Lean Latin, Go Global

Who Are The Top Latin Music Artists on YouTube?

YouTube-Analysis-dd-latin-2021-billboard-1548-1632323519
Selman Hoşgör

What’s driving the success of Latin music? A range of styles via the Caribbean, South America and Mexico, according to an analysis by YouTube. “There is no single signature sound or single country that serves as the focal point,” says music trends manager Kevin Meenan

Four years after the explosive success of “Despacito” — a song performed by two Puerto Rican artists, Luis Fonsi and Daddy Yankee, and produced by two Colombians, Mauricio Rengifo and Andrés Torres — Latin music has continued to grow worldwide, perhaps in part due to its cross-pollination and diversity. “There is no single signature sound or single country that serves as the focal point,” says YouTube music trends manager Kevin Meenan. “We are seeing such a wide range of talent from across the musical and geographic landscape of the region break out and engage with the platform in unique ways.”

When Meenan spoke to Billboard in mid-September, over 30% of the entries in YouTube’s Global Top Songs chart featured artists from Latin America: Puerto Rico, Colombia, Argentina, the Dominican Republic, Mexico, Panama and Brazil. “These entries truly represent the diverse sounds from the entire region,” says Meenan.

That is one of the primary takeaways from an analysis of Latin music video views and subscribers on YouTube, one of Billboard’s partners in the compilation of its global charts. For the period spanning July 15, 2020, to July 14, 2021, Meenan and his team ranked the top Latin music artists globally — all of whom are Puerto Rican or Colombian acts — and in 10 Spanish-language countries and Brazil. For those 11 territories, the platform also ranked the top 10 acts overall and the top five homegrown acts in each.

Those rankings follow an interview with Meenan in which he shares some of the trends and developments that emerged from YouTube’s exploration of the genre, as well as some thoughts on its future.

Based on this analysis, what trends are you seeing?
Kevin Meenan
One is the prevalence of more traditional genres across our charts. This is particularly true with regional Mexican, with artists like Christian Nodal and Grupo Firme really becoming mainstays on both of YouTube’s Global and U.S. Top Songs charts, as well as charts throughout Latin America. While the music has always had a strong presence, it has just been more and more prevalent over the last year. Grupo Firme recently landed three songs on the U.S. Top Songs chart and 10 songs in the Mexico Top Songs chart in a single week. And Christian Nodal — who last year landed his first entry in the Billion Views Club — scored the first Global Top Songs chart No. 1 by a regional Mexican artist with his Gera MX collab, “Botella Tras Botella.”

What does that collaboration tell you about the evolution of Latin music?
It touches on a broader trend in the region: A younger generation of forward-thinking artists is infusing traditional genres they grew up with with more modern sounds and aesthetics. A big story there has been Nataneal Cano’s Corridos Tumbados. Rancho Humilde’s YouTube channel has also been critical to this story, reimagining both the sounds and the visuals traditionally tied to the genres.  And it has resonated with fans — the channel has earned over 5 million subs and netted over 3.3 billion views since its launch.

Where else are you seeing this mix of traditional and contemporary?
In Argentina, we have seen L-GANTE and his self-described cumbia 420 movement really bring new energy to cumbia. Artists like The La Planta in Uruguay and Raymix in Mexico have also fused more modern sounds with the cumbia tradition. In Brazil, artists continue to put a fresh spin on sertanejo, keeping it at the top of our charts in the country. And looking beyond Latin America, Rosalía continues to expand on flamenco in exciting new ways. This recontextualizing and updating of genres with deep roots in the region has really resonated with fans on YouTube, and is a trend we look forward to seeing more of in Latin America and beyond.

