Hispanic Heritage Month is a time of celebration and recognition for Hispanic cultures all over the world; this year, I decided to dive into one of Hispanic cultures’ most special gifts to all of society: the part Latinos play in the music industry. Latinos have been in the music industry for a long time, but currently we are seeing Latin music reach new heights and break records that have never been broken before. With music being more accessible with streaming platforms and songs becoming viral on social media, we have seen Latin artists become stars overnight. We have seen some of the most successful artists come from Colombia, Puerto Rico, Argentina, Mexico and various Latin American countries. The success of all of these Latin artists is thanks to the fans who constantly support them and that make tours and concerts possible. During this years Hispanic Heritage month, I was able to experience some of the most talented artists performing in the city of Los Angeles. I took part in history within the music industry by attending these sold out shows touring across the United States and even internationally. These amazing artists have represented all the hard work and efforts of Latinos in the music industry by performing their talents for their fans. I was able to experience these concerts, and can bring you along with me by highlighting the best ones I have attended here.
To start off Hispanic Heritage month, I was able to witness Puerto Rican superstar Alvaro Diaz’s SAYONARA tour. Alvaro Diaz’s rise to fame had come from the support of a lot of other Latin artists such as Rauw Alejandro, Tainy, Fied, Mora, Quevedo and many more who saw his potential and talent from the very start of his career. Alvaro Diaz is from San Juan, Puerto Rico, where he grew up experimenting with music. He credits rock music and reggaeton as being heavy influences growing up contributing to his discography. Puerto Rico has been known in recent years to produce some of the most famous and most successful Latino artists in the music industry, and Alvaro Diaz is on the road to become the next biggest star from the island. Puerto Rican artists have played an enormous part in the rise and new wave of reggaeton music in the music industry and Alvaro Diaz has had countless collaborations with some of the biggest Latin artists at such an early stage in his career. Alvaro Diaz started his new SAYONARA tour in Mexico where he was selling out stadiums and arenas, and then transitioned here to the United States where he went on to sell out venues in Los Angeles, San Diego, and New York. We were able to cover his sold out shows and see him perform in Los Angeles at the Belasco Theater, along with The Observatory North Park in San Diego. Both shows had lines of fans standing outside waiting all day just so they could get the best spots in the house to hear all his biggest hits live. What is special about Alvaro’s music is how diverse it is. Upon exploration, you will see that his songs transition from heavy reggaeton beats to rock and alternative styled songs. It’s songs such as his viral reggaeton hit with Colombian superstar Fied, “GATITAS SANDUNGUERAS VOL.1” to his rock/alternative songs such as, “RAMONA FLOWERS” that helped demonstrate his diversity as an artist. These songs were all played live and had fans jumping and moshing in the general admission pit. Alvaro’s discography is amazing as a standalone product, but his live performances made it so much more. His energy on stage is unmatched and his constant outfit changes show his efforts to put on a show for his fans. Along with that, the quality and originality in his voice makes him so special to watch; the fact that he sounds exactly the same as he does on the digital songs is impressive. Alvaro Diaz is a prime example of the kind of talent that is being produced out of Puerto Rico and the wave of the new generation of reggaeton music that is being produced by Hispanic countries. Seeing the countless amount of Latino and non-Latino fans make lines to show their support for Alvaro Diaz is a great depiction of not only what Puerto Rico is bringing to the music industry, but the key part they play in the entertainment industry. Hispanic Heritage month is a celebration of such.
Apart from reggaeton, Latinos all across the world have taken part in the quick rise and wave of regional Mexican music. Until Peso Pluma’s rise to success that put Regional Mexican music into the mainstream, Mexican music had been a genre that was heavily supported by Mexicans. Even then, the Mexican charts weren’t always topped by Mexican artists. After the viral sensation of Peso Pluma, Regional Mexican music reached heights that no one would have ever imagined. Talented artists such as Carin Leon, Grupo Frontera, Edén Muñoz, and Christain Nodal have hit the mainstream and even had non-Mexican fans supporting their music. It has even reached the point where regional Mexican artists are now in the top charts of Latin American countries, a beautiful thing to see, especially during Hispanic heritage month. All fans across the globe are coming together to support one another regardless of what specific Latin culture they are from. Apart from charts showing the importance and rise of regional Mexican music, streaming platforms such as Spotify are creating a path for the regional Mexican genre by not only creating curated playlists on their application but also investing heavily in promoting Mexican artists by hosting activations such as their, “La Tierra de Musica Mexicana” event in Los Angeles.
