.

“We couldn’t be more excited to welcome Steve to the Loud and Live family, and we’re confident that his leadership and diverse experience across marketing, entertainment, content and sports will be invaluable to the company, our clients and our worldwide audiences,” says Loud and Live CEO Nelson Albareda. “His extensive capabilities in marketing & business development, coupled with his deep understanding of the various industries where we perform, makes him the perfect fit for our growth plans and vision of the company.”

Prior to joining Loud and Live, Ziff was CMO and CCO for action sports company Thrill One Sports, and also served as SVP and CMO for the Los Angeles Chargers American football team.

“Loud and Live sits at the nexus of culture, uniquely built as a world-class entertainment, content and marketing solutions company”

“Loud and Live sits at the nexus of culture, uniquely built as a world-class entertainment, content and marketing solutions company,” says Ziff. “Nelson, Marco and team have established a future-focused enterprise with an incredibly passionate and diverse team of people, and joining one of the only global companies of its kind is a tremendous opportunity and honour.”

He continues: “The Latin-Hispanic culture has permeated the mainstream and is now visibly shaping and deeply influencing the landscape of global music, fashion, art, sports and lifestyle and the modern US economy. As a top Latin entertainment and multicultural marketing company, we’ve collected a massive wealth of cultural intelligence, insights, and data on consumers which we use to help brands stay competitive, adept, and resonant. We’re excited for the opportunities that lie ahead to help our partners convert culture into commerce.”

Headquartered in Florida, Loud and Live also has a presence across Europe and Latin America.

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Loud and Live unveils new country music festival

Miami-based promoter Loud and Live has announced details of the inaugural Country Bay Music Festival in conjunction with its South Florida-focused live events division, EngageLive!

Staged on the grounds of Miami Marine Stadium, the festival will take place from 11-12 November with headliners Thomas Rhett, Sam Hunt, Chris Young, Lee Brice and Lainey Wilson.

“We are thrilled to announce the launch of this premier country music festival in Miami, bringing together the best of country music across the vibrant and energetic backdrop of this magical city,” says Loud and Live CEO Nelson Albareda. “Our goal is to create a memorable experience for music fans and our partner sponsors alike, and ultimately to establish Miami as a destination for country music enthusiasts from around the world.”

Country Bay Music Festival also promises to showcase performances from Randy Houser, Chris Lane, LOCASH and Elle King, as well as up-and-coming artists such as Restless Road, Blanco Brown, Josh Ross, Hailey Whitters, and David J, plus country-Latin duo Kat & Alex and Neon Union.

“We are confident that Country Bay Music Festival will be a must-attend event for years to come”

“With an incredible lineup of the top country music artists and a picturesque waterfront venue that has a long history of iconic country music shows, including Jimmy Buffet and Kenny Rogers among others, we are confident that Country Bay Music Festival will be a must-attend event for years to come,” adds EngageLive CEO Tony Albelo.

The two-day festival will also offer activities, including The Saloon Experience, a 360-degree country-themed bar offering an assortment of craft beer, whiskey, bourbon, and tequila. Fans will also be able to enjoy other festival experiences, including sponsor activations, games, culinary experiences, photo booth opportunities, line dancing, a mechanical bull, and a giant Ferris wheel.

Fans will also have the opportunity to attend the event by boat or yacht with an anchorage access pass. Weekend festival passes start at US$159 (€148), with Beach Club passes available from $699 (€652) and platinum VIP weekend tickets at $1,599 (€1,491).

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Q&A with Loud and Live’s Nelson Albareda

Loud and Live founder and CEO Nelson Albareda has given an insight the company’s global expansion plans in a Q&A with IQ.

The Miami, Florida-headquartered live entertainment and sports firm produces and manages the tours of many of the world’s biggest Latin artists, presenting more than 300 live concerts around the US, Canada, Puerto Rico and Latin America in 2022.

