15 Latin Artists to Watch in 2024 – Billboard

Last year, Bad Gyal carved out a distinct presence as the opening act for Karol G’s historic Mañana Será Bonito Tour, showcasing her commanding stage presence and confident flow. Beyond her signature “bad gyal” antics, often spitting verses about her conquests with equal parts raunch and seduction, she surprised audiences by rejecting a perreo dance from Rauw Alejandro — all while making the rounds with her infectious tracks. In February 2023, she dropped the flirtatious reggaetón hit “Chulo,” produced by Mag, marking her international breakthrough. The remix, “Chulo Pt 2”, featuring Young Miko and Tokischa, catapulted her to global fame, reaching No. 89 on the Global 200 and 33 on Hot Latin Songs while going platinum. With her debut album, La Joia, set for release on January 26, Bad Gyal collaborates with Anitta, Quevedo, Myke Towers and more, solidifying her status as a rising Spanish star on the global music scene. — ISABELA RAYGOZA

A behind-the-scenes hitmaker, Calle 24 has played a pivotal role in shaping recent chart-toppers, beginning with the success of “Bebe Dame” by Fuerza Regida and Grupo Frontera. A versatile multi-instrumentalist and producer, Calle 24 — born Diego Millán — stands out as one of the main songwriters and composers for música mexicana leaders Fuerza Regida. He has also demonstrated his mastery of songcraft through his own music: his debut single, the debaucherous corrido “Qué Onda”, featuring Fuerza and Chino Pacas, hit No. 8 on the Hot Latin Songs and No. 61 on the all-genres Hot 100. At just 20 years old, this Chihuahua, Mexico musician is under the banner of Street Mob Records, JOP’s record label, which secured a deal with Cinq Music. Notably, Calle 24 also played a key role in crafting Regida’s latest release Pa Las Baby’s y Belikeada, which earned the San Bernardino quintet a career-high debut on Top Latin Albums at No. 2. — I.R.

The 17-year-old Mexican singer-songwriter officially became a Billboard Hot 100-charting artist in 2023 thanks to his breakthrough song “El Gordo Trae El Mando,” powered by prickly sierreño guitars and a mighty pumping tuba. With early support from Fuerza Regida’s frontman, Jesús Ortiz Paz (who signed him to his Street Mob Records) last year Chino Pacas scored three Billboard chart entries across Hot Latin Songs, Latin Streaming Songs and both Global charts with “El Gordo,” “Dijeron Que No La Iba a Lograr” (with Fuerza Regida) and “Que Onda” (with Calle 24 and Fuerza Regida). The trifecta of hit songs built a solid foundation for Chino, who has a promising year ahead with a potential debut album on the horizon. — GRISELDA FLORES

Puerto Rico’s Christian Alicea is helping shape the new generation of salsa artists that’s coming strong. With his charming, charismatic personality and dulcet vocals, the singer-songwriter and instrumentalist sings about love, family and, most importantly, honors his Boricuan roots. A former reggaeton act, Alicea found his sound and color in the tropical genre, which he now cleverly fuses with merengue ripiao, bolero and bachata, to name a few. In 2023, he signed an exclusive booking agreement with Loud and Live and his debut album, Yo, placed three songs on the Billboard Tropical Airplay chart last year. Two tracks entered the Top 25 while “Aroma” hit No. 15. — JESSICA ROIZ

The Sonora-born artist is behind some of the biggest corridos of 2023, including “AMG” with Peso Pluma and Natanael Cano and “Lady Gaga” with Peso and Junior H — both entered the Hot 100 last year. Ballesteros — who started singing at the local church choir as a kid and managed to get his degree in industrial engineering with music as a side hustle — is one of the most coveted songwriters and collaborators in Mexican music today and is undoubtedly on the cusp of becoming a superstar. Signed to Natanael Cano’s indie label, Los CT, and a licensing deal with Interscope Records, Ballesteros has yet to drop his highly anticipated debut studio album (he’s previously recorded live albums and a joint album with Remmy Valenzuela), which could be a game-changer for him this year. — G.F.

