Report from the Feria Internacional de la Música de Guadalajara conference in Guadalajara.
The year 2022 was a landmark for Latin music in the U.S., with revenues surpassing $1 billion for the first time, according to the Recording Industry Association of America., and doubled its market share in 2023.Latin music- including pop and regional Mexican – is now the fastest growing music genre in the US.
I knew that when I registered for FIMgdl, the international Latin Music Industry convention held every year at the University of Guadalajara’s Santander complex.What I was not prepared for was how Mexico is becoming a global musical melting pot
This became immediately apparent when I ran into a large group from Australia and New Zealand at FIMgdl scoping out Latin bands and the Mexican market for its own nation’s bands. And German, Dutch, American, Canadian and even Belgium executives checking out the Mexican market. The music agencies were scoping bands to contract or tour; the marketing people are looking to bring bands from abroad to Mexico because digital music and touring is booming in Mexico.
In just a few years, Mexico has evolved into one of the top music streaming markets, with streaming revenues exceeding $500 million US, second behind Brazil. And touring is close behind. So not only does FIMgdl facilitate the export of Mexican music, it helps bands from other countries get a foothold here.
For a music writer like myself, FIMgdl was heaven: new bands to meet and listen to, industry contacts to make, old friends to see again. And free tequila practically everywhere.
It was also exhausting. Meetings started at 9 am, showcases closed at midnight. And then the millennials went out for tacos, a project which could last 2 hours. Thursday night/Friday morning I found myself at a vegan taco stand across from a downtown museum with about 30 people, mostly under 40, talking, eating, and getting our second wind – at least they did.
It was also a lot of work. The Santander complex is huge with two proscenium concert halls and multiple classrooms in a 390,000 square foot facility, all on different levels. Moving around in the crowd, even carrying video gear was not hard, but it took work. What really wore me out was the night showcases at the C3 Club in Colonia Americana, which has two floors. As a band wrapped up on the lower floor another band was starting up on the upper floor and vice versa – requiring 4 -6 trips up and down stairs with video equipment each night.
And then going out for vegan tacos.
The music ranged from Columbian and Peruvian Cumbia, to Mexican alt rock, to Spanish cello/marimba classical, to Canadian hip hop, to Chilean indigenous and melodic female rock, to Mexican Son Jarócho, to much more. I talked to a several of the Mexican bands who would like to play in the town I live in when they have a Guadalajara booking and can spend an extra day or two afterward. Fingers crossed.