It has worked with the likes of Pitbull, Ricky Martin, Chainsmokers, Steve Aoki, Luis Fonsi, Calvin Harris, Roberto Carlos, Juan Luis Guerra and Franco De Vita, and moved into Europe last year with the inaugural Madrid Championship CrossFit competition.

Albareda will chair the Latin Live panel at this year’s ILMC at 3.30pm on Wednesday 1 March. Here, he expands further on Loud and Live’s international plans, reflects on its link-ups with Move Concerts and ASM Global, and considers what the future holds for Latin music…

How do you plan to grow your touring offering on a global level in 2023?

“We expanded our geographical touring focus in 2022, having launched our Latin America division, including producing shows in Colombia and Ecuador with the likes of Camilo, Gilberto Santa Rosa, Carlos Vives, Gian Marco and Ricardo Arjona. A handful of those shows took place in stadiums, including Carlos Vives and Ricardo Arjona, the latter of which included multiple sold-out stadium shows in Ecuador.

“In 2023 we’ll be doubling down on those efforts, expanding our offering even further into Central and South America. We’re also looking to initiate our European presence, with some initial shows in Spain on the back half of 2023.”

“The plan is to grow our team and presence in Madrid to expand our focus across live music as well”

Last year, you entered the European market with the Madrid Championship. Will you be making any moves in the continent’s live music scene?

“Yes, we launched this event in 2021 and we’ve been growing our footprint there ever since. The plan is to grow our team and presence in Madrid to expand our focus across live music as well.”

In what ways has your joint venture with Move Concerts been fruitful?

“Our complementary business focuses have brought together a compelling value proposition from a geographical expansion perspective, which has resulted in a broader offering and value proposition to the artists we work with. We will continue to collaborate and expand on our partnership in 2023, particularly as Loud and Live looks to continue its growth in Latin America, where Move is a leader.

“On a personal level, I continue to learn from Phil Rodriguez and his wealth of knowledge around the business, he’s truly a pioneer in live entertainment and someone I – and our team – consider a mentor.”

How do you see your partnership with ASM Global evolving?

“Our partnership with ASM has gone well and we continue to collaborate across strategic opportunities. We already have a robust pipeline of live shows lined up across their venues for 2023 and beyond.”

“Latin music has evolved and is now mainstream, and there’s a slew of Latin artists that have yet to blow up ala Bad Bunny”

2022 was a seminal year for the Latin music business, how do you see that continuing in 2023?

“Honestly, I expect the genre to continue the growth it’s had over the last two decades. Latin music has evolved and is now mainstream, and there’s a slew of Latin artists that have yet to blow up ala Bad Bunny, which will only further solidify Latin music on a global level.”

How are ticket sales going for 2023 concerts and what is selling well?

“Ticket sales are going very strong for 2023 and we don’t see any indication of that slowing down, so we expect sales to be strong again across all the type of artists we work with. That said, we have seen indications that Tropical music is making a strong comeback and sales are outperforming vs. previous tours, so that’s an interesting trend that we’ll continue to follow.”

What kind of challenges lie ahead for Loud And Live and the business in general?

“We’re coming off of a historic year of growth and our pipeline for 2023 is even stronger, so currently our biggest challenge would be managing any macro-economic factors. That said, live entertainment has proven to be a somewhat recession proof industry, so time will tell what impact, if any, those factors could have.”

“The largest opportunity we see for 2023 is continuing the growth of our market share across North America, while continuing to expand globally”

What opportunities do you foresee for 2023?

“The largest opportunity we see for 2023 is continuing the growth of our market share across North America, while continuing to expand globally.”

What will 2023 bring for Loud and Live?

“Besides continuing to forward investment across our live event side of the business, we will continue to diversify across complementary verticals.

“Among other exciting opportunities, we recently announced a partnership with booking agency Tesa Entertainment, a leading Latin-urban focused booking and management agency. The global partnership deal includes exclusive touring and booking rights for Loud And Live, in an effort to elevate the Latin urban genre to the next level. The first artist signed under the deal is Panamanian singer-songwriter Boza, who broke out in 2020 with his hit song Hecha Pa’ Mí and was nominated for best new artist at the 2021 Latin Grammys.

