From Bad Bunny taking over the Super Bowl to Latin music generating more than $1 billion in U.S. revenue, the genre is making waves across the country. In Brooklyn, Barclays Center has become a major stage for that growing popularity, drawing hundreds of thousands of fans to performances by some of Latin music’s biggest stars.

Since 2022, Barclays has hosted nearly 10 Latin shows a year on average and has continued growing its Latino audience. Latin shows alone have generated more than $100 million in gross revenue and attracted over 800,000 fans thus far. 

The rising interest in Latin music isn’t unique to Barclays Center, but reflects a larger trend in the U.S. music industry. According to the Recording Industry Association of America, Latin music has earned over $1 billion in revenue in the U.S. and generates 8.8% of total U.S. recorded music revenue.

A growing audience for Latin music

Hispanic and Latino populations make up the largest ethnic minority in the U.S. as of July 2025, according to the U.S. Census Bureau data. Of this group, Dr. Carlos Chirinos, an assistant professor and director at the NYU Music and Social Change Lab, hints at the second generation, those born in the U.S., whose first language is English, but handle Spanglish, who are the ones able to use those two cultures in a different way than those who emigrated themselves. They’re the ones growing and growing the demand for Latin music at venues like Barclays.

Chirinos specializes in trying to understand the value of music beyond entertainment and where that value can be harnessed to benefit creators. One area he explores is music’s potential as a tool for health promotion.

“The idea that lyrics in songs communicate certain values to listeners, and the relationship that listeners build with music artists, particularly music celebrities, by their own actions and expressions of values, influence the values and attitudes that listeners have,” Chirinos said.

Artists have such a profound impact on their audiences, not only in fostering a sense of connection. Coming out of the pandemic, Chirinos cites a generalized fear of missing out that has increased the interest in live music events and the ticket costs for those live music events. 

Marc Anthony performs for a packed Barclays Center as the venue continues to welcome some of Latin music’s biggest stars.Photo courtesy of Barclays Center
Bringing Latin music to Barclays

Queue Barclays trying to fill that gap. Executive Vice President and Chief Entertainment Officer at Brooklyn Sports & Entertainment Laurie Jacoby works closely with the promoters, artists and their teams that attract the many fans coming to Barclays for a true spectacle. She is the one working to secure entertainment that reflects the diversity of all the fans that walk into Barclays.

Jacoby points to the end of the pandemic for the growth in both the volume and diversity of Latin programming.

“Artists and their teams returned with significant momentum, and we saw a growing number of established artists come back to Barclays Center alongside artists making their arena debuts,” Jacoby said.

Now, Barclays is hosting artists from different countries, genres and generations, including both established icons and artists reaching important new milestones in their careers. Likewise, Latin music has had its own evolution and brought a fresh audience to Barclays, leading Jacoby and her team to come up with a strategy to grow their Latino audience.

Barclays has sought to diversify its calendar, adopt Latin flavors to its menus and craft the most welcoming experience possible. From the energy as soon as fans walk into a concert to initiatives like Noche Latina and Nets Unite programming at Nets and Liberty games.

In terms of human connections, Jacoby aims to build long-term relationships with the artists, managers, independent and nationally known promoters that pass through Barclays, and the community that comes to see them. “We want artists and their teams to feel at home from the moment they arrive in Brooklyn, and we want fans to feel that the experience was created with them in mind,” Jacoby said.

A stage where fans belong

Some of the biggest names in Latin music, from Bad Bunny and Rauw Alejandro to Marc Anthony and Peso Pluma have graced this Brooklyn stage, with Arcángel, Don Omar, Rawayana, Young Miko and more scheduled to perform soon.

As a first-time performer at Barclays Omar Courtz recently had two sold-out nights of amazing music and devoted fans. Fans seemed to know every word of every song, singing in unison from start to finish. Not only did they fill the venue with a sea of pink pastel and white inspired by Courtz’s latest album, but pride and enthusiasm for being part of something larger than themselves. 

Jacoby recalls how the level of connection between Courtz and his audience was remarkable. “What stood out most was the energy and sense of belonging among the attendees, some of whom may have been experiencing their first event at Barclays Center,” Jacoby said.

J Balvin performs for fans at Barclays Center in Brooklyn.Photo courtesy of Barclays Center Romeo Santos fans pack Barclays Center in Brooklyn. Since 2022, more than 800,000 fans have attended Latin music shows at the arena, generating more than $100 million in ticket sales.Photo courtesy of Barclays Center

This is ultimately the goal for everyone, not just Omar Courtz fans. They should feel welcomed, represented and proud to see artists and cultures that represent them to be celebrated in such an important Brooklyn venue.

“We want fans to leave with the feeling that Barclays Center is a place where they belong — a place where they can gather with family and friends, celebrate the music they love and create meaningful memories,” Jacoby said. “Latino audiences are an important part of the fabric of New York, and their passion, culture and energy help shape the future of Barclays Center.”