Tag: Myke Towers

Celebramos 10 años de Viva Latino en Spotify y el éxito global de la música latina

September 15, 2025

Hace una década, la música latina representaba apenas el 8% de las reproducciones globales en Spotify. Hoy, constituye más de una cuarta parte (27%) de toda la escucha en el mundo—un testimonio de los artistas y fans que han impulsado su crecimiento imparable.

Ahora que cumple su décimo aniversario, Viva Latino, la playlist insignia de música latina de Spotify, ha estado en el centro de esta evolución. Lanzada en 2015 como una de las primeras playlists latinas de gran alcance en una plataforma de streaming, Viva Latino ha ayudado a conectar a los oyentes con nuevas voces, himnos que definen géneros y la próxima ola de superestrellas globales. En ese tiempo, las reproducciones globales de música latina han crecido más de un 2.500% en Spotify, lo que representa un aumento de más de 587 mil millones de streams.

En su esencia, Viva Latino celebra a los artistas que están definiendo el sonido de una generación y a los fans que convierten cada canción en un movimiento. Los editores de música en Spotify curan la playlist para destacar a los talentos emergentes, honrar a los iconos ya más establecidos y capturar los momentos que más importan para la comunidad de música latina. Más que una playlist, Viva Latino ha sido un puente que exporta identidad, sonidos y cultura al mundo.

“La influencia de Viva Latino en el panorama global de la música latina durante la última década no tiene comparación”, dijo Antonio Vazquez, Head of US Latin Editorial, Spotify. “Con los años, la playlist se ha convertido en uno de los destinos más reconocidos para la música latina y en sinónimo de éxitos latinos. Ha abierto puertas y ha sido un catalizador para el éxito de tantos artistas latinos que hoy son superestrellas globales, y no podríamos estar más orgullosos de haber creado esas conexiones y ayudado a contar sus historias. Viva Latino está en constante evolución y no puedo esperar a ver lo que traerá los próximos 10 años”.

Destacando avances y cambios culturales 

Viva Latino ha desempeñado un papel clave al visibilizar éxitos que más tarde liderarían los charts. Por ejemplo, “Envolver” de Anitta apareció en la playlist 132 días antes de llegar al No. 1 global; “LALA” de Myke Towers, 99 días antes; y “La Diabla” de Xavi, 29 días antes. Para artistas como KAROL G y Rauw Alejandro, el apoyo temprano de la playlist ayudó a presentar su música a nuevas audiencias y preparó el terreno para su éxito global.

A medida que la música latina ha evolucionado, también lo ha hecho Viva Latino, reflejando el auge de los corridos tumbados, Música Mexicana y otros géneros que hoy están marcando tendencia a nivel mundial.

Una década de impacto

Viva Latino ha ayudado a redefinir el alcance de la música latina. Estos son algunos puntos por destacar de su primera década:

    • Hoy en día, Viva Latino es una de las top cinco playlists de Spotify a nivel global.
    • Usuarios han reproducido la playlist por más de 595 millones de horas desde 2017.
    • “La Bachata” de Manuel Turizo tiene el récord de permanencia más larga en Viva Latino (33 meses), seguida por:
    • “Hey Mor” de Feid y Ozuna es la canción más reproducida en la historia de Viva Latino.
    • El despegue de Beéle: en el mes posterior a su debut en Viva Latino en 2019, sus streams aumentaron un 168%.

Una plataforma para artistas, una comunidad para fans

Mientras Viva Latino cumple 10 años, celebramos a los artistas talentosos y a los fans apasionados que han hecho de la playlist un destino global, y miramos hacia adelante a más descubrimientos, himnos e hitos.

Dale play abajo y únete a la celebración por una década de Viva Latino.

Verano Forever: Latin Hits Bringing the Heat on Spotify

August 14, 2025

As the mercury rises and the days stretch long, Spotify has been turning up the vibrant sounds of South America, Central America, and the Caribbean with our Verano Forever campaign. And the playlist with the same name holding it all together is Verano Forever. 

But the party isn’t over yet—in fact, it’s about to begin. That’s because Verano Forever is also a full-blown celebration going down in the heart of Miami on August 22. With its rich blend of cultures and deep ties to Latin music, Miami was a natural choice for this immersive event. It’s more than just a party; it’s a space where artists and fans can connect through shared rhythms, stories, and the unmistakable energy of Latin summer.