What better way to kick off Hispanic Heritage Month than Spotify hosting a concert for the city of Los Angeles and inviting Mexican music’s biggest rising stars to Hollywood to perform for the city? The best part about it was that it was free! If you looked at regional Mexican music a few years back, no radio stations, music streaming companies, and productions would have hosted an event as special as this one, but this event had all Latinos from the Los Angeles area coming together to enjoy regional Mexican music together. This perfectly exemplified the importance of Hispanics in this music industry and the era of music we are currently living in. Spotify invited several remarkable artists, including Ivonne Galaz, a rising female corrido singer, Estevie, a trending Mexican cumbia singer who is bringing the genre back to the mainstream, and Alex Favela, a Mexican artist who started by singing corridos and has now created his own genre, Electro Corridos, which blends EDM beats with classic corrido lyrics and instruments. Also joining were Los Primos del Este, a diverse group with a discography spanning corridos, banda, and norteños, and Dannylux, a world-famous Mexican singer who fuses regional Mexican music with pop. The headlining acts were Gabito Ballesteros and Oscar Maydon, superstars in the music industry with multiple hit corrido songs and numerous sold-out arena shows. A concert with this caliber of a line up would be expected from a music festival and the fact that Spotify had provided this for free for the city of Los Angeles was truly historical. Apart from a free concert, there is more to this event than just live performances. They held live panels for twp days prior to the live show in which they invited industry leading Latin executives from all music labels discussing the evolution, growth and efforts into what regional Mexican music has become. They also gave the opportunity to these artists to speak upon their journey and their experience first hand with the rise of regional Mexican music. Spotify continues to create weekly curated playlists not only of reggaeton music but also regional Mexican music to promote new artists, new singles and support the wave of regional Mexican music that is taking over the industry. Just as there are many different hispanic cultures within the Latino community, there are so many sub-genres between all Latin music, and Spotify invited artists from the regional Mexican genre to perform their music of cumbias, corridos, banda, electro corridos and even norteños. Spotify continues to celebrate and recognize the Hispanic music culture that is on a quick rise, especially in the regional Mexican scene that wasn’t always well recognized. The efforts of companies like Spotify show that regional Mexican music will be here to stay for a long time.
Apart from large companies like Spotify who are pushing Hispanic music, there are other ways in which companies such as Live Nation Latino and AEG Presenta are pushing their support for Latin artists and their tours. Last week during Hispanic Heritage month, I had the privilege of being able to attend a press conference at the Live Nation headquarters, where Live Nation’s Latino team had orchestrated a press conference for Regional Mexican icon, Edén Muñoz. Edén Muñoz is a Mexican singer from Los Mochis, Mexico who has been in the music industry for a long time, solidifying respect in this industry. Edén Muñoz kicked off his “Como en Los Tiempos Viejos Tour” in August and since then has been selling out venue after venue. With his hit songs such as “CCC”, “Money Edition”, “Chale”, and many more, Edén Muñoz has solidified his reign in regional Mexican music. It was truly an amazing experience to see how a company such as Live Nation is pushing their live events for Latin artists such as Edén Muñoz. During this press conference, they invited fans, press, and Live Nation employees to listen to Edén Muñoz’s experience so far, half way into his tour. We were able to not only learn about his journey, but also see how much marketing is being done for live Latin entertainment with this tour. Live Nation created a space for the artist to share with all his fans and the press how the tour is going, his plans for the future, and to share significant moments he has come across during his time as an artist. Edén Muñoz said, “I wake up and music is the first thing on my mind, and before I go to bed music is the last thing on my mind, that’s what makes me a different artist. I feel that music is my passion and my life.” This press conference was special in all sorts of ways, but what an amazing opportunity to be able to see from first hand experience just how promotion and touring has changed and how it is handled in the Latin music industry during a time like Hispanic Heritage Month. Edén Muñoz will continue his tour all the way until November with his next show being here in Los Angeles at the Youtube Theater, and it is a tour that you do not want to miss out on.
