Billboard Canada is officially shining a light on the future of the music business.

For years, Billboard’s iconic 40 Under 40 list has highlighted the global executives, thinkers and innovators shaping the music world. Now, for the first time ever, the Canadian edition brings that same prestige north of the border — celebrating the young leaders redefining how music is created, marketed and experienced across the country.

The inaugural Billboard Canada 40 Under 40 recognizes a powerhouse roster of creatives and industry builders: visionary artist managers, cutting-edge marketers, cultural tastemakers, digital strategists, and the people behind Canada’s booming live music scene.

But one name stands out for Toronto’s Latin community — Ricky Taco, who has become one of the most influential forces pushing Latin music into the Canadian mainstream.

Ricky Taco: Toronto’s Latin Music Powerhouse

Latin music is one of the fastest-growing categories in Canadian music, and when it comes to live shows, Ricky Taco is the go-to guy.

As the Director of Latin Music at Live Nation Canada — a role created specifically for him in 2022 — the 39-year-old has transformed a decade-long hustle as an independent promoter into a leadership position at the country’s biggest live music company.

Before joining Live Nation, Taco worked with some of the genre’s biggest stars: J Balvin, Ozuna, Maluma, Rosalía, and more. Today, he directs national Latin strategy and has helped fuel a massive wave of arena-level concerts by Latin superstars, including Bad Bunny, as the genre surges in popularity across the country.
The numbers speak for themselves:

• 48% year-over-year growth in Latin streaming in Canada

• 2,100% increase in Latin radio airplay

Taco was also instrumental in creating the new Latin Music Recording of the Year category at the JUNOs, serving as the committee co-chair. His mission is clear: champion artists who stay true to their voice and identity as the demand skyrockets.

“I hope to see the Latin music industry continue to evolve beyond genre and language barriers in Canada,” Taco says. “My goal is to help build the infrastructure that allows Latin artists to tour nationally, headline major festivals and reach broader audiences.”

A New Generation Driving the Future

Across the full list, honourees share what challenges shaped them, what opportunities excite them and what they see ahead for Canadian music. The recurring theme? A new generation defined by ambition, creativity and cultural impact.

This first edition doesn’t just celebrate success — it offers a glimpse at the entrepreneurs, curators and visionaries who will shape Canada’s music industry for decades to come.

Click here for complete list of Billboard Canada’s ’40 Under 40′ list.