Billboard Latin Music Week 2025, celebrating 36 years as the most important and largest gathering of Latin artists and industry executives globally, convened in Miami Beach for a series of insightful panels, networking events, and showcases. The event brought together a stellar lineup of artists and industry leaders to discuss the evolving landscape of the music business, from the impact of social media influencers to building sustainable careers and fostering strategic partnerships. This year’s week-long celebration culminated with the 2025 Billboard Latin Music Awards, set to air on Thursday, October 23, on Telemundo and Peacock, where Bad Bunny will be honored as the Top Latin Artist of the 21st Century.

One of the standout discussions, “The Influencer Effect” presented by L’Oréal, highlighted the critical role content creators now play in music marketing. Moderated by Gabo Llano of TikTok’s SoundOn, the panel featured social media influencers Karime Pindter, La Segura, Mario Ruiz, and Pao Ruiz. They explored how the digital age has shifted the paradigm, with creators becoming the new “bridge” between artists and audiences, surpassing the reach of traditional media outlets such as television and radio. Mario Ruiz emphasized the “win-win” nature of collaborations between artists and creators, noting their growing relevance. Pao Ruiz underscored the symbiotic relationship, stating, “There’s no content without music,” as music is crucial for audience retention. La Segura advised artists to seek genuine connections over mere virality, enabling creators to share and perform authentically. Meanwhile, Karime Pindter offered practical advice for aspiring creators, urging them to scroll conscientiously, engage actively with audiences through live streams and comments, and “be real” to let their personality and music shine.

Another key discussion, “Breaking a New Artist: Building a Career Beyond the Hype” presented by SONAR, delved into strategies for transforming temporary buzz into lasting careers. Rising Puerto Rican star Matt Louis, along with Slow Jamz executive producers Oscar Ortiz and Jean Viana, and producer Siggy Vazquez, shared blueprints for long-term success. Moderated by Juan J. Arroyo, the panel emphasized authenticity as the foundation for career longevity. Matt Louis, who appeared on Billboard’s On the Radar, warned against the industry’s tendency to dilute originality, advocating for artists to build genuine identities rather than relying on trends or “mood boards.” He also called for the industry to prioritize artist well-being by providing medical plans and psychological support. Oscar Ortiz highlighted the importance of mutual respect between artists and collaborators, while Jean Viana cautioned that virality must be backed by a clear plan and vision. Siggy Vazquez further stressed the power of surrounding oneself with a dedicated team that believes deeply in the artist’s vision, advocating for honesty and a human-centric approach to prevent isolation and burnout.

The “Power Duo: Carín León & Jorge Juárez” panel offered an in-depth look at the strategic partnership behind Mexican superstar Carín León’s meteoric rise. Moderated by Leila Cobo, Billboard’s Chief Content Officer for Latin/Español, the session explored how León and his manager-business partner, Jorge Juárez, built a global brand, broke cultural and economic barriers, and charted a path of unparalleled success. Juárez described León as a “global artist” whose appeal transcends the regional Mexican genre, drawn to León’s “superstar quality” and his heartfelt approach. León elaborated on his musical philosophy, viewing himself as a “curator” who boldly fuses regional Mexican sounds with R&B, classic ranchera, and flamenco. He champions artistic honesty and encourages diverse opinions, stating, “Genres sound limiting to me.”

The duo also discussed their institutionalized partnership through Socios Music and Socios Publishing, emphasizing financial discipline and a 24- to 36-month long-term vision. A major highlight of their future plans includes León’s groundbreaking seven-concert residency at the Sphere in Las Vegas in September 2026, marking him as the first Latino artist to perform on that iconic stage. Juárez also hinted at upcoming projects including Vol. 2 of the album Boca Chueca, a major country music event in Mexico, festivals in Asia, and various collaborations, all driven by a shared passion for music.

Billboard Latin Music Week 2025 ultimately served as a vital forum for addressing the multifaceted challenges and opportunities within the Latin music industry. From leveraging digital platforms and nurturing authentic artistic growth to forging strong business partnerships and expanding global reach, the insights shared by artists, executives, and creators offered invaluable perspectives on navigating an ever-evolving musical landscape. The event reaffirmed the dynamic vibrancy of Latin music, culminating in the highly anticipated Billboard Latin Music Awards, celebrating the genre’s most influential and impactful figures.