Billboard Latin Music Week 2026 Is Here: Top Highlights From Every Industry Panel

The highly-awaited 2026 Billboard Latin Music Week has officially kicked off with a wave of star-studded panels and showcases. 

Running from Oct. 19 (today) to Oct. 22 at the Faena Forum and Faena Theater in Miami Beach, the weeklong music event began as early as 9 a.m. ET with welcome remarks from Leila Cobo, Co-Chief Content Officer at Billboard. 

In true Latin Music Week fashion, Monday’s programming is, for the most part, dedicated to key business and industry conversations, which this year include Luminate’s CEO Rob Jonas talking about the state of Spanish-language music by the numbers, and a keynote conversation with music mogul Tommy Mottola and Alex Gallardo, President at Sony Music U.S. Latin on the rise of Latin music, globally.

Additionally, attendees learned how to translate a 15-second viral clip into a sustainable community in the “Beyond the Algorithm: From Viral Moment to Global Fanbase” panel, as well as how the world’s fourth-largest music market is finding a global audience for its music in Portuguese in the “Brazil on the Rise: The Sound, Scale & Future of Brazilian Music” panel.

Monday’s roster also included a handful of star-studded conversations: Grupo Frontera talking about its international expansion; Kany García on the stories behind her biggest hits; the revival of salsa music with Tito Nieves and Luis Figueroa; and Quevedo and Kidd Voodoo joining forces on “The New Urban Movement” panel.

The 2026 Billboard Latin Music Week coincides with the 2026 Billboard Latin Music Awards, set to air Thursday, Oct. 22 from the James L. Knight Center in Miami on Telemundo and Peacock. 

Below, check out the top highlights from every business and industry panel that took place on Monday, Oct. 19.:  

• Buenos Días con Visit Miami: Where Music Lives

  The day began with Buenos Días con Visit Miami: Where Music Lives, featuring musician IAmChino and Connie W. Kinnard, Senior Vice President of Destination Engagement for the Greater Miami Convention & Visitors Bureau. Presented by Visit Miami, the conversation about Miami’s impact as the epicenter of Latin music was moderated by Billboard‘s co-chief content officer Leila Cobo.

  IAmChino, who produced Pitbull’s hit “Damn I Love Miami,” noted that the city is present throughout the song. “The chorus says it; I think everyone loves the 305,” he said, referring to Miami’s area code. “The type of style of the track is Miami up tempo, move shake drop.”

  This year, “Damn I Love Miami” reached No. 6 on Billboard’s Rhythmic Airplay chart, No. 20 on Pop Airplay and No. 13 on Hot Rap Songs, in addition to appearing on the Hot 100.

  “This song is six years old, but the power of social media brought it back,” he added. “We worked on the original version of the song, and then Lil Jon got involved. It was originally in the soundtrack of Fast & Furious, but it got picked up on TikTok and social media. We made some new arrangements, but it’s pretty close to the original track.”

  Kinnard, meanwhile, spoke about what makes Miami “special.”

  “Miami inspires our culture to support writers, producers, video creation and sound. I believe Miami is a unique place because our culture helps create the music you hear. There’s no place like Miami,” she said. “We help share those stories, but we also want people to remember that we have music here, too. We promote, encourage… it’s about driving activity in our community, sharing a vision, and creating memorable moments.”

  IAmChino also presented a snippet of the music video for “Gringa Repartera,” a collaboration between Pitbull and Gente de Zona featured on Mr. Worldwide’s new album, PITCOIN, released on Oct. 9.

• Beyond the Algorithm: From Viral Moment to Global Fanbase 

  Puerto Rican artist Lyanno and Colombian hitmaker Yo Gangsta, joined by Maria Gracia, head of Latin artist marketing at UnitedMasters took the stage on Monday (Oct. 19) for the “Beyond the Algorithm: From Viral Moment to Global Fanbase” panel presented by UnitedMasters.

  Moderated by Gabo Llano, head, music operations at TikTok Spanish Speaking LATAM, the artists discussed how to translate a 15-second internet attention into a sustainable, global fanbase without traditional major label radio machinery requires intentional cultural infrastructure.

  “I’ve never thought about trends — I staked out a corner and stayed there to defend it. It’s about having a crystal-clear narrative, a clear concept, and consistency in everything I do,” Gangsta said about creating a community. “When your identity is clear, it’s easier to go viral because your community sticks around, and you become interesting.”

  “When I started my career, there weren’t as many platforms; I always tried to focus on how to stand out among different artists,” Lyanno recalls. “Identifying that specific trait that makes you unique is a crucial part of going viral — being genuine and consistent.”

  As for the best tips to create content and go viral, Llano explains: “Look at which market the ‘likes’ and ‘shares’ are coming from, and then build your strategy from there. You have to move quickly and have a Plan A, a Plan B and a Plan C. It’s also crucial to have plenty of content and to keep going — month after month, week after week — without stopping.”