Photo Credit: Billboard
Miami Beach, FL (October 22, 2026) – On Wednesday, October 21st, Billboard Latin Music Week, the most prestigious and longest-running week dedicated to celebrating Latin Music, continued the festivities with more exciting and groundbreaking discussions at The Faena Forum Miami Beach. The schedule was packed with dynamic panels and thought-provoking discussions, showcasing some of the most influential figures in Latin music.
The day kicked off with Buenos Días con Ghazi: On The Record. Ghazi, (CEO, Empire), joined Kristin Robinson, (Senior correspondent, host of On the Record, Billboard), for a conversation about the globalization of music and the challenges facing the industry, including monetization, finding executives who share the same vision, and cancellations caused by immigration difficulties in the United States. They also highlighted the cultural and linguistic connection that unites Latin American markets, which they see as key to Latin music’s international reach.
Then, The Spanish-Speaking Touring Corridor: How Arenas Are Powering the Global Growth of Latin Music presented by Movistar Arena Madrid and the Asociación Hispanohablante de Arenas del Espectáculo saw Melanie García Vélez(Coliseo de Puerto Rico), Pascual Egea (President, Spanish Concert Promoters Association, APM), Felipe Pimiento (Artist Manager / CEO and Founder of PIMIENTO ENTERTAINMENT), and moderator Paz Aparicio (Movistar Arena, Madrid) come together to discuss the importance of concert venues on the growth of live music, highlighting how the artist and fan experience, security, production and infrastructure all play a role in a show’s success. They also discussed the economic impact of concerts on cities, the growth of arenas in Latin America, tour planning and the need to match venue capacity to each artist’s level.
Recalling the historic achievement of Bad Bunny’s residency at the Coliseo de Puerto Rico, which had an economic impact on the island with 31 concerts in total,Melanie García Vélez said, “We have been the most important venue, and making history not just for Puerto Rico. Creating experiences is the key. The experience begins the moment you walk into the venue. We want both the artists and the audience to feel at home.” Pascual Egea added, “If they treat you well and it’s a good experience, you’re going to keep going back to the venue.” Felipe Pimiento also spoke about artists’ growth and choosing the right venue: “Everyone wants the Movistar Arena, but everything happens at its own time… Small venues are important. If we only focus on big arenas and the artists who fill them, we’re losing focus.”
In The Many Faces of Latin Pop Today, brought Carlos Rivera, Mau y Ricky and Na’vi in conversation with Ingrid Fajardo (Senior Social Media Manager, Billboard) to chat about the evolution of Latin pop, its ability to blend different genres and the importance of finding your own musical identity.
Speaking about what defines pop, Ricky said, “For me, pop encompasses different genres. It shows up in different ways. Rawayana is considered pop, Carlos Rivera is pop, and I always get put in pop even if the song has a dembow.” Carlos Rivera emphasized that pop has the ability to reach diverse audiences: “It’s the music that reaches the most people, regardless of the fusions or rhythms we might have… Everything fits in pop: mariachi, salsa, bachata.” The conversation also explored the producer’s role in the creative process. Na’vi said, “I compare it a lot to being an airplane pilot. We are at the service of the artist, like a pilot with the passengers… Before going into the song, I try to connect with the artist.”
Mau & Ricky talked about the influence of growing up surrounded by music as the sons of Ricardo Montaner, and the journey they went through to find their own identity. “My dad has always been very detail-oriented in his songs… Because we’re Montaner’s sons, it took us a long time to find our identity. It took us a while, and we did it in the public eye, and it wasn’t until 13 years in that we started to discover who we were,” said Mau.
Things took a more intimate turn with the ‘Like Minded’ panel presented by BetterHelp in a conversation about mental health featuring Maluma, moderated byPatricia Artieda (LMFT, BetterHelp Therapist), and Leila Cobo (Co-Chief Content Officer, Billboard).
The Colombian artist talked about the importance of therapy, discipline, nutrition and balancing his family life with his career. On fatherhood, Maluma said, “This second child is coming to teach me different things. When Paris, my first, was born, it was a hard landing… Every day it gets harder for me to leave the house… but it’s also about balance. I’ve found that balance between my family and my career.” Maluma also stressed the importance of recognizing your fears and seeking professional help. “Therapy is important because it’s transformative. It can feel uncomfortable, but you have to turn to professionals. Therapy is looking at yourself in the mirror, seeing those fears and wanting to overcome them,” he said.
