latin-music
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Tainy Spent 116 Weeks at No. 1. He Still Produces for the Surprise.
At 15, a borrowed copy of FL Studio opened a door. Two decades later, Tainy is still widening it - for reggaeton, for his collaborators and for his own restless imagination.
Marshmello Built a Face the Whole World Could Wear
A white cylinder with X-shaped eyes turned anonymity into an invitation. Behind it, Christopher Comstock built a career that keeps changing genres without losing its smile.
Romeo Santos Wrote Bachata a Passport to the World
A shy Bronx songwriter heard one cassette, found three musical brothers and gave an old Dominican rhythm a New York accent. Decades later, the crowds are larger, but Romeo Santos still treats every song as a small, exact piece of theater.
Criteria Entertainment Built a Borderless Back Office for Latin Music
Diana Rodríguez left the major-label tower and built the connective tissue artists rarely see: one small, multilingual team coordinating management, publicity and market entry across the Americas. The useful lesson is not glamour. It is patience, local knowledge and the discipline to say no.
The Exclusive Agency knows who gets the next call
From the Latin GRAMMYs to Peso Pluma’s tours, Elina Adut’s firm works where artists, media and markets meet. Its pitch is a single publicity team with more than one cultural frame of reference.
Guerrera PR knows when to let Dad do the talking
A father’s Coachella story became a billboard people wanted to share. Inside Loren Medina’s agency for Latin artists whose identities refuse to fit the usual boxes.
Shakira
Shakira Isabel Mebarak Ripoll is the best-selling Latin female artist of all time, a Colombian-Lebanese singer-songwriter who has sold 100+ million records worldwide across a 30-year career. In her Las Mujeres Ya No Lloran era (2024), she transformed a very public split from footballer Gerard Piqué into a global cultural phenomenon - breaking Guinness World Records with her Bizarrap session, sweeping the Latin Grammys, winning the MTV Video Vanguard Award, and releasing her most commercially and critically successful album in years. She writes her own music, speaks six languages, holds an IQ of 140, and runs a foundation that has educated thousands of Colombian children.
Ozuna
Ozuna (Juan Carlos Ozuna Rosado) is Puerto Rico's reigning melodic reggaeton king — the artist who spent more consecutive weeks at No. 1 on Billboard's Top Latin Albums than any male in history, held four Guinness World Records simultaneously, and became the most-viewed artist on YouTube globally in 2018. Raised by his grandmother above a San Juan bodega after losing his father at age three, he turned hardship into a sonic empire spanning seven studio albums, 23+ million Instagram followers, and collaborations with Cardi B, Selena Gomez, DJ Snake, and Rosalía. His smooth melodic tenor and genre-fluid approach — blending reggaeton, melodic trap, Afrobeats, and Latin pop — have made him a defining voice of the streaming era.
Peso Pluma
Peso Pluma (Hassan Emilio Kabande Laija) is the 25-year-old Mexican singer-songwriter from Zapopan, Jalisco who turned corridos tumbados - the fusion of traditional Mexican corridos with trap beats and hip-hop swagger - into a global phenomenon. In under five years, he broke a 64-year Billboard Hot 100 record, won a Grammy, became Mexico's most-streamed Spotify artist of all time, and built Double P Records into an independent powerhouse. His albums Génesis and Éxodo redefined what regional Mexican music could mean on a world stage.