The Latin music market is growing at an unprecedented rate. In 2022, the genre surpassed $1 billion in US recorded music revenue. Although the figures are yet to be released, 2023 likely continued this upward trend and already it reached a new record high of $627 million in the first half of the year according to the RIAA.
Argentina is emerging as a powerhouse of the Latin music scene. Urban pop artist Maria Becerra was the country’s most-streamed artist for the third year running in 2023 with an average of 25 million monthly listeners. Meanwhile, Bizarrap broke a world record for his viral track featuring Shakira. Elsewhere, more home-grown artists reached new heights, such as Tiago PZK, LIT Killah (and all the Los Del Espacio group for that matter), YSY A, TINI, Nicki Nicole, Cazzu… the list goes on.
WAT presents Class of 2024 — a new series showcasing the most exciting new talents from around the globe.
First stop? Argentina.
Since she started practicing freestyle at the age of 14, the now 24-year-old rapper Soui Uno has steadily risen through the ranks as one to watch on the rap scene. The Buenos Aires-based artist has made a name for her for her provocative lyrics and catchy refrains about rising above adversity whatever the cost. In 2023, Soui Uno was selected for Spotify’s Al Sur RADAR programme for emerging artists in South America and her new album is scheduled for later this year.
The past few years have seen Mateo Palacios Corazzina, known by the moniker Trueno, become one of Argentina’s most-talked-about new rappers. His style draws on old school hip-hop and he’s collaborated with Tiago PZK, Duki, NATHY PELUSO and Bizarrap among others. The 21-year-old is outspoken on issues in Argentine society, he condemned the rise of the far right after Javier Milei’s victory in the 2023 elections, and his lyrics are often politically-charged, engaging with everyday hardships and corruption in his country.
Previously member of creative collective RIP Gang alongside fellow artists Ill Quentín, Muerejoven, Odd Mami, Taichu and Saramalacara, Tais ‘Taichu’ López Miranda is the 22-year-old disrupting Argentina’s urban pop scene. TAICHU released her debut album RAWR on DALE PLAY Records last year (the label home to trap stars Duki and Nicki Nicole, and producer Bizarrap). Sassy, sexy and self-assured, TAICHU’s bold debut is steeped in trap and bass-heavy dance music. She describes her aesthetic universe as ‘hot core’, which translates to an in-your-face confidence and empowered sexuality.
2023 was huge for Milo J. The 17-year-old featured in high-profile collaborations with Nicki Nicole, KHEA, Lit Killah and Peso Pluma. He accepted an invitation to star in one of Bizarrap’s legendary Bzrp Music Sessions, and they also released an EP together, en dormir sin Madrid. The end of the year saw the young artist release his debut album. In 111, Milo J rejects mainstream urban pop and dance music leanings in favour of a beguiling bolero and tango-inspired soundscape. An artist with a mature sound well-beyond his years, Milo J is an exciting talent on the rise.
Six Sex embodies an assertive feminine sexuality in her style and music. Rather than submitting to the male gaze, her aesthetic is confrontational and intimidating. Six Sex released her debut EP in 2019 and she’s already caught the ear of Bizarrap among her listeners. Her latest EP 6X featured collaborations with Ms Nina and Alu Mix.