When planning our first road trip from Miami, Florida to Aeshville, North Carolina, it took me a while to realize that leaving the comfort of my hometown would involve more than just new scenery. Sure, the glass buildings and towering skyscrapers gradually became acres of endless grass with herds of farm animals. The flashing lights changed to rustic structures, little by little. But what really struck me was how the radio stations slowly changed from our reassuring Spanish music to strictly English only – the lack of cumbias, of strong beats with a bass that thrummed in my veins, were such a stark contrast against the poppy tunes that left a bitter impression on me. These were subtle yet significant changes that allowed me to realize the lack of Latin American culture, specifically in regards to music, beyond the culturally rich city I grew up in.

On the same trip a few years later, I feared feeling the same distressed anguish I had once felt before. As the typical Hispanic, Miami radio stations scurried into static, I listened as my mom slowly pressed the buttons in search of a new station. I dreadfully waited for someone like Taylor Swift to start playing, however a familiar and comforting sound came through; Los Caminos de La Vida began playing, a song that holds deep childhood memories of my family and I doing our spring cleaning on sunny, Sunday mornings. This became a moment of bliss as a sigh of relief took over my body like a warm embrace once I happily realized the rising influence of Latin Americans in the United States.

Over the past decade, there has been an increase in the number of Latin Americans from several countries who have been migrating to America. Although Latin Americans have been migrating for over a century, there was a large surge seen beginning in the 1980s; According to the Migration Policy Institute, “The Hispanic population in

1990 was slightly less than the entire U.S. population in 1850.”1 These migrants brought their culture with them, sharing it with others as they assimilated in America.2 Everything from cuisine, tradition, and infectious rhythms in new genres of music infused a bridge in the gap between the US and Latin America. Music, specifically, provides a form of expression and connection to the deep roots of their heritage.

With one of the main components of culture being music, Latin artists have slowly been climbing their way through the ranks. Beginning in the 1960s, a distinct period of vibrant salsa made its mark in America, holding a firm peak for over 20 years: this was known as the Salsa Golden Age.3 New York City became the main hub and epicenter of salsa due to the high amount of immigration from Caribbean countries such as Cuba, Puerto Rico, and the Dominican Republic to the United States.4 The fusion of cultures brought a unique flourishing of salsa, with infectious rhythms combining elements of jazz and funk. Artists such as Celia Cruz popularized the genre and allowed it to grow tremendously both in New York City and beyond.5 Cruz’s electric performances and appealing personality captivated a worldwide audience, ultimately making her an incredibly influential figure in the Latin American community. She would go on to achieve several successes such as earning twenty-three gold albums and also having been honored with three Grammy Awards and four Latin Grammy Awards, the most for many female artists at the time.

Although one might argue that salsa’s peak ended decades ago, its impact on the musical world should not be underestimated. I didn’t grow up listening to salsa, but when Hispanic Heritage month rolled around, all the elementary classes would fight on who could dance to Celia Cruz. Our dreams consisted of saying her famous phrase “Azúcarrrrr” in front of our parents. At the time this was merely a competition, a way to take the spotlight, but now I see beyond that: it was a representation of the connection between our culture and heritage. There is a certain pride that comes with knowing the music that your parents grew up with; It demonstrates that despite having grown up in the United States I can still connect to their cultural background through music.

With time, genres of music grew in popularity, but also in variety. After a long day, we drove through the vibrant streets of Miami, blasting “Lamento Boliviano” by Los Enanitos Verdes with the windows rolled down and my parents, brother, and I knew every single lyric. Beyond our differences, my family and I always connected through music, but specifically Latin Rock. Shortly after the era of salsa, came the era of Latin Rock: a combination of American rock and roll with salsa and cumbia beats.6 It quickly gained momentum as it brought a fresh perspective on a refurbished genre—especially in countries such as Argentina and Mexico. Artists and bands such as Carlos Santana, Soda Stereo, and Los Abuelos de la Nada evolved the movement and became prominent in laying the groundwork for future Latin rock artists.7 In 2020, Netflix released a show on the success and movement of Latin Rock called “Break it All: The History of Rock in Latin America.” It highlighted the hurdles that people in South America faced during the 1960s while living in less developed countries with economic and political hardships. There was a focus on the intersectionality between their hardships and music, which represented the up-and-coming nature of these artists and how music helped them persevere.8 As I watched this show of a series of deep conversations, I realized the strong connection and love I have for Latin Rock. Having a parent who migrated from Argentina, and having grown up listening to this genre among others, I understand the depth and significance music holds for everyone. I will always remember my mom constantly saying statements along the lines of “Wow, como yo vacilé con esta musica”, as she reminisced about her days of youth and the deep memories a song can hold. Although this is not the music of my youth, I hold a deep connection to it as it brings memories of both of my parents and the sacrifices they both made so I can be where I am today.