For Gen Z Latinos, music transcends mere sound; it’s a vital conduit for cultural connection, a catalyst for unforgettable experiences, and a cherished escape in a fast-paced world. Spotify understands this intrinsic link, recognizing that summer itself is a mood—a time for disconnection and reconnection, for dancing away worries, and for savoring every sun-drenched moment. 

For the love of Latin 

To that end, Verano Forever also underscores the excitement of the genre’s global ascent, a movement kicked off by artists like Bad Bunny and now brought to life through a new wave of trailblazers.

But it isn’t just the latest hits fueling the 2025 beat. These fan-favorite tracks (all more than five years old) see a spike in global streams each summer:

    1. LA CANCIÓN by Bad Bunny and J Balvin
    2. Callaita by Bad Bunny and Tainy
    3. No Me Conoce – Remix by Bad Bunny, J Balvin, and JHAYCO
    4. Danza Kuduro by Don Omar and Lucenzo
    5. Con Calma by Daddy Yankee and Snow

In the U.S., over 12,500 user-generated playlists include the words “verano AND Latin” or “Summer AND Latin” in the title.

The most-streamed tracks in the U.S. on the Verano Forever playlist within the last five years are: 

    1. Si Antes Te Hubiera Conocido by KAROL G
    2. Tattoo – Remix by Rauw Alejandro, Camilo
    3. La Bachata by Manuel Turizo
    4. Todo De Ti by Rauw Alejandro
    5. PROVENZA by KAROL G
    6. Santa by Ayra Starr, Rauw Alejandro, Rvssian
    7. Indeciso by J Balvin, Lalo Ebratt, Reik
    8. Tan Bonita by Piso 21
    9. DESPECHÁ by ROSALÍA
    10. Brickell by Feid, Yandel

The most-streamed artists on the Verano Forever playlist over the past five years in the U.S. are:

    1. KAROL G
    2. Rauw Alejandro
    3. Bad Bunny
    4. Feid
    5. J Balvin
    6. Camilo
    7. Manuel Turizo
    8. Myke Towers
    9. Ozuna
    10. Maluma

Also at its heart are the dynamic subgenres shaping the contemporary Latin soundscape. Spotify is creating a dedicated space for listeners to discover and immerse themselves in these rising movements. From Afrobeats Latino, where Latin elements fuse with African rhythms, to Latin House making waves in the electronic dance scene, and Caribbean fusions blending funk, reggae, and soul, the diversity is exhilarating. Even salsa is experiencing a vibrant resurgence, with a new generation of Latin artists breathing life into the iconic genre.

A backstage pass to the heat

Verano Forever will feature in-depth artist storytelling, highlighting the journeys of artists who contribute to this rich tapestry. Names including Rawayana, Beéle, and Myke Towers among others will receive the spotlight with narratives that often trace back to humble beginnings, offering inspiring and relevant insights for fans.

Verano Forever is a testament to Latin music’s undeniable global influence and its power to define a season. Spotify is showing up where Latin culture lives, creating exclusive, fan-first moments that solidify its role as the ultimate curator of a vibrant summertime soundtrack.

Spotify’s Innovative Fuego Playlist Turns Fans Into Music Curators

May 10, 2023

graphic cover art showing the logo of fuego mixtapes

Spotify’s Fuego has been red hot since launching last year, with surprise updates each week redefining how listeners discover Latin music. But continuously alerting fans to hot new music isn’t the only thing that sets Fuego apart. The compilation of songs is a result of open and collaborative curation between music editors and guest curators. Now Spotify is taking Fuego and its archive of weekly mixtapes to the next level by giving users the chance to curate the playlist themselves, for the first time ever.

Listeners can submit their own music lineup by visiting the Fuego Mixtape microsite. From there, select playlists will have the chance to be featured as the Fuego playlist of the week. This adds a new way to engage with favorite tracks and share them with others.

Creating an opportunity for user-generated playlists is just one of the many ways Fuego is taking music curation in a new direction. In the past, Fuego has featured guest artist curators like Feid, Myke Towers, and Eladio Carrion. In the coming months, Fuego will expand the helm to playlist takeovers from influencers like Jess Judith, Santea, and Sofia Bella. 

Discover the Creative Process Behind Myke Towers’ New Album, ‘LA VIDA ES UNA’

March 28, 2023

LA VIDA ES UNA cover

As Latin rap’s global influence grows, the release of Myke Towers’ highly anticipated new album, LA VIDA ES UNA, has given fans a reason to rejoice. Following 2021’s Lyke Myke and 2020’s Easy Money Baby, the Puerto Rican rapper’s latest release features Daddy Yankee on the lead single “ULALA (OOH LA LA)” and is gaining traction on some of Spotify’s most-popular playlists, like Viva Latino and Baila Reggaeton.

