After U.S. breakthroughs in recent years, superstars like Bad Bunny and J Balvin helped Latin music experience its biggest year of growth to date.
Latin music's big year started in February with Shakira and Jennifer Lopez delivering the Super Bowl halftime show in Miami. It ended with Bad Bunny as Spotify’s most-streamed artist of 2020, while his November album, El Último Tour del Mundo, became the first all-Spanish No. 1 on the Billboard 200. In between, Maluma’s “Hawái” became the first Spanish-language track to top the Billboard Global Excl. U.S. list (Billboard launched its global charts in September), and stateside, over 40 tracks sung predominantly in Spanish entered the Billboard Hot 100, up from 19 in 2019.
All of which indicates that in 2020, three years after “Despacito” broke through at American top 40 radio, Latin music (defined as music performed predominantly in Spanish, regardless of genre or provenance) experienced the biggest boost in its global expansion. It’s all part of what Universal Music Latin America/Iberian Peninsula chairman/ CEO Jesús López calls a “cultural movement.”