Ben Patterson (President, Downtown Artist & Label Services)
Ray Tapia (VP, A&R (Latin), Downtown Artist & Label Services)
Billboard Latin Power Players 2024
It's been amazing to see Música Mexicana grow from a regional movement to a global phenomenon over the last twenty-four months. Across Downtown, we’re fortunate to work with artists like Peso Pluma, Luis R. Conriquez and Natanael Cano who have pushed the genre to break cultural boundaries, take over playlists globally, and ignite dance floors everywhere. “Si No Quieres No” highlighted by TikTok as a Global Song of the Summer spotlights the reach of the genre.
Its surge in popularity stems from numerous factors. The democratization of streaming platforms and viral power of social media. A collective celebration of identity and broader desire for cultural diversity in mainstream media. The allure of live instruments in an era dominated by digital production. Crossover collaborations that bridge cultural divides and foster cross-pollination — hat tip to Natanael Cano and Bad Bunny’s “Soy el Diablo” setting a high bar from the start. And, honestly, just fresh and infectious tracks by incredibly talented artists.
All of these elements converged to open new doors and propel the genre beyond borders. But Música Mexicana’s rise is more than just a trend to admire or the success story of a single genre. For those of us working in the industry, it's a blueprint for helping artists of any genre transcend boundaries and grow their audiences.
Five key lessons stand out for supporting artists of all genres in an increasingly global music industry.
Embrace Local Sounds
It starts with letting go of US pop-centric mindsets. There's a growing global appetite, and ability to stream local artists and regional sounds. Your next fan is only as far as the nearest wifi hotspot. Championing artists from backgrounds beyond just the traditional major media markets resonates with what listeners want, celebrates different melodies and instrumentation, and deepens the overall musical landscape.
Empower Independence through Transparency
Música Mexicana artists are fiercely independent. Much of their success comes from retaining creative control over their art and autonomy in their business. Providing services that help these independent artists on their journey requires a high degree of transparency. By building systems that empower them to understand their fanbase and make informed decisions as they scale internationally, the industry can nurture their independence and help them thrive in an increasingly artist-driven global music landscape.
Use Platforms as Engines of Exchange
Streaming platforms and social media are more than just tools for discovery—they’re engines of cultural exchange. Platforms like TikTok don’t just create viral moments, they open up pathways for cross-cultural connection. Thinking of platforms as portals for audiences to reach beyond their immediate spheres and discover new parts of the world instead of just another channel to drop a track on its release date leads to deeper engagement.
Cultivate Connection Through Live Experiences
At a time when everything is so online, getting offline can be meaningful. Live performances create shared experiences, and build emotional connections. Touring globally gives fans around the world a chance to engage with music in a way that digital platforms can’t replicate. Backing international tours allows artists to cultivate fan bases across different cultures.
Invest in Long-Term Artist Development and Infrastructure
The rise of Música Mexicana felt like it happened overnight, but it was a long time in the works. Long-term investment in both artists and the infrastructure that supports them is critical. From early partnerships with pioneering labels to expanding staffing and resources, the success of a genre requires a sustained investment behind the scenes in commercial support, audience growth, and tailored marketing strategies.
The key to a vibrant global music industry lies in nurturing diversity, fostering independence, and investing in long-term growth.
