Miami Beach, FL (October 23, 2026) – Billboard Latin Music Week, the most prestigious and longest-running event dedicated to celebrating Latin music, brought together the biggest names in the genre and the leading experts shaping the industry. Held at the Faena Forum in Miami Beach, the three-day gathering featured exclusive panels, conversations, performances, and networking opportunities. The packed schedule offered dynamic, thought-provoking discussions with some of the most influential figures in Latin music.
See a Full Recap of the Week Below:
Monday, October 19th:
The day kicked off with Buenos Dias con Miami: Where Music Lives, with IAmChino and Connie W. Kinnard (Senior Vice President, Destination Engagement for the Greater Miami Convention & Visitors Bureau), moderated by Leila Cobo (Co-Chief Content Officer, Billboard), discussing Miami’s impact as the epicenter of Latin Music.
When asked about the music that represents Miami, IAMChino pointed to “Move Shake Drop” by Pitbull and Flo Rida. He explained how Pitbull’s style of dress, the production, and the dancers in the video reflect the essence of the city. He also shared details about his relationship with Pitbull and how Pitbull’s music has been part of Miami’s nightlife since the beginning. “At that time, I lived near 67th Avenue, worked as a DJ and played Pitbull’s music. Later, Pitbull started inviting us to his events, and that’s where our professional relationship began,” recalled the producer and DJ, who also collaborated on Pitbull’s latest album, PITCOIN. Connie W. Kinnard highlighted the uniqueness of the city’s music scene: “There is no other place like Miami when it comes to music. The city gets to celebrate and tell its own story through its music, its cultural roots and the people who create it.”
The day continued with By The Numbers: The State of Spanish Language Music Worldwide with Luminate CEO, Rob Jonas discussing the growth of Latin Music on a global scale.
In Beyond the Algorithm: From Viral Moment to Global Fanbase presented by UnitedMasters, featuring Lyanno, YO GANGSTA, Maria Gracia (Head of Latin Artist Marketing, UnitedMasters), and moderator Gabo Llano (Head Music Operations TikTok Spanish Speaking Latam), discussed how to translate 15-second internet attention into a sustainable, global fanbase without traditional major label radio machinery. During the panel, Lyanno stated, “When I started my career, these platforms didn’t exist like they do today, so I focused on how to stand out among other artists and songwriters … on trying to find what makes you unique. That’s what makes you connect with the audience: being clear, being different. What works for someone else won’t necessarily work for you. Be real with your music and be different.” YO GANGSTA stated that “the important thing is to be clear on the narrative of your art, your ecosystem. When you’re clear on it, it’s going to be interesting to your audience.” Maria Gracia, for her part, said the key is “to be genuine, to be real.”
In Latin Music’s Independent Revolution Virgin Music Group executives Nat Pastor (Co-CEO), and Víctor González (EVP, President of Latin America, U.S. Latin, and Spain) joined Jason Lipshutz (Co-Chief Content Officer, Billboard) for a conversation on how independent labels and artists are the engine behind much of the global success in Latin Music.
Additionally, in Keynote: The Rise of Latin Music Globally, Alex Gallardo (President, Sony Music U.S. Latin) and Tommy Mottola (Founder and Chairman, Mottola Media Group), sat with Leila Cobo (Co-Chief Content Officer, Billboard) to discuss the global expansion of Latin music, from the moments that helped drive its international reach to the opportunities in the current market, highlighting the genre’re authenticity, artistic identity and its ability to connect with new audiences. They mentioned figures such as Ricky Martin, Shakira and Thalía, who helped open doors and laid the foundation for Latin artists’ global reach. They recalled the time Ricky Martin performed at the Grammy Awards and stars like Madonna were thrilled to see him on stage.
“Latin music has a great ability to connect with people. Gloria Estefan was my big connection to the Latin market and, of course, Shakira. It was also a blessing to meet Thalía almost 30 years ago, when Emilio Estefan introduced her to me. Seeing everything we’ve built together throughout her career has been an extraordinary experience. Thalía has been the best part of my life, a blessing and a gift from God,” said Tommy Mottola. Alex Gallardo, for his part, noted that “Mexico, Brazil and the U.S. Latin market are among the three most important music markets in the world, and today the doors are open for Latin artists. But it’s not enough to release one album after another; you have to have an authentic artistic vision, tell a story and create a connection with the audience.”
