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It’s a year since Amazon Music made a big push into Latin music with playlists, podcasts and promotions. Now the service has been telling Billboard about the progress made since then. The key stats: “Latin music listening on the platform grew 94% compared to last year, and in Latin America, Latin music consumption increased by 280%.”

There has also been strong growth in Alexa requests (one of Amazon’s key internal metrics) for genres including regional Mexican music, cumbia, banda, reggaetón and sertanejo. Amazon Music is planning to build on this growth by launching new playlists: ‘Fluent’, ‘Vibras Afro’ [which focuses on the Afrobeats-Latin crossover] and ‘Whiskey & Tequila’ (another crossover: regional Mexican music and country].

The bigger picture here is of Latin music’s growth, particularly in the US, where its market share grew from 5% in 2019 to 5.4% in 2020, with a growth in revenues more than double (in percentage terms) that of the overall recorded music market.

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