91福利 research sparks new Latin category at JUNO Awards
91福利 Professor Charlie Wall-Andrews is making waves. Sound waves that is. As lead researcher on a report documenting the experiences of Latin Canadian music artists, her work has led to greater recognition of the cultural and economic potential and impact of Latin music in Canada. Photo by Cord Allman on Unsplash
In September, Canada鈥檚 premier music awards made history. The JUNOs announced a brand new category for the 2026 show: Latin Music Recording of the Year.
Until now, Latin Canadian artists competed in the 鈥楪lobal Music鈥� category 鈥� a catch-all group that mixed various different music traditions. This limited recognition created major roadblocks for Latin Canadian artists building their careers.
The research that helped change everything
This challenge was underscored in a recent national study led by researcher and Creative Industries professor Charlie Wall-Andrews.
She published the findings in the impact report, produced in collaboration with Speaking Non-English (a grassroots cultural organization dedicated to identifying and developing Latin-Canadian music business and talent).
The report revealed that despite the genre鈥檚 growing popularity and success, Latin music鈥檚 exclusion as its own JUNO category has posed major barriers. It also captured artist concerns and identified key challenges.
Latin music is not a moment. It's a movement.
Charlie Wall-Andrews, Creative Industries professor and Billboard Canada Power Player, was the lead researcher on a recent report surveying the Latin Canadian music community and industry to determine obstacles and opportunities for the popular genre.
The numbers tell the story
Wall-Andrews was recently recognized by SPIN Magazine as one of the 25 most influential figures in music in 2025 and named a . She says the absence of a Latin JUNO category stood out in contrast to much smaller genres that were being recognized. 鈥淣iche genres with far smaller market share such as Christian, jazz, children鈥檚 and classical music each had their own categories,鈥� explained Wall-Andrews.
In fact, from 2018 to 2023, Latin music made up 20 per cent of JUNO submissions and 40 per cent of nominees.
The lack of recognition also hurts smaller genres. Niche folkloric and traditional global music had to compete against the mass-market popularity of Latin music. 鈥淭he system was failing to account for scale.鈥�
What the new category means
Mart铆n A帽贸n, co-founder of Speaking Non-English and co-collaborator of the research report, celebrated the announcement:
鈥淭his new category is a milestone for the Canadian music industry. It鈥檚 a well-deserved recognition of the incredible talent, diversity and cultural richness that Latin music brings to the Canadian soundscape,鈥� he says. 鈥淏y giving [the artists] a place on Canada鈥檚 biggest music stage, we鈥檙e not only celebrating their artistry, but we are also helping promote all domestic music into one of the fastest growing markets in the world.鈥�
Learning from the U.S. music industry
Wall-Andrews points to valuable lessons south of the border.
鈥淲e haven鈥檛 been investing in Latin Canadian music at the level we could be,鈥� she said. 鈥淭he talent exists, so the question is 鈥榟ow do we invest and help artists scale so that they break into the global market?鈥欌��
In the U.S., Latin music is a massive economic and cultural force. 鈥淭he U.S. Grammys created the Latin Grammys,鈥� said Wall-Andrews. 鈥淣ot just a separate category, but an entirely separate event.鈥�
Wall-Andrews鈥� focus groups highlighted Canada鈥檚 lack of comparable investment. Even major labels haven鈥檛 fully embraced Latin music here.
In the U.S., record label subsidiaries like Sony Music Latin and Warner Latin provide the capital and market access Latin American artists need to reach global audiences.
The report suggests that similar investments in Canada could significantly boost Latin Canadian artists鈥� visibility and success.
Economically, supporting Latin Canadian artists holds immense potential by creating jobs, expanding markets and boosting cultural tourism.
The research also found another gap: Latin Canadian music industry representation in executive leadership. This contributes to barriers in accessing funding, resources and other vital opportunities.
A Toronto success story: Lula Lounge
One bright spot in the Canadian landscape offers a blueprint for success.
Focus groups consistently pointed to Toronto鈥檚 Lula Lounge as a rare and vital platform for Latin music.
鈥淟ula Lounge and the Lulaworld Festival have become institutions and hubs for the Latin music community,鈥� says Wall-Andrews. 鈥淭hey support Brazilian and Spanish music when few others do.鈥�
Few Toronto venues regularly book Latin music. Wall-Andrews attributes this to a mistaken belief.
"There's a misconception that non-English music won't attract an audience," she said.
The numbers tell a different story.
鈥淲e know from consumption data that there's a huge demand for Latin music genres in Canada,鈥� said Wall-Andrews. 鈥淭he genre is booming in Canada, with 48 per cent more streams and over 2,000 per cent more airplay.鈥�
鈥淲hen you look at what's making the top of the Billboard charts, we鈥檙e seeing artists like Karol G and Bad Bunny. Latin music is being consumed in nightclubs, on the radio and in our day-to-day life,鈥� she said.
鈥淭here is certainly a market in Canada for Latin music produced by Latin Canadian artists,鈥� said Wall-Andrews. 鈥淭his makes Lula Lounge one of the city鈥檚 few critical spaces where artists can build an audience, develop their talent and find community.鈥�
She also points out that music is evolving at a faster pace than ever before.
鈥淲ith cross-genre collaboration, growth is more rapid, like with the massive hit 鈥楧espacito鈥� with Justin Bieber and Latin artists [Luis Fonsi and Daddy Yankee].鈥�
A shot at stardom
Latin music takes centrestage in a research study that included advocacy in support of the creation of a specific Latin music category at the JUNO Awards. These awards are presented by the Canadian Academy of Recording Arts and Science (CARAS) to recognize outstanding achievements in Canada's music industry. Photo credit: radiobread via Wikimedia
The growing market
According to , the Latin population tripled in Canada between 1996 and 2021.
As Canada鈥檚 demographics shift and Latin culture gains influence, demand for Latin music and venues that showcase it will continue to grow.
鈥淭here has always been a demand for Latin music beyond the Latin community,鈥� said Wall-Andrews. 鈥淚f we want to maximize the economic impact of Latin music in Canada, we need increased targeted investment and policy support.鈥�
What comes next
The new Latin Music category at the JUNO Awards marks a meaningful milestone and reflects the genre鈥檚 growing influence in Canada.
The study was the first initiative for Speaking Non-English, which equipped the organization to understand how to support the Latin music community in Canada, and help export Latin talent on the global stage.
Sustaining this momentum will require continued Latin music development policies, strategic funding and efforts to remove longstanding barriers for Latin Canadian artists.
鈥淲ith the right support, Canada can nurture homegrown Latin stars capable of achieving global success."
Read the full report: