Grupo Frontera closed out day two of Billboard Latin Music Week headlining Billboard En Vivo, presented by Smirnoff Ice, with Majo Aguilar (pictured) opening the show at Wynwood Marketplace.Photo: Courtesy of Billboard
MIAMI—Celebrating its 35th anniversary, this year’s Billboard Latin Music Week took place Oct. 14-16 at a new venue, The Fillmore Miami Beach at the Jackie Gleason Theater.
Like previous years, the 2024 edition of the Latin music industry gathering featured panel conversations, performances, workshops, showcases, and networking opportunities, plus a special 35th Anniversary Concert Celebration, which took place Oct. 18. Also new this year, K-pop group sensation NMIXX became the first K-pop group to participate in the event and was featured in a K-pop x Latin music panel.
Billboard Latin Music Week coincided with the 2024 Billboard Latin Music Awards, which were broadcast Oct. 20 on Telemundo. Latin Music Week tickets did not include access to the award show this year though.
Once again, Billboard’s brand partners joined the festivities with extensive activations. New partners included L’Oréal, Ulta, McDonald's, Walmart, DoorDash, and Chevron, along with returning partners Cheetos and Smirnoff.
Cheetos returned for its third year with the "Deja tu Huella" partnership. Cheetos created the Deja tu Huella campaign in 2020 to celebrate those in the Latino community who are leaving a mark through art, education, music, technology, fashion, and more. (Deja tu Huella translates to "leave your mark" in English.)
The Next-Gen Reggaeton: An Evening Curated by J Balvin, presented by Cheetos, featured Dei V, Omar Courtz, Saiko, and a surprise performance from Balvin. It took place at Wynwood Marketplace, where attendees could experience the House of Huella activation that included Cheetos-inspired games and photo ops.
The activation also included the Paint the Room Orange activity area, where guests were encouraged to leave their mark by writing messages on mirrored tiles to contribute to a massive disco ball that illuminated during Balvin’s set.
Fortunately, the event was held outside the main path of Hurricane Milton, which hit other parts of Florida during that time period. Organizers offered support to Red Cross relief efforts by providing on-site donation resources to assist those most affected.
Keep scrolling to see more from Billboard Latin Music Week and the partnership activations...
