The Luminate 2024 year-end report provides a detailed look at global trends in music consumption. And in this analysis, we focused on the relevance of Latin American music, the expansion of independence in the industry and the importance of superfans, based on data extracted from the report.

The growth of premium streaming in Latin America

Latin America continues to stand out as one of the regions with the highest growth in the consumption of music through digital platforms. According to the report, premium streaming has surpassed other forms of consumption in the region, consolidating the preference of users for paid subscriptions. This represents a great opportunity for independent artists and emerging labels looking to monetize their catalog in a more sustainable way.

In addition, Spanish-language music has achieved an important position in global markets. Mexico and Brazil are among the main music-exporting countries, demonstrating that Latin artists not only dominate their local market, but are gaining relevance in international audiences.

Regional Mexico: The booming genre

One of the most important findings of the report is the rise of the Mexican Regional in the United States. Artists such as Peso Pluma have brought this genre to the mainstream, driving its growth beyond the Latino community. This phenomenon highlights the need for specific distribution and promotion strategies for this type of music, taking advantage of growing demand in key markets.

Superfans: The Key to Monetizing Beyond Streaming

The report highlights that the 20% of music listeners In the US, they are considered superfans, a segment that spends significantly more on live events, vinyl and merchandising than the average listener. In genres such as K-Pop and Regional Mexico, superfan participation is even greater, suggesting that independent artists can benefit from loyalty strategies aimed at this audience.

Among the main activities of superfans in the US are:

90% attend concerts in person.

81% talk about their favorite artists with friends and family.

73% buy physical merchandise from their favorite artists.
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This behavior reinforces the importance of developing exclusive experiences and differentiated content to strengthen the connection with the most engaged audience.

Trends in music marketing and public behavior

The Luminate report reveals that music discovery continues to evolve, with short-form video and interactive streaming platforms gaining prominence. TikTok, YouTube Shorts and Reels have proven to be essential for the promotion of new releases, with a high level of engagement among young audiences.

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Another relevant finding is that exclusives and personalized experiences are driving the conversion of listeners into superfans. 63% of physical album sales in the first week in the U.S. come from direct to consumer (D2C) sales, which emphasizes the importance of direct marketing strategies.

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Pre-save and pre-order campaigns have been identified as key elements in the success of recent releases, helping to generate momentum and ensure reproductions from day one. In addition, the report indicates that collaborations between artists from different genres and regions have proven to be an effective strategy for expanding audiences and strengthening presence in new markets.

Independence on the rise

The report also highlights the growth of independent music. 91.8% of global releases in 2024 came from independent artists, reflecting the transformation of the market towards a more decentralized structure.

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Factors such as digitalization and the possibility of accessing distribution tools without intermediaries have allowed more artists to maintain control over their music and their revenues. In addition, the Direct-To-Consumer (D2C) model continues to gain ground, allowing artists to sell directly to their fans and optimize their profitability.

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The role of artificial intelligence in music

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Artificial intelligence continues to generate debate in the industry. According to the report, users have divided opinions about its impact, with greater acceptance in areas such as content recommendation and playlist customization, but skeptical of AI-assisted music creation. For independent artists, this opens the door to new promotion and data analysis tools that can be used without compromising the authenticity of their music.

What does this mean for the Random Sounds artists?

2024 has demonstrated that Latin music is not only booming, but that it is reconfiguring the rules of the game in the music industry. For artists and labels that distribute with Random Sounds, it's crucial to:

- Take advantage of the expansion of premium streaming in Latin America and other markets.

- Develop strategies to capitalize on the superfan phenomenon and their high level of engagement.

- Implement digital marketing tactics based on short video and social networks.

- Adopt direct monetization models to strengthen the relationship with your audience.

- Be aware of the opportunities and regulations surrounding artificial intelligence in the music industry.

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With these insights in mind, 2025 is shaping up to be a year full of opportunities for Latin artists seeking to transcend borders and consolidate their place on the global stage. If you're ready to take your music further, Random Sounds is here to empower your journey.

About Luminate

Luminate is a leading company in the collection and analysis of data for the entertainment industry, specializing in music, streaming, television and film. Formerly known as MRC Data and Nielsen Music, Luminate provides detailed information on global content consumption, providing key metrics for artists, record labels, streaming platforms and other industry players.

What does Luminate do?

Luminate collects and analyzes data from a variety of sources, such as streaming platforms, physical and digital sales, radio and social networks. Its objective is to provide a clear view of consumer trends, the impact of musical releases and the behavior of audiences in key markets.

Why is your annual report important?

The Luminate Year-End Music Report is an essential reference for the music industry, providing insights into market evolution, changes in audience preferences and the performance of genres, artists and platforms. These reports help artists and labels make strategic decisions based on accurate data about global music consumption.

Luminate is considered a reliable source for measuring the impact of music today and understanding how the digital ecosystem evolves in the streaming era.

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You can access the report hither

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Are you an independent artist looking to distribute music to all platforms?

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