Lana Akmaluna
The landscape of contemporary Latin music continues to undergo a rapid transformation, characterized by cross-border collaborations and the blending of traditional rhythms with modern urban sensibilities. This week, Billboard has launched its latest New Music Latin poll, a curated selection of the most significant releases in the genre, providing a platform for fans to voice their preferences among a diverse array of new singles and albums. The current poll, curated by the editorial teams at Billboard Latin and Billboard Español, highlights the creative output of established superstars such as Feid and Pablo Alborán, while simultaneously casting a spotlight on the rising influence of Puerto Rican and Colombian artists like De La Rose and Ryan Castro.
The inclusion of these artists underscores the current dominance of the "urban" umbrella, which now encompasses reggaeton, dancehall, and various experimental fusions. However, the selection also acknowledges the enduring appeal of Regional Mexican music and the sophisticated pop balladry that remains a staple of the Latin music market. As the industry looks toward the second half of the year, these releases serve as a barometer for the trends that will likely define the charts in the coming months.
The Synergy of Puerto Rico and Colombia: De La Rose and Ryan Castro
At the forefront of this week’s releases is the debut collaboration between Puerto Rican breakout artist De La Rose and Colombian urban sensation Ryan Castro. Their new track, "La Monda," represents a significant cultural exchange between two of the most influential hubs of Latin music. The song is a dancehall-heavy production that departs from the traditional 4×4 reggaeton beat, opting instead for a syncopated rhythm that emphasizes sensuality and atmospheric production.
De La Rose, who has been gaining traction for her distinctive vocal delivery and ability to navigate both R&B and urban spaces, finds a natural foil in Ryan Castro. Castro, often referred to as "El Cantante del Ghetto," has become a pivotal figure in the Medellin music scene, known for his ability to infuse street-level authenticity with global commercial appeal. "La Monda" is described by industry observers as a provocative, "not safe for work" (NSFW) track that explores themes of intense physical connection and temptation. The lyrical content, featuring lines such as Rose’s "You have me tied to you without any witchcraft," highlights the magnetic and often primal themes prevalent in modern urban lyrics.
The visual component of the release is equally striking. Directed by the creative teams at Broken Minds and Great Society, the music video for "La Monda" utilizes a vibrant yet sultry color palette to mirror the song’s intensity. The collaboration is seen as a strategic move for both artists: for De La Rose, it provides a bridge to the massive Colombian market, while for Ryan Castro, it solidifies his presence among the elite of Puerto Rico’s new wave.
Feid and the Continued Global Expansion of "Ferxxo"
Feid, the Colombian singer-songwriter who has become a global phenomenon under his "Ferxxo" persona, continues his prolific streak with the release of "A Xon De Que." Feid’s rise to stardom has been characterized by a unique branding strategy—centered around the color green and a specific Medellin slang—that has resonated deeply with Gen Z and Millennial audiences worldwide.
"A Xon De Que" follows a series of successful projects that have seen Feid dominate the Billboard Global 200 and Hot Latin Songs charts. His music often blends the nostalgia of old-school reggaeton with futuristic production, a formula that has made him one of the most streamed Latin artists on platforms like Spotify and YouTube. The new single is expected to perform well on digital platforms, further cementing his status as a leading voice in the genre’s global expansion. Analysts suggest that Feid’s consistent release schedule is a key factor in maintaining his chart momentum, as he rarely allows more than a few weeks to pass without delivering new content to his dedicated fanbase.
Regional Mexican Evolution: Luis R. Conriquez and Muchacho Alegre
While urban music often captures the headlines, the Regional Mexican genre remains a powerhouse of consumption and cultural significance. This week’s poll features Luis R. Conriquez’s latest studio effort, Muchacho Alegre. Conriquez has been a central figure in the "corridos bélicos" movement, a subgenre that has seen a massive surge in popularity across both Mexico and the United States.
Muchacho Alegre showcases Conriquez’s ability to modernize traditional sounds while staying true to the storytelling roots of the corrido. The album arrives at a time when Regional Mexican music is experiencing unprecedented crossover success, with artists like Peso Pluma and Eslabon Armado reaching the top tiers of the Billboard Hot 100. Conriquez’s contribution to the genre is noted for its high-energy arrangements and his distinctive, gritty vocal style. The release of a full-length studio album in an era dominated by singles suggests a high level of confidence in the loyalty of his listener base and the enduring demand for cohesive long-form projects in the Regional Mexican space.
The Return of the Ballad: Pablo Alborán’s "Tiempos Bonitos"
Representing the more melodic and acoustic side of the Latin spectrum is Spanish singer-songwriter Pablo Alborán with "Tiempos Bonitos." Alborán has long been a favorite of critics and fans alike for his sophisticated compositions and emotive vocal range. In a market often saturated with high-tempo urban tracks, "Tiempos Bonitos" offers a moment of introspection and classic songwriting.
The track is a testament to the continued relevance of the Latin pop ballad. Alborán’s career has been marked by numerous Latin Grammy nominations and a consistent ability to top charts in Spain and Latin America. "Tiempos Bonitos" focuses on themes of nostalgia and the beauty of past experiences, a narrative arc that Alborán has mastered over his decade-plus career. His inclusion in the poll provides a necessary balance, catering to an audience that prioritizes lyrical depth and harmonic complexity.
Supporting Emerging Talent: The "On The Radar" Initiative
A critical component of Billboard’s New Music Latin poll is its role in discovering and promoting emerging talent. This week’s list includes several artists who have previously been featured in the "On The Radar Latin" series, a program designed to highlight up-and-coming musicians who are beginning to make an impact on the charts or through viral social media presence.
Featured newcomers this week include:
- Melanie Santiler: Known for her fresh take on contemporary sounds.
- La Cassandra: An artist who blends traditional influences with modern pop.
- Matt Louis and Cain Culto: Representing the experimental edge of the new generation.
The inclusion of these artists alongside heavyweights like Feid and Banda MS serves a dual purpose: it provides the newcomers with invaluable exposure to a global audience and offers fans a comprehensive look at the "next big thing" in Latin music. This editorial strategy reflects the shifting nature of the industry, where independent artists and those on smaller labels can quickly rise to prominence through digital discovery.
Historical Context and Polling Dynamics
The New Music Latin poll is more than just a fan engagement tool; it serves as a data point for measuring the "buzz" surrounding a release. Last week’s poll saw a decisive victory for Mariangela’s "En El Norte," which secured more than 75% of the total vote. Such a high percentage indicates a highly mobilized and passionate fanbase, a trait that is common among rising Latin stars.
Billboard has established clear parameters for the poll to ensure its statistical relevance. The results are only published if the poll generates more than 1,000 total votes, a threshold that ensures the winner represents a significant consensus rather than a small sample size. For the current week, the poll remains open until 11:00 a.m. ET on Monday, July 13. This window allows for a full weekend of streaming and music video views to influence the public’s decision.
Broader Impact and Industry Implications
The diversity of this week’s releases—ranging from Puerto Rican dancehall to Spanish pop and Regional Mexican corridos—highlights the "fragmented yet unified" state of the Latin music market. While the genre is often discussed as a monolith in mainstream English-language media, the reality is a complex ecosystem of distinct subcultures and regional preferences that are increasingly overlapping.
The collaboration between De La Rose and Ryan Castro is particularly emblematic of the "Pan-Latin" trend, where artists from different nations combine their local styles to create a product with broader regional appeal. This strategy has been a cornerstone of the industry’s growth over the last five years, leading to a significant increase in Latin music’s share of the global streaming market.
Furthermore, the presence of veteran acts like Ha*Ash, Banda MS, and Banda Los Sebastianes in the same conversation as newcomers like Cain Culto demonstrates the multi-generational appeal of the genre. As Latin music continues to break records on the Billboard charts, these weekly polls provide a snapshot of the ongoing creative ferment that keeps the movement vibrant and commercially viable.
The final results of the poll will be closely watched by industry executives and fans alike, as they often predict which songs will transition from digital buzz to long-term chart mainstays. Whether the sensual rhythms of "La Monda" or the traditional appeal of Muchacho Alegre will prevail remains to be seen, but the breadth of talent on display confirms that Latin music remains in a period of robust and diverse growth.
