In 2023, Latin music revenue in the U.S. exceeded the $1 billion mark for the second consecutive year as Spanish and Portuguese-language artists like Peso Pluma, Karol G, Bad Bunny, Feid and others released pivotal albums that helped move the sales needle for their respective sub-genres. But despite this, only one Spanish-language musician was nominated outside of the non-Latin music categories at the Grammys last year — Edgar Barrera for songwriter of the year, non-classical.
“It’s an exciting time for Latin music, for sure, but I’m not pleased with the turn- out,” Grammys CEO Harvey Mason Jr. told Variety shortly after nominations came out last year. “The Latin Grammys are doing incredible work,” he said, nodding to the separate, Latin-specific awards ceremony, but “we at the [main] Recording Academy have to continue to do outreach and make sure we’re reflective of what’s happening.”
Indeed, the Latin Grammys have addressed the loudest demands for their upcoming 2025 show, namely, the integration of new categories — electronic music performance and contemporary Mexican music album — that could finally recognize pioneers like Bizarrap and DJ Alok for the former, and Pluma and Natanael Cano for the latter.
So how will Latin acts fare at the Grammys in 2025?
Kali Uchis, Bad Bunny and Peso Pluma claim the only completely Spanish-language albums to have debuted in the Top 10 of the Billboard 200 through the Grammys eligibility period. While chart success is not an official determining factor for nominees or winners, they do reflect familiarity in many ways and are thus relevant. Uchis’ “Orquídeas” has already earned her four Latin Grammy nominations, including record of the year for her and Pluma’s bilingual pop hit “Igual Que Un Ángel.” The latter qualifies for a nod in the best pop duo-group performance, where only two Spanish-language songs have ever been nominated: Luis Fonsi, Daddy Yankee and Justin Bieber’s “Despacito” (2017); and J Balvin, Dua Lipa, Bad Bunny and Tainy’s “Un Día (One Day)” (2021).
Pluma’s latest “Éxodo,” a 22-song double album consisting of half urbano and trap, and half Mexican corridos. There could be an argument for “Éxodo’s” eligibility in multiple categories, but it’s expected to be a leading contender in the best música mexicana album (including Tejano) category — where he took home the award this year.
In 2025, Carin León will have a fair shot at taking the gold with his “Boca Chueca, Vol. 1,” which earned acclaim for its bridging of Mexican music and country or folk stylings. After a break-through year, and four Latin Grammy nominations, León would also be a fit for the best new artist category, where he is eligible and has been submitted.
It’s fair to expect significantly more activity in the urbana album category after a lack of submissions in 2023 reduced its number of nominees to three. Bad Bunny’s “Nadie Sabe Lo Que Va a Pasar Mañana,” a 22-song collection of trap and reggaeton, could be recognized here as it was one of the best-selling Latin albums of 2023. Also within reach are J Balvin’s “Rayo,” Eladio Carrion’s “Sol Maria,” Feid’s “Ferxxocalipsis,” and newcomer Young Miko’s “att.”
Last but certainly never least, Shakira is poised to land on the best Latin pop album list for “Las Mujeres Ya No Lloran” — her first record since 2017. One can only hope the Grammys will take into consideration the surge of Latin pop albums performed by women — Shakira will likely spar with Uchis, but there should be a place for layered albums by Argentine pop stars Emilia (“.mp3”) and Tini (“Un Mechón de Pelo”).
How much progress the Academy has made in Latin music will become clearer on Nov. 8, when the complete list of Grammy nominees will be unveiled.
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