In 2023, Urbano music, a mix of styles like Reggaeton and Latin hip-hop, became hugely popular globally, making up almost a quarter of streaming charts. Artists like Bad Bunny and María Becerra were everywhere, from bars to TV ads. This music boom sparked a greater interest in the Spanish language, now the third most spoken on the internet after English and Chinese.

Urbano music’s success is tied to platforms like YouTube, where it could be freely shared. Hits like “Gasolina” and “Despacito” contributed to the genre’s rise. Over the past four years, streaming of urban Latin music significantly increased.

The Italian music scene, once recording in Spanish to reach Latin America, has evolved. In the 1990s, songs mixed English and Spanish, but today, younger generations see Spanish as a source of pride in their Latin heritage.

Urbano music is linked to migration within Latin America and globally, connecting people across borders. Spanish, with almost 489 million speakers, is spreading globally, embraced by cultures worldwide. In Urbano music, artists often mix regional expressions and slang, making it more relatable.

Urbano music isn’t just about music; it’s a global movement reclaiming spaces for Latin artists. This influence extends to other music genres, like K-pop and J-pop, which now include Spanish titles and choruses. The growing presence of Spanish in music charts suggests that the influence of Latin urban music will likely continue.