“Additionally, we will be investing further in live event IP, including launching and producing Miami’s premiere country music festival, appropriately titled Country Bay Music Festival. The large-scale multi-day music festival will feature A-List talent (to be announced in February), as well as emerging country acts. The festival will take place at the historic Miami Marine Stadium on 11-12 November 2023.”

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Loud and Live hires Claudia Arcay

Entertainment, marketing and media company Loud and Live has named Claudia Arcay as SVP of entertainment.

Bringing nearly 20 years of experience, Arcay will join the management team at Loud and Live Entertainment to further enhance the company’s work around touring, festivals, sponsorships and content development.

Arcay was most recently at WK Entertainment, where her successes included playing an integral role in the comeback of Latin singer Carlos Vives. As his business manager, Arcay led the development and execution of Vives’ touring and marketing strategies in the US, Europe and Latin America.

“We are excited and honoured to be welcoming Claudia to Loud and Live at this pivotal moment in our trajectory,” says Nelson Albareda, founder and CEO of Loud and Live. “As we continue to expand our capabilities and global footprint across our entertainment focus, Claudia’s knowledge, experience and work ethic will be invaluable to our continued growth and success.”

Loud and Live has undoubtedly taken a strong leadership position in the industry

Prior to WK, Arcay was director of marketing for nine years at NYK Productions, owned by South Florida promoter Arie Kaduri. Focusing primarily on Latin tours, Arcay worked with acts including Maná, Alejandro Sanz, Juanes, and Luis Miguel, among others.

“I am thrilled and proud to be joining the Loud and Live familia. The energy, passion, and talent here makes for an environment that I look forward to being a part of and contributing to” adds Arcay. “Loud and Live has undoubtedly taken a strong leadership position in the industry, and I can’t wait to be a part of its continued success.”

Loud and Live is currently working on nearly 400 shows across the US, Latin America and Spain through December of 2022. Its line-up includes tours and concerts for Latin artists including Farruko, Camilo, Ricardo Montaner, Carlos Vives, Roberto Carlos, Soda Stereo, Gilberto Santa Rosa, Daniel Habif, Ruben Blades, Diego El Cigala and Ricardo Arjona.

ASM Global and Loud and Live to partner on concerts

ASM Global and US entertainment and sports company Loud and Live have announced a strategic partnership to produce concerts together.

The deal expands and formalises the longstanding relationship between the two companies that has involved Loud and Live promoting shows at ASM Global venues.

The partnership officially launches on 5 December when the two companies bring Ruben Blades’ Salswing Tour! & The Robert Delgado Big Band to the Arie Crown Theatre in Chicago.

Loud and Live’s entertainment division has produced and managed national tours, festivals and concerts in the United States, working with the likes of Pitbull, Ricky Martin, Chainsmokers, Steve Aoki, Luis Fonsi, Calvin Harris, Roberto Carlos, Juan Luis Guerra and Franco De Vita.

“This date in Chicago represents the first of what we know will be many over the years”

ASM Global’s chief content officer, John Boyle, says: “ASM Global and Loud and Live are leaders in our respective businesses, and this date in Chicago represents the first of what we know will be many over the years.

“ASM Global envisions the partnership with Loud and Live growing to include producing experiences at arenas including the Wintrust Arena in Chicago.”

Loud and Live’s CEO, Nelson Albareda, added: “At Loud and Live we are excited to begin a formal partnership with ASM Global and look forward to helping make lasting memories for our audiences and the communities we serve across the world.”

Loud & Live also has a partnership with Move Concerts – the largest independent promoter in Latin America – since 2019.

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Marc Anthony plots first and only livestreamed event

Organisers of Marc Anthony’s One Night Only global livestream event are gearing up for what they hope will be the biggest Latin music live stream to date, with tickets selling strongly for the Latin superstar’s first and only virtual concert.