The power of love was felt at Latin Music Week with the Love and Music panel presented by Walmart, where superstar couples Jay Wheeler and Zhamira andJessi Uribe and Paola Jara were joined by Sigal Ratner-Arias (Deputy Editor, Billboard Español) for a candid conversation about their experiences balancing their personal relationships, raising their children and their music careers.
Jay Wheeler shared that his own family experience has shaped his drive to be the best father to his daughter: “We have to be with our kids no matter how hard it is. I do everything I can so she’s with us. When my parents got divorced, it affected me a lot. The day something from work conflicts with my daughter, we drop it.” Speaking about the pros and cons of working together, Jay said, “Separating the personal side from the career is hard. Sometimes I tell her, ‘It’s not me, babe, it’s Wheeler.’” Zhamira added, “At the end of the day, we’re always going to want the best for each other, because it comes from love.”
The conversation also led to a reflection on the moments of exhaustion that can come from balancing motherhood with a career. Paola Jara shared that she has gone through difficult months, but highlighted the support she receives from her partner, Jessi Uribe. “I think there are moments when you lose motivation, your battery runs out, you feel like giving up… but thank God, when that happens, when one of us is unmotivated, the other one has their battery charged,”
Attendees enjoyed La Monarca Mexican Wedding Cookies & Cafe de Olla sold at Walmart between panels.
Throughout the day, as the Official Auto partner, Lincoln gave attendees the opportunity to reset, recharge, and refocus — offering sensory experiences and special perks onsite.
During the Sony Music Publishing Icon Q&A With Maluma, presented by Sony Music Publishing, Jorge Mejia (President & CEO, Sony Music Publishing Latin America) introduced Maluma and Leila Cobo (Co-Chief Content Officer, Billboard) back on stage to discuss who returned to the stage to talk about the different stages of the Colombian artist’s career through some of his most iconic songs, including “Agua” with Shakira, “Borro Cassette,” “4 Babys,” “Hawái,” “El Amor de Mi Vida,” “Uno + Uno” with Kany García and “Quién” with Carín León.
Among the conversation’s standout moments, Maluma got emotional talking about his global hit “Hawái”: “I cry out of gratitude, I swear to you, because in this career you lose yourself a lot. There’s too much hunger, and when that hunger comes, you lose your way and forget the amazing things that have happened to you.” Recalling the moments he has experienced performing the song in different places around the world, he said, “Music has taken me to such wonderful places, and having the opportunity to sing this song and connect with so many people… it makes me emotional. It’s not because of a specific moment, but it’s like such a beautiful gratitude deep in my heart. Today I’m just opening my eyes and realizing how many things we’ve accomplished, and I swear to you, I’m not looking for anything more. I already feel complete. I feel fulfilled.”
At the end of the panel, Maluma received a surprise from Jorge Mejía (President and CEO of Sony Music Publishing Latin America and U.S. Latin), who presented him with an award honoring his 32 No. 1s on the Billboard charts.
In The Power Players: Managers Edition, Jorge “Pepo” Ferradas, (President and CEO, FPM Entertainment), Rebeca Leon, (CEO, Lionfish Entertainment), and Walter Kolm (Founder and CEO, WK Entertainment) joined together to discuss the role managers play in the music industry and the challenges of working with both established and emerging artists, moderated by Pamela Bustios (Senior Charts & Data Analyst for Latin & Billboard Español).
During the conversation, the panelists agreed that being a manager goes beyond creating opportunities. Rebeca León shared, “Being a manager is being a guide, having answers to a lot of questions, and it’s super hard. I don’t know if it’s for everyone. It’s being at the service of someone else’s dreams.” Walter Kolm emphasized the importance of having a strategy to reach concrete goals and the responsibility to always guide artists honestly. “I always tell artists: you pay us to tell you how things are, not what you want to hear,” Jorge “Pepo” Ferradas, for his part, said, “The manager’s job is the work no one sees. It’s not magic, but everything that happens around it is important.”
In one of the most anticipated panels of the week, Superstar Q&A with Becky G saw the trailblazing artist be joined by Jason Lipshutz (Co-Chief Content Officer, Billboard) to discuss her career journey, and the incredible year she’s had.