To celebrate the launch, Myke is pulling back the curtain on his creative process with a behind-the-scenes mini-documentary showing the world how LA VIDA ES UNA was made. 

 

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Produced in partnership with Spotify, The Making of LA VIDA ES UNA is split into three distinct parts, walking fans through the various stages of the artist at work. From writing and recording all the way to mastering, Myke gives fans a deeper, more intimate understanding of how he channels inspiration into irresistible hits and how “la vida es una” is his mantra and way of life. 

 

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“Many people are curious about my creative process, what inspires me, and the methodology behind my songs,” Myke told For the Record. “In general, I don’t like to share too many details, but I wanted to provide my fans with a preview. I want to inspire them to wake up every day with clear intentions, knowing that if they are consistent, they’ll achieve their dreams.”

 

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After seeing The Making of LA VIDA ES UNA, listen to the album behind it. Hit play on LA VIDA ES UNA now.

KAROL G, Myke Towers, and Mau y Ricky Join to Help Refresh Spotify’s Flagship Latin Music Playlist, Viva Latino

November 16, 2021

From high-energy reggaetón to soulful pop, today’s Latin music is diverse, catchy, and impossible to pin down. Its beats and sounds pull from influences across the globe as Latinx creators continue to push the genre to new heights. And it resonates with Spotify listeners, who, in 2020 alone, streamed nearly 11 billion hours of Latin music worldwide. 

Capturing and amplifying the vibrant scene is Spotify’s flagship Latin music playlist, Viva Latino. Since its launch in 2014, the playlist has been a staple that houses the genre’s most exciting new tracks. As a result, over the last seven years, the catchy collection has grown to 11.3 million followers, making it the third-most-followed playlist on Spotify globally and the biggest Latin music playlist on the platform. The playlist’s rise mirrored a platform-wide trend: Latin music consumption grew by 1,680% during the same period.

Spotify is celebrating the evolution and impactful playlist—and the many artists and fans who have grown alongside it—throughout November. We kicked off a playlist campaign featuring a refreshed tagline, Elevando Nuestra Música, or “Elevating Our Music,” alongside an updated look. Miami, Los Angeles, and New York City residents will notice the playlist highlighted across each city, and listeners around the world will find even more videos and updates online. That includes a campaign video featuring three of Latin music’s biggest stars: artists KAROL G, Myke Towers, and Mau y Ricky, who joined forces to show Viva Latino’s accompanying role in everything from commuting to working out. Spotify also partnered with Latinx TikTok content creators Sofia Bella, Alexia Del Valle, and Jayla Milan, who shared their unique perspectives on what the playlist, the artists, and the songs mean to them.

Viva Latino was created around the wants and needs of Latin music fans who, based on Spotify data, discover 46% more music than the average listener. Since then, the global playlist has kept fans engaged with a blend of today’s top songs and the trending hits of tomorrow. And now, for many listeners, these tracks have become a soundtrack for everyday life.

The playlist has had a major impact on Latinx creators, too. That’s because Viva Latino features not only the biggest names in the Latin Music scene, but those just launching their music careers, too. It’s given many emerging artists a boost as engaged listeners propel their favorite Spanish-language songs to the Global Top 100 and Top 50 charts.

KAROL G, Myke Towers, and Mau y Ricky have each experienced the playlist’s impact firsthand. Rounding out the campaign, all three reflected on their first song to be featured on Viva Latino and the doors that opened for them in Spotify Clips, exclusive video clips on the platform.

“Latin music has become an indispensable part of pop culture, and we’re excited to see Viva Latino play a big role in that evolution,” shared Antonio Vázquez, Head of U.S. Latin Editorial at Spotify. “We’re celebrating the artists and fans who make this the ultimate destination for Latin hits by unveiling a sophisticated new look for the playlist that steers away from stereotypical cultural symbols, as well as introducing an inclusive tagline, Elevando Nuestra Música, a mission that pushes and motivates us to take our music to the global stage.”

Seven years after its debut, Viva Latino remains as essential as ever. As creators and fans look to the future, we’re excited that this is just the beginning.

Step into the future and elevate your day with the refreshed Viva Latino playlist now.