How do Latin artists transcend borders to conquer stages worldwide? On Monday (Oct. 20), global tour manager Jorge Garc\u00eda<\/strong> (Live Nation), festival director Leizer Guss<\/strong> (OCESA), and top agent Mac Clark <\/strong>(CAA) teamed up to discuss the rise of Latin touring on the global stage, and the opportunities and challenges that come with exporting Latin music internationally.<\/p>\n Moderated by Billboard\u2019s senior editor of Latin Griselda Flores and presented by Live Nation, the panel unpacked the changing dynamics of the live Latin music market \u2013 from breaking into untapped regions to capitalizing on the genre\u2019s cultural crossover appeal.<\/p>\n More from Billboard<\/strong><\/p>\n Clark emphasized the importance of growing thoughtfully in new regions, adjusting strategies to ensure sustainability: \u201cYou still have to be very thoughtful with the markets. In one year, tickets might sell at $40, and the next at $100, and then you lose people in between. You have to make sure the growth is accessible.\u201d He shed light on the critical role of Mexico as a focal point in Latin touring, describing it as the \u201cguiding light\u201d for measuring an artist\u2019s success: \u201cMexico sets the tone in Latin music,\u201d he noted.<\/p>\n Have you played Billboard\u2019s Latin Music Week Crossword? \u201cAfter Bad Bunny, \u2018global\u2019 really means global,\u201d Garcia pointed out during the panel. \u201cEvery artist should be thinking that way. Artists are emerging in L.A. or Guadalajara, and now you have Peso Pluma selling 10K tickets in Madrid, or Bad Bunny selling out stadiums in Australia.\u201d<\/p>\n According to Garcia, Latin music has proven that there are few limits to where it can reach: \u201cThe fans are there. In Idaho, in Ohio \u2014 the fans are there. There\u2019s going to be more shows.\u201d Garcia also warned of the danger of over-saturation, adding that artists have to be very deliberate with their output and touring strategies to avoid getting lost in an increasingly crowded space.<\/p>\n Guss highlighted how post-pandemic demand supercharged the Latin music industry, describing the moment as \u201cbigger, larger, faster,\u201d with fans eager to reconnect with live music. He also pointed out the importance of combining the perfect storm of factors to pull off record-breaking tours. Referencing Shakira\u2019s record-breaking 12-night residency at Mexico City\u2019s GNP Estadio Seguros, Guss referenced a popular meme: \u201cEvery day it rained, and every night there was a Shakira show. It was magical. For it to happen again, a lot of things would have to combine, and the artist would have to pay attention to Mexico like she did.\u201d<\/p>\n Spanning over 30 years, Latin Music Week is the single-most important and largest gathering of Latin artists and industry executives in the world. Latin Music Week coincides with the 2025 Billboard Latin Music Awards, set to air Thursday, Oct. 23, on Telemundo and Peacock.<\/p>\n <\/p>\n <\/a><\/p>\n Billboard VIP Pass<\/p>\n Best of Billboard<\/strong><\/p>\n Sign up for Billboard’s Newsletter<\/a>. For the latest news, follow us on Facebook<\/a>, Twitter<\/a>, and Instagram<\/a>.<\/p>\n<\/div>\n \u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n \u2018 Some details of this article were extracted from the following source www.yahoo.com \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":" How do Latin artists transcend borders to conquer stages worldwide? On Monday (Oct. 20), global tour manager Jorge Garc\u00eda (Live Nation), festival director Leizer Guss (OCESA), and top agent Mac Clark (CAA) teamed up to discuss the rise of Latin touring on the global stage, and the opportunities and challenges that come with exporting Latin […]<\/p>\n","protected":false},"author":2,"featured_media":2021507,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25173],"tags":[29110,368288,398306,371610,398303,313551,398304,27786,398305,305035],"class_list":["post-2105000","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artists","tag-billboard","tag-billboard-latin-music-awards","tag-jorge-garcia","tag-latin-artists","tag-latin-griselda-flores","tag-latin-music","tag-latin-music-market","tag-live-nation","tag-mac-clark","tag-mexico"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2025\/09\/Charli-XCX-and-George-Daniel-marry-for-second-time-in.jpeg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2105000","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=2105000"}],"version-history":[{"count":1,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2105000\/revisions"}],"predecessor-version":[{"id":2105001,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2105000\/revisions\/2105001"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2021507"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2105000"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2105000"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2105000"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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