Later, in Brazil on the Rise: The Sound, Scale & Future of Brazilian Music, presented by Believe, Alejandra Olea (Managing Director, Americas, Believe), Bruno Duque (Head of Latin America and Brazil, TuneCoree), Diego Douttes (Co-Founder, Sonar Music), and artist MC Kako, joined Dan Rys (Executive Editor of Business, Billboard) to discuss how Brazil, the world’s fourth largest music market, is finding a global audience for its music in Portuguese.
The afternoon began with From Local Creativity to International Expansion: The Grupo Frontera Case Study presented by The Orchard. The co-founders of BorderTown Records and members of Grupo Frontera: Adelaido “Payo” Solís III, Alberto Acosta and Juan Javier Cantú in conversation with Miguel Ramirez, (GM, BorderTown Records) and moderator Claudia Ochoa, (SVP, México and US-MEX, The Orchard) sat down to discuss how artists build partnerships in the industry to scale their business while keeping their creative point of view.
“The first time we left Mexico and went to Argentina, with a sold-out show at Luna Park, we realized our music wasn’t something new there, because cumbia also exists in Argentina and other places. But people understand the messages in our lyrics: it’s a message that doesn’t need words,” said Adelaido “Payo” Solís III, lead vocalist of Grupo Frontera, which will soon be touring Japan.
One of the day’s most anticipated moments came with the Superstar Q&A: The Stories Behind the Songs with Kany Garcia, moderated by Leila Cobo (Co-Chief Content Officer, Billboard) where the trailblazer discussed her inspiration and creative process in her songwriting.
Among her most successful songs, Kany García highlighted her global hit “Te lo agradezco” with Carín León: “I had written the song, but I didn’t have the title or a way to start the chorus. We were at the Latin GRAMMYs and, in the middle of getting our makeup done, Carín said to me: ‘Te lo agradezco [I thank you for it],’ and he gave me the part I was missing for the song… When he heard it, he was so excited that he told me: ‘Let’s record the song now’ (it was 1 am), so then he said, ‘Come to Hermosillo and we’ll record it there.’ We recorded the song in Hermosillo, and it took over the world.” With nearly 20 years in her career, Kany recalled a difficult moment when she even thought about quitting. “I remember telling a friend: ‘I’m going to quit now,’ and my friend laughed, saying ‘You love what you do.’ Music isn’t the same as it was 20 years ago, and the challenge is how to do new things to stay relevant.” Kany closed her session by performing “La Niña Que Fui” and was surprised on stage with a Platinum record.
The Salsa Revival: Bridging Generations, presented by AARP, featured Luis Figueroa and TIto Nieves for a conversation with Bryant Pino (Senior Director, Latin Music Programming, Sirius XM) to discuss the evolution of salsa, its deep connection across generations of artists and the possibility of bringing the genre to new audiences through English-language salsa.
“I want to support young people. Luis Figueroa is no rookie; he was about 12 years old when he took a photo with me. Now, seeing him here fills me with joy.” said Tito Nieves, who also highlighted new talents such as Christian Alicea and Daniela Darcourt. He also shared why he started making salsa in English: “I made salsa in English because my son used to tell me, ‘Papi, I love your music, but I don’t understand.’ Marc Anthony recorded in English, so did La India, and many other artists have done it too. [Salsa] can be in any language.” Luis Figueroa, for his part, said, “I was born in Philadelphia, and singing in Spanish has helped me a lot, but I also didn’t want to lose the connection with the audience that knows me from singing in English. It’s not just about connecting with a new audience, but also about keeping that bond with the people who have followed my music from the beginning.”
Billboard introduced Maybe We’re Next, Maybelline New York’s new music discovery platform, at Billboard Latin Music Week with an immersive content booth and Maybelline New York product sampling throughout the day.