Sony Music Latin’s U.S. president recently said in a Billboard interview that collaborations are one of the cornerstones of the Latin explosion. Are you still seeing that play out?
As I noted earlier, the Christian Nodal and rapper Gera MX team-up on “Botella Tras Botella” was a huge moment on YouTube this year and speaks to a larger theme we continue to see with the power of well-thought-out collaborations. This is not an entirely new phenomenon. For years, our charts have been dominated by supergroup collaborations and remixes featuring reggaetón powerhouses from throughout the region.  But in 2021, the trend stretches far beyond reggaetón, with collaborations now frequently crossing both borders and genres. Bad Bunny recently teamed up with Aventura for a bachata-influenced reggaetón tune. Puerto Rican rapper Guaynaa earlier this year collaborated with cumbia powerhouse Los Ángeles Azules. Spain’s Rosalía and Colombia’s J Balvin individually teamed up with Dominican Republic talent Tokischa for dembow-leaning hits in early September and late August, respectively. And stateside, Snoop has teamed up with Banda MS. What is so compelling is how authentic the collaborations are and how seamlessly the artists can move from genre to genre.

What trends are you seeing in music video production by Latin acts?
As we look at the top artists from region to region, one thing [that is] a common theme is the unique ways they have gone beyond traditional music videos on their official artist channels.

In Argentina, for example, Bizarrap’s prolific BZRP Music Sessions video series — which features collaborations with talent from throughout Latin America and beyond — has really served as a force in the region and beyond. The 40-plus-part series has amassed over 2.5 billion views, with several sessions hitting our global chart.

In Brazil, sertanejo artists have taken the art of the livestream to a whole new level throughout the pandemic. Marília Mendonça last year saw 3.3 million peak concurrents on a livestream — a new record for a music event on YouTube.  And of course, the Canal KondZilla channel continues to serve as a home base for Brazil’s vibrant baile funk scene. The channel has amassed a jaw-dropping 64.8 million subscribers to date, placing him among the top 25 most subscribed channels on the platform.

In Mexico, Grupo Firme just dropped a series of 10 live performances on YouTube in a single day, with each quickly surpassing 1 million views and several charting across markets. It’s a familiar format in the region, with artists frequently dropping live performances in lieu of studio releases. These performance clips capture the energy of the music in a unique way.

When you put together an analysis of top music video artists for Billboard, you talked about how Tanzania’s Diamond Platnumz  posts making-of and behind-the-scenes YouTube videos that boost his subscriber numbers. Do you see that happening in the Latin genre?
Nicky Jam this year launched The Rockstar Show by Nicky Jam, where he sits down with guests like Maluma, Sech, Luis Fonsi and Rauw Alejandro for lengthy discussions on music and life. Panama’s reggaetón veteran El Chombo has developed into a sort of music historian on his channel, frequently uploading clips where he discusses and deconstructs the work of artists from across the world.

Artists like Camilo, Sech, J Balvin and Mariá Becerra — who started as a YouTube creator — all frequently invite fans behind the scenes with content like mini-documentaries or interviews with their collaborators. And taking things in more unexpected directions, Maluma last year interviewed himself as his Papi Juancho alter ego and Raymix recently posted a detailed keytar tutorial for his latest release.

It’s not just the artists’ channels themselves where you see artists inviting fans behind the curtain. Channels like Mexico-based En Cortinas Con Luisto y Berth have emerged as a go-to destination for artists from throughout the region.

Do you see any musical styles or territories blowing up in the near future?
Dembow is having a breakout year, with El Alfa, in particular, emerging as a true mainstay on our Global Top Artists chart and spreading the sound far beyond the Dominican Republic.  In early September and late August, we saw both Rosalía and J Balvin, with “Linda” and “Perra,” respectively, explore the sound with their collaborations featuring the rising Dominican Republic-bred talent Tokischa.

Argentina’s rising dominance on the global charts — particularly with more traditional rappers and lyricists — is also an exciting trend to watch. Bizarrap’s channel has been central to the scene, with regional talents like Nicki Nicole, Khea, Cazzu, Duki and Trueno all making appearances. In many ways, the rise is, in part, the continuation of the freestyle rap tradition, which continues to find an audience throughout Latin America on YouTube. Channels like Red Bull’s Batalla de los Gallos and Urban Roosters put up massive numbers, hinting at the vibrant scene for up-and-coming rap talent in the region.


