Every day, the new phenomena resulting from globalization and interconnectivity call our attention. We live in a world in which no matter the distance that separates us, we learn about everything that happens in every part of the globe, finding ourselves connected in many ways, but the medium that catches my attention the most is music. The amazing thing about music is how it can overcome language and cultural differences. An emotional song can touch the hearts of people anywhere in the world, no matter where they are or what language they speak. This global connection makes music a very effective tool to convey the messages the artist wants to communicate to his or her community. And today, Argentine music, through Duki, Emilia, María Becerra, Bizarrap, and many more, is an emblematic case of this power of music.

IMPACT IN SPAIN

Outside the continent, the country where our music is most listened to is Spain. Argentine music is going through an incredible moment in this country as in many others. Artists such as Duki, Bizarrap, Nicki Nicole, María Becerra, Trueno and Tiago PZK have managed to become true phenomena, sweeping the charts and winning the support of the Spanish public. In 2023, several of these artists reached impressive numbers on digital platforms, with millions of plays on Spotify and YouTube, reflecting the reach they have achieved.

The new Argentine artists are in their 20s and 30s, allowing them to connect with a young audience looking for freshness and authenticity in music. For example, Duki, who began gaining popularity in 2018, has established himself as a benchmark for Spanish-language trap, while María Becerra, who began her career on social networks, has broken barriers with her collaborations and lyrics that resonate with the public. In addition, the live shows have been a great success, with sold-out shows in cities like Madrid and Barcelona, where the euphoria of the fans is palpable.

It is enough just to enter a nightclub in the streets of Spain to realize the impact that this music has caused. All night long you will hear the songs of these artists and the voices of the audience that knows them all by heart. And if you tell them that you are Argentinean, they will not take long to show their interest in knowing the country and how delighted they are by its culture.

NEW ARTISTS, NEW MEDIA

These artists not only stand out for their memorable lyrics and catchy beats, but also for their ability to fuse genres, from trap and reggaeton to cumbia. This innovative approach allows them to appeal to a diverse audience, adapting to the trends of the moment. The creation of content on social networks, such as TikTok and Instagram, has been fundamental to their visibility, allowing their songs to go viral almost immediately. This phenomenon is evident in the case of Bizarrap, whose "Music Sessions" have catapulted lesser-known artists to international fame, creating a community of enthusiastic followers in Spain.

The success of new Argentine music in Spain can be attributed to several factors. First, the cultural and linguistic proximity between the two countries facilitates the connection. Spanish youth feel identified with the experiences and emotions transmitted by these artists. In addition, the quality of production and the innovation in rhythms have contributed to make Argentine music feel fresh and relevant in the European music scene.

This phenomenon has also led to a greater openness of the Spanish music industry towards new Latin American talents, which may result in collaborations and mergers with Spanish artists, such as Quevedo, Badgyal, Ana Mena, which will further enrich the music scene on both sides of the Atlantic. Streaming platforms have played a crucial role in this, allowing Argentine music to reach corners of Spain that previously might have been out of reach.

In short, the impact of new Argentine music in Spain is not only a testament to the talent of our artists, but also to how music can unite cultures and generate connections. This phenomenon is of great importance, as it shows the potential of music to transcend borders and create bridges between communities. As students and future professionals of music and communication, we must take advantage of this moment and look for ways to collaborate, promote and enrich these connections. Argentine music has a lot to offer, and its success in Spain is just the beginning of a road full of possibilities.