Xavi Torrent/RedfernsIn the last 12 months alone, the country launched a new Academy of Music and will hold its first awards in Spain in May; it also hosted the Latin Grammys in Seville in November, the first time the awards show was presented outside the United States.
“The Spanish market in recent years has stood out for being key in the global positioning strategy for Latin artists. It’s in the best moment and capacity to once again be a point of reference as a country that exports music — as it was in the 1980s — and as a major presence in the global market,” says Narcis Rebollo, president of Universal Music Iberian Peninsula Spain & Portugal.
“Our music had never generated so much interest, and this generates competition in many fronts,” says José María Barbat, president of Sony Music Entertainment Spain and Iberia. “It affects our business model because it’s no longer an industry of majors and indies, but also distributors.” Sony alone owns AWAL and The Orchard.Medios y Media/Getty Images
Spanish-speaking artists completely dominated Promusicae’s 2023 Top Latin Albums list, with only three English titles in the top 20. The chart was topped by Spanish rapper Quevedo, but overall, Latin artists including Bad Bunny, Karol G and Mora occupied nine slots in the top 20 compared with eight Spanish titles.
But Latin artists are not simply crossing the Atlantic, doing their thing and going home. They’re collaborating increasingly with Spanish artists, facilitating a fascinating back-and-forth. Bizarrap and Shakira’s “Shakira: Bzrp Music Sessions, Vol. 53,” for example, topped Promusicae’s year-end top 100 Songs list, which included only one English-language track in the top 20 slots.
Thanks to its language ties to most of Latin America, Spain long functioned as the incubator and exporter of big Spanish-language stars — much like the United States for the rest of the world — but also as a major market for big mainstream English-speaking stars. That changed in the last 20 years with the rise of international Latin global stars like Shakira, Marc Anthony and Enrique Iglesias and, later, genres like Puerto Rican reggaetón, Colombian urban music and now regional Mexican.
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