As Latin Music Grows, Salsa Keeps Its Roots
Summary
Latin music is growing in popularity, reaching more listeners than ever in the U.S. and increasing music revenue in Latin America. Salsa, a style of Latin music with deep cultural roots, continues to stay relevant by honoring its history while attracting new audiences worldwide.Key Facts
- In early 2026, 54% of U.S. listeners said they casually listened to Latin music monthly, a record high.
- Latin America’s recorded music revenue grew 17.1% in 2025, marking 16 years of steady growth.
- Streaming made up 88.1% of Latin America’s music revenue in 2025.
- Salsa music’s history comes from African, Caribbean, Cuban, Puerto Rican, and New York Latino communities.
- Oscar Hernández, pianist and director of the Spanish Harlem Orchestra, learned salsa from legendary musicians like Tito Puente and Celia Cruz.
- Hernández has won four Grammy Awards and worked with famous artists including Rubén Blades, Paul Simon, and Gloria Estefan.
- The Spanish Harlem Orchestra balances keeping salsa’s traditional sound while updating it for new audiences.
- A 2026 collaboration with conductor Gustavo Dudamel and the New York Philharmonic brought salsa to audiences who had never attended a classical concert before.
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