Latin music is one of the fastest growing categories in Canadian music, and when it comes to live music in the country Ricky Taco is the go-to guy. The director of Latin music at Live Nation Canada, a role that was created for him in 2022, the 39-year-old turned a career as an independent promoter and marketer for major artists like J. Balvin, Ozuna, Maluma, Rosalía and more into a major role at the country’s biggest live music company. Directing Latin music strategy, he’s helped accelerate the explosion of concerts by Latin artists into arenas for superstar artists like Bad Bunny as the genre surges by 48% year over year in streaming and a 2,100% jump in airplay.

Taco was also a key force behind the introduction of the new Latin music recording of the year category at the Junos and serves as the committee co-chair for the award. He loves to champion artists who stay authentic to their identity and voice as the demand grows. “I hope to see the Latin music industry continue to evolve beyond genre and language barriers.In Canada,” he says. “My goal is to help build the infrastructure that allows Latin artists to tour nationally, headline major festivals and reach broader audiences.”