The seven-time Grammy award winner will take to the stage on Saturday 17 April for what is described as an intimate, personal performance that promises viewers “an an experience that cannot be duplicated, not even in a live stage show”.

One Night Only is directed by Grammy winner Carlos Perez (’Despacito’, ‘Vivir Mi Vida’) and produced by Magnus Studios, with worldwide promotion/marketing handled by Miami-based promoter Live and Loud. Global distribution will be managed by Live and Loud Studios, the promoter’s development and distribution arm.

“There is no generation that has not danced to or enjoyed Marc Anthony’s music,” says Nelson Albareda, CEO of Loud And Live, “so it gives us great pride to be able to collaborate with one of the most distinguished and legendary Latin artists of our time, in what will be his first and only virtual global concert.

“It gives us great pride to be able to collaborate with one of the most distinguished and legendary Latin artists of our time”

“Despite not being able to offer live events during this time, these virtual concerts have helped us forge ahead and bring unique experiences to our global audiences.”

“At Magnus Studios, we have set out to create unique content and entertainment experiences for worldwide audiences,” adds Magnus COO Felipe Pimiento. “Music is in our DNA and this will mark the first of many music content productions in our production pipeline; we couldn’t be prouder than starting with our own, Marc Anthony, to set the stage for what’s to come.”

Adds Anthony: “Although for safety reasons we cannot be face-to-face yet, I am sure that this concert will create an incredible magic that will allow me to connect with my audience, wherever they are, and with all those who need a touch of music to move forward; to maintain the passion for life.”

Tickets for One Night Only, which are priced at €20 + €7.24 booking fee, are available from Anthony’s website.

Latin music specialist Loud and Live, which is partnered with leading Latin American promoter Move Concerts, recently promoted Florida’s first concerts of 2021 with three back-to-back shows by ‘Gentleman of Salsa’ Gilberto Santa Rosa.

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Gilberto Santa Rosa plays three sold-out shows in FL

Latin music star Gilberto Santa Rosa played three back-to-back, sold-out shows in Florida over Valentine’s day weekend, in some of Florida’s first concerts of 2021.

Santa Rosa, known as the Caballero de la Salsa (Gentleman of Salsa), played to socially distanced audiences outside Dr Phillips Center of the Performing Arts, in Orlando, on Friday 12th and the Fillmore (3,230-cap.), in Miami Beach, on Saturday 13 and Sunday 14 February.

The shows, promoted by Loud and Live, took place in a socially distanced format, with Santa Rosa performing songs including ‘Perdóname’, ‘Conciencia’, ‘Que Alguien Me Diga’, ‘Si Te dijeron’ and ‘Sin Voluntad’ to a crowd separated into Covid-secure bubbles (Dr Phillips show pictured).

“I am very happy to have returned to the stage and received that special energy that the public gives me,” says the five-time Latin Grammy/Grammy winner. “It has been a great privilege to be able to make these presentations in Orlando and Miami after a year of totally atypical concerts.

“We are proud to have brought to the public of Orlando and Miami the live experience they’ve been missing”

“The entertainment industry must come back, and we all have to push ourselves and make the necessary adjustments to make that happen. Hopefully, my experience this weekend will be an incentive to energise our industry wisely and safely.”

Reflecting on the shows, which included guest appearances from La India, Tito Nieves, Victor Manuelle and Aymée Nuviola, Loud and Live CEO Nelson Albareda comments: “This weekend marked the return live music, while at the same time following the pertinent regulations established during the pandemic for the artists and the industry.

“We are proud to have brought to the public of Orlando and Miami – our home – the live experience they’ve been missing and longing for.”

Loud and Live, a leading promoter of Latin music in the US, partnered with Latin America’s Move Concerts at the tail end of 2019.

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¡Olé! Industry experts on Latin music’s inexorable rise

Madison Square Garden, NYC’s legendary venue, has borne witness to just about everything over the years: debauchery, madness and all manner of weird and wonderful stage shows. But until J Balvin rocked up this September for an eagerly anticipated sold-out show, it had never played host to enormous, inflatable, pop-art sculptures, a squadron of puffy, bouncy mascots that looked like sentient clouds, or a singer riding across the stage on a huge yellow duck.

