The Latin music industry has long been a boys’ club, but Samantha Aanerud is helping rewrite that narrative. With nearly a decade of experience in the industry, Aanerud has worked on some of the biggest marketing campaigns for global stars like Shakira, Rauw Alejandro, and Maluma. Her career took off at Sony Music Latin, just as Latin music was exploding worldwide.

Now, as Spotify’s U.S. Latin Lead of Label Partnerships, she ensures Latin artists across all genres receive the visibility and opportunities they deserve. “I’ve been fortunate to drive landmark campaigns, including Bad Bunny’s DeBÍ TiRAR MáS FOToS, and to orchestrate major live events like Casa Spotify Miami during Latin Grammy week and La Tierra De Música Mexicana in LA,” Aanerud told FIERCE. Her impact is undeniable, and she’s just getting started.

Women Are Reshaping Latin Music, But Barriers Still Exist

While Latina artists are reaching new heights, Samantha Aanerud acknowledges that challenges remain. “We’ve seen artists like Karol G, Shakira, and Young Miko not only dominating the charts but also headlining major festivals and reshaping industry standards,” she explained. In Música Mexicana, women like Chiquis and Ivonne Galaz are proving that female voices belong at the forefront of every genre.

But breaking into historically male-dominated genres still requires perseverance. “The key to lasting change is ensuring that female artists have the same level of marketing support and media representation as their male peers,” Aanerud emphasized. While progress has been made, systemic change takes time, and industry leaders like her are working to accelerate it.

How Samantha Aanerud and Spotify Are Championing Latina Artists

As a Latina leader in the industry, Samantha Aanerud is using her role to push for meaningful representation. At Spotify, she and her team take a proactive approach to ensuring Latina artists get the visibility they deserve. “This includes dedicated playlisting, editorial features, and large-scale campaigns that celebrate their contributions to Latin music,” she shared.

Spotify initiatives like EQUAL Fest highlight female artists, while La Tierra de la Música Mexicana amplifies emerging female voices in Música Mexicana. But Aanerud knows it’s about more than just playlist placements. “We work closely with artists to create meaningful marketing moments—whether that’s through exclusive content, educational panels, live events, or fan engagement strategies,” she explained. The goal? Not just to include women in the conversation, but to elevate them as leaders shaping the future of Latin music.

The Future of Latin Music Is Being Defined by Women

According to Samantha Aanerud, women are driving some of the most exciting trends in Latin music. “In Urbano, artists like Young Miko (Puerto Rico), De La Rose (Puerto Rico), and Lia Kali (Spain) are redefining the genre with fresh perspectives and breaking gender norms,” she said. The same is happening in Música Mexicana, where artists like Delilah (U.S.), Majo Aguilar (Mexico), and NXNNI (Mexico) are carving out space in a genre that has historically been male-led.

Latin pop is also evolving, blending influences from indie, folk, alternative, R&B, and electronic sounds. “Artists like Ela Taubert (Colombia), Joaquina (Venezuela), and Emilia (Argentina) are redefining the genre with a fresh take on storytelling, dynamic production, and emotional depth,” Aanerud added. The impact of women in Latin music is undeniable, and their presence is only growing stronger.

Streaming Data Shows the Power of Latina Artists

Data plays a crucial role in understanding audience behavior, and Samantha Aanerud is using those insights to push for greater female representation. “Year after year, we’ve seen female artists reach new milestones in streaming, proving that fans are not only listening but actively driving their success,” she shared.

In 2024, Karol G’s Mañana Será Bonito ranked as the fourth most-streamed album globally on Spotify. In Argentina, Emilia became the most-streamed artist of the year, marking a historic milestone. “At Spotify, we use this data to fuel initiatives like EQUAL, which gives women the platform and visibility they deserve,” Aanerud explained. The numbers prove what fans already know: Latina artists are shaping the future of Latin music, and the industry is paying attention.

Samantha Aanerud’s Advice for the Next Generation of Latina Artists

For Samantha Aanerud, representation in the Latin music industry goes beyond numbers—it’s about creating space for the next generation. Her advice? “Stay authentic, build your community, and take up space,” she said. “The Latin music industry is evolving, and there’s more opportunity than ever for women to lead the way. Surround yourself with people who support your vision, embrace your uniqueness, and don’t be afraid to push boundaries.”

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