Every month, Billboard Latin and Billboard Español editors spotlight a group of rising artists whose music we love. Think “diamantes en bruto,” or “diamonds in the rough.” These are newcomers who have yet to impact the mainstream — but whose music excites us, and who we believe our readers should make a point to discover.
Our latest edition of On the Radar Latin includes a wave of emerging artists, we came across at the 2024 Billboard Latin Music Week in Miami, which took place Oct. 14-18. See our recommendations this month below:
Artist: Alex Ponce
Country: Ecuador
Why They Should Be on Your Radar: If you saw an artist wearing large light blue over-ear headphones during Billboard Latin Music Week, you may already be familiar with Alex Ponce. This Ecuadorian singer-songwriter has been making waves on social media with his videos. He used this year’s conference not only to meet new people and forge connections but also to showcase his latest single, “La Sin Sentimientos,” featuring Blanko. His style is impressive, blending elements of regional Mexican music with innovative electronic sounds, fresh vocals, and upbeat pop influences. This combination creates a vibrant sound that could easily become a new party anthem. — INGRID FAJARDO
Song for your playlist: “La Sin Sentimientos”
Artist: Dany Deglein
Country: Bolivia
Why They Should Be On Your Radar: Dany Deglein, a Bolivian artist with a decade of solo career success in his native country, is reinventing his music after a transformative sabbatical into eco-tourism, according to a Mexican publication. His roots in the music of his native surroundings are evident in his pop fusions that feature traditional Bolivian instruments, like the charango. A standout track, “Mala,” celebrates this instrument — a small Andean guitar-like piece that usually has an armadillo shell for its body — in a festive song about empowerment after breakups. Deglein, who Billboard Español connected with during Latin Music week, is actively involved in humanitarian causes, utilizing his music as a force for social change. Deglein’s narrative and sound are both poignant and playful, securing his place as an artist to watch. — ISABELA RAYGOZA
Song For Your Playlist: “Mala”
Artist: Grupo Diez 4tro
Country: Mexico
Why They Should Be on Your Radar: Grupo Diez 4tro, helmed by vocalist Jesus “Moreno,” was founded in 2020 in Sacramento, Calif. With its innovative and distinctive fusion of drill rap and Música Mexicana, Moreno brought to life a subgenre he dubbed “Drilla Corridos.” Some of Grupo Diez 4tro’s earlier and viral hits include “En El Refuego” and “Los Hermanos,” gaining traction in countries such as the United States, Mexico, and Guatemala. After kicking off its music career, Diez 4tro unleashed three albums: Consejos de la Vida (2022), Blanco (2023), and Rojo (2023). In the midst of attending his first-ever Billboard Latin Music Week, “Moreno” dropped his latest single “Dile,” which captures a romantic corrido tune about falling in love with a girl and encouraging her to tell her parents that they will get married. — JESSICA ROIZ
Song For Your Playlist: “Dile”
Artist: L+U
Country: Venezuela / Italy
Why They Should Be on Your Radar: Formed by Italian songstress Luisa Maggioni and Venezuelan artist Claudio Urdaneta (who also has German and Salvadoran roots), L+U is a husband and wife duo that goes beyond just a talented couple. Maggioni—who was a chorist for Phil Collins and participated in “The Voice Italy”—is a survivor of anorexia. Urdaneta—a studied musician who toured the world with Michael Franti & Spearhead—battled with depression when he migrated to the U.S. Today, after meeting in Miami and getting married in 2022, the duo is creating Spanish pop-rock music with purpose. “We channel our life experiences, along with our love for each other, into positive music that explores themes of mental health, resilience, and love,” the duo tells Billboard. “Our hope is that our songs can add something meaningful to the lives of our listeners.” — J.R.
Song For Your Playlist: “Espejo”
Artist: LI-C
Country: Cuba
Why They Should Be on Your Radar: Cuban-born artist LI-C is a studied singer and musician, who after taking vocal classes and learning to play the clarinet, became a music professor herself. In Cuba, she formed part of a musical group, having the opportunity to take her talent to Asia. Now residing in Miami, the artist born Lisandra Rondon officially launched her music career this year with her debut album Mariposa (Butterfly). Sonically, the 12-track set helmed by hitmakers La Companioni and Nando Pro, laces LI-C’s captivating vocals with fusions of reggaeton, afrobeat, salsa, and pop. Lyrically, she honors her album’s name, singing about personal growth, self-love, and happiness. LI-C took full advantage at her first Billboard Latin Music Week, where she attended with her managers, networked with her colleagues, learned from this year’s panelists, and even asked a question during the “Billboard Ask Anything” panel. — J.R.
Song For Your Playlist: “Mi Propiedad”
Artist: Lulita (Alexandra Kirtchuk)
Country: Argentina/U.S.
