From Ricky Martin to Milo J: Tommy Mottola & Alex Gallardo Explain How Latin Music Went From ‘Underdog’ to Global Powerhouse

Tommy Mottola and Alex Gallardo described how Latin music moved from a niche in the US to a global force, crediting early crossover efforts and later changes in technology and listening habits. They said wider access has opened doors for Latin artists, while making originality and a clear artistic identity more important for standing out.

Mottola recalled pushing for Ricky Martin to perform “The Cup of Life” at the Grammys, with Sony threatening to withdraw its artists before the ceremony agreed. Gallardo said Mexico, Brazil and US Latin are among the world’s largest music markets, and US Latin would rank about sixth by consumption if treated as a separate country. They cited Rosalía and 19-year-old Argentine artist Milo J as examples of distinctive work reaching broad or younger audiences, including renewed interest in traditional folklore.