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Latin music executives predict next superstar

Some of the biggest executives in the Latin music industry have shared their predictions for acts that will break through on an international level.

2022 has been a seminal year for Latin America’s homegrown superstars, led by trap reggaeton artist-come-global superstar, Bad Bunny.

With the Puerto Rican star paving the way for others, IQ asked Bruce Moran (Live Nation Latin America), Phil Rodriguez (Move Concerts) and Carlos Geniso (DG Medios) who might be following in his footsteps.

“The world is ready for a female reggaeton superstar, and in my personal opinion she might be Karol G,” Bruce Moran, president of Latin America at Live Nation, tells IQ.

“Although she is known for her work in reggaeton and trap, she does perform in other genres like sertaneja and more. Her live shows are the stuff of current legend. We think Karol G may be “the next (really) big thing.”

“The world is ready for a female reggaeton superstar, and in my personal opinion she might be Karol G”

Just yesterday (9 October), Karol G’s live legacy was immortalised after her recent $trip Love outing became the highest-grossing US tour by a female Latin act in history.

The Colombian singer-songwriter grossed US$69.9 million across 33 arena shows in North America, during September and October, according to Billboard‘s Boxscore.

The 31-year-old, whose real name is Carolina Giraldo Navarro, is represented worldwide by Jbeau Lewis and Ryan Soroka at UTA, and managed by Noah Assad who also looks after Bad Bunny.

Karol G is also the name on Phil Rodriguez’s lips, who says: “Great talent, top line management. On her next tour she will be moving up to stadium level in various markets.”

The Move Concerts CEO also gave an honourable mention to “other new artists bubbling up such as Tiago PZK, Quevedo [20-year-old Spanish rapper], Eladio Carrion [27-year-old, Grammy Award-nominated American-Puerto Rican rapper] and others that are establishing themselves at arena level such as Rauw Alejandro [29-year-old Puerto Rican singer]”.

Earlier this year, Rodriguez discussed Tiago PZK’s burgeoning career with IQ, saying tickets to see the 21-year-old Argentine rapper and singer were flying off the shelf.

“We went on sale with an arena in Buenos Aires, we sold out in a half hour”

“We went on sale with an arena in Buenos Aires, we sold out in a half hour,” said Rodriguez. “We had to announce a second date, sold that out, too. His debut album hasn’t even dropped, but he’s amazing live and we want to build on that.”

Tiago is now part-way through his 37-date Portales tour – his first-ever – which comprises a mix of arena dates in Latin America, as well as clubs in Spain, England and the US.

The rising star signed to Warner Music Latina earlier this year via a partnership with Rodriguez’s Grand Move Records label.

The Move Concerts boss manages Tiago, while Agustina Cabo, one of IQ’s 2022 New Bosses, is his personal and tour manager.

While Rodriguez and Moran are betting on younger and newer artists to break through, Carlos Geniso of Chilean promoter DG Medios is hedging his bets with more established artists.

“There are many Latin artists who will be presenting new material next year and who will be touring again with world tours,” he tells IQ. “For example, Alejandro Sanz and Pablo Alborán are always a hit in Chile and sell-out venues. They have a loyal fan base that always follows them, and they are very well-liked.

“Another very important artist is Fito Paez, who is celebrating 30 years of his most successful album “El amor después del amor” – a milestone for rock music in Spanish. In addition, urban artists are in a spectacular moment for their rising careers, and I think that’s where we have to put the eye.”

Sanz, a Spanish musician, singer and composer, has already won 22 Latin Grammy Awards and four Grammy Awards, while fellow Spaniard singer-songwriter Pablo Alborán has got five studio albums under his belt. Fito Páez, meanwhile, is a 59-year-old Argentine popular rock and roll pianist, lyricist, singer-songwriter and film director.

Read more about Latin America’s rising stars and burgeoning touring market in IQ‘s recent market report.


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