Just like Edén Muñoz has stapled his legacy to the music industry already, we see Mexican artists such as Christan Nodal who are not only constantly releasing hit songs, but are always putting on amazing performances for their fans. Something that I have always noticed about Latin artists is the energy, effort, and time they put in their live performances. Of course, most artists want to perform the best for their fans live but I had the honor of being able to cover Mexican superstar Christian Nodal at the Kia Forum, and this was a perfect way to highlight the energy and effort of Latin artists’ live performances. Christian Nodal started his concert at 8:30 PM sharp and performed until 11:30 PM in a sold out Kia Forum. Not only was this at a legendary arena, but the fact that an artist had performed for 3 hours straight with no intermission is something that I have not seen in a very long time or perhaps ever at a concert. I truly believe that Latinos are some of the most hard working people in this world, and I believe that is something that must be emphasized during Hispanic Heritage month. As a fan, it makes it feel so much more worth it to know you spent your hard earned money and took time out of your schedule to go watch your favorite artists perform live as they put their 100% effort on stage and that is exactly what Nodal did. Nodal’s “Pa’l Cora Tour” dives into Christain Nodal’s newest album, PA’L CORA EP.01, where he has collaborations with Mexican superstar Peso Pluma and the Cumbia queen Estevie. This album and tour dive into a message of heart break and trying to get over that dwelling of someone else who has left, but putting yourself first and not returning to them. Nodal is by far one of the most talented singer songwriters in the music industry, in which his lyrics are not only so relatable but perfectly said. This album not only has his well known mariachi style, but also has a diverse sound of jazz, cumbia, and even features him rapping alongside Peso Pluma. This tour exemplified perfectly the live talent that Latinos bring to this music industry and on top of that, this concert consisted of so many back to back hits in which his voice sounds identical to his digital versions. He even covered hit songs from other legendary Latin rock bands. Christian Nodals’ live performance is a key highlight of Hispanic Heritage Month and who we have been able to cover and give a spotlight of recognition for their live performance acts.
Aside from the well known mainstream Latin artists in today’s industry, Latinos have always played a part in the music industry. No matter how long ago they may have been at the top, their fan base will still continue to be strong. This month, AEG Presenta had organized an event called “Que No Pare El Rock” with legendary Latino rock groups Maldita Vecindad and Molotov for Hispanic Heritage Month at the Shrine Expo Hall. With reggaeton and regional Mexican music topping the Latin charts at the moment, it was great to see AEG pay respects to these legendary Latin rock bands that were paving the way for success in the Latin music scene. This event brought this nostalgia back to life like nothing else could have. They not only sold out the Shrine Expo hall, but they had fans of all ages show up ready to mosh and dance the night away with these two legendary bands. Since 1985 Maldita Vecindad, a rock band from Mexico, has held an iconic place in what Latin rock became and has continued to be. It’s because of groups like Maldita Vecindad and Molotov that all Mexican and Latin artists are able to shine in today’s industry. It is a perfect representation of the vast diversity that Latinos hold in music, something we want to emphasize during Hispanic Heritage month. Not only did Maldita Vecindad and Molotov put on iconic performances but they resonated with the Chicano culture for Latinos. Music allows us to educate ourselves in all different cultures and traditions when it comes to Hispanic culture. As I always say, just because we all speak Spanish does not mean we come from the same traditions and culture. Maldita Vecindad and Molotov’s representation of Chicano and Mexican culture is strong and is a true testament as to why their fans still show up to sell out their shows even decades later. AEG Presenta providing an event such as this during Hispanic heritage Month does not only give exposure to Latino rock music but it educates all other concert viewers about Chicano culture and just how different Mexican Latino rock is from other famous Latino rock groups. Maldita Vecindad and Molotov put on a true show for their fans as they jumped all over stage, sprinting side to side and doing their iconic kicks and rituals. Fans were there for it not only by selling it out, but by creating mosh pits and singing along to every single lyric. It’s not every day you can see an iconic Latino rock band perform down the street from you, and that is exactly what AEG Presenta created for all of Los Angeles. This concert allowed Hispanic Heritage Month to give a spotlight to other genres aside from the two most popular Latin genres. This concert gave recognition to the history and success of Latin rock and its legends that helped set its course.
We currently live in a time where artists’ voices are far louder than most politicians and the audiences that these artists have are heavily influenced in support of them. As we have seen in recent years where artists are now endorsing presidential candidates and speaking out about their support in certain issues in our world, it’s not all artists who use their platform to make a change. Social media is almost no longer a choice and to a certain extent is now a necessity, especially if you are in the music industry. Artists such as Venezuelan singer songwriter, Danny Ocean, is a key example of artists who are not only passionate about their latin heritage but also sharing to the world about the injustices that are happening in latin america, specifically with the recent corruption in the Venezuelan presidential election. Danny Ocean is one of Venezuela’s biggest latin artists with his major hits such as, “Me Rehúso” which is a song that speaks about not only a loved one but also the on going current events of political issues in his home country Venezuela. In an interview with Genius in 2018, Danny dives into the message behind his song and how wrote this song about a loved one he had to leave back in Venezuela in order to pursue not only a better future for his family but also his career in the United States because of how difficult it was to pursue his dreams in Venezuela. He also stated that he hopes that songs such as these are songs that his people in Venezuela and other struggling Latin American countries can use as inspiration. He hopes he can help relate to his fans that have had to leave their loved ones for a better future because of the corruption in Venezuela. And after all these years since this song and interview have been done, Danny Ocean is still a heavy advocate for justice and reform in Venezuela. I had the privilege to be able to attend Danny’s concert at the Hollywood Palladium where he was kicking off his “REFLEXA TOUR 2024.” Not only has Danny Ocean demonstrated his original voice by hitting those high notes but he’s gone through his career by tackling reggae beats and even reggaeton sounds making him a very talented and diverse latin artist who is still going strong. And with this influence he has built around him throughout his career he still continues to not only put on a star studded performance for his fans but he is always finding intimate moments during his live set to speak about the issues going on in Venezuela. Not only does he inform hope and information about current issues in Venezuela during his concert but he also is actively on social media showing his support for his country calling for action. Being a fan of Danny Ocean for years, his concert exceeded my expectations as this was my first time seeing him perform live. He is not only such a talented live performer but he also has a great personal connection with his fans during his more intimate songs. But what better way to perform in Los Angeles in the iconic Hollywood Palladium during Hispanic Heritage month than helping spread awareness and helping the fight for justice in Venezuela. Venezuela and many other latin countries are going through struggles and its artists such as Danny Ocean who are using their platforms to make a change for all latinos.
