Kali Uchis’ version of “Si Una Vez” will be released alongside the launch of “Fluent,” a new playlist for fans who “move seamlessly between cultures”.
It’s part of Amazon’s ongoing effort to aggressively target Latin music consumers. Last year, the retailer and streamer launched Amazon Music LAT! N as its first dedicated initiative to attract Latin consumers. Before that, Amazon of course had Latin music offerings, including a solid suite of playlists and catalogs, but not much else.
In the past year alone, fueled by a series of initial initiatives including the creation of exclusive content and additional playlists, Latin music listening on the platform has increased by 94% compared to the previous year. last year, and in Latin America, Latin music consumption increased by 280%. .
In total, four of Amazon’s 15 free global playlists are Latin: Voces de Fe (Christian music), Tierra Tropical, Platino and Puro Trancazo, and on Alexa, regional requests for Mexican music around the world have increased by 377 %, followed by 205% cumbia. , banda by 197% and reggaetón by 126%, compared to the previous year.
The strongest growth recorded over the past year comes from the Brazilian genre sertanejo, which grew by 1086%. As for the most requested artist in the world in 2021, it’s Bad Bunny, followed by J Balvin, Shakira and Karol G.
“La Cultura That Connects Us” seeks to broaden this base of younger listeners and also harness Latin cultural changes as a whole.
Beyond the “Fluent” playlist, Amazon LAT! N is launching two other playlists, each linked to a cultural movement and released in tandem with an Amazon Original song. The “Vibras Afro” playlist highlights “intercultural connections with an emphasis on the Afrobeat-Latino movement”. The playlist will be launched in tandem with a new version of ChocQuibTown’s hit “Vuleve” with Nigerian producer Mystro, and a new episode of the Género 101 video series. The song will be released on September 24, followed by the video, which highlights the musical movements of the African diaspora, September 27.
And the “Whiskey & Tequila” playlist connects the Mexican and country regions. It opens on October 1 with a new Spanish version of “Fancy Like” performed by country star Walker Hayes with Mexican regional singer Carin León.
“As musicians and representatives of the genre, we really want to be able to expose our art and our sounds to the world to make our Mexican music more global,” León said in a statement. “For us the launch of ‘Whiskey & Tequila’ is very exciting, because these are cultures that have always been very close to each other. We know that many of the country concert attendees are Mexican because we have a lot in common. . “
Other new and original content included a new version of Shakira’s “La Tortura” by Colombian sisters Las Villa, and the launch of the “Platino Radio” playlist in “DJ mode” with commentary from DJs and DJs. ‘artists.
All new content will be available on the Amazon Music mobile and desktop app, Amazon Echo devices and on Amazon.com/latinmusic.