How Latin Artists Conquered Stages Worldwide: Highlights From Billboard Latin Music Week’s Touring Panel

How bash Latin artists transcend borders to conquer stages worldwide? On Monday (Oct. 20), planetary circuit manager Jorge García (Live Nation), festival manager Leizer Guss (OCESA), and apical cause Mac Clark (CAA) teamed up to sermon the emergence of Latin touring connected the planetary stage, and the opportunities and challenges that travel with exporting Latin euphony internationally.

Moderated by Billboard’s elder exertion of Latin Griselda Flores and presented by Live Nation, the sheet unpacked the changing dynamics of the unrecorded Latin euphony marketplace – from breaking into untapped regions to capitalizing connected the genre’s taste crossover appeal.

Clark emphasized the value of increasing thoughtfully successful caller regions, adjusting strategies to guarantee sustainability: “You inactive person to beryllium precise thoughtful with the markets. In 1 year, tickets mightiness merchantability astatine $40, and the adjacent astatine $100, and past you suffer radical successful between. You person to marque definite the maturation is accessible.” He shed airy connected the captious relation of Mexico arsenic a focal constituent successful Latin touring, describing it arsenic the “guiding light” for measuring an artist’s success: “Mexico sets the code successful Latin music,” helium noted.

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“After Bad Bunny, ‘global’ truly means global,” Garcia pointed retired during the panel. “Every creator should beryllium reasoning that way. Artists are emerging successful L.A. oregon Guadalajara, and present you person Peso Pluma selling 10K tickets successful Madrid, oregon Bad Bunny selling retired stadiums successful Australia.”

According to Garcia, Latin euphony has proven that determination are fewer limits to wherever it tin reach: “The fans are there. In Idaho, successful Ohio — the fans are there. There’s going to beryllium much shows.” Garcia besides warned of the information of over-saturation, adding that artists person to beryllium precise deliberate with their output and touring strategies to debar getting mislaid successful an progressively crowded space.

Guss highlighted however post-pandemic request supercharged the Latin euphony industry, describing the infinitesimal arsenic “bigger, larger, faster,” with fans anxious to reconnect with unrecorded music. He besides pointed retired the value of combining the cleanable tempest of factors to propulsion disconnected record-breaking tours. Referencing Shakira’s record-breaking 12-night residency astatine Mexico City’s GNP Estadio Seguros, Guss referenced a fashionable meme: “Every time it rained, and each nighttime determination was a Shakira show. It was magical. For it to hap again, a batch of things would person to combine, and the creator would person to wage attraction to Mexico similar she did.”

Spanning implicit 30 years, Latin Music Week is the single-most important and largest gathering of Latin artists and manufacture executives successful the world. Latin Music Week coincides with the 2025 Billboard Latin Music Awards, acceptable to aerial Thursday, Oct. 23, connected Telemundo and Peacock.

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