In recent years, the music industry has undergone an unprecedented transformation. The idea of “global” has dramatically evolved, allowing hits to emerge from any corner of the world. However, this expansion has also made the landscape more challenging to understand.

During the event Music Ally Connect 2025, experts analyzed the growing prominence of regional music scenes and their impact on the global market. Scott Ryan, executive vice president of Luminate, shared key data from 2024 that reveal a 6.4% increase in the volume of global views, with 17.3% growth outside the US, driven by emerging markets.

The evolution of regional music

Historically, English-language music dominated exports, but the trend is changing. Non-English-speaking countries are gaining ground, with Colombia and South Korea ranking among the top 10 song producers worldwide. This has led to an increase in local music consumption, especially in markets where English-language content previously predominated.

Emilio Morales, director of Rimas Publishing, highlighted the growth of regional Mexican, Puerto Rican and Latin music, attributing it to a mix of cultural and authentic factors. “Artists are showing their culture in a genuine way, without artifice.”

Factors that drive growth

1. Authenticity: Regional artists are betting on the root of their genres, combining it with a modern touch that resonates globally. Honesty in its rhythms and lyrics allows audiences to connect in a genuine way. The phenomenon of Bad Bunny's latest release, dTMF is an excellent example of this.
2. Access to technology: In emerging markets, access to recording and distribution tools has allowed more emerging artists to have global visibility.
3. Cultural influence: Regional music is no longer only inspired by foreign trends, but it is developing its own sound that resonates globally.

Elizabeth Sobowale, director of MBA For Africa, commented that Nigerian artists have gone from being inspired by genres such as hip-hop or reggae to rediscovering their own musical history, which has generated a rise of authentic Afrobeats with identity.

Glocalization: the fusion of the local and the global

Sania Haq, Lila's consultant, identified the phenomenon of “glocalization”, where global sounds are adapted to a local context. A clear example is the influence of Afrobeats in Bollywood, evidenced in hits such as “Calm Down” by Rema and Selena Gomez.

In the Middle East and North Africa, music is finding new markets as cultural restrictions change. Suhel Nafar, from Empire, mentioned how the export of local food has paved the way for music, with the example of the popularity of tacos and Latin music.

The Role of Independence in Global Growth

From a business perspective, JT Myers and Nat Pastor, co-CEOs of Virgin Music Group, highlighted the importance of independence in the music industry. They believe that independent artists have more opportunities than ever to control their destiny and achieve global success without depending on major record labels.

“Independence isn't just about not being associated with an important label, but about making decisions that define your future”, Pastor explained.

Conclusion

As the world continues to adopt local sounds in a global context, independent artists have a unique opportunity to take their music across borders.

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