Billboard Latin Music Week 2025: Latin Music’s “Incremental Growth”

As Billboard Latin Music Week returned to The Fillmore Miami Beach in 2025, we spoke to Mike Van, CEO of Billboard, about the rising interest in Latin music among Gen Z and Gen Alpha. “When you see that kind of demand against Latin music that crosses over to audiences that don’t speak Spanish, that’s when you know it’s absolutely huge.”

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Artists and industry frontliners converged to attend roundtable discussions and panels at Billboard Latin Music Week 2025. The event was abuzz with attendees, including established and up-and-coming artists and music industry leaders.

DMN TV interviewed Mike Van, CEO of Billboard, who believes the growth of Latin music spans the entire spectrum of audiences.

“When you see the kind of demand for Latin music that’s crossing over to audiences that don’t speak Spanish, you know it’s absolutely huge,” said Van.

“The whole event is a highlight,” he said, adding, “Three days of panels, two nights of En Vivo shows, and the Latin Billboard Music Awards as the anchor. We’re very proud to be presenting it.”

Van’s perspective on Latin music in the broader landscape of music and where it’s headed: “It’s continuing to be very influential, particularly with younger generations like Gen Z and Gen Alpha.”

“Take Karol G for example, she’s headlining the third night at Coachella, and they already sold out completely. When you see certain Latin artists making it big, and when you see that kind of demand against Latin music that crosses over to audiences that don’t speak Spanish, that’s when you know it’s absolutely huge.”

Van doesn’t think Latin artists are leaving money on the table, but they are trying to access pathways to larger audiences and multiple revenue streams. 

“I think artists are trying to get to the money on the table,” he said, adding, “And that’s why we have Latin Music Week. To connect the entire community. And to make sure they’re among their peers, and amongst people that can help them get to that money.”

In his view, technology is a key part of growth. As more Latin artists leverage tech to advance their careers, Van says tech is part of all growth in music.

“It doesn’t matter what genre it is. With the AI tools coming online, I think it’s going to make everyone super productive.”

Billboard Latin Music Week 2025 attendees included artists looking to promote their music, meet like-minded individuals, network, and learn about the latest tech that gives them a competitive edge. 

Speaking about the event, Van said, “It keeps getting bigger, and we’re very grateful for that growth. In terms of being respectful of the artists making it right now, as well as making sure we include all emerging artists who aspire to be the next big stars in Latin music.”

Billboard Latin Music Week 2025 took place October 20th-24th.