Top 10 Latin Artists Globally

1. Bad Bunny Six Puerto Rican artists are in global top 10, with Bad Bunny leading them all. He landed four top 10 hits, including the No. 1 “Dakiti,” on the Billboard Global 200. In March 2020, his album YHLQMDLG became the highest-charting Spanish-language title in the history of the Billboard 200 (No. 2).
2. J Balvin The first of four Colombian artists in this tally, Balvin had nine No. 1 and 34 top 10 hits on the Hot Latin Songs chart, including his collaboration with Black Eyed Peas, “RITMO (Bad Boys for Life).”
3. Myke Towers Since October 2020, the urbano artist from Puerto Rico has placed nine top 10 hits on Hot Latin songs and three on the Billboard Global Excl. U.S. chart, most recently with his collaboration with Juhn, “Bandido.” For the first time, he’s up for three Billboard Latin Music Awards this year, including new artist of the year, and tops five of the rankings below, including Spain.
4. Ozuna The Puerto Rican reggaetón and bachata star has landed five No. 1 and 27 top 10 tracks on Hot Latin Songs, and in September 2020 scored his first Billboard Global Excl. U.S. top 10 by collaborating with Karol G and Myke Towers on “Caramelo.”
5. Rauw Alejandro This reggaetón and dancehall artist, who also hails from Puerto Rico, scored a global hit in September with “Todo De Ti,” which hit No. 2 on Hot Latin Songs and No. 3 on both Billboard global charts.
6. Anuel AA The Puerto Rican Latin trap singer-rapper has charted 81 tracks on Hot Latin Songs, 22 of them in the top 10, including “Otro Trago,” with Sech, Darell, Nicky Jam and Ozuna, and “China,” with Daddy Yankee, Karol G, Ozuna and J Balvin, both in 2019. His latest hit, “Reloj,” with Rauw Alejandro, hit No. 10 and charted on both Billboard global charts.
7. Farruko The 30-year-old artist (and final puertoriqueño to rank on this list) is arguably the most stylistically nimble of the group. In addition to reggaetón, his music bears the influences of Dominican dembow, Spanish dancehall and reggae. At the end of August, he topped Hot Latin Songs with “Pepas” — one of 11 top 10 tracks he has landed on the chart. The single also reached the top 10 of both Billboard global surveys.
8. Maluma Born and raised in Medellín, Colombia, the urbano singer-songwriter has landed 13 top 10 hits on Hot Latin Songs, including the No. 1 “Hawái” with The Weeknd, which also topped both Billboard global charts in September 2020. In addition, he and Madonna crowned the Dance Club Songs chart in summer 2019 with “Medellín.”
9. Karol G Another product of Medellín, the first lady of reggaetón set a record when she released her latest album, KG0516, in March. The recording knocked Bad Bunny’s El Último Tour del Mundo out of the No. 1 spot on the Top Latin Albums chart and earned the biggest debut week by a female Latin artist since Shakira’s El Dorado in 2017. The album’s declaration of badassery, “Bichota,” also cracked the top 10 on both Billboard global charts.
10. Camilo The Colombian singer-songwriter-producer crafts Latin pop that’s as distinct as his Dali-esque mustache. And though he has yet to score a top 10 hit on the global charts — he has two, “Vida de Rico” and “Tattoo,” with Rauw Alejandro, on Hot Latin Songs — his showing on this list and the five 2021 Billboard Latin Music Awards nominations he received (his first, including new artist of the year) suggest it won’t be long before he does.


ARGENTINA

Top 10 Overall

1. Myke Towers
2. Rauw Alejandro
3. María Becerra The Argentinian singer who started as a 12-year-old YouTuber blends reggaetón with R&B, hip-hop and salsa. The first Latin artist signed to 300 Entertainment, Becerra reached No. 3 on the Billboard Argentina Hot 100 in mid-September with her single “Wow Wow,” featuring Becky G.
4. Camilo
5. Ozuna
6. J Balvin
7. Bizarrap The producer-DJ has popularized Argentinian trap, a melding of trap atmospherics, Argentinian freestyle and Caribbean beats. In December 2020, his 11 million monthly listeners on Spotify led the platform to christen him the most listened-to Argentinian producer-artist in the world.
8. L-Gante The Argentinian cachengue artist calls his brand “cumbia 420,” which blends cumbia and reggaetón with marijuana-themed lyrics. In May, his track with Bizarrap, “Bzrp Music Sessions, Vol. 38,” topped the Billboard Argentina Hot 100, and the editors there named him artist of the month.
9. Bad Bunny
10. Maluma

