Latin and South American markets are the most prominent territories making such inroads. Artists from Puerto Rico, Colombia, Brazil and Argentina combine to make up 23% of the Global Excl. U.S. survey's first year. Their reach includes crossover superstars such as Bad Bunny (from Puerto Rico), J Balvin and Karol G (both Colombia), as well as regional success stories including Bizarrap (Argentina) and João Gomes (Brazil).
Asian pop also made a considerable slice in the global music pie, combining for more than 7% of the Global Excl U.S. ranking. South Korea has exported several international crossovers such as BTS and BLACKPINK, while Japan has been more insular, with less collaboration and hip-hop influence. It makes sense then, that South Korea has made a slightly bigger impact than Japan on the Global 200 (though each is close to a 2% share), despite the latter having a bigger share of the Global Excl. U.S. chart (4.2% to 3.1%).
For the crossover stars of Colombia, Puerto Rico and South Korea, collaboration has been key to transcending any geographical or language borders. Tracks such as the pan-Latin "Relación" brought together acts from Colombia (J Balvin), Panama (Sech), Puerto Rico (Daddy Yankee and Farruko) and Spain (Rosalía), while South Korea's BLACKPINK earned entries duetting with Cardi B and Selena Gomez.
It's not only acts with non-English-language hits achieving extra exposure, as, conversely, North American and European artists have looked outside their respective regions for diverse chart hits. Notably, Jason Derulo, has built his global chart history with a series of remixes of hits by international artists and producers, snowballing each song’s original momentum on the likes of YouTube and SoundCloud with his own name-brand familiarity. The strategy paid off in the highest form when "Savage Love – Laxed (Siren Beat)," with Jawsh 685 (New Zealand) and BTS, topped the Global 200 in October 2020.
For more on emerging international markets, cross-national and multilingual collaborations, and more highlights and trends from the first year of the Billboard global charts, click here to download the full, and free, Global Music and Chart Report: A Year in Review.