Luis Fonđam mê performs at Sir Lucian Grainge"s 2018 Artist Showcase presented by American Airlines and ... <+> Citi on January 27, 2018 in New York. (Photo by Jordan Strauss/Invision for UMG/AP Images)

Jordan Strauss/Invision/APhường

When Latin Grammy-winning singer-songwriter LuisFonsireleased his first album baông chồng in 1998, he didn’t have the free sale tool that is social truyền thông media readily available at his fingertips.

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He recalls only having an artist trang web to lớn relay information lớn fans & reach new audiences. Today, social truyền thông platforms lượt thích Twitter & Instagram have sầu made this process easier for artists, as these sites have proven to be beneficial in music promotion and discovery.

Nearly two decades later, social mediaand streaming services have sầu helped propel Latin music into the mainstream (or,accordingtoBillboard’s Leila Cobo, cause a“Latin Music explosion”).And although Fonmê man is very vocal about not wanting khổng lồ take credit for whole thing, he was a key igniter in the 2017 "explosion."


I sat down withFonsiearlier this month atTwitter’sHeadquarters in NYC, just beforeFonsiparticipated in a panelabout Latin music’s role in the newdigital era. Moderated byRemezclawriter Eduarvày Cepeda,the panelfeatured key figures working in the realm of Latin music, streaming engagement, including Marco Botero, head of Twitter Miangươi & US Hispanics andAzuncenaOlvera, head of Pandora’s Latin Industry Relations và Artist Marketing.

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“I couldn"t think of a typical day without social truyền thông media, especially when I"m out on tour or when I"m about lớn release a new single, new video...without having those tools, you know, it"s lượt thích, what would I do?”Fonđê mê said in our interview. “It has really changed the way we market & mô tả our music.”


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In 2017, a historic19 Spanish-language songschartedon the Billboard Hot 100 chart. And it wasone song written byFonsicalled “Despacikhổng lồ,” featuring Daddy Yankee and later remixed by Justin Bieber,thatjumpstarted the magical relationship that would soon become Latin music và streaming.


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LAS VEGAS, NV - APRIL 26: Luis Fonmê say poses with his awards backstage at the 2018 Billboard Latin ... <+> Music Awards at the Mandalay Bay Events Center on April 26, 2018 in Las Vegas, Nevadomain authority. (Photo lớn by Isaac Brekken/Getty Images)

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Fonham mê also credits social truyền thông as a place where Latin music can expvà và reach new audiences. For example, how the "Despacilớn (Remix)" reached a whole new generation just because Bieber featured on the trachồng.

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opens that door lớn sort of introduce lớn a new audience what Latin Music is all about, what my music is all about,” he said. “They know about the music and maybe they would be a little bit of afraid because of the language barrier."

In the opening letter of RIAA’s 2018 report,COO Michele Ballantynestated that Latin Music is experiencing a “renaissance.” While streaming services and social truyền thông have sầu become an important discovery tool for Latin music, Fonmê say said it’s important to remember that Latin music và bi-lingual collaborations havealwaysbeen around (etc. Shakira, Enrique Iglesias, Gloria Estefan).

“Latin music has already been here & it"s not lượt thích we are re-discovering the wheel, butI think that music is in constant evolution và I bởi think that streaming has a lot to bởi with it,” saidFonham. “There"s a really interesting movement within our own culture that"s bleeding over, for lachồng of a better term, into lớn different languages và cultures and countries. Streaming has helped us giới thiệu our happiness.”


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I am a freelance writer covering music, Hollywood và entertainment news. In 2019, I was a full-time editorial intern fortsanaklidou.com Magazine,where I worked on lists including the2019 Celebrity 100 IssueandThe World’s Highest-Paid DJs. I was also previously a contributor khổng lồ Billboard.com, where I wrote more than 150 articles relating to lớn music, entertainment và industry news. My writing has appeared in tsanaklidou.com, tsanaklidou.com Magazine, Billboard, Stylecaster, The GW Hatchet, và more. I have a B.A. and Special Honors in Journalism và Mass Communication from George Washington University’s School of Media và Public Affairs.