Why They Should Be on Your Radar: With a privileged lyrical voice, Lulita — a New Yorker of Argentine-Israeli descent — fuses the sounds of her ancestors to create inspiring music. Graduated from the renowned LaGuardia High School, she studied international relations before moving to Buenos Aires to learn tango and folklore. With influences as eclectic as the Gipsy Kings, Buena Vista Social Club, Mercedes Sosa and Gilberto Gil, Lulita presents a truly interesting offering. She will release on Nov. 22 her first EP, Alexandra, with songs of the Argentine folklore and fragments of family interviews in Argentina and Jewish prayers in Israel. Meanwhile, you can listen to her on Spotify performing a song titled “song of simple things.” — SIGAL RATNER-ARIAS
Song For Your Playlist: “canción de las simples cosas”
Artist: Milo Campos
Country: México
Why They Should Be on Your Radar: Milo is a Mexican producer and singer-songwriter who is making a name for himself in the music industry. He started his career as a songwriter for various artists, including Banda Los Sebastianes, Edwin Luna, and Luis “Potro” Caballero, among others in Mexico. Known for his unique storytelling through music, he released his solo album Lotería this year. This eight-track concept LP is inspired by the traditional Mexican game of Lotería, with each track corresponding to a specific card name, such as “El Valiente,” “La Sirena,” and “El Borracho.” The album features a blend of regional Mexican music, including huapango, trap, salsa, norteño, and even reggaetón, all written and produced by Milo himself.
Song For Your Playlist: “El Borracho”
Artist: Nathalie Blain
Country: Ecuador
Why They Should Be on Your Radar: Nathalie Blain traveled from her native Ecuador to Miami to introduce her music project to colleagues and industry leaders. The emerging artist and professional dancer kicked off her singing career in 2023 and counts with five singles up to now. She’s also opened shows for Greeicy and Jorge Celedon. From her debut single “Si Te Hubieras Quedado” to her latest collaboration, “Contigo” with Andres Molina, Blain easily navigates different genres such as bolero, R&B, cumbia, and reggaetón. In her lyrics, she opens up about personal experiences that broke her but also shaped her. “I spent a lot of time repressing my emotions until music found me again and resurrected me little by little,” her Spotify profile notes. “Through music I let myself feel, I give myself over to the feeling and the emotion, I don’t resist and that frees me.” — J.R.
Song For Your Playlist: “Si Te Hubieras Quedado”
Artist: Nik Salazar
Country: Colombia
Why They Should Be on Your Radar: I briefly met Nik last year during Billboard Latin Week 2023, and then in Puerto Rico, I had the opportunity to check out more on his music further at an event for Premios Juventud. I’ve been following his recent releases, and we caught up again during this year’s Billboard Latin Music Week. During that time, he met new colleagues and gained more insights into his career while continuously working on his music and projects. Nik started writing at the age of 11 and studied music in Bogotá, Colombia where he has been honing his songwriting skills over the years. One thing I’ve noticed about him, in addition to his incredible talent and charming charisma, is his determination to advocate for his project. His latest work, “Los Santos,” beautifully blends sensual pop with an urban touch, showcasing his sweet voice. — I.F.
Song for your playlist: “Los Santos”
Artist: Pedro El Rapero
Country: Venezuela
Why They Should Be on Your Radar: Without a doubt, Pedro El Rapero left a mark at Billboard Latin Music Week by creating an unforgettable moment during J Balvin’s Superstar Q&A. The 13-year-old took the stage during the panel to show the Colombian artist his rap skills, performing his infectious song “Retro 1.” Hailing from the city of Barquisimeto, the youngster already performed at the Poliedro de Caracas during a concert of El Alfa, a moment that opened doors for other performances in Venezuela, Argentina and Guatemala. A rapper but also a singer, and more than 250,000 followers on Instagram, he has released the five-song EP Alegría (2023) and has a new single titled “Hasta el final.” — S.R.A.
Song For Your Playlist: “Retro 1”
Artist: Steffania Uttaro
Country: Venezuela
Why They Should Be on Your Radar: The 27-year-old singer-songwriter from Venezuela has already made some waves in the music industry, particularly in Argentina, where she currently resides. She was a semi-finalist on the third season of La Voz Argentina in 2021. Now, she’s looking to branch out and expand her reach, which is what led her to travel to the 2024 Billboard Latin Music Week. Most recently, she released her debut album, titled Amor del Bueno y Del Otro También, which showcases her light yet wide-ranging vocals, and her versatile musical palette dabbling in ballads, pop and more rhythmic styles. — GRISELDA FLORES
Song For Your Playlist: “Veneno”
Artist: Zandú
Country: Venezuela
Why They Should Be on Your Radar: With a pop-urban sound and a pleasant voice and cadence, Colombian-Venezuelan singer and songwriter Zandú achieved notoriety in 2020 with the song alluding to the pandemic “Qué Cosa Tan Loca,” after his concerts from the balcony for his neighbors lead him to appear on different international news programs (as documented in its music video). But Zandú started much earlier, singing at folkloric music festivals and also in a salsa and merengue band. Born in Pregonero, Táchira, and currently living between Venezuela and Switzerland, he has released singles including “Combinas Conmigo” with Felipe Peláez and the song about mental health “Esta Me La Dedico,” as well as an EP titled Exhala in 2022. His most recent release is Error de Lectura, a six-song set in which he fuses contemporary sounds with music from the 90s.— S.R.A.
Song For Your Playlist: “Vas a Ver”
