Key Stats:
With over 60 million Spanish speakers in the U.S., Latin music has become an essential component of the entertainment industry. According to a Nielsen Music report, the Latin music market grew by 24% in 2020, highlighting the increasing demand for Spanish-language content (Nielsen, 2021-). Projections for 2025 suggest steady growth, where paradoxically certain genres like reggaeton and cumbia begin to decline, while Latin pop, new mix genres, and romantic music experience significant growth.
-
According to Billboard magazine, when comparing the total market growth percentage of the music industry in the U.S. in the first half of 2024 with the first half of 2023, Latin music outperformed genres like country, pop, and rock. Latin music—which is not a genre in itself but a term used for music predominantly performed in Spanish—recorded a 15.1% increase in on-demand audio streaming volume. This resulted in a total market share growth of 0.51% in the first half of 2024, far exceeding rock and pop (which had a market share growth of less than 0.3%) or country and Christian music (with market share growth of less than 0.2%).
Artists like Myriam Hernández not only bring a musical legacy, but also represent the diversity and cultural richness of Latin America. Her repertoire, which includes classics like “Huele a peligro” and “El hombre que yo amo,” resonates with a wide audience, creating an emotional connection that goes beyond music.
-
Now, particularly certain segments of shows and events called “boutique” (high-quality staging, production, and experience), without being mega shows, have grown tremendously, stemming from a combination of “nostalgia” with innovation in Latin performances. This means that Spanish-speaking artistic shows, featuring established talents, propose through their producers (Gabriel Burztyn (https://www.instagram.com/gabybursztyn/), one of the most experienced and representative in this market), a very competitive offering in every sense, differing from the treatment generally given until now. In other words, these shows have nothing to envy from so-called “Mega” stars and occupy a meeting space, culture, relationships, and relevance (value) for Latino migrants, as few things today are as solid for this growing niche in the U.S.
In some contexts, terms like "boutique" are used to describe certain events or shows by artists that are more selective and of high quality. "Boutique concerts" or "boutique festivals" usually offer a more intimate and exclusive experience, focused on artistic quality and connection with the audience.
-
These cult artists create a connection that has double value when one is far from their Latin lands, which is why the impact of being present in them (either as a spectator or as a sponsor) is significant.
There’s also talk of "intimate concerts" or "alternative tours," highlighting musicians who have a passionate following.
Introduction:
In a world where music transcends borders, the return of Myriam Hernández to the United States is a phenomenon that cannot be overlooked. Her tour kicks off on September 26 in Boston and extends to cities like New York, New Jersey, and Miami, where she will perform on October 5 at the James L. Knight Center.
With a career spanning over three decades, the artist not only offers a repertoire of classics that have marked generations but will also present her new productions, making each concert a unique experience.
Opportunities for Latin Brands
Collaborations in Events
Myriam Hernández’s “Invincible World Tour” is not only an important event on an artistic musical level but also social and economic. It’s an ideal platform for Latin brands and organizations to associate with high-profile events. By participating and sponsoring concerts and festivals of this level, companies can increase their visibility in a market that seeks authenticity and cultural connection—something that Latin-origin brands present in the U.S. need to consolidate and work on systematically.
For example, brands like Bacardi and Cerveza Modelo have successfully collaborated at musical events, leveraging the popularity of Latin music to connect with their target audience. However, today there is space for many more Latin companies, whether already established in the USA or seeking to make their presence felt in the Anglophone Latin capital, Miami.
These alliances not only strengthen brand presence but also foster a sense of community among attendees.
Immersive Experiences
Creating immersive experiences during live events can be a key differentiator. Brands can set up interactive booths where fans of Myriam Hernández can enjoy tastings, contests, and activities related to Latin culture. For example, the Latin Music Festival in Miami has implemented experience zones where brands can engage directly with attendees, generating emotional commitment that strengthens consumer loyalty.
Myriam Hernández’s arrival in the U.S. with her "Invincible World Tour" not only celebrates her musical legacy but also opens a range of opportunities for Latin brands. In an ever-evolving market, companies must adopt innovative strategies that reflect the authenticity and cultural richness of the Latin community. With careful planning and a focus on emotional connection, brands can capitalize on the growing interest in Latin music and secure their place in this vibrant landscape.
Tips for Enjoying This Art and Talent-Filled Experience:
-
The trajectory of Myriam Hernández, her impact on romantic music, and details about her "Invincible World Tour."
-
Varied Repertoire: Includes classic hits and new releases.
-
Live Experience: Each concert is a celebration of love and positivity.
-
Cultural Impact: Hernández's music connects Anglophone Latin communities.
-
Get Your Tickets: Purchase at www.ticketmaster.com to secure your spot.
-
Get Ready for Karaoke: Myriam's concerts are participatory parties.
-
Connect Emotionally: Listen to her classics before the show for even more enjoyment.
Check out the video of Myriam discussing her shows in the U.S. here: Instagram Video.
The Trajectory of Myriam Hernández
A Voice That Defines Eras
Since her debut album, Myriam Hernández, to her more recent productions like Sinergia and Nuestra Navidad (2022), the artist has been a pillar in romantic music. With over 13 singles on the Hot Latin Songs chart and 6 albums on the Latin Pop Albums chart of Billboard, her success is undeniable. According to Spotify data, in 2024, Hernández boasts over 2 million monthly listeners, reflecting her continued relevance in the music scene.
Hits That Resonate
Iconic tracks like “Huele a peligro,” “Se me fue,” and “El hombre que yo amo” resonate in the collective memory of several generations. These classics not only sold millions of copies but have also accumulated hundreds of millions of streams on digital platforms, reaffirming their place in pop culture.
The "Invincible World Tour"
A Visual and Musical Spectacle
Hernández has worked intensively with her technical team to offer a show that combines emotion and quality. “The idea is for people to leave happy and with a message of positivity and love,” she commented. This approach transforms each concert into an unforgettable experience, where the audience becomes part of the show, almost like a grand karaoke where voices unite in a celebration of music.
To enjoy listening to this talented artist: Instagram Reel.
Tour Details
The tour includes stops at iconic venues like the Lynn Auditorium in Boston and the United Palace in New York. The presentation in Miami promises to be a special event, given the artist's cultural ties to the Anglophone Latin community. Tickets are available on Ticketmaster.
The Schedule:
📅 Thursday, September 26, 8 PM.
📍 Lynn Auditorium, Boston
📅 Friday, September 27, 8 PM.
📍 United Palace, New York
📅 Saturday, September 28, 8 PM.
📍 Ritz Theater, New Jersey
📅 Saturday, October 5, 8 PM.
📍 James L. Knight Center, Miami
Conclusions on Cultural and Social Impact
Connection with the Community
Myriam Hernández's music acts as a bridge between diverse communities in Miami, Boston, and NY. The phenomenon of the "Invincible World Tour" is not just a musical event but an opportunity for the Anglophone Latin community to come together around a shared experience. Romantic music serves as a point of connection that fosters inclusion and a sense of belonging.
Corporate Support
The success of this tour is backed by Blueteam Dream Makers, a team of entrepreneurs who have been instrumental in organizing the tour. This logistical and strategic support ensures
hat every detail is meticulously handled, from production to the audience experience.
-
Infonegocios RED: 4.5 million Anglophone Latinos reading business news daily.
-
Sign Up for Free: Register and receive our newsletter by simply leaving your email and name here. (https://infonegocios.miami/suscribite-al-newsletter)
-
IG: @infonegociosmiami
