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Latin Music Industry Day Provided a Space for Connection at Montreal’s Fuego Fuego Festival
The event’s mission was clear: to bridge artists, producers, labels, and creatives from across continents, showcasing the evolution of Latin music and its increasing impact on global markets. To ensure inclusivity, a limited number of $10 public tickets were offered, allowing emerging artists and fans to join the experience.
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Originally planned for the Olympic Stadium grounds, the event moved indoors due to weather — an unexpected change that only heightened the day’s intimacy and energy. Under one roof, artists, producers, entrepreneurs, and executives engaged in sharp panels, spontaneous networking and genuine expressions of cultural pride.
ISLAS: The Heart of the Movement
At the core of this initiative is ISLAS, the creative agency founded by Ximena Holuigue. Her mission is to elevate Latin talent and the community around it.
“If there’s a moment to harness the global momentum of Latin music and bring those opportunities to Canada, it’s now,” said Holuigue. “Latin music is the second most listened-to genre worldwide after pop – surpassing hip-hop and rock. With artists like Bad Bunny and Rosalía leading the way, our sound has truly gone global.”
Ximena Holuigue at Latin Music Industry Day 2025@socanmusique @minusculemarie
ISLAS offers artist representation, cultural production and strategic consulting grounded in a deep understanding of Latin identity. With over 15 years of combined experience, their work ranges from grassroots initiatives to global campaigns, spanning nonprofits and major brands alike.
“This isn’t just about industry access — it’s about building belief,” Holuigue continued. “Montreal has incredible talent. If we’re going to put our city back on the international Latin map, it will be thanks to artists like Isabella Lovestory and JASIM.”
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Both artists, she says, have the opportunity to be major breakouts.
A Day of Insight, Energy and Exposure
The day kicked off with a warm, community-focused “Kick-off Cafecito” hosted by the Fuego Fuego team. Opening remarks were followed by a packed schedule of panels and discussions.
Panel highlights offered a rich blend of insights and expertise. The session Building Your Career as a Latin Artist from Local to Global featured Joy Ride Latino, Wavo and Panamanian-Canadian artist Fito Blanko, who shared practical advice on navigating the complexities of the music industry.
In the Studio: The Creative Process gave attendees an insider’s look at music production, featuring Latin producers Realmind, KingAlexBeats and Just Ideas — known for their work with artists like Shakira and Pitbull. Moderated by ASMA, the panel dove deep into the creative world of top Latin music producers. Panelists shared their unique approaches to production and songwriting, offering valuable insight into how they shape the evolving sound of Latin music today.
The day also featured La Jornada (The Journey), an intimate conversation with AJ Ramos, Head of Artist Partnerships for Latin Music & Culture at YouTube Music and Google, moderated by journalist Alex Narvaez. Ramos shared powerful insights into his personal career journey, the evolving dynamics of the Latin music industry, and the urgent need to create meaningful pathways for diasporic artists. The session also offered a practical breakdown of YouTube’s Artist Tools (101), followed by an engaging Q&A.
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This full-day event served as a rare opportunity for artists, industry leaders and music entrepreneurs to exchange knowledge, build relationships and explore new opportunities on a global scale.
Each panel was presented in English, Spanish and French, reflecting Montreal’s unique trilingual identity.
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Between sessions, attendees mingled over empanadas and enjoyed live sets by the ALGRT Collective.
Widespread Support for the Latin Community
Strong support from key partners such as SOCAN, the SOCAN Foundation, ADISQ, Anthem Entertainment Group, YouTube and Wavo highlighted the growing infrastructure backing Latin music in Canada — proof that the industry is catching up with the culture.
As one of Canada’s most exciting Latin music festivals, Fuego Fuego has quickly become a crucial platform for both emerging and established artists.
“Evenko is excited to collaborate with ISLAS on this project and looks forward to seeing the impact on the industry,” said Audray Johnson, Programming Director for Fuego Fuego Festival.
Looking Ahead: Canada Riding the Latin Wave
A recent report commissioned by Speaking Non-English revealed how vibrant the Canadian Latin music scene is — and how much it still needs real support. Despite remarkable growth, the lack of recognition in awards, minimal representation in industry leadership, and structural barriers continue to slow its rise. Martín Añón, co-founder of Speaking Non-English, stressed: “Ignoring the Latin community means missing a major opportunity for Canada.”
At Montreal’s Latin Industry Day, that challenge was transformed into a promise: to build a future where Latin music — the world’s second most listened-to genre — can fully flourish here and radiate globally.
“We’re here for Latin creatives and nuestra comunidad (our community)”, concluded Ximena. “We’re building a future where our culture shines — and the time to start is now.”
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