The Latin music takeover didn’t start with “Despacito,” and it won’t end with it either. A surge of interest in Latin music led to the launch of our 2014 ¡Viva Latino! playlist. Four years later, we’re taking ¡Viva Latino! to the next level: Live.
“¡Viva Latino! Live” turns the playlist into a show-stopping live concert series featuring the hottest artists making a name for Latin music across the globe. Spotify teamed up with Cárdenas Marketing Network (CMN), a US-based multicultural concert producer and event marketing agency, to elevate the stories and voices behind the playlist and bring them to life on stage.
“Since launching our ¡Viva Latino! playlist in 2014, we’ve witnessed the Latin music culture grow beyond even our wildest hopes and expectations,” says Rocio Guerrero, Head of Global Cultures, Shows & Editorial at Spotify. “The decision to take this playlist on the road is a true testament to the impact Latin music is having around the world right now. This is a really exciting moment for Spotify and Latin music fans everywhere—and we can’t wait to have some fun.”
The tour will kick off at Chicago’s Allstate Arena on Thursday, August 23, when hitmakers Daddy Yankee, Bad Bunny, Becky G, Jowell & Randy, and Natti Natasha take the stage and share their love for Latin movement across the globe. Additional cities for the tour along with performers will be announced at a later date.
“When we launched the first-ever vertical video on the ¡Viva Latino! playlist with ‘Vuelve,’ we knew the impact of ¡Viva Latino! playlist around the world—not only for our music, but for our culture. I’m excited to again be part of the history and kick off the first-ever ‘¡Viva Latino! Live’ Concert,” said Latin urban music legend Daddy Yankee.
“I am excited to be joining Spotify to kick off their first-ever ‘¡Viva Latino! Live’ concert series alongside some of the biggest artists in Latin music,” says reggaetón singer Bad Bunny. “This live platform allows artists to truly express ourselves and bring once-in-a-lifetime engaging experiences to our fans. It’s not solely about the music—it’s about the culture, creativity, and contributing to the movement that connects us all together. Latino Gang!”
“These are exciting times in Latin entertainment, and we are proud to partner with such a dynamic music-centric company as Spotify to produce ‘¡Viva Latino! Live,’ which brings together some of the biggest names in Latin entertainment for one night,” says Henry Cardenas, Chief Executive Officer, CMN. “This partnership and initiative demonstrates Spotify’s commitment to Latin culture, and the artists that influence it, in a way that brings true engaging live experiences to the hearts of music fans around the world.”
Tickets will be available on Ticketmaster.com here for presale beginning Wednesday, June 27 at 10am cst. General public onsale will begin on Friday, June 29 at 10am cst.
Stay tuned for additional dates, artists and venues for “¡Viva Latino! Live.”