While Karol G, Bad Bunny and Peso Pluma dominate the charts — and elevate Colombia, Puerto Rico and Mexico’s music scenes, respectively, to the world stage — a new wave of artists across other Latin American countries is also seeking, and earning, the spotlight.
Earlier this year, Chilean artists scored their first No. 1 Billboard hit since 1991 when newcomers FloyyMenor and Cris MJ’s viral reggaetón hit, “Gata Only,” spent 14 consecutive weeks atop the Hot Latin Songs chart — a feat that would have seemed impossible for the country’s thriving local urban movement just five years ago.
The new generation of Chilean artists has broken out in part thanks to star-studded linkups: Pablo Chill-E on Bad Bunny’s “Hablamos Mañana” (alongside Duki) in 2020; Paloma Mami on Ricky Martin’s “Que Rico Fuera” in 2021; and Cris MJ enlisting Karol G and Ryan Castro for his “Una Noche en Medellín (Remix)” in 2023. All of those tracks made major inroads on Billboard’s Latin charts.
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“We believe a lot in the Chilean market, as it’s experiencing an extraordinary exploitation of music that’s still very young,” says Emilio Morales, managing director of Rimas Publishing, which this year expanded its services to the country through a strategic agreement with Chilean-based label Wild Company, providing A&R services, artist development and more. “Our interest in signing Chilean artists is not just to sign them. We are looking for new horizons for them and for them to be consumed outside of Chile. We want to boost their music to European and international markets.”
Argentina’s music scene has also stretched beyond the country’s borders. Among the speakers during this year’s Latin Music Week, María Becerra recently recorded with Paris Hilton and Enrique Iglesias, and Luck Ra, an emerging act from Córdoba, teamed with Chayanne for a revamped version of his 2003 hit “Un Siglo Sin Ti,” which peaked at No. 15 on the Tropical Airplay chart in September, Luck Ra’s first entry ever on the chart.
“I love collaborating with artists from abroad,” the Argentine newcomer says. “I feel that everyone in their country grows up with different music, everyone has different rhythms in their blood, but the fact that people from different ages and countries listen to you is the most beautiful thing.”
As Chayanne puts it, the song is proof that collaborations across the Latin world help all the artists involved: “The song’s rhythm, so close to Caribbean beats, once again demonstrates the deep brotherhood of all Latinos, reflected in our cultural expressions, especially in music.”
During Latin Music Week, Morales will appear on the “Role of Music Publishers in Cross-Cultural Collaborations” panel, Luck Ra on Billboard Argentina’s “Entre Amigos” panel and Becerra in a conversation with Thalia on mental health.
This story appears in the Sept. 28, 2024, issue of Billboard.