The 21st century has landed on what feels like the peak of Urban Latin music, also known as reggaeton. Originating primarily from Puerto Rico, reggaeton is a result of blended beats from the Caribbean such as Jamaican reggae. This was a distinctive and special fusion that resonated with hundreds of people throughout America and created primary hubs in Miami, New York City, and Los Angeles. Reggaeton began growing its popularity through what is called an underground movement, essentially musicians playing their music in underground clubs and radio stations. One of the 21st century’s most famous reggaetoneros is Bad Bunny, who began his journey in the musical atmosphere in Puerto Rico. As a feature in the song “Soy Peor ”, Bad Bunny made his breakthrough, which soon allowed him to top the charts with single and album releases. His third solo album, El Último Tour del Mundo, would become the “…first all-Spanish album to debut at No.1 on the Billboard 200.”9 Bad Bunny is an active representation of the success of Latin American artists in the United States. During his current tour, he was able to reach predominantly white cities such as Salt Lake City and Nashville with almost sold-out stadiums. A few decades ago, this would have been thought to be impossible. The beats and flowy words of his music have attracted a global audience, beyond just Spanish-speakers.

Other artists have seen similar success, such as Daddy Yankee, who is known as the father of reggaeton due to his groundbreaking hits and widespread fame he has received. In 2004, Daddy Yankee released Gasolina, known as one of reggaeton’s greatest accomplishments, if not the best.13 Its catchy beats and memorable lyrics quickly caught the ears of the people, ultimately breaking the charts and debuting number one on “Billboard’s Top Latin Albums chart—being the first-ever reggaeton album to hit that spot”, and it would even stay up there for over 20 weeks.10 In 2017, Yankee would have a similar success, which some might even consider an upgrade, with the song “Despacito” in collaboration with Luis Fonsi, another popular Latin American artist. Additionally, the music video quickly became the most watched YouTube video of all time, and today it sits at number two. A few months later, the song would gain even more traction and success through a remix including Justin Bieber.11 The fusion of English and Spanish speaking artists was extremely appealing to a diverse global audience, setting the example and paving the way for future collaborations between people of different linguistic backgrounds.

Musical crossovers have played a large role in the success and rise of Latin American artists. We have seen many others use this innovative tactic to resonate with audiences all over the world. A notable example of a collaboration that thrived significantly is Spanish-speaking artist Rosalia and Canadian singer The Weeknd, together releasing “La Fama”. The fusion of traditional flamenco rhythms, with Rosalia’s soft-spoken words, and The Weeknd’s natural accent and powerful vocals resulted in a perfect blend. The switching between languages brings a sense of uniqueness and richness to the song, attracting the audience not only to the languages but to the connection between the musicians’ voices. I distinctly remember first listening to this song because I was shocked, not only by the fact that these artists collaborated, but how good they sounded together. Another stellar example would be Bad Bunny and Canadian artist Drake, who have collaborated twice, achieving huge success by making hit songs on both occasions. The blending of Drake’s typical, harsh rap style, with the catchy beats by Bad Bunny created an infectious track that has been listened to by millions. Bilingual exchange in songs shows that music has no language – even when not being able to understand the words or meaning, the rhythm and beat of the song can bring out the best in one. Through these examples, it is clearly seen that musical crossovers continue to be a trend in Latin American artists’ rising success in America.

Other artists show immense talents by consistently switching between Spanish and English, while correctly allowing for a flow between the distinct languages. In other words, the artist is essentially singing in Spanglish. While Spanglish sometimes has negative connotations, this is not always the case, especially in music. A prime example would be Kali Uchis, an up and coming singer who has absolutely broken the charts with her recent Spanglish album Orquídeas.12 Personally, as someone who constantly navigates between Spanish and English, artists who have the ability and skill to successfully perform with both languages bring a sense of comfort and relatability to me. I had the unforgettable opportunity to see Kali Uchis perform in person, and it was undeniably a breathtaking experience. When watching her connect with the audience through music, whether they speak Spanish, English, or both, one can definitely say it’s a shared emotion of inclusivity.

Another artist with whom one might have a similar audience experience is Pitbull. At the start of his career, Pitbull (also known as Mr.World-Wide, Mr. 305), who was well-aware of his bilingual talents, knew the potential of Spanglish. He created and released “We are one (Ole Ola)” for the 2014 FIFA World Cup, featuring collaborations with Jennifer Lopez and Claudia Leitte, allowing for a diverse platform.13 The captivating beats and uplifting message among the lyrics made this song a global hit. This song attests to not only the fact that Spanglish attracts a diverse audience, but also that the universal language of music unites people.

