What do audiences want?

PARTICIPATING SPEAKERS

Santiago Muñoz

Emmanuel Zunz

Sergio Pabón

Julio C. Escovar

Agustin Guevara

The industry knows how to measure what has already happened: how many streams, how many tickets sold, how much engagement. What it still doesn’t know how to fully read is what is truly driving new Spanish-speaking music audiences—and why an artist, format, or experience resonates in one market and falls flat in another just 2,000 kilometers away.
The thesis seems simple: audiences have stopped behaving like national markets and have started acting like global tribes with local codes. That’s why those who program, sign, and produce must make decisions every day—while the data eventually catches up to confirm them.
Three territories, three angles—experiences, labels, and festivals—come together to put on the table what’s being observed in the field before it shows up in the reports.