Page 42 - HISPANIC MARKET OVERVIEW - 2018-complete

2018 HISPANIC MARKET OVERVIEW, presented by López Negrete Communications
“It has always had perfectly curated/programmed content- the original playlists, created by their Gente,” she points out.
Is there a particular music trend making waves -- like trap music? Is regional Mexican still dominant, even though you don't hear it in many big east coast markets?
“Latin Music and Hip Hop are still top genres among Latinos, and recent collaborations between well-known Latin artists and well-known English language artists have yielded incredible results,” deArmas says.
She’s not just talking about “Despacito.”
“The biggest trend we see is crossover consumption,” she says. “We see non-Latinos leaning into Spanish-language music and artists. It’s like newly discovered for them, and I’m not talking about Ricky Martin and Shakira and Pitbull but artists like J Balvin, Maluma, Nicky Jam, Romeo Santos, and of course Luis Fonsi. Spanish-language radio is an incredible music discovery medium and not just for Latinos.”
DeArmas concludes her thoughts by noting that Hispanics today seek a different kind of listening experience from the consumer of yesteryear. In her mind, Radio is “incredibly well-positioned” to accomplish this.
“Latinos are big consumers of expertly curated content,” she says. “Whether that’s playlisting on Streaming or ‘Playlisting’ on radio, Latinos expect a ‘totalizing’
experience. What radio offers is unique. Fans are looking for a satisfying experience in a total musical landscape. Curated content? Radio does that. Social engagement? Radio does that. Personal attention? Radio does that.”
HMO