“¡Por la cultura!” (“for culture!”), he declared, before departing, raucous applause and calls for another encore ringing in his ears. It was yet another milestone in the reggaetonero’s meteoric rise to arenas and the top of the charts, and something of a dream for the Colombian star. But then Latin music – música urbana – is enjoying a surge in popularity all over the globe and giving birth to a new generation of superstars.

Bad Bunny, the Puerto Rican rapper, sold out MSG back in April; Rosalía, the Spanish singer who combines flamenco with pop, has taken Europe by storm. “I believe we are experiencing the best time for Latin music ever,” says Dody Sirena, a founding partner of DC Set Group, one of Brazil’s biggest promoters.

“If you look at the 2019 RIAA mid-year report, you’ll see that Latin music is continuing to grow at a double-digit pace.”

Henry Cárdenas, CEO of the Cárdenas Marketing Network and the recently crowned Billboard Latin Power Player Executive of the Year for 2019, agrees. “Latin American music is the fastest-growing genre in the world, and it has a tremendous commercial force,” he says. “We have witnessed general market artists venturing into the Latin American market, which continues to expand and pique mass appeal.”

música urbana is enjoying a surge in popularity all over the globe and giving birth to a new generation of superstars

That’s an observation echoed by Nelson Albareda, CEO of Miami-based sports and entertainment operation Loud and Live: “Latin music has quickly become the fastest-growing genre in the global market,” he says. “As it pertains to Latin America, genres such as reggaeton, cumbia, bachata and merengue dominate in major markets including Colombia, Mexico, Argentina, Peru, Chile, Ecuador, Dominican Republic and Venezuela.”

That mass appeal means that the genre is “more popular globally than ever before,” according to booking agent Jeremy Norkin of United Talent Agency (UTA). UTA is home to both longstanding Latin music stars such as Pitbull and Sean Paul, and break-out artists like Lali, and Norkin notes that “Latin music has gained a strong presence among multi-genre events that previously haven’t featured the genre.

“For example, Spanish-speaking talent had a significantly larger footprint at 2019’s Lollapalooza festivals in South America.”

The absolute biggest artists remain those who came to prominence during the late-nineties ‘Latin explosion’ – household names who long ago crossed over to ubiquity (think Shakira, Jennifer Lopez, Ricky Martin, Marc Anthony and Enrique Iglesias). But a new generation of musical talent is selling out arenas in Latin America and beyond while racking up staggering streaming numbers and video views; J Balvin and Bad Bunny are just the tip of the iceberg.

Ozuna, Maluma, Luis Fonsi, Becky G, Manuel Turizo and Sech are the most common names cited as representing the future.

A new generation of musical talent is selling out arenas while racking up staggering streaming numbers and video views

“They have tremendous talent,” says Cárdenas, of the latter three in particular, “and they are leading the way for a new generation of stars.”

“Ozuna, Lunay, and Rosalía” are Phil Rodríguez’s choice regarding those ready to ascend to the next level internationally. But Rodríguez, founder of Move Concerts, also notes that it can vary from country to country; in Puerto Rico, for example, trap and reggaeton stars top the charts, while in the USA it’s a more balanced mix of urban acts.

Albareda, whose company recently agreed a deal with Rodríguez’s promoting powerhouse Move Concerts, cites Bad Bunny, J Balvin, Pitbull, Maluma, Ozuna, Daddy Yankee, Romeo Santos, Karol G, Nicky Jam, Farruko, Becky G and Natti Natasha as some of the genre’s biggest stars.

Fernando Moya, of Buenos Aires-based Ozono Producciones cites Maluma, Sebastian Yatra and Tini as his picks, but states, “Paulo Londra, Duki, Wos, Louta and other trap artists are pushing and changing the music charts, having more listeners than pop, reggaeton and Latin music.”