Top Argentinian Artists

1. María Becerra
2. Bizarrap
3. L-Gante
4. Khea After signing with Interscope Records in 2020, the Buenos Aires-born trap singer has expanded his musical palette to include pop, urban and bachata trap. In February, his single “Ayer Me Llamó Mi Ex” landed on the Latin Airplay and Tropical Airplay charts. It peaked at No. 5 on the latter and also cracked both of Billboard’s global charts.
5. TINI The Argentinian pop singer-songwriter, who is also an actress-model (with the stage name Martina Stoessel), was sitting at No. 7 with her collaboration with María Becerra, “Miénteme,” on the Billboard Argentina Hot 100 for the week of Sept. 11. The track also reached No. 35 on the Billboard Excl. U.S. chart.


BRAZIL

Overall

1. Os Barões da Pisadinha Rodrigo and Felipe Barão (no relation — “Barão” translates to “baron” and is a common stage sobriquet) specialize in electronic forró — a contemporary guitar-and-synthesizer version of the folkloric Brazilian accordion music that became commercially popular in the 1990s — and tecnobrega, typically remixes of pop music from previous decades, played at rave-style parties.
2. Marília Mendonça One of Brazil’s most popular performers of sertanejo — a style of country music that emerged in the 1920s and has been a radio staple since the 1990s — has over 20 million YouTube subscribers. An April 2020 livestream on the platform attracted over 3.3 million peak concurrent views.
3. Gusttavo Lima The bachata and sertanejo singer-songwriter, who is best known for his 2011 hit “Balada (Tche Tcherere Tche Tche),” has landed three songs on the Billboard Global Excl. U.S. chart — most recently, “Ficha Limpa,” in August.
4. Henrique & Juliano The first of five Brazilian sertanejo duos on this list, these brothers have over 13 million subscribers on YouTube and were the first major signing by the sertanejo management firm WorkShow as part of its partnership with Virgin Music’s label and artists services division.
5. Zé Neto & Cristiano Another sertanejo duo also signed to WorkShow, Zé Neto & Cristiano have placed three songs on the Billboard Global Excl. U.S. chart, most recently in January with “Segue Sua Vida,” which peaked at No. 58.
6. Zé Vaqueiro Also known by the stage name Joe Cowboy, Vaqueiro is a 22-year-old singer-songwriter who records forró and its funkier cousin piseiro. Two songs that he released in October 2020, “Tenho Medo” and “Letícia,” have collectively amassed over 550 million views.
7. Maiara e Maraisa These twin sisters specialize in sertanejo, but it’s their power-ballad collab with Marília Mendonça, “Quero Você Do Jeito Que Quiser,” that has generated nearly 192 million views on YouTube.
8. Wesley Safadão The singer-songwriter-producer specializes in the forró, piseiro and axé, an Afro-Caribbean fusion of marcha, calypso and reggae. He charted two tracks on the Billboard Global Excl. U.S. chart this year, “Ele E Ele Sou Eu” with Os Barões da Pisadinha and “Faz Amor Comigo So Hoje,” with Israel e Rodolffo.
9. Jorge & Mateus One of Brazil’s most popular sertanejo duos, these veterans of the genre generated 40 million YouTube views of an April 2020 livestream and landed their first track on the Billboard Global Excl. U.S. in January: “Lance Individual.”
10. Matheus & Kauan Another sibling sertanejo duo that reached No. 35 on the Social 50 chart in April 2020.