The FIFA World Cup is a perfect example of an event that globally attracts and brings attention to a variety of Latin American Artists and their music. The World Cup occurs every four years, each round gaining more and more views. Just this past year, over five billion people engaged and millions traveled to Qatar to physically attend matches.14 For each tournament, a song or theme song is created and made the official track of that year. This is a chance for Latin American artists to showcase their talents and highlight diverse genres, as the World Cup is not only a celebration of soccer but also the cultures of every country which participates.

These songs don’t only signify growth, but memory. I have so many memories of hearing the theme song playing knowing that a jaw dropping match was about to begin and my life for the next two hours would be on hold. Every four years, I am in a new era of my life but every time the World Cup rolls around, I am back to being the five year-old girl who sat beside her dad on the couch while he yelled in excitement or frustration. I remember especially the 2022 World Cup where I would proudly wear my Argentinian jersey to school every time the Argentina team had a match, and happily watched the games at school alongside friends or at home with my family. Songs like “Pá la Selección ”, made in support of the Argentinian national team, highlights the richness and distinction of Latin music genres – it resonated with not only many Argentinians but also globally.

As the 2026 World Cup slowly approaches, I can foresee an increase in Americans engaging in Latin culture and music. Anticipation is growing as plans are already being set in stone with the locations and stadiums already announced, and tickets waiting to be bought. This major event unites people of all ages across continents, breaking barriers. With the stage being set in North America, we are prepared to welcome and experience the unique, rich Latin American cultures and traditions.

Another event that has successfully captivated large audiences and spotlighted artists is the Super Bowl halftime show. In 2019, the American Football franchise iconically announced that the 2020 performers would be two pop Latin singers, Shakira and Jennifer Lopez. A powerhouse duo brought the stage to flames with their upbeat and catchy songs, leaving everyone in awe. With the Super Bowl being an event primarily viewed by white people, the announcement that two Latina females would be taking the spotlight came as a shock to all audiences. I vividly remember being more excited to watch the halftime show than the actual football, which seems to be a relatable experience among peers. I sat in awe fighting back tears as I watched my heritage be appreciated by the whole of the United States. I yelled with excitement as Bad Bunny and J Balvin walked on stage and collaborated with Shakira and Jennifer Lopez , essentially making the 2020 halftime show performed by four people of Latin American descent. It was a day of memory, passion, growth, and pride for all people of Latin America. The show was extremely successful, surpassing over 200 million views and overall providing a fresh set of genres and culture to an American sport/event.15

But what would events like these be without coverage in the media? The digital revolution has contributed to the rise of Latin American artists and the popularity of their music. The growth of media platforms has allowed artists to connect with audiences from all over the world. With intelligent marketing and strategic tactics, digital platforms can engage fans on a scale never seen before. Social media platforms like Instagram and TikTok have served as a direct line of communication and a personal connection among artists and their fandoms. Things such as concert snippets, behind-the-scenes clips, and interactive experiences all play a role in the growth of artists. This also works in the reverse direction , where fans constantly share their love and passion for their favorite artists through media. Sharing their concert experience, or excitement for an upcoming album attracts people from different music sectors and ultimately helps the artist. Latin American artists have adjusted very well to this revolution and have used it to their advantage. Beyond social media, music applications such as YouTube, Spotify, and Apple Music allow for non-stop listening of all music, music videos, and even countdowns as to when music will be released. Through the use of all platforms, Latin American artists are reaching and rising to higher levels of success and reaching their audiences like never before.

I reflect on the times where crossing city lines meant a farewell to the cumbias and infectious rhythms blasting on the radio. Constantly switching the radio stations in hopes of stumbling upon something familiar, something that transported us to the emotional memories that songs hold. What once felt remotely distant, would gradually become infused into America’s cultural landscape. Through perseverance, passion, and talent, Latin American artists have successfully risen in popularity and are now a huge part of mainstream music in the United States; Reaching the hearts of thousands nationwide through genuine and profound lyrics, addictive beats, and sincere personalities. Through admirable successes and commendable growth, Latin American artists have proven to have crossed the cultural divide of America, ultimately demonstrating that music has no language and no boundaries.

Bibliography

Abad-Santos, Alex. “How ‘Despacito’ Became the Biggest Song of 2017.” Vox, August 18, 2017. https://www.vox.com/culture/2017/8/18/16112710/despacito-biggest-song-of-2017-bieber-fonsi-daddy-yankee.

Acevedo, Beatriz. “Break It All: A History of Latin America through Rock Music,” January 24, 2021. https://drbeatrizacevedo.com/2021/01/24/break-it-all-a-history-of-latin-america-through-rock-music/.

Jeanne Batalova, “Frequently Requested Statistics on Immigrants and Immigration in the United States,” Migration Policy Institute (MPI), March 13, 2024, migrationpolicy.org.

