What Happens When the Latin Music Industry Embraces Central American Identity?
Over the years artists from various Latin American countries have made significant strides in the music industry showcasing their unique cultural identities. Take Shakira, who catapulted Colombia into the heart of pop culture in the 2000s; Peso Pluma and Christian Nodal, who shine a light on contemporary Mexican and Mexican-American culture; El Alfa and Cardi B, who constantly highlight the humor and wit of Dominican music; and the constant stream of Puerto Rican artists, like Bad Bunny, Ricky Martin, Daddy Yankee, Young Miko, and Jennifer Lopez, dominating global and Latin charts. By embracing their unique identities, these artists have injected fresh perspectives into music, keeping it relevant and globally competitive. Not only are they megastars, but they also become cultural ambassadors, promoting empathy towards others who share their identity with every sold-out performance.
Yet, we cannot say the same for Central America, a region that often gets lost in the mainstream narrative of Latin music. Despite its rich culture and talented artists, Central American music hasn’t received the recognition it deserves on the global stage. It’s not just my opinion — Richard Villegas’s article “Why Does the Music Industry Ignore Central America?” on Remezcla underscores this oversight. Before you continue to read this opinion, reflect for a moment: How many Central American artists have topped the Billboard charts? Or how many won a Latin GRAMMY last year? How many Salvadoran artists can you name? Who are the top musicians from Costa Rica? How many featured in the latest Latin music festival lineup you attended?
So, what happens when the mainstream of Latin music finally embraces Central American identity?
In early 2024, Honduran artist Key-Key (pronounced ‘kay-kay’) released his latest single, “Tengo Un Plan.” The song quickly rose to the top of local charts, amassing millions of views on YouTube and currently boasting over 42 million streams on Spotify alone. Hailing from Tela, Atlántida, Key-Key has been crafting his sound locally for over eight years. He represents a burgeoning wave of Central American artists whose music resonates on the international stage.
This hunger for new perspectives from international audiences, however, doesn’t always translate to acceptance from the “industry.” Artists in Central America have long made good music that resonates with global audiences, often without much support from industry insiders — record label executives, talent buyers, playlist curators, music journalists, etc. Key-Key’s success presents an interesting case study. His song managed to bypass the industry, thanks to social media, and get the attention of Puerto Rican superstar Ozuna, who saw potential in a collaboration. The resulting track, “Tengo Un Plan” featuring Ozuna, is not just a song; it’s a cultural milestone. As I write this, the song has been out for less than 24 hours and is already trending on YouTube’s music charts.
Ozuna’s collaboration is not merely about joining an already popular track. If you listen closely, Ozuna and Key-Key intentionally highlight various aspects of Honduran culture, creating an authentic and positive celebration of what makes the region special.
The success of “Tengo Un Plan” showcases the energy and unique flavor Central American music can bring to the mainstream. It sends a clear message to the music industry: Central American artists are ready for the spotlight. Our stories, talent, and perspectives are valuable contributions to the global music scene. The industry’s willingness to support these artists can lead to a truly inclusive music landscape where all Latin American identities are celebrated, at every level.
The intentional inclusion of Central American identity within Latin music is not merely a matter of representation — it’s a business strategy that will drive innovation and profitability. After all, there are more than 50 million of us around the world. The success of Key-Key and his collaboration with Ozuna should inspire the industry to embrace this potential fully. Only then can the Latin music scene achieve a truly dynamic and inclusive representation of the Latin American experience.