Top Brazilian Artists

1. Os Barões da Pisadinha
2. Marília Mendonça
3. Gusttavo Lima
4. Henrique & Juliano
5. Zé Neto & Cristiano


CHILE

Overall

1. Bad Bunny
2. Myke Towers
3. Ozuna
4. Anuel AA
5. Rauw Alejandro
6. J. Balvin
7. Farruko
8. Daddy Yankee The Latin trap, reggaetón and dancehall artist from Puerto Rico has notched seven No. 1 hits on Hot Latin Songs, including his smash collaboration with Luis Fonsi, “Despacito.” In 2020, he hit No. 8 on the Billboard Global Excl. U.S. chart with “Relacion,” a collaboration with Sech and J Balvin, featuring Rosalía and Farruko.
9. Karol G
10. Camilo

Top Chilean Artists

1. AK4:20 Chilean trap artist known for his 2019 rapid-fire rap track “Tripi Don’t Piki,” which has over 10.5 million YouTube views. Collaborated with fellow trapper Drago200 on the album Inmortales.
2. Pablo Chill-E Urbano artist whose collaboration with Bad Bunny and Duki, “Hablamos Mañana,” was nominated for a 2020 Latin Grammy.
3. Bayron Fire Trap rapper-singer whose YouTube videos have racked up over 36 million views and 600,000 subscribers.
4. Santaferia Chilean group that performs what it calls cumbia casera (“house cumbia”), a synthesis of Argentinian cumbia, ska, reggae and electronica.
5. Balbi el Chamako Urbano rapper whose 2021 single “No Te Enamores” with the late Claudio “El Gitano” Valdés has a Gipsy Kings vibe.


COLOMBIA

Overall

1. J. Balvin
2. Myke Towers
3. Bad Bunny
4. Rauw Alejandro
5. Ozuna
6. Karol G
7. Maluma
8. Camilo
9. Anuel AA
10. Farruko

Top Colombian Artists

1. J. Balvin
2. Karol G
3. Camilo
4. Maluma
5. Diomedes Díaz


DOMINICAN REPUBLIC

Overall

1. Rochy RD The Dominican dembow artist’s collaboration with Myke Towers and Nicki Nicole, “Ella No Es Tuya,” spent 17 weeks on the Billboard Global Excl. U.S. chart, where it reached No. 21.
2. Myke Towers
3. Bad Bunny
4. El Alfa Another Dominican dembow sensation, El Alfa has almost 17.8 million monthly listeners on Spotify — almost three times Rochy RD’s 6.6 million — and landed two tracks on the Billboard Global Excl. U.S. chart this year: “Bebe,” with Camilo, and “Fulanito,” with Becky G.
5. Ozuna
6. Anuel AA
7. Farruko
8. Romeo Santos
9. Bulin 47 The rapid-fire rhymes of this gravel-voiced Dominican dembow rapper have generated almost 30 million YouTube views for “Bajo Mundo” since April.
10. Ceky Viciny Dominican dembow rapper whose YouTube channel exceeds 1.2 million subscribers. The five music videos he has posted since May have generated over 16 million views.

Top Dominican Artists

1. Rochy RD
2. El Alfa
3. Bulin 47
4. Ceky Viciny
5. La Perversa The granddaughter of 1960s son singer Eloy Tejeda, La Perversa is a Dominican dembow, reggaetón and R&B artist, as well as a dancer-influencer. Her YouTube videos over the past year, most of which are collaborations, have amassed 38 million-plus views.


MEXICO

Overall

1.Bad Bunny
2. J Balvin
3. Banda MS In August 2020, the 16-member group from Mazatlán, Sinaloa, Mexico, scored its ninth top 10 ranking on the Regional Mexican Albums chart with El Trabajo Es la Suerte.
4. Christian Nodal From April 2017 to May 2021, the regional Mexican singer has landed 13 top 10 hits on the Billboard Global Excl. U.S. chart, 12 of them No. 1s. His massive “Botella Tras Botella” collab with Gera MX made him the first regional Mexican artist to chart on the Billboard Hot 100, where the song reached No. 60. He has also won three Latin Grammys and two Billboard Latin Music Awards.
5. Myke Towers
6. Maluma
7. Ozuna

8. Rauw Alejandro
9. Karol G
10. Grupo Firme
The regional Mexican banda has rocketed to stardom over the last year. It sold out seven dates at Los Angeles’ Staples Center, its songs have amassed 1.2 billion views on YouTube, and it placed three titles on the Hot Latin Songs top 10. The most recent — “El Toxico,” with Carin León — reached No. 9 in August.

