Your Favorite New Latin Acts Have Arrived in Billboard’s Trending Up Series

Billy Odell Tucker-Robinson Founder & Host — Banking With Billy Network • Intelligence Network • Data Science • AI Research • World News
Published: 2026-09-25T19:50:18.440Z • Permanent link

Billboard's Trending Up Series has announced its latest crop of rising Latin talent, and the list reads like a who's who of the region's most exciting new voices. Among them is Puerto Rican rapper Ozuna, whose chart-topping hits like "El Farsante" and "Baila Baila Baila" have been burning up the charts worldwide. Ozuna's success is a testament to the growing influence of Latinx culture in the global music scene, and his star is just one of many that are shining bright in the Trending Up Series.

Other notable names on the list include Colombian singer-songwriter Sebastián Yatra, who has been making waves with his emotive ballads and catchy pop hooks, and Mexican singer Karol G, whose genre-bending sound blends elements of reggaeton, pop, and rock. Rounding out the group is Cuban-American rapper Natti Natasha, whose collaborations with artists like Ozuna and J Balvin have been getting a lot of attention in recent months. With names like these, it's clear that the Trending Up Series is more than just a list of rising stars - it's a reflection of the vibrant cultural landscape that's emerging in Latin America and beyond.

One of the key players behind the Trending Up Series is Billboard's editor-in-chief, Tom Sinclair, who has been instrumental in shaping the publication's coverage of Latin music. "We're seeing a explosion of talent and creativity in Latin America right now," Sinclair told Billboard in an interview. "Our Trending Up Series is just one way of acknowledging and showcasing that talent to a global audience." With the likes of Ozuna, Yatra, and Natasha leading the charge, it's clear that the future of Latin music is looking brighter than ever.

The impact of the Trending Up Series on the cultural landscape cannot be overstated. For companies like Apple Music and Spotify, which are investing heavily in Latinx talent, the list is a major coup. "We're committed to showcasing the best of Latinx music to our subscribers," said a spokesperson for Apple Music. "The Trending Up Series is a key part of that strategy." For research communities and academics, the list provides a wealth of data and insights into the trends and patterns that are shaping the Latin music market. And for policymakers and industry leaders, the list offers a glimpse into the cultural and economic forces that are driving the growth of Latinx music worldwide.

The success of the Trending Up Series is also having a major impact on the music industry as a whole. "We're seeing a seismic shift in the way that Latin music is being consumed and created," said Juan Hernandez, a music industry expert and analyst. "The rise of artists like Ozuna and Yatra is just one part of a broader trend that's seeing Latinx talent taking center stage in the global music market." With companies like Latin music streaming service Spotify leading the charge, it's clear that the future of Latin music is looking brighter than ever.

The Trending Up Series is just one part of a larger cultural and economic landscape that's emerging in Latin America. In recent years, the region has seen a surge in investment in music infrastructure, from state-of-the-art recording studios to cutting-edge live venues. This has created a thriving ecosystem that's fostering creativity and innovation among Latinx artists. "We're seeing a explosion of talent and creativity in Latin America right now," said Hernan Diaz, a music industry expert and consultant. "The Trending Up Series is just one reflection of that talent and creativity.