Latin America's Music Scene: A Fresh Perspective

A group of students from Syracuse University's Bandier Music Business Program recently spent their summer exploring the music industry in Latin America. They visited five cities across Mexico, Colombia, and Brazil, meeting with over 75 executives from major companies like Spotify, YouTube, Sony, and Universal. They also attended festivals, explored nightclubs, and immersed themselves in the local culture and food. One surprising discovery was the importance of YouTube's ad-supported models in these markets. Unlike the U. S. , where paid subscriptions dominate, ad-supported streaming accounts for nearly 40% of the market in countries like Colombia. This shift puts a greater emphasis on converting free users to paying subscribers. Additionally, music partnerships with telecom companies are crucial, with services like Deezer offering free access through mobile carriers in Brazil and Colombia. The students also noticed a significant difference in merchandise sales. Counterfeit merch is rampant in some markets, making it difficult for official merchandise to compete. This issue is so prevalent that some tours and shows have accepted it as a part of the landscape. Another interesting aspect they learned about was the legal framework in Latin America, which is rooted in continental law. Moral rights, which focus on the author's personality and identity, are more powerful and central in these countries compared to the U. S. These rights could be a crucial tool in protecting artists from AI engines that might use their work without permission. The students also discovered exciting new music genres. In Colombia, Latin Afrobeats is gaining popularity, blending African diasporic beats with reggaetón and champeta. This genre is growing rapidly and has artists like Zaider and Hamilton gaining traction. In Brazil, Funk Brasilero, a genre originating from the favelas, is also deserving of a larger audience. Artists like DJ Caio Prince and MC Jacaré are leading this movement, but the genre faces challenges due to disorganization. However, the students noted a concerning trend: Mexican artists are facing visa issues that have led to canceled tours. This could disrupt the flow of Latin music from South America through Mexico and into the U. S. The U. S. government's scrutiny of corridos, which they claim glorify cartels, is a significant concern for the industry. Brazil's music industry is unique, operating both as part of and apart from the broader Latin American market. While Spanish-language charts are often dominated by Mexican or Colombian acts, Brazil has its own Portuguese-language infrastructure with genres like funk, Sertanejo, and Forro. This makes it challenging for Brazilian acts to crossover into the U. S. market. Lastly, the influence of Puerto Rico was evident throughout the trip, thanks to the expansion of reggaetón. The students noted differences between Colombian and Puerto Rican reggaetón, with the former being more pop-oriented and minimalist in production.