Deezer continues support of Latin genre with new dedicated reggaetón channel & grassroots program in the U.S.

Deezer, a personal music streaming company, has announced the launch of a dedicated Reggaetón channel and grassroots program to further support, and provide a digital platform for, the rapidly-growing Latin music genre with a special focus on Reggaetón, one of the fastest growing music sub-genres in the U.S.

Not only will the new Reggaetón channel allow Deezer to support up-and-coming artists in the Latin genre through playlisting and original content, it will also provide a central platform for popular Latin artists to take their music to the next level in the industry. Deezer will also collaborate with Hispanic influencers and artists to produce playlists, videos, and other content to help promote Latin artists to a wider fanbase.

“At Deezer, we’re committed to supporting emerging artists and fostering their talents and potential,” said Jorge Rincon, Vice President of Deezer North America. “Latin is one of our most popular genres and has major growth potential. As a strong advocate for localization and segmentation, we feel the new Reggaetón channel will become one of our most popular channels in the U.S, next to our already popular Musica Latina and Musica Mexicana channels. We look forward to helping nurture artists’ careers and share their music and help a wider fanbase find their Latin Flow.”

While Latin music has always had a presence in the U.S., its popularity has increased dramatically in recent years – in part due to the growth of the Hispanic population, which has more than doubled over the last decade. According to Nielsen, Hispanic culture is important to the growing Latino community; and Hispanic millennials, more so than any other group of millennials, have said culture and heritage influence the music to which they listen. This influence and cultural duality has contributed to the Latin genre’s most popular crossover artists – such as Jennifer Lopez, Shakira, Daddy Yankee, and Pitbull – raising the ranks of mainstream pop and hip-hop.

Reggaetón specifically has emerged as one of the top sub-genres in the Latin space with songs like J Balvin’s “Ginza” spending 22 weeks in the number one spot on the Hot Latin Songs chart and Nicky Jam’s “Hasta El Amanecer” ranking number three of YouTube’s most-watched music videos in 2016.

On Deezer in particular, Latin music has become incredibly popular with Mexican artists like Banda Sinaloense MS de Sergio Lizarraga and Los Tigres del Norte and Latin Pop artists like Bruno Mars and Romeo Santos present on the Deezer USA Top 50 US charts.  Deezer’s existing Mexican and Latin channels are also very popular.  The Reggaetón Hits playlist is now the most popular Latin playlist on Deezer both globally and in the US.

“My music means the world to me and thanks to Deezer, I’m able to share it with a much broader audience than before,” said Latin artist MLKMN, who just released his latest single, “Movie,” on Deezer. “I look forward to working with Deezer to share my music with the world.”

The new Reggaetón channel is now available across North and Latin America on Deezer.