Wrapping up the day’s panel, The New Urban Movement, brought together Kidd Voodoo, and Quevedo to discuss their musical roots, the evolution of their careers, and the impact of Latin urban music in new markets, moderated by Jessica Roiz(Associate Editor, Billboard).
During the panel, Quevedo said, “I heard reggaeton for the first time on the street when I was about 10 years old… But an important part of my personality comes from being born and raised in the Canary Islands. With El Baifo (his latest album), I wanted to reflect that identity… In the Canary Islands we have very unique music, and even though today you can draw inspiration from so many things through the internet, growing up there is part of who I am.” Kidd Voodoo, who highlighted the influence of Daddy Yankee and Don Omar, said, “I tried jazz, bossa nova and everything else because I didn’t want to accept that rock’s time had passed. I spent seven years making rock and never managed to get a single song to catch on. During the pandemic I started making reggaeton, and by my third song, things were already happening for me in Chile. Today, reggaeton is everything to me.”
Attendees also had the opportunity to connect directly with executives and thought leaders during intimate roundtable sessions. Representatives from Billboard’s U.S. and international teams joined partners including Andrea Ramirez PR, BIME, EB Producciones, Fusion 4 Media LLC, KOSIGN, La Industria Inc, Plus Media Music, UnitedMasters, Universal Music Publishing Group, Tickeri, and more. These sessions fostered direct dialogue and provided practical insights on everything from distribution and touring to media strategy, branding, and international growth.
The night shifted into performance mode at the Furia Disco Rooftop with the Billboard Latin Music Week Opening Night presented by Boombastic featuring Isabella Araujo, Amigo de Artistas, Brray, Domelipa, Ela Taubert, Erick Brian, Exti, FLVCKKA, Kidd Voodoo, Kristina, Lorna, Nailah Blackman, Ramma, andVius.
The SANTOS BRAVOS Showcase, presented by HYBE Latin America, capped off the night, where the new global Latin pop group sat down for a conversation on their first year together, followed by an intimate performance.
Looking back on the group’s first year together, Mexican-American SANTOS BRAVOS member Drew Venegas shared: “I think one thing I can say that I took from this year is learning how to be by yourself and know that sometimes you’re gonna get lonely. And no one talks about that, but it’s all a sacrifice because we know what we’re doing for this group and we know what we’re doing for the fans. We want to get to that point where we look back and it’s all gonna be worth it, you know. So I think that’s the mentality for this past year.” SANTOS BRAVOS member Kenneth Lavill highlighted one of the moments that left a lasting impression on the group: “The Fan Fest in Monterrey with Enrique Iglesias was very important to us. We’ll never forget the 87,000 people who were there.”
Tuesday, October 20th:
The day kicked off with Buenos Días Con Cristina Perpiñá-Robert, presented by SGAE, where the SGAE CEO sat down with Pierre Hachar Jr., Esq. (Managing Partner, The Hachar Law Group) to discuss AI-generated music and the future of creativity. The conversation was moderated by Tatiana Cirisano (Vice President of Music Strategy, MIDiA Research).
In From Cassettes to Streaming: The Evolution of a Reggaeton Hit featuring Ryan Castro, Baby Rasta & Gringo joined in conversation with Ingrid Fajardo(Senior Social Media Manager, Latin, Billboard) to discuss the evolution of reggaeton, from distributing music on cassettes and CDs to the rise of digital platforms and social media. The artists reflected on how these changes transformed the way music reaches audiences, as well as the challenges the genre faced in its early days, when it didn’t have the backing of the music industry.
“It was tough back then. Our music would come out in Venezuela first, and only later would it get released in Puerto Rico. Then ‘La Gasolina’ came along and sold 1 million copies, and after that, all the record labels started supporting reggaeton,” shared the duo Baby Rasta & Gringo. “We’ve always searched for our own sound, because that’s how you hook the audience, and ‘Me Niegas’ is exactly that… That song reached 500 million views, and it’s the track that connected us with today’s music listeners. It was like a comeback for us. It was meant for people to listen to at home, and now they’re listening to it at the club,” they added.
