How Arenas Are Driving the Global Growth of Latin Music: ‘It’s About Creating Experiences’

Industry figures from Spain and Puerto Rico said arenas help Latin music reach new audiences by providing the infrastructure, safety and production needed for successful tours. At a Billboard Latin Music Week panel, they stressed that memorable concerts depend on cooperation between artists, promoters and venues, and that arena shows can also boost local economies.

The discussion cited Bad Bunny’s 31-date 2025 residency at Puerto Rico’s Coliseo as a landmark for Latin music and an economic boost for businesses across the island. Panellists said artists need venues suited to their current draw, since online popularity does not translate equally into ticket sales in every market. They also highlighted the need to invest in smaller venues and set ticket prices that reflect local conditions.