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, who we discovered either by networking, or coming across their music at a showcase, or elsewhere. See our recommendations this month below:
Artist: Estevan Plazola
Country: Mexico
Why They Should Be on Your Radar: The world was introduced to Estevan Plazola on a larger scale through Peso Pluma’s Exodo version of “Hollywood,” written by (and featuring) Plazola, which charted at No. 11 of Hot Latin Songs. A grim, introspective corrido with raw poetry about fame and struggle, the song showcased Plazola’s soul-baring songwriting ability, and turned the spotlight on one of música mexicana’s hidden gems. Though he originally released “Hollywood” under Rancho Humilde in 2020, Plazola has collaborated with multiple independent labels before and after.
His most recent release, “Vibrar +,” comes via Peso Pluma’s own Double P Records — a melancholy sierreño with spine-tingling and even haunting melodic arrangements. An early adopter of música Mexicana’s rise, the singer-songwriter released his debut 25 Años (2019) along the genre’s growing revolution. He followed it up with Archive Music, Vol. 1 (2022), a bilingual rap-corridos fusion. With lyrics exploring resilience, hardship and the bittersweet nature of success, the L.A.-based Mexican-American has emerged as an artist whose authenticity strikes a chord with listeners. — ISABELA RAYGOZA
Song For Your Playlist: “Vibrar +”
Artist: Jombriel
Country: Ecuador
Why They Should Be on Your Radar: Jombriel is a 21-year-old rapper poised to become one of the next breakout stars in the Latin urban genre. Last November, he began gaining widespread attention with the release of his viral hit “Parte & Choke,” in collaboration with Alex Krack and Jøtta. The song later counted with a remix by Colombian sensation Ryan Castro, ultimately reaching No.1 on the Billboard Argentina Hot 100 chart in March. His latest releases include “Vitamina” with DFZM, and “GPS,” which features DFZM alongside legends Jowell and Randy — both showcasing Jombriel’s unique, raspy vocals and hard-hitting perreo sound. As someone who’s putting Ecuador’s urban scene on the map, Jombriel is carving out his own musical identity, blending local sonics with dancehall influences. — INGRID FAJARDO
Song For Your Playlist: “Vitamina” (feat. DFZM)
Artist: Kakalo
Country: Mexico
Why They Should Be on Your Radar: I first became familiar with Kakalo about two years ago when Spotify recommended the captivating track “Mil Maneras de Morir,” his collaboration with Carín León. What struck me immediately was not only his enchanting vocal quality, but also his unique interpretive style that adds depth and emotion to the music. This year he represented Mexico at the renowned Viña del Mar International Song Festival in Chile, where he not only drew attention with his performance but also received the Silver Gaviota. Kakalo has showcased his songwriting abilities through collaborations with well-known figures in the industry, including León, Pepe Aguilar and Spanish pop crooner Pablo Alborán. — I.F.
Song For Your Playlist: “Tierra Trágame” (feat. Carín León)
Artist: Melanie Santiler
Country: Cuba
Why They Should Be on Your Radar: A mesmerizing voice blesses Santiler — one I would have never discovered if it weren’t for the music recommendation on Instagram stories. Searching for the perfect 15-second soundtrack for a selfie, I came across Melanie Santiler’s “Un Momentico +” in collaboration with Cuban hitmaker and artist, Dale Pututi. The song immediately captivated me with its slow-tempo, sensual reparto (a musical genre that derives from the barrios of the Caribbean island) melodies, and it drew me outside of Instagram and into her Spotify.
Born and residing in Havana, the 23-year-old artist is bringing an edgy touch to pop music, fusing it with the traditional sounds that best represent her country. Most notably is her effortless sensuality and dreamy, powerhouse vocals, giving life to her empowering alter ego “La Mami Fina” — and which I dare say gives me Rosalía vibes. Though she’s only been releasing music since 2024, Santiler has also penned songs for important female artists, including Ana Torroja and Gaby Moreno. — JESSICA ROIZ
Song For Your Playlist: “Un Momentico +” (feat. Dale Pututi)
Artist: Pascal
Country: Peru
Why They Should Be on Your Radar: Pascal André Marie Fernand Marchand Lañas, simply known as Pascal, has made his name in his native country, where he’s been releasing music since 2018 —first performing songs for soap operas and more recently achieving massive popularity with romantic ballads and urban pop hits like “Nos Duele Tanto,” certified double platinum in Peru, and “Pa La Luna,” his latest release. The 24-year-old singer-songwriter, who studied at Berklee and plays guitar and piano, opened for Camilo in Lima at the end of March, performing live for the first time in front of such a large audience (10,000 people). Now seeking international recognition, he participated in the Gran Canaria Carnival in March with LOS40 and plans to travel next to Mexico to continue expanding his horizons. — SIGAL RATNER-ARIAS
Song For Your Playlist: “Pa La Luna”