Colombian artist Ryan Castro mentioned, “It makes me proud and nostalgic to watch my old videos, because my flow is truly my own; it’s my DNA.” He also spoke about the importance of having a good support system: “I don’t live like I’m in a movie all the time. I like to share with my fans. I stay in my neighborhood, with my family, and the people who work with me are friends I’ve had for 20 years. That keeps me grounded.”
The star-studded exclusive conversations continued with The New Mexican Music Generation, featuring Clave Especial, Edgardo Núñez, Emmanuel Cortés, Hermanos Espinoza and Los Dos de Tamaulipas, moderated by Isabela Raygoza (Associate Editor, Billboard Español). The panel highlighted the worldwide dominance of Música Mexicana and the new generation carrying its sound into global territory.
In Rawayana Beyond The Stage presented by Live Nation, Alberto “Beto” Montenegro, and Andrés “Fofo” Story of Rawayana, and Hans Schafer (SVP of Global Touring, Live Nation) joined Sigal-Ratner Arias (Deputy Editor, Billboard Español) in conversation around the Venezuelan band’s growth, their artistic evolution and the work behind their international success.
During the panel, the members of Rawayana reflected on the obstacles they faced early on and the importance of building a musical identity. Hans Schafer highlighted this quality of the band, saying, “There’s no path without failure. You have to find an identity, and Rawayana has that: it’s hard to copy and easy to recognize.”Rawayana’s Beto Montenegro explained how the band’s origins shaped their career: “We’re Venezuelan, and we come from a place where there was no structure for anything. We had to put together our own concerts, our own record label, and do everything intuitively.” Rawayana’s Andrés “Fofo” Story stated “The pandemic forced us to take a look at ourselves, rethink things and change. It was a turning point for us.”
The afternoon began with Film and Music, where Actor Carlos Sanson Jr., Scott Budnick (CEO, 1Community, Film and Television Producer), and Tokischaexplored the intersection of film and music in Latin storytelling, moderated by Rebeca Leon (CEO, Lionfish Entertainment.)
During the panel, Tokischa reflected on the challenge of playing a Mexican character as a Dominican, and the influence of Mexican culture: “It’s impossible to do a Mexican accent; I’m Dominican, so I approached the character from my Latina identity. I’m Latina, and I brought that part of me to my performance… In the DR, we grew up watching Mexican culture. When I went to Mexico for the first time, I thought I was in a telenovela. People talk just like in the telenovelas. All the characters I watched growing up, I saw in person.” On whether Latin film could reach the same level of international reach as Latin music, Scott Budnick said that this transformation is already underway. He pointed to the impact of Bad Bunny at the Super Bowl and to his company’s work developing more Latino stories. He added, “When we find stories that anyone, no matter where they’re from, can identify with, that will be the beginning of Latin film breaking into the mainstream.”
In Starlite & Billboard No. 1’s Madrid, Sandra García-Sanjuán (Co-Founder and Executive President, Starlite Music Group) was joined by Leila Cobo (Co-Chief Content Officer, Billboard) to highlight Starlite’s growth as an international entertainment platform and its role in raising the profile of global and emerging artists. During the conversation, they announced that Billboard will return to Starlite from December 11 to 17, 2027, as part of a partnership aimed at strengthening the musical and cultural ties between the Americas and Spain.
The sounds of the Caribbean took over with Reparto: Cuba’s Modern-Day Soundscape presented by EMM, Rami Records and Plus Media featuring Bebeshito, DJ Conds, Helabusador & Rey Tony and Wow Popy in conversation with Jessica Roiz (Associate Editor, Billboard). The panel highlighted the growing global impact of Reparto music, and how these artists are bringing the sounds of the island to never-before-seen heights.
On the identity of reparto, DJ Conds said, “It’s tied to Afro-Cuban music and elements of salsa. Reparto is rumba, it’s a party; when you hear it, you want to dance.” Bebeshito explained that the genre’s growth might require some changes: “I say the genre is growing so much that there will come a time when we’ll have to clean up the lyrics. Kids and older people listen to us… You can see it when you look at reparto from five years ago; it has nothing to do with what’s happening now. We have millions of views.” During the conversation, Wow Popy announced the release of his album Mundial, a project featuring collaborations with international artists. Helabusador & Rey Tony talked about the success of their song “Dichavate,” which hit No. 1 in multiple Latin American countries.
