Latin Music Marketing in 2025: The Year of Momentum

In 2025, the Latin music market in the U.S. is not just growing—it’s accelerating.

According to the Recording Industry Association of America (RIAA), recorded-music revenue for the Latin genre hit US $490.3 million in the first half of the year—a 5.9 % increase over H1 2024. This marks the 12th straight year of mid-year growth, underscoring the sustained upward trajectory of Latin music.

Latin (music) now accounts for 8.8% of total U.S. recorded-music revenue, positioning the genre as a significant piece of the broader music economy.

Via RIAA:

·      Streaming is the story: 98 % of U.S. Latin-music revenue comes from streaming.

·      Total streaming revenue reached US $481.6 million, up 6.3% year-over-year.

·      Paid subscription revenue alone jumped 11.2% to US $271.1 million.

In addition, research firm Luminate recently named Latin among the

“Top 4 Music Streaming Genres,” signalling that Latin is no longer niche—it’s core.

So, what does this mean for marketers, artists and labels?

Here are some marketing considerations:

1.    Build Artist Brands, Not Just Songs. Streaming has shifted power to personality and narrative. Fans follow creators, not catalogs. Successful marketing means:

• Building an authentic artist identity that lives across platforms (Spotify bios, TikTok content, Reels, podcasts, live sessions).

• Using storytelling as the connective tissue—behind-the-scenes moments, collaborations, and social causes all strengthen fan attachment.

• Turning every release into a chapter of an ongoing brand story.In short: consistency and humanity outperform virality.

2.     Leverage bilingual/bicultural content. As Latin (music) crosses cultural and language barriers, discovering how to speak to both Hispanic audiences and the broader mainstream with authenticity will be key.

3.     Invest in streaming-first strategies. With nearly all Latin (music) revenue coming from streaming, campaigns must be built with playlists, (algorithmic) discovery, and subscriber behaviours in mind.

4.     Foster Connection Thru Community. In an era of unlimited access, fan connection is the differentiator.

Marketers should:

• Pay attention to direct-to-fan ecosystems (WhatsApp channels, Patreon, gated communities).

• Create interactive experiences—remix challenges, early-access drops—that turn listeners into participants.

• Reward engagement with exclusive content, early tickets, or limited merchandise.

When fans feel seen and involved, they become amplifiers—not just consumers.

Finally: position Latin as mainstream—not just crossover.

With Latin now firmly in the top four streaming genres, marketing plans should treat it as a stand-alone powerhouse, not just an add-on.

2025 continues to be a defining year for Latin music marketing—where data meets culture, streaming meets storytelling, and Latin becomes central to the global music strategy.