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Servando Primera and C. Tangana Join ADE's First Latin Panel, Hosted by Sony Music

Servando Primera attends the 17th Annual Latin Grammy Awards at T-Mobile Arena on Nov. 17, 2016 in Las Vegas.
Mindy Small/FilmMagic

Servando Primera attends the 17th Annual Latin Grammy Awards at T-Mobile Arena on Nov. 17, 2016 in Las Vegas.

This year has showcased the popularity that Spanish songs have gained, especially when you take into consideration Justin Bieber and Beyoncé joining Latin artists' hits. But who would have imagined that Latin music would transcend to the point that one of the most important electronic music conferences in Europe would dedicate a panel to it?

On Friday (Oct. 20), Sony Music hosted the first ever Latin urban music panel at the Amsterdam Dance Event. Servando Primera (singer/songwriter), C. Tangana (SPanish rapper), Alex Gallardo (Sony Latin VP of A&R) and Manuel Acosta (Latin event producer in Europe) led the panel to discuss the growing influence of reggaeton and urban Latin music in pop culture worldwide, as well as strategies and future plans.

"They were interested in knowing how it is to work with Latin artists like Maluma, Daddy Yankee, J Balvin and, of course, Enrique Iglesias," Servando Primera, who co-wrote Maluma's hit "Felices los 4" after signing with Sony ATV earlier this year, tells Billboard.

After the success of "Despacito," a song that combines pop with reggaeton, not only conquered Billboard’s Hot 100 chart for 16 weeks but was also No. 1 globally, promoting Latin music in non-Spanish speaking markets -- with its challenges and opportunities -- became popular.

The truth is reggaeton beats have always been attractive to global superstars like Sia, who has a “Cheap Thrills” remix with Nicky Jam, and Ed Sheeran, who released a "Shape of You” remix with reggaeton singers Zion and Lennox."All this will lead to create a new genre called the blend, which is responsible for what's happening with music and the Latin success globally creating such a big impact," added Servando.


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