Top Mexican Artists

1. Banda MS
2. Christian Nodal
3. Grupo Firme
4. Carin León The norteño and banda singer-songwriter’s collaboration with Grupo Firme, “El Toxico,” scored his first top 10 hit on the Hot Latin Songs chart, in August.
5. Cartel de Santa The YouTube page for this Latin trap and hip-hop group fronted by MC Babo counts 10 million-plus subscribers.


PANAMA

Overall

1. Myke Towers
2. Bad Bunny
3. Anuel AA
4. Ozuna
5. Sech Since his 2019 breakthrough hit, “Otro Trago” (with Darell, Nicky Jam, Ozuna and Anuel AA), reached No. 34 on the Billboard Hot 100, the Panamanian reggaetón and Latin R&B singer has landed eight songs on the Billboard Global Excl. U.S. chart, including “Relacion,” his 2020 hit with Daddy Yankee and J Balvin, featuring Rosalía and Farruko.
6. Farruko
7. Karol G

8. J. Balvin
9. Rauw Alejandro
10. Boza The Sony Music Central America artist told Billboard in July that his slow-jam reggaetón lento music is heavily influenced by Panamanian plena, a precursor rooted in dancehall, soca and reggae. In 2020, his edgy dancehall track, “Hecha Pá Mi,” went viral on TikTok and entered Billboard’s Hot Latin Songs and global charts.

Top Panamanian Artists

1. Sech
2. Boza
3. Nenito Vargas y los Plumas Negras Accordionist Vargas leads an outfit that performs música tipica, a style that originated in Panama in the 1940s.
4. Alfredo Escudero Another accordionist who, along with his band The Montañeros, works in the música tipica style. His YouTube videos can rack up views in millions, such as his 2020 track, “Gaviota Herida,” which has been watched almost 3.7 million times. To put that into perspective, Panama’s population is just shy of 4.4 million, according to the United Nations.
5. Akim The Auto-Tuned urban crooner’s video for “Otra Baby,” a collaboration with Dalex and Beéle (featuring Boza) has amassed close to 16 million views since its January release.


PUERTO RICO

Overall

1. Bad Bunny
2. Myke Towers
3. Anuel AA
4. Ozuna
5. Rauw Alejandro
6. Farruko
7. Jay Wheeler The Puerto Rican reggaetónero singer-songwriter opened Billboard Latin Music Week 2021 with a concert, one year after he broke through in September 2020 with his Myke Towers collaboration, “La Curiosidad.” That track hit No. 5 on Hot Latin Songs. This August, he scored his first No. 1 when he topped Latin Airplay with “Viendo el Techo.”
8. Daddy Yankee
9. Jhay Cortez The reggaetón singer scored a hat trick in late 2020 when his track with Bad Bunny, “Dakiti,” hit No. 1 on Hot Latin Songs and both Billboard global charts.
10. J Balvin

Top Puerto Rican Artists

1. Bad Bunny
2. Myke Towers
3. Anuel AA
4. Ozuna
5. Rauw Alejandro


SPAIN

Overall

1. Myke Towers
2. Ozuna
3. Bad Bunny
4. Rauw Alejandro
5. J Balvin
6. Anuel AA
7. Camilo
8. Maluma
9. Farruko
10. Daddy Yankee

