5 Hispanic Artists Changing the Music Industry
Hispanic Heritage Month (September 15 – October 15) is the perfect time to reflect on how Hispanic voices add depth and culture to music and art. Universal Production Music celebrates Hispanic musicians year-round by licensing Spanish and Latin music for use across film, television, and other media. Our licensing offerings give creators affordable access to a mindfully diverse library of music.
Register to find your next sound with Universal Production Music, inspired by the most notable trendsetters in the music scene right now.
Generational Storyteller: Omar Montes
Montes rose to musical fame with stints on Spanish reality television, so it’s no wonder that one of his stylistic trademarks is storytelling. His soulful vocals paired with urban flamenco beats have been praised as a living tribute to Montes’ Southern Spanish culture, influenced by his family’s Romani roots.
While he reaches back into classical flamenco tradition often, his 2023 album Quejíos De Un Maleante stood out by blending many musical styles, old and new.
“I think flamenco is something that shouldn't be lost in Spain. Even if it's hard to sell, I still do it because you don't make music to sell it, most of the time,” Montes told NPR. “If I want to sell, if summer comes and I want to hit a banger, then I'll make reggaeton. Never losing my flamenco influences, always adding flamenco around it.”
Personality Forward: Xavi
A young voice from the fertile Mexican music scene, Xavi has cultivated a devoted fanbase with both his lush ballads and charming, personal social media presence. The Mexican American singer was born in Phoenix but spent summers with his grandparents in Sonora growing up. His splashy 2024 Tik Tok hit “La Diabla” was a romantic corrido, a staple in Mexican music and the direction Xavi plans to take his debut album, as well.
“I’m not even capping, man: This is going to be the best, the best,” the singer told Rolling Stone while previewing demos. “It’s going to be straight corridos, respecting our style. I let go of my f***ing life just to focus on this, to make the best album dedicated to one genre, and to not betray my culture.”
As the Mexican music market expands, so does interest in the history of the sound. Listen to our traditional Latin America playlist to get a feel for this culturally rich region.
Outspoken Activist: J Noa
Like many hip hop artists, J Noa’s music is a direct reflection of her neighborhood. Born Nohelys Jiménez in San Cristóbal in The Dominican Republic, the 18-year-old has christened herself “la hija del rap” (daughter of rap) in a nod to Dominican rappers MelyMel (“La Mama del Rap”) and Lapiz Conciente (“El Papa del Rap”).
J Noa’s 2023 debut album Autodidacta showcases Dominican stories about serious issues, like violence, corruption, mental health, and teenage pregnancy. In an interview with NME, J Noa said she considered rappers to be “the journalists of the hood.”
“Rap is history,” she said. “History needs to be told, and where I come from, the hood, there was a lack of a voice. There were stories, but no one to tell those stories. I’m part of the hood that now has a voice, and I want to use that voice to tell those stories.”
The Spanish-speaking diaspora is vast, and artists contribute storytelling from all kinds of backgrounds. Discover diverse Hispanic artists across Universal Production Music’s library.
Emotional Wordsmith: Milo J
Argentine rap prodigy Milo J has been building consistent success with deeply personal lyrics and diverse instrumental rhythms. His first single “Tus Vueltas” was released when the rapper was just 15 years old, but it was 2022’s “Milagrosa” that vaulted him to international viral fame. He started 2024 on tour with stops in Bolivia, Chile, Uruguay, Paraguay, Spain and Mexico.
His most recent album, 166, has influences from all over the world and history, including a sample of a Charly Garcia protest song.
“This is a very Argentine album, but it’s not a cliché one,” he said in a Rolling Stone interview. “It’s about taking that Argentinidad to more places. It’s an album for everyone, and we made it with that in mind.”
Like Milo J’s 166, much of Latin music is intertwined with its specific socio-political context. Check out our playlist dedicated to Hispanic Heritage Month to see more examples.
Behind-the-Scenes Wizard: Calle 24
Mexican musician and producer Diego Millán has been making big moves behind the scenes under the moniker Calle 24. Calle 24 began as a Chihuahua-area band of four, but the partnership dissolved. Still friends with his ex-bandmates and keeping the professional name, Millán became a sought-after collaborator. He had a hand in creating chart hits like “Bebe Dame” by Fuerza Regida and Grupo Frontera and critically acclaimed albums like Regida’s Pa Las Baby’s y Belikeada.
Just because he’s a flexible writer and producer doesn’t mean he doesn’t desire the spotlight. His debut single Qué Onda is sexy, fun, and hit No. 61 on the Hot 100.
Universal Production Music’s library is curated with global cultures and tastes in mind. Check out past projects we’ve supported with our tracks, and start working on your never-before-seen narrative.