In 2023, Iñigo Quintero went from being a complete stranger to topping the Billboard Global Excl. U.S. chart with the hit “Si No Estás,” a soft piano ballad released independently a year earlier with deep lyrics about lacking something essential in life. The track, which went viral, was completely different from the reggaeton and Mexican music that permeated Latin playlists — and put Quintero on the map. Since then, the Spanish singer-songwriter with a hoarse, passionate voice has released songs such as “Sobredosis,” “Será Por Ti,” “Sin Tiempo Para Bailar” and his latest single, “Lo Que Queda De Mí.” Now we expect to see him solidify his place in the music industry with his debut studio album, scheduled for release this year. — SIGAL RATNER-ARIAS

At only 18 years old, J Noa (real name: Nohelys Jiménez) is a force to be reckoned with. She’s outspoken, she’s wise and her lyrical prowess demands attention. Born in San Cristóbal in The Dominican Republic, the teen rapper often sings about the hustle and bustle of her hood and spits bars that raise awareness on the socio-political issues in her country. In 2022, she signed a record deal with Sony Music Latin and released her debut studio album Autodidacta the following year. The album’s title track was nominated for best rap/hip-hop song at the 2023 Latin Grammys. J Noa dubs herself “La Hija del Rap” in honor of Dominican rappers MelyMel and Lapiz Conciente who are known as “La Mama del Rap” and “El Papa del Rap” respectively. — J.R.

After winning the 2023 Latin Grammy for best new artist with a five-song EP, Joaquina is preparing to release her first full-length album in 2024. The young Venezuelan singer-songwriter has managed to capture teenage angst and vulnerability in a heart-wrenching, convincing way. Through indie pop-rock songs such as “Rabia,” “Niñas de Instagram” and “Los Mejor Años,” she has connected with young audiences while impressing veterans like Juanes (who included the Joaquina-penned “La Versión en mi Cabeza” on his album Vida Cotidiana,) Alejandro Sanz and Fonseca (for whom she has opened shows). She released her latest single “Quise Quererte” in October, and we can expect more new music soon: “Right now I’m working on my album, an upcoming project that will come out around the middle of next year. In about two months there will be new music,” she said in November, when she was named Billboard’s Latin Artist on the Rise of the month. We anticipate a growing interest in her work not only among her peers, but also among her fans. — S.R.A

Kenia Os is a YouTube content creator-turned-singer from Mazatlán, Sinaloa, Mexico, who has grown her social media presence with her delightful persona and beautiful looks. In 2018, she officially launched her music career with her single “Por Siempre,” and although her beloved fans followed her on the journey, it wasn’t until her breakthrough track “Malas Deciciones” in 2022 that she really grasped her musical identity. “I realized that people liked pop, and the pop that I was doing,” she previously told Billboard. The track entered the Billboard Global Excl. U.S. and Billboard Global 200 charts. Kenia signed a record deal with Sony Music Mexico in 2021, which was renewed in 2023 alongside 5020 Records, and she has since collaborated with acts such as Thalía, Ha*Ash, and CNCO. Last year, she launched her new makeup line, a sign of a budding entrepreneurial spirit. — J.R.

Ke Personajes — Emanuel Noir (vocals), Sebastián Boffelli (percussion), Enzo Martínez (güiro) and Joel Brem (keyboard) — is an Argentine-based cumbia group that’s making big waves in Latin America. Making the rounds since 2016, Ke Personajes (which loosely translates to “what personalities”) first gained viral popularity during the pandemic in 2020 with their cumbia cover of Christian Nodal’s “Adios Amor” and Raymix’s “Oye Mujer.” Last year, the eclectic group scored its first No. 1 on the Billboard Argentina Hot 100 in February with “Ya No Vuelvas” in collaboration with K’Onga. Later in May, the act topped the chart again with “Un Finde: Big One Crossover #2” alongside Big One and FMK. Ke Personaje has maintained momentum with their Grupo Frontera-assisted “Ojitos Rojos.” — J.R.

