While English has been the dominant language spoken in the US since the country’s founding, Americans have been listening to Spanish-language music since music was recorded, and likely much earlier than that. However, within the last decade, listenership for Spanish-language music has increased by nearly 1,000%, and Spanish has now become the second most listened-to language for music worldwide. Below, we explore this significant spike in popularity and what this might reveal about the future of pop music.
A Brief History of Spanish-Language in the US
Some of the earliest evidence of Spanish-language music gaining traction amongst US listeners was the popularity of Latin jazz and tango records composed by artists in countries such as Argentina, Cuba, and across Latin America during the 1920s.
Throughout the 1950s, 1960s, and 1970s, these genres remained popular. Still, new genres also began to emerge, including calypso, rumba, charanga, and many more, each notably popular among English-speaking listeners in the US. Spanish language and Latin influences also began to surface in more established (typically English-language) genres, such as rock, country, and punk/proto-punk. Some examples of some of the most popular Spanish-language hits in these respective genres include:
- โLa Bambaโ by Richie Valens #22 on the Hot 100 in 1959
- โBefore the Last Teardrop Fallsโ by Freddy Fender, #1 on the Billboard pop and country charts in 1975 (released in English and Spanish)
- โ96 Tearsโ by Question Mark and the Mysterians, #5 on the Hot 100 in 1966 (released in English and Spanish)
Finally, in the 80s, 90s, and early 2000s, Spanish-language hits continued to find their way into mainstream pop in the US. As seen in other decades (especially in the 20s, 30s, and 40s), Latin music artists were able to reach Anglo listeners through the shared passion of dance. During this period, thereโs no better example of this than through the phenomenon that was the Macarena, which spent 14 weeks at #1 on the Hot 100. Other popular Spanish-language artists from the time included Selena and Ricky Martin.
Why Has Spanish-Language Music Become So Popular Recently?
The popularity of Spanish-language music has steadily increased since the early 1920s; however, in the last decade, there has been a significant surge in listenership. There are several explanations for this. In the early 20th century, Latin genres such as bolero, tango, and mariachi gained regional popularity in the United States, thanks to radio broadcasts and immigration patterns, particularly in the Southwest. Other primarily Spanish-language genres also flourished in urban environments such as Los Angeles, New York City, and Chicago, where Spanish was a dominant language.
However, the last 5โ10 years have marked an unprecedented explosion. Where in the past, radio broadcasts had a steady (but limited) influence on English-speaking listeners in the US, the popularity of streaming platforms removed language barriers and gave Spanish-language artists direct access to worldwide audiences. From 2014 to 2023, Spotify reported a 986% increase in listeners of Latin music.
Additionally, social media and video-sharing platforms like TikTok and YouTube have also amplified the reach of catchy, lively Latin tracks, turning independent Spanish-speaking artists into viral sensations overnight. Like the 1920s, 1930s, and 1940s, and later in the 1990s and early 2000s, the โdancabilityโ factor has been one of the primary drivers of this increase, and the comprehension of the lyrics themselves has taken a back seat. Essentially, because younger audiences are showing a renewed interest in choreography and crafting dance routines, the ability to understand or speak Spanish has become irrelevant.
While the influence of Spanish-language music has reached English-speaking listeners, itโs also worth mentioning that there has been a notable demographic shift in the US population. Latinos now make up over 20% of the US population, which means that Spanish-language music is becoming increasingly present in these communities, which also overlap with non-Spanish speaking circles.
Why Is This Change So Significant?
The growing availability and popularity of Spanish-language music have influenced โ and continue to shape โ many aspects of the music industry, the economy, and both U.S. and global cultures.
Economically, the Latin music boom is transforming the music industry. With streaming revenues for Latin music reaching $1.4 billion in the US alone in 2024, and Spanish-language songs consistently appearing on top global charts, record labels, marketers, and platforms are investing heavily in Latin artists. This not only opens doors for established acts but also creates new opportunities for emerging Spanish-speaking artists from Latin America, Spain, the US, and across the globe.
But most importantly, this newfound respect and appreciation of Spanish-language music reflects a shift in global cultural power. For decades, the US and English-speaking countries dominated the global music scene. But the rise of Spanish-language music challenges this norm and signals a more widespread acceptance and celebration of linguistic and cultural diversity in a space that was traditionally not as inclusive. Spanish-language and Latin music is no longer seen as niche or regional, but rather central to mainstream pop culture. This not only benefits Latin and Spanish-speaking artists who may have previously flown below the radar, but also for listeners who now have greater access to a richer and more diverse sound.