In the Executive Keynote, presented by Maybelline New York, Yasmin Dastmalchi (President of Maybelline New York, US) sat down with Leila Cobo (Co-Chief Content Officer, Billboard) to discuss Maybelline’s evolution, innovation and the importance of connecting with consumers without losing the brand’s identity. She also highlighted the role of authenticity in collaborations with artists such as Miley Cyrus, Nicki Nicole and Becky G, and explained how Latin music is part of the brand’s strategy to strengthen its connection with the Hispanic community. Panel attendees also received a selection of Maybelline ‘s fan-favorite products to take home and experience for themselves. At Billboard Latin Music Week, Billboard also introduced Maybe We’re Next, Maybelline’s new music discovery platform, with an immersive content booth where guests could recreate the brand’s iconic jingle and explore products through sampling and gifting.
The Superstar Q&A with Fuerza Regida and Memo Ochoa panel was one of the most highly-anticipated conversations of the day. The group spoke on their career journey, the sacrifices behind their success and the importance of staying true to their roots. Ochoa recalled his early days in soccer and the challenges he faced: “I started at 15, traveling by bus, out in small towns… I remember a lot of things, things that to this day you appreciate things people don’t see. I would take my 2 pesos to catch the bus so I could get to practice. People think I went by car or with a driver. I had a lot of coaches who didn’t believe in me, and the same thing happened to me as a professional.” Jesús Ortiz Paz (JOP), lead vocalist of Fuerza Regida, shared how music became his path and recalled his father’s influence: “Ever since I was little, I liked to sing because of my dad, because he would sing in the shower… He’s not a musician or a singer, but he sings well, and that inspired me to sing. The first song I learned was ‘Sonora y sus ojazos negros,’ and my dad taught it to me. But for me it was always about ‘singing’ or acting. My dad watched Pedro Infante and Cantinflas movies… I watched all of that and pictured myself on TV.” On the connection with his fans, he said, “In Mexico, the fans go all out; it’s a whole different story. We should always treat the fans with love and give them respect.”
The conversation also touched on JOP’s record label, Street Mob, and how it’s giving young people the opportunity to pursue their dreams in music. Its roster includes artists like Clave Especial. JOP also highlighted his commitment to his community in San Bernardino, California, through building sports centers. Speaking about this philanthropic work, Ochoa said to Fuerza Regida: “It’s important to give all of that to the Latino community; sometimes they can’t find a helping hand to get there. Maybe you won’t become a professional soccer player, but it helps you. You are an example that when you do things right, you can be successful.”
The Women’s Panel: Global Rising, featuring the brightest new female stars in the genre, Ana Mena, Aria Vega, Greeicy, LALI, Lola Indigo, and RaiNao, discussed the growing dominance of women in Latin Music, moderated by Sigal Ratner-Arias (Deputy Editor, Billboard Español).
On building her own identity, LALI said, “An artist’s identity is forged over a whole lifetime. It’s not a moment, it’s not just one album, it’s a whole lifetime. I don’t know if my knees will let me dance at 70, but my heart will. If this is your thing, it’s your whole life, through art.” During the conversation, Greeicy shared that becoming a mother hasn’t limited her ambitions: “Everyone says you lose something, but no. Now that I’m a mom, I feel like doing everything. It’s my son. This is a roller coaster, but you have to keep moving forward.” Lola Índigo highlighted the legacy of the artists who paved the way for other women, and the responsibility to keep that support going: “Just like people helped me, I feel like I have to do the same for the girls coming up. There’s room for all of us.”
RaiNao reflected on the constant evolution of her music and on creative freedom:“The most beautiful thing about music and art is that they always surprise us. I get inspired and make those sounds my own, and through that same process, new sounds keep developing. I’ll never get bored.” Ana Mena encouraged the new generation to trust their intuition and stay true to who they are, while Aria Vega emphasized, “You have to be YOURSELF. You’re successful when you’re happy, and you’re happy when you’re free.”