When discussing her career and what it takes for artists to break into music, Becky G said, “I feel like there are a lot of examples of all of our favorite overnight successes taking about 10 years. We don’t see it, because what we see is the edited, filtered, teeny-tiny, microscopic part of the journey. It’s never the whole thing.” She went on to connect that message to her documentary, Rebecca, released last year: “That’s why releasing my documentary, Rebecca, was such a big deal for me, because there was so much that happened in my life that no one had any idea about, and what I had to deal with.”
On why she moves between so many genres in her music, Becky G said, “I make music the way I listen to it. I don’t just listen to one genre. I think there are some artists that like to stick to something because of a sonic experience for fans, and I think that’s what ESQUINAS and ENCUENTROS were for me. But I’m a fan first, and I’m a fan of so many artists from so many different countries and languages, and to limit my creativity doesn’t feel right.”
The afternoon continued with the Icon Q&A with Rubén Blades, where the legendary artist was joined by Leila Cobo (Co-Chief Content Officer, Billboard) to discuss the legacy of one of the most celebrated artists in Latin music history.
Reflecting on success and fame, Rubén Blades credited his values to his family and the community where he grew up. “My family, the people in my neighborhood, taught me to work for what I have, to be grateful, not to be arrogant. That wasn’t allowed… There are people who are better than me but didn’t have the opportunities I had. I didn’t get here alone; there are people who helped me a lot.”
On his legacy as a songwriter, Rubén Blades highlighted music’s role as a way to tell stories and portray social reality. “My contribution was that music didn’t necessarily have to be escapist, about the same themes: a woman’s betrayal, a friend’s betrayal. Here we can write about other things to create interest,” The Panamanian artist, who will receive the Icon Award at the 2026 Billboard Latin Music Awards, also reaffirmed the importance of honesty in his work: “The worst thing that can happen to a writer is having to say that what they wrote wasn’t honest, and I can say that what I wrote is honest.” Speaking about his collaboration with Calle 13, Blades highlighted his musical curiosity and his openness to working with artists from other generations: “I like all genres. I started with rock. When I heard what René was doing, I’m not a rapper, but instinctively I could contribute something. We both have the same curiosity. It’s like suddenly taking part on a different level, but one where you also learn. I graduated from Harvard University in ‘85, but the learning process never ends.”
In Generaciones: Why Nostalgia is Hipper than Ever, presented by Andrea Ramirez PR, Mar Solis, Emir Pabon of Grupo Cañaveral, and the members of Grupo Niche, Alex Iñigo, Alex Torres, Fito Echeverria, Luis Araque, came together to discuss how music from the past continues to connect with new generations, moderated by Pamela Bustios (Senior Charts & Data Analyst for Latin & Billboard Español).
Mar Solís emphasized that emotional connection is what allows a song to stand the test of time, no matter when it was created. “Feelings connect us. What never changes is the connection with our hearts. Nostalgia shows us that emotions never change,”. Emir Pabón reflected on how Grupo Cañaveral has kept its music relevant while adapting to changes in the industry. “Understanding the roots of the genre, believing in what I’m doing… and when you step out of your comfort zone, wonderful things start to happen. You can make a song today and it doesn’t sound the same as in 1995, but it can’t be the same, because everything is digital now, and it’s not going to sound the same,”
Speaking about songs that stay in the audience’s memory, Alex Torres of Grupo Niche highlighted “Cali Pachanguero,” one of the group’s signature songs. “There’s a song that is Niche’s anthem, ‘Cali Pachanguero.’ It talks about the longing and nostalgia a person feels when they’re away from their country, missing what they have at home and in their homeland, that they can’t have at that moment. It’s a nostalgic song in its lyrics, but full of flavor in its rhythm,” The group performed the song a cappella during the conversation and sang it again at the close of the panel.
Things took an exciting turn with the Talking Music: The New Wave of Podcasters, featuring podcasters Agushto Papa, Juancito, and Jess Judith alongside Isabela Raygoza (Associate Editor, Billboard Español) to speak on the rising impact of podcasts in not only as a major force in the media landscape, but in its impact to generate success for artists in the modern-day music industry landscape.
Talking about how they got started, Agushta Papa shared that the podcast came about after trying to break into music. “We started the podcast because music didn’t work out for us,” Jess Judith highlighted the importance of developing your own voice and staying true to your personal interests. “You have to do what you like, and be yourself… People want to get to know the real you.”
On the value podcasters can bring to artists, Juancito said, “We’re all dreamers. What do I bring to artists’ promotion? What do you have to give an artist that makes coming on your podcast attractive to them? I look for strategies… Now the audience is part of it and adds to the artist’s promotion.” Explaining how he gets his guests to share personal experiences and open up during conversations, Juancito said, “I learned how to listen, and I turned it into my strength. The secret is listening. Sometimes a person tells you something with a gesture.”
