Beyond Bad Bunny, Latin acts are seeing success on the road and in new markets.
“in just about every corner of the nation. While California, Texas and Florida hold about half of the U.S. Latino population, the fastest growth rates are in states like North Dakota and South Dakota .”
The growth has profound impact at many levels. In the last decade, for example, Latinos became the largest racial or ethnic group in California for the first time, a fact that explains why cities like Sacramento and San José are now major touring destinations for Latin artists of all stripes. The direct result of a Latin population with acquisition power can be seen at the new SoFi Stadium, which opened in 2020 in the midst of the pandemic and hosted its first full stadium shows with, the romantic Mexican group that had its heyday in the 1990s, on Aug. 27 and 28, 2021. The stadium also hosted two nights of Bad Bunny this last September.Adolfo Romero
vp of programming for SoFi Stadium, Hollywood Park and YouTube Theater, which has held sold out shows by the likes of Rosalía and Mexican rockersthis year. “We looked at many different artists [for SoFi opening night] and when we saw this opportunity with Los Bukis, we were very aggressive. I think it kind of opened the eyes to the industry to see that Latin acts could do stadiums. That led us to do two nights ofRomero says that when he booked Los Bukis for what would be their first-ever U.
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