Top Spanish Artists

1. C. Tangana The rapper-flamenco artist from Madrid hit No. 8 on Billboard’s Latin Pop Albums chart in March with El Madrileno.
2. Morad French hip-hop inspires this Catalonian rapper of Moroccan descent. His M.D. L.R. YouTube channel has over 1 million subscribers, and his videos regularly generate tens of millions of views.
3. RVFV Hailing from the Spanish city of Almería, RVFV specializes in the afro trap style of the country’s música urbana. At 21, he has attracted 720,000 subscribers to his YouTube channel, and his most recent video, “Diferente 2.0,” has generated over 2 million views in a month.
4. Rosalía The Barcelona-born Grammy winner has achieved global popularity with her flamenco-rooted global pop. She twice ascended to the top 10 of both Billboard global charts in 2020 with her Bad Bunny collaboration, “La Noche de Anoche,” and a feature on the Sech, Daddy Yankee and J Balvin track, “Relacion.”
5. Aitana The 22-year-old Spanish pop singer broke through when her single with Ana Guerra, “Lo Malo,” which they recorded for the 2018 Eurovision Song Contest, became a hit in her country. Her videos for her latest single, “Berlin,” have amassed over 1.5 million views in just four days, and the music video for “Aunque No Sea Conmigo,” with Evaluna Montaner, which dropped in July, has garnered 10.2 million views.


URUGUAY

Overall

1. Myke Towers
2. Rauw Alejandro
3. Camilo
4. Ozuna
5. J Balvin
6. Farruko
7. Bad Bunny
8. Anuel AA
9. Maluma
10. Karol G

Top Uruguayan Artists

1. The La Planta The Uruguayan cumbia banda’s videos have been viewed over 98 million times. Its most recent single, “Si Tù Supieras,” was released in mid-September.
2. El Reja The pop singer had a hit earlier this year with Lira, “Bésame.” Video views are nearing 61 million on YouTube.
3. Lucas Sugo The 43-year-old Latin pop singer’s sweet tenor, resonant guitar-playing and romantic songs keep racking up millions of views on his label Montevideo Music Group’s YouTube channel.
4. Rombai The Montevideo-based cumbia pop band scored a No. 11 Latin Pop Airplay hit with “Me Voy,” and have racked up over 1 billion views on its YouTube channel.
5. No Te Va Gustar Also known as NTVG, these Uruguayan rockers with a horn section — their sound is somewhere between Midnight Oil and the poppier work of Foo Fighters — have logged over 556 million YouTube views. Ten million of them come from the music video to their politically charged collaboration with Argentine singer Nicki Nicole, “Venganza.”


VENEZUELA

Overall

1. Myke Towers
2. Bad Bunny
3. Rauw Alejandro
4. J Balvin
5. Ozuna
6. Anuel AA
7. Farruko
8. Karol G
9. Camilo
10. Maluma

Top Venezuelan Artists

1. Neutro Shorty The Caracas-based trap rapper’s YouTube channel boasts 2 million subscribers, and his latest video, “Ave Maria,” with Niko la Fábrica, has notched almost 3.8 million views in a month.
2. Micro TDH The 22-year-old Venezuelan trapero from Merída spent 20 weeks on the Hot Latin Songs chart with “Te Vi,” his collaboration with Piso 21. The track peaked at No. 28. His YouTube channel subscribers number almost 3.4 million, and his latest track, “Las Olas,” with Yandel, generated 8.1 million views in two weeks.
3. Big Soto Videos by the rapper, who mixed trap with a bossa nova sample on his 2018 single, “Big Bang,” have gained almost 385 million views on YouTube.
4. Mau y Ricky The sibling Latin pop and reggaetón duo scored a No. 1 Latin Airplay hit, “Ya No Tiene Novio,” with Sebastián Yatra in December 2018, and remains extremely popular internationally. Its latest single with Yatra and Mora has generated over 24 million views in 3 months.
5. Ricardo Montaner The Latin pop singer was born in Argentina but moved to Venezuela when he was 6 years old. Now 64, he ranked No. 14 on Billboard’s Greatest of All Time Hot Latin Songs Artists ranking, and he has amassed almost 1.8 billion views on YouTube.

THE BILLBOARD BIZ
SUBSCRIBER EXPERIENCE

The Biz premium subscriber content has moved to Billboard.com/business.


To simplify subscriber access, we have temporarily disabled the password requirement.