2025 is proving to be a golden year for Latin music. According to data published by Luminate, the genre totaled 28.9 billion on-demand streams in the first quarter, recording a 7.6% growth over the previous year—the highest increase among all major genres. Latin music now accounts for 8.44% of all audio streams in the United States, or more than one in twelve tracks.
The stars of the moment
Bad Bunny is once again topping the charts, with his album DeBÍ TiRAR MáS FOToS hitting No. 1 on the Billboard 200 three times. Peso Pluma and Tito Double P also continue to perform well with Éxodo and INCÓMODO, respectively, two projects that confirm the unstoppable rise of the new Latin wave.
At the same time, although R&B/Hip-Hop has seen an overall decline in its market share, the R&B subgenre is showing surprising signs of recovery. Driving this resurgence is SZA & Kendrick Lamar’s “30 For 30,” currently #1 R&B Song and #11 in the US overall chart.
Radio promotion: a key ally
Beyond digital distribution, radio promotion remains an essential tool for strengthening a single’s presence and consolidating its reach in key markets. With Radio Promoter, a brand owned by Mantovani Europe SL, we offer professional promotional services for Spanish and Latin American radio stations. Our three-month Promotional Packages contracts include regular station reminders and detailed weekly reports on the single’s performance.
Alternatively, we also offer the Cartolina Digitale service, the most economical way to send a song to radio stations in Spain and Latin America via Digital Delivery.
Radio promotion in Spanish-speaking countries — including Spain, Mexico, Colombia, Argentina, and others — can open the doors to a large and passionate fanbase, often more receptive to Latin music than other markets.
Furthermore, the United States represents a strategic frontier: a large portion of the population is of Hispanic origin and speaks Spanish on a daily basis. A radio play in these areas can therefore translate into real visibility, listens, fan engagement, and new booking or collaboration opportunities.
Why all this is important
In the streaming era, following the market trend is essential, but what really makes the difference is having the right infrastructure to distribute music efficiently, transparently and on a global scale.
This is where Mantovani America LLC comes in with DISTRID, a company designed to offer labels, distributors and artists a complete and professional ecosystem to manage their music with complete autonomy, flexibility and scalable technology.
Growing genres such as Latin and R&B open new doors for those ready to seize the opportunities. Companies and artists with strategic distribution systems are in a better position to adapt quickly and thrive in a constantly evolving market.
If you are an artist or an industry professional and want to improve the performance of your music, I invite you to book a meeting with me. I have been working in the music industry for over twenty years, with recognized expertise in music publishing and digital distribution, alongside artists and labels from all over the world. Together we can plan a personalized strategy to grow your music robustly and sustainably.