A bright new name in Argentine rap, Milo J began his musical journey in 2021 at 15 years old with the release of his single “Tus Vueltas.” But it wasn’t until 2022’s “Milagrosa”, a song about self-improvement that accumulated millions of views, which sparked the interest of recognized artists such as Duki. The latter shared a clip of a remix of the song on his social networks, giving Milo J greater exposure. 2023 was his breakout year: He released two EPs, 511 and the Bizarrap-assisted En Dormir Sin Madrid, via Argentine indie label Dale Play (home to Bizarrap and Duki). He also collaborated with Bizarrap on the “Bzrp Music Sessions, Vol. 57,” which to date has more than 90 million views. In addition, he released his debut album 111, named by Billboard Español and Billboard Latin as one of the best Latin albums of 2023. The latter features collaborations with artists such as Peso Pluma (“Una Bala”), Nicki Nicole (“Alumbre”) and Yahritza y su Esencia (“Te Fui a Seguir”) alongside solo standout tracks like “A1RE” and “SINCERATE.” Milo J shines on songs that explore his life experiences with depth and sincerity. His tenor voice, which captivates at first listen, often assumes a leading role, taking with it the emotional weight of his music. His undeniable talent and his colleagues’ support puts him on a rapid upward trajectory in music that he’s continuing in 2024: Milo J kicked off the year with a tour that includes stops in Bolivia, Chile, Uruguay, Paraguay, Spain and Mexico. — LUISA CALLE

When Omar Courtz jumped in as a guest artist on Tainy’s debut album Data on the ethereal “Pasiempre,” featuring Latin trap superstars (Bad Bunny, Arcángel, Jhayco and Myke Towers), the only newcomer was Courtz himself, spitting ill bars like the rest of them. The following month, the 26-year-old singer/rapper continued to shine at Premios Juventud, this time performing alongside reggaeton OGs including Angel & Khriz, R.K.M & Ken-Y, Alexis & Fido, Zion & Lennox, Wisin, Chencho Corleone and more. Formerly working at a clothing store for reggaeton stars, Courtz’s journey took a remarkable turn as he collaborated with industry giants like Daddy Yankee and J Balvin. Signed to Pitbull’s record label, Mr. 305, Courtz’s solo ventures, including the reggae infused “En Su Nota,” showcase his diverse musical prowess. Recognized by Today at Apple as an artist to watch during Hispanic Heritage Month, Courtz is undeniably making waves in the Latin music scene. — I.R.

Spaniard Omar Montes’ dark vocals carry the beauty of his culture, blending conventional and urban flamenco sounds, similar to Rosalía before him, bringing a new audience to the traditional music of Southern Spain. Montes’ ability to seamlessly merge distinct styles allows him to bring together street smarts, innovation and tradition. His sophomore album, Quejíos De Un Maleante, out on Sony Music Latin and nominated at the 2023 Latin Grammys, is a master class in urban flamenco with songs featuring Farruko, C. Tangana and some of the most respected figures in classic flamenco. Montes’ soundscapes are powerful and deeply personal; from the haunting melodies of “Bulería” to the catchy hooks in “Patio de la Cárcel,” his voice conveys raw emotion rooted in his experiences. His talent ensures this young generation will carry a beautiful tradition to a new era. — INGRID FAJARDO

Mexican American 19-year-old singer-songwriter Xavi (born Joshua Xavier Gutiérrez) kicked off 2024 with his first No. 1 on any Billboard chart thanks to his romantic corrido “La Diabla,” which crowned the Hot Latin Songs chart on Jan. 6. The song also currently sits at No. 2 on the Billboard Global 200 Excl. U.S. and at No. 4 on the Billboard Global 200 chart. Born in Phoenix, the artist has become a bright new name in regional Mexican music thanks to his authentic and romantic approach. And with his unique, vibrant vocals and charming humbleness, he has connected perfectly with Gen Z through TikTok. Plus, unlike most of his counterparts, his biggest hits have been solo numbers, not collabs. He is all set to embark on his first tour later this year and has signed with WME for global representation across all areas. — I.F.

At a time when regional Mexican music is having a massive cultural moment and dominating the Billboard charts thanks to a handful of young exponents, Yng Lvcas has placed all bets on reggaeton and struck gold. As he put it, if he had gone the Mexican music route it would’ve been “like putting a taco spot when there are 20,000 taco spots.” The 24-year-old artist is at the forefront of a burgeoning reggaeton scene in Mexico thanks to his effortlessly cool vibe and suave lyrics, as heard on his 2023 global hit “La Bebe” Remix with Peso Pluma. The hip-swiveling reggaeton track peaked at No. 2 on the Hot Latin Songs chart and on both the Billboard Global 200 and Billboard Global Excl. U.S. charts. It also peaked at No. 11 on the Hot 100 chart. The Warner Music Latina artist was also a six-time finalist at the 2023 Billboard Latin Music Awards. — G.F.