While Latin music has always enjoyed a certain level of popularity – Bruno Del Granado, an agent at Creative Artists Agency, points to Julio Iglesias and Gloria Estefan’s Miami Sound Machine “blowing the door wide open globally” in the 70s and 80s – Cárdenas points to successes by “the Godfathers, Daddy Yankee and Nicky Jam” as opening the floodgates more recently.

“I believe we are experiencing the best time for Latin music ever”

Bad Bunny, too. “You could say he is a poster child for the movement,” says Cárdenas.

And then there’s ‘Despacito’ (which, ironically, translates to “slowly” in English). The song, released in January 2017, was a phenomenon; the official video now has over 6.4 billion views on YouTube, and over 2bn streams on Spotify. It was also the first track primarily sung in a language other than English to pass the billion mark, a game changer that signified a paradigm shift – no longer was an English-language version a necessity for artists looking for hits abroad.

‘Despacito’ also underscored a change in consumer and listening habits. In this brave new world, streams outrank sales and power a model where singles, or a constant flow of new material, matter way more than the narrative and commercial build-up around traditional album campaigns.

Much like in the world of rap and hip-hop, Latin music’s rise has mirrored that of technology and social media, platforms that today’s savvy stars know how to game to their advantage.

“YouTube is the platform of choice for consumers of Latin music,” argues Michel Vega, CEO and founder of Magnus Media, a global management and representative company. “If you look at the top 25 videos globally on any given week, a disproportionate amount will be Latin music.”

“Look at Nicky Jam or Bad Bunny – before, it would have taken an artist years to gain that kind of traction”

Moya believes that radio’s local language format historically held back Latin repertoire. “Digital platforms changed the market, as the audience started to choose what to listening and not just what the radio plays,” he says.

“Before, radio [stations] only played music in English and the native language of the country – they did not experiment with new varieties or styles of music or artists of different countries, regions or cultures. Now, there are no limits. On the contrary, consumers are able to reach random options based on their tastes and have the possibility to discover new types of music, new artist, whatever they want.”

Cárdenas agrees. “Streaming has changed the landscape of the industry for new artists, as these methods of distribution make for easier consumption for the listener. Look at Nicky Jam or Bad Bunny – before, it would have taken an artist years to gain that kind of traction.”

And, as Norkin notes, while word of mouth has always been key, “the difference is that today there are a wide variety of platforms that allow recommendations to be communicated instantaneously and on a massive scale.”

“They have more options than ever to become very popular as an independent”

Such a shift has also seen the new breed of stars ripping up the rulebook and essentially creating new norms as they go. Traditional routes to the top are not as relevant, and artists know their worth.

“Most of them are not interested in advances, 360 deals or traditional media,” says Sirena. “They have more options than ever to become very popular as an independent through distributors or with a major.”

Norkin notes that within this brave new world, some artists got their start – and continue to operate – as their own publishers, record labels and producers. “Many of them even own their own masters,” he says.

A DIY ethic is also strong. While bigger stars still tap into traditional record label systems, Del Granado believes that many new talents “are cognisant that we’re living in a DIY world and so need to do things themselves. From recording to shooting videos to handling social media, they have become masters of their domain.”

Continue reading this feature in the digital edition of IQ 86, or subscribe to the magazine here.

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Juan Luis Guerra celebrates Miami success

Grammy- and Latin Grammy-winning artist Juan Luis Guerra broke his own attendance record on Saturday 5 October at American Airlines Arena in Miami, Florida.

Part of Guerra’s national Literal tour, the show played to a sold-out of arena of more than 13,000 fans, and included special appearances from contemporary Latin stars Juanes and Monsieur Periné.

Remaining stops on the Literal tour include Los Angeles (20 October), Washington DC (25 Oct) and Orlando, Florida (27 Oct).

Dominican Republic-born Juan Luis Guerra has won two Grammy Awards and 21 Latin Grammys, and sold more than 70 million records worldwide.

The Literal tour is promoted by Loud and Live, which launched a JV with leading Latin American promoter Move Concerts earlier this week.

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