The 25th Latin Grammys was a celebration of history in the making, from Karol G being the first woman to win in the Best Urban Music Album category (twice) to the debut of two new categories, Best Latin Electronic Music Performance and Best Contemporary Mexican Music Album. The entire evening brought to life how Latin music continues to permeate U.S. culture.
As the genre grows with the evolution of new subgenres, the influence of Latin music across both Hispanic and non-Hispanic audiences is undeniable. At BODEN, we developed a brief overview for marketers with everything they need to know about Latin music, including a glimpse into who the Latin music fan really is (surprise: a large portion isn’t Hispanic or speak Spanish) and a look at the subgenres emerging that we predict will dominate in 2025. By tapping into the ever-evolving passion point of Latin music, brands will reach today’s diverse and mainstream audiences in unique, authentic, and impactful ways.
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