Another artist who has been making a name for herself in the latin music industry in the last few years has been one of Argentina’s biggest latina stars, Nicki Nicole. Nicki was born in Rosario, Argentina and has always had a passion for music. She started at a young age and has had dozens of hit songs ever since. One of her biggest collaborations till date is her Bizarrap session she had done which got her on Argentina Billboard’s Hot 100. Nicki Nicole has a very original sound to her music and she is constantly showing her versatility in her genres that she creates music in. Nicki Nicole today is very well known in the mainstream for her reggaeton hits such as, “Una Foto Remix” which went viral all over social media but she is also very well known for her original roots in Argetinian Cumbia. One of Nicki’s most notable collaborations are with Iconic Mexican grupo Los Angeles Azules for their song, “Otra Noche.” This collaboration wasn’t only a success but it was a key example of how when latinos in this music industry come together, it leads to greatness. A group like Los Angeles Azules already has so much history and fame in Mexican music and the fact that an iconic star such as Nicki Nicole had collaborated with them brings this latin community even closer to one another and creates even greater music. This Hispanic heritage month I got the privilege to be able to watch Nicki Nicole live at the House of Blues in San Diego and not only did she put on an amazing show but it felt as if every Argentinian in California had come out to support her. The amount of Argentinian soccer jerseys and flags brought a sense of unity in that venue. I have been covering many Mexican and Colombian artists throughout this month but this was my first concert I had ever experienced where I had seen the Argentinian community show out in support of such a special artists, and even though I may not be from Argentina, I felt proud to see another successful artist with the support of fans from South America. Nicki’s concert had exceeded all expectations as her stage presence was not only special but her voice sounded beautiful and she knew how to connect with her fans as she would sing back and forth with the crowd. Nicki will end her North American tour and will be moving on to Mexico where she will be performing in arenas and stadiums for all her supporters from Mexico. Nicki Nicole’s, “ALMA tour” is a tour that cannot be missed by anyone of her fans but it is also a beautiful representation of how even though Spanish is a single language, we all come from different latin cultures but when we come together, magic is created.
It is a true honor to not only be a Latino during Hispanic Heritage Month but to also be able to attend, experience, and write about Latin culture in the music industry during this month. With the countless talented Latin artists in today’s industry, a handful were able to perform during this special month and give back to the Latino communities. The special thing about concerts for me has always been the fact that it creates a community for all fans of an artist. Every single one of these artists, teams, and productions created a safe space for fanatics of Latin music to come together and experience their favorite songs in person. Artists like Alvaro Diaz are a true representation of what is soon to come from the new generation of reggaeton in Latin America, and artists such as Edén Muñoz and Christian Nodal show the hard journey that helped push regional music to what it has become today. Spotify is doing its magic in keeping that wave of regional music alive and helping it grow by putting on events for the city of Los Angeles for fans to come together to support its wave. Productions such as AEG Presenta are helping make impossibilities into a reality by bringing back iconic groups such as Maldita Vecindad and Molotov to perform live for all its original and new fans. And artists such as Nicki Nicole are sharing different styles of latin music and bringing Argentinian fans from all across the world together to spread their love for music and their country. Even artists such as Danny ocean are touring the world spreading hope and awareness for the struggles that latin American countries are facing, pushing for a change and giving those people in struggle a voice. Hispanic Heritage Month in Los Angeles held a special place in the music industry’s heart this year, and everyone who played a part in making this possible is part of the history and growth of the Latin music industry.
