Billboard Honors Leaders at Latin Power Players Event
The 2026 ceremony in Miami Beach recognized major industry executives and artists driving the growth of Spanish-language music.
Updated on Oct. 20, 2026 in Latin
Billboard hosted its 2026 Latin Power Players event at the Faena Theater in Miami Beach to celebrate top performers and executives in the industry. The ceremony highlighted the significant expansion of the genre, where one in every 10 music streams is now in Spanish.
Why it matters
The event underscores the rapid mainstream ascent of Latin music, which has seen its streaming volume double over the last six years. By honoring both established icons and label executives, the awards showcase the industry infrastructure supporting this massive cultural shift.
Spanish-language music streaming has doubled in volume over the past six years. Currently, one in every 10 music streams globally is in Spanish.
The players
Hans Schafer
He is an industry executive who received the Executive of the Year award and has served at Live Nation for 10 years.
Tito Nieves
He is a veteran artist who received the Legacy Award in recognition of his 51-year career in music.
Billboard
This media brand operates a music industry publication that tracks music trends and hosts annual awards ceremonies.
AARP
This non-profit organization focuses on issues affecting Americans aged 50 and older and presented the Legacy Award at the event.
The details
Billboard presented a series of awards to recognize excellence, including the Executive of the Year award granted to Hans Schafer. Other notable honors included the Legacy Award presented by AARP to Tito Nieves, alongside recognition for labels like Rimas Entertainment, Sony Music U.S. Latin, and Double P Records.
Timeline
The Billboard Latin Power Players event was held on October 19, 2026.
Spanish music streaming volume was half of current levels in 2020.
Hans Schafer began his tenure at Live Nation in 2016.
Industry Dynamics
The awards highlight the rapid professionalization and expansion of the Latin music market, which has effectively doubled its streaming footprint since 2020. This evolution positions Latin labels as central players in the broader global streaming landscape.
Fans can monitor the growing reach of these award-winning artists and labels on major streaming platforms. The event highlights which Spanish-language acts are currently seeing the most significant global traction.
The takeaway
The sustained growth in Spanish-language streaming reflects a permanent shift in global listening habits. Listeners can expect continued investment in this category as labels look to capitalize on this ongoing audience expansion.
Further reading
For more on the current industry landscape, explore the Latin music section.
Source note: This article includes information reported by Billboard.