Becker, Howard S. “The Latin Tinge: The Impact of Latin American Music on the United States by John Storm Roberts.” Popular Music Vol.1, p.215-216.

Cantor-Navas, Judy. “Pitbull’s FIFA World Cup Song a Collab with Jennifer Lopez, Claudia Leitte.” Billboard, January 23, 2014. https://www.billboard.com/music/latin/pitbulls-fifa-world-cup-song-a-collab-with-jennifer-lopez-5877900/.

FIFA. “FIFA World Cup Qatar 2022TM in Numbers.” FIFA Publications, 2022. https://publications.fifa.com/en/annual-report-2022/tournaments-and-events/fifa-world-cup-quatar-2022/fifa-world-cup-qatar-2022-in-numbers/.

Gómez, Shirley. “Shakira and Jenifer Lopez’s Halftime Show Tops among the Most Viewed Super Bowl Moments of All Time.” HOLA! January 31, 2023. https://www.hola.com/us/entertainment/20230131342164/shakira-and-jlos-super-bowl-halftime-show-is-the-most-viewed/.

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McEvoy, Colin. “Bad Bunny – Songs, Career & Facts.” Biography, April 4, 2022. https://www.biography.com/musicians/bad-bunny.

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Young, Takeshi. “History of Salsa Dance: Origins of Salsa.” Salsa Vida, June 26, 2023. https://www.salsavida.com/articles/history-of-salsa-dance/.

Zelazko, Alicja. “Reggaeton.” Britannica, August 22, 2023. https://www.britannica.com/art/reggaeton.

Notes

1. Jeanne Batalova. “Frequently Requested Statistics on Immigrants and Immigration in the United States,” Migration Policy Institute (MPI), March 13, 2024, migrationpolicy.org.

2. Angel G. Quintero Rivera. “Migration, Ethnicity, and Interactions between the United States and Hispanic Caribbean Popular Culture.” Latin American perspectives 34, no. 1 (2007): 83–93.

3. Pollyanna T. Schroeder. “The Growth of Latin American Pop Music in the United States.” College Music Symposium 18, no. 2 (1978): 124–129.

4. Howard S. Becker, “The Latin Tinge: The Impact of Latin American Music on the United States.” Popular Music 1 (1981): 215–216.

5. Smithsonian, “Celia Cruz.” www.si.edu/spotlight/latin-music-legends-stamps/celia-cruz. Accessed 18 Apr. 2024.

6. Howard Head. “What Is Latin Rock?” HBH, 24 Aug. 2023, www.howardbasshead.com/what-is-latin-rock. Accessed 18 Apr. 2024.

7. Ibid.

8. Beatriz Acevedo. “Break It All: A History of Latin America through Rock Music,” 24 Jan. 2021, drbeatrizacevedo.com/2021/01/24/break-it-all-a-history-of-latin-america-through-rock-music/. Accessed 15 Apr. 2024.

9. Colin McEvoy. “Bad Bunny – Songs, Career & Facts.” Biography, April 4, 2022. https://www.biography.com/musicians/bad-bunny.

10. Alicja Zelazko. “Reggaeton.” Britannica, August 22, 2023. https://www.britannica.com/art/reggaeton.

11. Alex Abad-Santos. “How “Despacito” Became the Biggest Song of 2017.” Vox, 18 Aug. 2017, www.vox.com/culture/2017/8/18/16112710/despacito-biggest-song-of-2017-bieber-fonsi-daddy-yankee. Accessed 6 Apr. 2024.

12. Isabella Yawata. “Kali Uchis Blossoms with Brilliant New Album, Orquídeas.” The Highlander, 2 Feb. 2024, thehighlandernews.com/33166/arts-ent/kali-uchis-blossoms-with-brilliant-new-album-orquideas. Accessed 18 Apr. 2024.

13. Judy Cantor-Navas. “Pitbull’s FIFA World Cup Song a Collab with Jennifer Lopez, Claudia Leitte.” Billboard, 23 Jan. 2014, www.billboard.com/music/latin/pitbulls-fifa-world-cup-song-a-collab-with-jennifer-lopez-5877900/. Accessed 16 Apr. 2024.

14. FIFA. “FIFA World Cup Qatar 2022TM in Numbers.” FIFA Publications, 2022: publications.fifa.com/en/annual-report-2022/tournaments-and-events/fifa-world-cup-quatar-2022/fifa-world-cup-qatar-2022-in-numbers/. Accessed 16 Apr. 2024.

15. Shirley Gómez. “Shakira and Jenifer Lopez’s Halftime Show Tops among the Most Viewed Super Bowl Moments of All Time.” HOLA! 31 Jan. 2023.