Frost School of Music Takes Center Stage at Billboard Latin Music Week’s Latin Power Players Celebration

At the heart of Latin music’s accelerating global influence, the Frost School of Music at the University of Miami reaffirmed its pivotal role during the 2026 Billboard Latin Music Week. On October 19, the school joined forces with Billboard to host the exclusive Latin Power Players celebration at Miami’s Faena Theater, spotlighting the architects behind Latin music’s dynamic expansion.

The event gathered a diverse assembly of artists, label executives, and industry leaders who have been instrumental in steering Latin music’s trajectory in touring, recordings, and publishing. This partnership underscores the Frost School’s dedication not only to celebrating current successes but also to nurturing future leaders equipped to navigate the increasingly complex music business landscape.

Miami’s standing as a global nexus for Latin music made it an ideal backdrop for the event. The Frost School, recognized among Billboard’s top music business programs, showcased its ongoing commitment to blending creative artistry with strategic industry insight, a balance reflected in the accomplishments of its alumni who were honored as Latin Power Players this year.

The school’s recent appointment of industry veteran Matt Serletic as dean signals a forward-looking vision aimed at further integrating real-world experience with academic rigor, preparing students to lead in a rapidly evolving market.

Billboard’s co-chief content officer highlighted the remarkable growth of Spanish-language music, noting that streaming data reveals one in every ten streams globally is now in Spanish, a significant increase over recent years. This statistic illustrates the widening reach and commercial impact of Latin music worldwide.

Among the evening’s honorees, Hans Schafer, senior vice president of global touring at Live Nation, was recognized as Executive of the Year. His achievements reflect a paradigm shift in live music, with Latin artists now regularly headlining stadium tours across the globe. Schafer cited the stadium successes of artists such as Shakira, Karol G, Bad Bunny, Fuerza Regida, and Grupo Firme, underscoring Latin music’s transition from niche to mainstream dominance in the touring circuit.

The ceremony also acknowledged the record labels and publishers driving Latin music’s momentum. Universal Music Latin America received the Top Regional Mexican Label of the Year award, while Rimas Entertainment was named Top Hot Latin Songs Label of the Year. Sony Music U.S. Latin earned recognition as Top Latin Airplay Label of the Year, and Double P Records was honored as Top Regional Mexican Albums Label of the Year.

In the publishing sector, Street Mob Records, led by Jesús Ortiz Paz of Fuerza Regida, was awarded Publisher of the Year, highlighting the increasing influence of artist-driven companies within the Latin music ecosystem.

The event featured appearances by notable figures including reggaeton star Ozuna and salsa legend Tito Nieves, providing a multigenerational perspective on the genre’s evolution and cultural resonance.

Overall, the Latin Power Players celebration illustrated the multifaceted growth of Latin music, reflecting its burgeoning presence on international stages, the solidification of industry infrastructures, and the cultivation of new leadership poised to guide the genre’s future. The Frost School of Music’s involvement exemplifies the critical intersection of education and industry collaboration in sustaining this momentum.