NEW YORK — Latin music is experiencing a remarkable surge in popularity, igniting discussions within the entertainment industry in recent years. Platforms like Spotify and Apple Music are showing significant growth in this genre, making it the quickest expanding streaming category in the United States.
This year marks the 25th anniversary of the Latin Grammy Awards, an event dedicated to acknowledging and promoting Latin music on a global scale. The Latin Recording Academy has chosen Miami, a key hub for Latin culture in the U.S. and its headquarters, to host this year’s glittering celebration. Here’s what to expect for the 2024 Latin Grammys:
The 25th Annual Latin Grammy Awards will take place on November 14 at the Kaseya Center in Miami, airing live on Univision, UniMás, Galavisión, and ViX starting at 8 p.m. EST. Leading the nominations for the second consecutive year is producer and songwriter Édgar Barrera, widely recognized for his collaborations with top-tier artists such as Madonna, Karol G, Peso Pluma, Shakira, and Grupo Frontera. Barrera has garnered nine nominations this year, following an impressive 13 nominations and three wins in the previous year.
Following closely behind him are reggaetón icons Karol G and Bad Bunny, each with eight nominations to their credit. This year’s lineup of performers set to take the stage includes Barrera, Residente, Myke Towers, DJ Khaled, Jon Bon Jovi, Joe Jonas, Anitta, Becky G, Eladio Carrión, Grupo Frontera, Kali Uchis, Pitbull, Luis Fonsi, Juan Luis Guerra, Carín León, and several others. Notably, Colombian artist Carlos Vives, who has been named the 2024 Latin Recording Academy Person of the Year, will also deliver a performance.
In addition, the awards will introduce two brand new categories: Best Latin Electronic Music Performance, which falls under the new electronic music field, and Best Contemporary Mexican Music Album.
When discussing the relationship between the Latin Grammys and the mainstream Grammys, Manuel Abud, CEO of the Latin Recording Academy, describes them as sister organizations, perhaps even a mother-daughter dynamic. He explains, “The foundation is the same: We are membership-based organizations aimed at celebrating musical excellence. Our processes are quite alike, with some specific adjustments to cater to our international demographic.”
While the Grammys primarily focus on the U.S. market, the Latin Grammys incorporate broader global perspectives in their voting process. Abud notes that Latin artists based in the U.S. can be dual members of both organizations. The physical awards themselves also have similarities; both feature a gramophone design but differ in color, with Latin Grammy bases being burgundy.
The Latin Grammys have seen significant evolution since their inception. In the late 1990s and early 2000s, the narrative was mostly about Latin artists “crossing over” to English markets, with figures like Ricky Martin and Gloria Estefan leading the way. However, the landscape has changed, and today Latin artists often perform in Spanish, showcasing an increasing appreciation for their native language.
Gabriel Abaroa Jr., the former president and CEO of the Latin Recording Academy, reflects on how the Latin Grammys began gaining recognition in 1997. It was during this period that the Academy was formed to celebrate Latin music’s rich diversity across several regions, including Latin America, Spain, Brazil, and Portugal. The first Latin Grammy Awards were held in Los Angeles in 2000, followed by various locations including Miami, New York City, Houston, Seville, and Las Vegas.
Initially, the ceremony was broadcast in English, a decision that proved unpopular among artists who felt disrespected. Indeed, many, including a significant Mexican audience, refrained from watching because of the language barrier. This prompted a shift to Spanish-language broadcasts in 2005, a decision that resonated well and helped pave the way for a brighter future for Latin music.
Looking ahead, the Latin Grammys aim to expand globally, with plans for future ceremonies in diverse international settings. The 2023 Latin Grammys in Seville, Spain, marked a historic event as it was the first time the show was held outside of the U.S. Despite some criticisms regarding the choice of venue, both Abud and Abaroa Jr. viewed the event as a success. They have indicated that more international editions of the Latin Grammys can be expected in the coming years.