Culture, as a term is used daily online, and other media to talk about elements of society that appear to be at odds, politically and/or socially.
Even when you look the Oxford definition of the word, you’ll see that it can mean BOTH
“the customs, arts, social institutions, and achievements of a particular nation, people, or other social group.”
AND
“the arts and other manifestations of human intellectual achievement regarded collectively.”
As in “20th century popular culture”.
This last iteration is a unifying one because it allows culture to move beyond its provenance and therefore become something that can be rallied around, across borders and language. This is exactly the shift that we are seeing within music.
Music is being driven by CULTURE, with Latin and Spanish-language roots.
If you don’t agree, let’s look at the latest signals:
- Bad Bunny was announced as the headliner for the Apple Music Halftime Show for Super Bowl on February 8, 2026, having performed with fellow Puerto Rican, JLO during the 2020 halftime show
- Streaming continues to rise and be dominated by Latin/Latino/Latine talent, with Benito topping worldwide charts at Spotify for three of the past five years and Cardi B topping the charts with her sophomore album, the Dominican’s album has already been certified double platinum
- Colombian sensation Karol G will be headlining Coachella 2026, the first Latina artist to do so
These are just a few examples from the past three weeks alone, that showcase the influence that Latin artists are having within the industry with cultural impact far beyond their music.
While this does not come without controversy, the U.S. is poised for continued influence in popular culture because “Latinos make up approximately 20% of the U.S. population, with the most recent U.S. Census Bureau estimates (as of July 1, 2024) putting the number at about 68 million. This makes them the largest racial or ethnic minority in the country,” and despite this Latinos are also responsible for 30.6% of the growth of the national GDP.
Moreover, Latin spending power in the U.S. is supercharged, representing a purchasing power of approximately $4.1 trillion in 2023, equivalent to the fifth-largest GDP globally if measured independently. Collectively, the Latin community represents a major economic force, contributing to the growth of various markets and surpassing the national average in terms of growth speed.
However, what’s impressive is that through the cultural exchange of the arts, the broader U.S. public is voting with their actions as they listen to, watch and otherwise buy into this cultural shift. This trajectory has been the same since before my time at People en Español and the New York Latino Film Festival, working to shine a light on the endless talent of Latinos across the globe, within the U.S. through the arts and beyond.
What does this moment mean more for Latin countries and artists?
Music artists across the world see the U.S. market as the gold standard. The apparatus supporting music creators and the music industry beyond record labels, including IP protections, contracts, branded opportunities, and many elements that we assume are commonplace, do not work the same in Latin America and the Caribbean for example. There is a lack of access to critical resources and reliable information that can make or break an artist or project in the Dominican Republic.
Despite these shortfalls, the Caribbean, including the Dominican Republic (D.R.):
- (Across the Caribbean), recorded music income rose nearly 25% in 2021, following 15% growth in 2020. Streaming dominates with over 83% of music revenues, and that segment grew 37% in 2021
- Platforms like YouTube, Apple Music, and Spotify are the region’s primary streaming services. Increased internet access has dramatically expanded reach for Dominican artists globally
- In the Dominican Republic, Spotify users grew from 680,000 to 811,000 in the fourth quarter of 2024 (RIAA)
- Economic Contribution (in D.R.): ~2% of GDP, 100k+ jobs in creative “Orange Economy”, which includes music and production
These figures reflect the Dominican Republic’s unique position as a Caribbean hub for artists, managers, creatives, and industry players looking to connect and grow. It is home to an extraordinary wealth of talent and musical diversity and this is the moment to help build the bridge for them based on the success of our (Latin) Culture within Popular Culture in the U.S. This means helping to build a pipeline of music professionals in the region, by bringing the best possible resources and experts to the Dominican Republic so that the local industry can learn, grow, and thrive on a global scale.
To achieve this, I am helping to launch MusiCon by RT (MCRT) a B2B Music Conference in the Caribbean in 2025. The event will take place on Nov. 20th and 21st in Santo Domingo, Dominican Republic on the eve of Benito’s residence in the country. It will bring together U.S. based professionals with Caribbean based music talent and creators, alongside three partners, including Founder, Gabrielle Mella.
We are ecstatic to announce that Thatiana Diaz, Editor-In-Chief of Remezcla & HipLatina will be one of the featured panelists.
At MCRT, attendees will leave with:
- Practical knowledge on how to manage their careers and projects
- Connections with key players and experts
- Resources to help them grow with confidence and clarity
At MCRT, we invite music creators to:
- Connect with the (Dominican) music industry.
- Learn from professionals.
- Grow with us.
If you’re interested in fueling further growth, reach out to me directly or visit www.MusiConRD.com fill out the form to register your interest, and join us. It’s that easy. We will be sending out news and information, including panelists and more, to all who register!
Author
Pedro L. Rodriguez
Founder & Principle
PLR Group Inc.