Wrapping up this year’s panel programming in one of the biggest moments in Latin Music Week history, Superstar Q&A with Pitbull: Chart History Live saw Mr. Worldwide sit down with Leila Cobo (Co-Chief Content Officer, Billboard) to discuss his record-setting run as one of the most successful artists in Billboard chart history, and how his legacy continues to see record-breaking heights far beyond the new generation.
When looking back on the hits that defined his career and the mindset that got him there, Pitbull stated. “I don’t pay much attention to the charts. What’s for you, no one can take it from you. What is meant to be is meant to be. Lil Jon gave me the opportunity. I am an underdog; you don’t let opportunities go,” he said. Reflecting on his collaboration with Bon Jovi on “It’s My Life,” he recalled: “I told him it would be cool if I did one of your records, and he told me, ‘Cool.’ I started with ‘Livin; a Prayer.’ He told me, ‘No, we have to do “It’s My Life,”’ and I told him, ‘Of course.’ When they give you that trust, it’s a responsibility. Now when I see Bon Jovi, he tells me, ‘When are we doing another one?’” He also paid tribute to his longtime collaborator IAMChino: “Chino is my little brother. Chino is somebody who has big energy, that energy of moving forward. I wouldn’t be here in music if it weren’t for Chino over the last 10 years. Chino, I love you.”
Pitbull also exclusively shared that his I’m Back tour will head to Latin America in February with stops in Brazil, Colombia, Peru, Chile, Argentina and Mexico. Closing the session with a message about perseverance, he said, “If you work hard and stay focused on your thing, God doesn’t fail, just so you know. Short steps, long vision.”
The Wow Popy Mundial Album Release Party hosted by DJ YUS shut down Furia Rooftop Miami and provided an intimate opportunity for fans to get exclusive access to the new album.
Billboard and Eater hosted the first-ever El Pre Party, a celebration of Miami’s vibrant food and music scene. Guests enjoyed bites from Miami favorites, including Hispanic-owned establishments Caracas Bakery, The Wolf of Tacos and Sanguich, with recipes from Sanguich featuring Walmart products and the new Great Value Hispanic spices, a fresh expansion of the beloved Great Value brand. The experience spotlighted the founders and flavors behind these brands, bringing their stories and products to life through food. The night also featured salsa dancing with Natasha Nazario, special performances by Lenny Tavárez, Anthony Ramos and Micro TDH, and a DJ set by EP The Latino.
The party continued with Billboard En Vivo featuring Jay Wheeler and Zhamira with special guest Conep presented by Sonesta International Hotels, seeing the three artists deliver groundbreaking performances. On site, SharkNinja brought beauty, glam and refreshments into the mix. Hair touch-ups using the Shark FlexStyle® NextGen: IonCurl and Shark Glam™ multi-stylers, plus a glow bar gem station, helped attendees level up their looks before heading out to enjoy the show. Meanwhile, Shark® ChillPill™ and frozen drinks from Ninja SLUSHi® Max machines offered a chance to escape the Miami heat and cool down between performances.
Day Three of Billboard Latin Music Week was a testament to the genre’s boundless creativity, cultural power, and global reach, blending genre innovation, and iconic storytelling with unforgettable live experiences.
After the En Vivo, a special party bus took guests to an exclusive after-party at Brickell Sala de Despecho, where they enjoyed a surprise performance by Alleh.
Billboard Latin Music Week will coincide with the Billboard Latin Music Awards which will be presented LIVE Thursday, October 22 at 8 p.m. ET / 7c, on Telemundo and Peacock from the James L. Knight Center in Miami. The event will also be available on Universo and the Telemundo app, as well as throughout Latin America and the Caribbean via Telemundo Internacional. Fans can also experience the 2026 Billboard Latin Music Awards in person, with tickets now available through Ticketmaster.
Following the awards on Thursday October 22, the week will culminate with the Billboard Latin Music Week Official Afterparty: Anuel @ LIV Nightclub Miami 21+. Tickets HERE.
Billboard Latin Music Week 2026 partners include AARP, BetterHelp, Harbourview Equity Partners, HYBE Americas, Lincoln, Maybelline New York, Shark Beauty, Sonesta International Hotels, Walmart and more.
