Rauw Alejandro And Peso Pluma is set to take the stage at the 2024 Governors Ball in NYC from June 7 to 9. While Becky G And J Balvin performed at the music festival in 2022 and 2021 respectively, this year marked the first time two Latin music artists headlined on separate dates. And the time has come.
Since the 1940s and 50s, when cha cha and mambo took America by storm, the mass appeal of Latin music has been undeniable. With its fusion of West African and Spanish rhythms, the music is inherently danceable, which has certainly helped genres like salsa and reggaetón break down language barriers. You don’t need to know what Bad bunnytalking so you can move with the rhythm. And yet, for a long time, Latin and African artists could only appear at music festivals that catered specifically to those demographics. This is no longer the case as major music festivals have recently started including more Latin artists in their lineups.
In 2023, Bad Bunny became the first Spanish-language artist to promote Coachella, where Eladio Carrion and Anuel AA also appeared. That same year, iLe, PJ Sin Suela and Los Rivera Destino perform at the SXSW Music Festival. In 2024, Coachella doubled the number of Latin artists, inviting Peso Pluma and J. Balvin. And the trend doesn’t seem to stop.
But why has it taken so long for major festivals to get the message that our music is on fire? Back in the 1970s, the Fania All-Stars proved that music sung entirely in Spanish could have global appeal. The reggaetón boom of the early 2000s became a cultural phenomenon that saw the genre played on both English and Spanish radio stations. So what gives? Well, I have a simple hypothesis: money.
It’s no surprise that Latin music has grown exponentially over the past decade, far exceeding the overall growth rate of the music industry. Although created for our community, our music is no longer limited to them. I remember as a kid watching all the new reggaetón videos that would appear on mun2. Now, I go on YouTube and all the latest music videos have English subtitles. It shows how far we’ve come in making music that’s commercially viable. But more than that, having Latin and African headliners at major festivals harnesses the power of the communities behind them, introducing some much-needed sazón. Not only does it bring a more diverse audience to the festival scene, but given the current state of live music, it also increases the audiences of these artists while boosting lagging ticket sales.
Both Jennifer Lopez and Bad Bunny are trending recently due to Ticket sales were lower than expected. So no, Latin artists are not immune to general industry trends. Back in April, Coachella also made headlines for falling ticket sales. But I wonder if bringing Latin artists to music festivals could solve the problem.
Travel is inherently expensive. For artists to tour successfully, they have to invest a lot of money in visual effects, travel logistics, film crews, etc. That’s part of the reason why bigger artists are limited from performing. performing in arenas and stadiums that can accommodate over 30,000 fans and charging exorbitant ticket prices. However, the way festivals are organised, although initial ticket prices may be higher, music lovers will get multiple nights and experience many acts for their money. This immediately expands the target audience and offsets the cost of the program. Latin and African artists performed before a mixed crowd of both die-hard fans and newcomers who were more open than ever to their music, raising the bar. value their brand without having to bear all the costs of organizing our show. It’s a win-win for everyone.
But beyond monetary incentives, what Latin and African artists really bring to music festivals is unparalleled energy. Our culture is based on all-night parties and dancing. What are you looking at Bad bunny And Burna Boy did during their respective Grammy performances. Combining traditional cultural elements and catchy musical instruments, lyrics and melodies is the formula for success that our music genre has perfected over the decades. Result? The sound is guaranteed to transform the most stuffy festival atmosphere into a vibrant atmosphere. I can only hope that the inclusion of these artists is not just a passing fad but a sign of more diversity to come.
Miguel Machado is a journalist with expertise in the intersection of Latino identity and culture. He does everything from exclusive interviews with Latin music artists to opinion pieces on issues relevant to the community, to personal essays tied to Latinidad his, as well as thoughts and characteristics related to Puerto Rican and Puerto Rican culture.
