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How the Global Streaming Boom Helped Local Music Consumption Surge in Latin America
Global streaming growth led to a local music boom in Latin America, said YouTube, Deezer & Virgin Music execs during a SXSW panel on "glocalization."
And in Latin music, that phenomenon has led to a spike in local genres like corridos, banda, funk and Argentine rap in recent years. Although Brazil is an enormous and powerful market, the music is in Portuguese, and there is still a language barrier that must be broken down in order to break through internationally; even Brazilian megastar Anitta had to sing in Spanish to get noticed. Kurtz says that starting in 2020, Deezer has seen its number of weekly pitches in the region almost double — reflecting an increased interest in making music.
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