Understanding Latin Music in the U.S.: A comparative analysis of the most popular platforms to measure success and how the A&R role influences it
This research paper had as main objective to analyze the success of Latin Music in the U.S., the key factors that makes it so popular among every culture, which streaming platforms are the most important according to music industry experts and to develop a Latin artist index. Methodologically it was developed under the quantitative paradigm, with a documentary proposal (The latin Index) model, the design was not experimental transversal – descriptive. Measuring the variable with a twelve (12) item questionary supported and revised and approved by experts from Berklee College of Music. The research paper has two parts, the quantitative/qualitative part of interviewing Latin music industry experts, determining the most important Latin artists now and key factors that make Latin music so popular, then with that information, scrape data from different platforms and last design a Latin Music Index. Among the results is evidenced that the most influential Latin artists at the moment are: Bad Bunny, Rauw Alejandro, Karol G, J Balvin, Jhay Cortez, Ozuna, Maluma, Myke Towers and Eslabon Armado; the most impactful streaming platforms are: Youtube, Spotify, Tiktok, Apple Music. And the key factors that make Latin music so popular in the United States are the rhythm, the culture and the universal sounds. Finally, a Latin Music index was developed, responding the different factors identified through the description of the dimensions above.
Valencia (Spain) Campus
Data; Streaming platforms; Latin Music; U.S. Latin; Latin Index
Blum, Gabriel. “Understanding Latin Music in the U.S.: A comparative analysis of the most popular platforms to measure success and how the A&R role influences it.” Master's Project, Berklee College of Music, 2022. https://remix.berklee.edu/graduate-studies-global-entertainment-business/81