Global streaming growth led to a local music boom in Latin America, said YouTube, Deezer & Virgin Music execs during a SXSW panel on 'glocalization.'
Anitta performs on stage during her show Carnaval da Anitta 2024 at Memorial da America Latina on Jan. 25, 2024 in Sao Paulo, Brazil.note that the rise of global streaming platforms correlates with the strengthening of local music.music, that phenomenon has led to a spike in local genres like corridos, banda, funk and Argentine rap in recent years.“We listen to music that we relate to, that represents us culturally.
Although Brazil is an enormous and powerful market, the music is in Portuguese, and there is still a language barrier that must be broken down in order to break through internationally; even Brazilian megastarBut, notes Jimenez, “There is no language barrier for Spanish. It’s almost like one big country. It’s a region with more than 300 million people. It’s a huge region.”
Those who do, win. In Brazil, more than 80% of music consumption is local. In Mexico, says Kurtz, “72% of our streaming comes from local artists. It’s a big number, and local branches are getting more autonomy. Back in the day, we had other forces pushing music.” As Latin music consumption has increased, so has music creation and investment in the region. Kurtz says that starting in 2020, Deezer has seen its number of weekly pitches in the region almost double — reflecting an increased interest in making music.
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