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How Copa América Moved the Needle for Latin Music in the U.S. (Guest Column)
Copa America and TikTok are giving local Latin music genres U.S. exposure, according to a new guest column by Round's Ray Uscata.
Shakira performs at the halftime show during the CONMEBOL Copa America 2024 Final match between Argentina and Colombia at Hard Rock Stadium on July 14, 2024 in Miami Gardens, Florida. Beyond the drama and debate surrounding this year’s Copa América, we at Round saw a different kind of news story emerge: How the oldest international football competition in the world is driving niche Latin American music genres to new audiences in North America. Originally recorded by MC Danone, “Vem Quebrando” has seen a significant rise in popularity, racking up more than 85 million streams and highlighting the potential for niche genres to find a wider audience.
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