MIAMI—This year’s Billboard Latin Music Week, which took place Sept. 26-Oct. 1 at the Faena Forum in Miami, reinforced the media company's commitment to showcasing the genre and celebrating its growth.
With the theme “Latin Goes Global,” the annual event—which is the longest-running Latin music industry gathering in the world, according to organizers—brought together hitmakers, artists, influencers, and industry leaders for an extensive lineup of workshops, performances, panels, conversations, activations, and networking opportunities. Colombian singer and Billboard cover star Maluma was also on hand to discuss his recently launched label, Royalty Records, and introduce his newly signed artists. The weeklong event was produced by Redrock Entertainment.
“Billboard has created a global stage for Latin industry leaders, artists, and influencers to share their stories, celebrate their achievements, and discuss the future of the industry,” explained Leila Cobo, the vice president of Latin at Billboard, noting the recent launch of Billboard Español, a publication and website that's presented completely in Spanish. (In 2021, Latin music in the U.S. made $886 million in revenue, with estimates that it will reach more than a billion dollars in 2022.)
In the evenings, Billboard hosted its "En Vivo concert" series at Oasis Wynwood, presented in partnership with Burger King, Smirnoff, and Intel Evo. And because of the stormy weather conditions due to Hurricane Ian, two of the outdoor concerts were moved indoors to the Faena Theater inside the Faena Hotel. In addition, Billboard raised more than $170,000 for the American Red Cross to support hurricane relief efforts.
Concert passes started at $30, while conference tickets were $645 for general admission and $845 for VIP passes. Out-of-town attendees were also able to book discounted room rates through Crewfare, a travel procurement and sales platform designed specially for attendees of events. Fans were also able to score NFTs, which were redeemable for a chance to win VIP access to shows, prizes, and more, including a free ticket to the En Vivo performance with Bresh that took place on Oct. 1.
Mary Rooney, VP and head of events at Billboard, said that the Faena Forum served as “a great central hub on Miami Beach” for the event. The media company also hosted an Urban Outfitters pop-up shop at Faena Bazaar's retail space, Curio, as well as video and content studios at the shopping center. More than 20,000 fans attended the event's programming over the course of the week, including the panels, concerts, and the Billboard Latin Music Awards, which took place on Sept. 29 at the Watsco Center, an arena on the campus of the University of Miami in Coral Gables, Fla.
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