The Superstar Q&A with Anuel AA: Premiere Party delivered one of the most exclusive moments in Latin Music Week history. Joined by Leila Cobo (Co-Chief Content Officer, Billboard), Anuel AA exclusively debuted music from his upcoming album for the first time: a project that blends trap, reggaeton and pop while staying true to his roots.
Speaking about his new album, Anuel AA said, “I made it with my heart and soul, mixing trap and reggaeton, which are my roots. Sometimes you get so focused on evolving that you end up changing… The upcoming album will be the best of my career.” During the conversation, he gave attendees an exclusive preview of several songs from the album. These included “Sexo,” his collaboration with Elena Rose, and a corrido dedicated to Mexico, where the music has become a major source of inspiration in this new chapter of his career. Explaining his admiration for the genre, he said, “I love corridos. When I got out of prison, I wanted to do something with DEL Records, but it didn’t end up happening… I sing for the streets, and since corridos are for the streets, I get a lot of inspiration from that music.” He also shared the personal connection behind the tribute: “During a bad time in my life, Mexico was there for me, so I wanted to do this for Mexico… It comes from the bottom of my heart.”
Anuel AA described this year as one full of change: “I feel like this was a year of getting grounded. I’ve been cutting out what isn’t good for me, mentally and physically. This year really hit me. I’m not a kid anymore; time keeps moving and it doesn’t stop.” He also said he’ll be announcing a tour soon, and revealed that he’s working on business ventures to build a legacy beyond music, and to show other Latinos the opportunities available to them in business.
To cap off the panel programming for the day Milestone Moment with Grupo Duelo, presented by La Bonita joined in conversation with Tere Aguilar(Billboard’s Mexico Correspondent and Journalist) to speak on Norteño’s newfound global reach. Additionally, the group was surprised with a No. 1 Plaque from Billboard, the first time the group has received this honor.
The festivities continued with the Peermusic Artist Showcase presented by peermusic at Faena Theater featuring groundbreaking performances from ANASOF, ISADORA, Dale Pututi & Nesty.
More exclusive showcases followed, with the OneRpm Artist Showcase presented by ONErpm featuring Alex Rose, Jey One, and La Gabi.
The Warner Music Latin Showcase brought together standout talent such as Fanta Rosario, Hanzel La H, Pressure 9X19, Brray, Tury, Rowma and Turbo to the Furia Rooftop Miami.
To close out the night, the annual Billboard en Vivo: One Night Only showcase brought Fuerza Regida to the Faena Theater for an explosive celebration of the record-breaking group, bringing Música Mexicana to the heart of Miami with surprise guests including Adelaido “Payo” Solís III of Grupo Frontera, Anuel AA, Clave Especial, Los Gemelos de Sinaloa, and Yung Beef.
Wednesday, October 21st:
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.
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.
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).
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)
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.
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. Walmart celebrates the Hispanic founders and flavors shaping Latin food culture today, with Sanguich’s recipes featuring Walmart products that reflect the entrepreneurs and cultural influences behind them. Those products ranged from Hispanic-founded brands like Pisqueya to the new Great Value Hispanic spice collection, a fresh expansion of the beloved Great Value brand. The experience brought Walmart’s commitment to serving Hispanic customers to life through food, spotlighting both national and founder-led brands. 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.
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.
Throughout the week, the Official Auto partner, Lincoln gave attendees the opportunity to reset, recharge, and refocus — offering sensory experiences and special perks onsite.
Billboard Latin Music Week coincided with the Billboard Latin Music Awards, which were presented live on Thursday, October 22, at 8 p.m. ET / 7c on Telemundo and Peacock from the James L. Knight Center in Miami. Highlights included standout performances from Ozuna, Wisin, Ivy Queen, Elvis Crespo, Manuel Turizo, Xavi, and more.
Billboard Latin Music Week 2026 partners included AARP, BetterHelp, Harbourview Equity Partners, HYBE Latin America, Lincoln, Maybelline New York, Shark Beauty, Sonesta International Hotels, Walmart and more.
