Billboard’s Latin Power Players list is unveiled for 2023, led by exec of the year Nelson Albareda.
Head of U.S. Latin editorial, SpotifyNot only are 21% of Spotify’s monthly average users from Latin America — one of the company’s fastest-growing regions — but as of this year, through July, seven of the 13 tracks to reach No. 1 globally on the platform were from Latin acts.
As regional Mexican music surges in the United States, Lioutikoff and the Universal Music Publishing Group Latin team have been behind some of its biggest breakouts. This year, the company signed Mexican stars like Grupo Firme and Yahritza y Su Esencia, as well as other Latin music artists like Ivan Cornejo, Abel Pintos, Veigh and the estate of Jenni Rivera. “We continue strengthening [our] commitment to our global strategy,” Lioutikoff says.
As regional Mexican music grows in popularity, the importance of Estrella Media is palpable. The company’s KBUE radio station in Los Angeles has become the No. 1 station in L.A. and the No. 1 regional Mexican outlet. León attributes the milestone to a rebrand that “superserved” its L.A., Riverside and Southern California audiences, as well as to global streaming audiences and the company’s strategic work programming to listeners.
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