Spain’s Stars Share Secrets On What Makes Spanish Music Pop

With 47 concerts and nearly 90,000 tickets sold, Rozalén was the highest-grossing female artist on Spain’s national tour charts in 2024, according to the Asociación de Promotores Musicales de España (APM).

“It’s been years of nonstop work, starting in very small venues to now performing in Spain’s biggest arenas,” says Rozalén, an artist known for her intimate songs and a voice that evokes iconic Latin American singer-songwriters, despite being Spanish. “I think we’re living a really sweet moment, and maybe we’re reaching that point of being established.”

That idea of “being established” can also apply to Spain’s music market. Compact but powerful, the country that saw the international success of artists like Raphael, Joaquín Sabina, Joan Manuel Serrat, Mecano and, more recently, Alejandro Sanz, is now experiencing a new era. Rosalía is one of the most talked-about artists globally today, and others like Pablo Alborán, Melendi and Aitana are making waves internationally. At the same time, Spain’s robust circuit of concerts, as well as 900-plus yearly music festivals, ensures a steady flow of local, Latin American and international music within its borders.

Beyond its thriving market, Spain remains an inexhaustible creative force. After hitting its lowest revenue point in 2013 (159.7 million euros [$185.9 million]), its music market has been steadily growing across all sectors. According to Promusicae, by the end of 2024, the market was valued at 568.8 million euros ($662 million) compared with 519 million euros ($604 million) in 2023. Midyear data for 2025 also shows that revenue from music consumption in Spain increased by 10.4% compared with the first half of 2024.

Live music has also been booming. According to the APM, revenue from ticket sales reached 725.6 million euros ($844.5 million) in 2024, marking a 25.3% increase from the previous year and the third consecutive year of growth in the sector.

To celebrate this remarkable musical year, Billboard gathered five Spanish artists representing different genres, styles, generations and backgrounds, united by their impactful music: Singer-songwriter Alborán just wrapped up a Latin American tour in December; Ana Mena is starring in a new movie; Vanesa Martín is preparing for a tour of the United States and Latin America; Omar Montes is working on a reggaetón EP; and Rozalén is taking a well-deserved break after her exhaustive tour. All will be part of Billboard No. 1s España, the first Billboard No. 1s event outside the United States, hosted by Starlite in Madrid on Dec. 15.

What’s the current vibe in Spain and its music scene?

Pablo Alborán: I feel like Spain is in a phase of huge artistic energy — there’s so much new talent, bold ideas and a curious audience. That pushes you to be brave and keep growing. My new album, KMO, is both wild and classic. It has experimental elements but also a lot of roots. The music scene here is encouraging artists to explore and experiment more.

Ana Mena: We’re in such an exciting and positive moment — not just for music in Spain but for Spanish-language music worldwide. You can see it growing year by year. In Spain, there’s such a promising wave of young artists breaking barriers, something that used to be harder. But in the past five years, we’ve seen careers crossing borders.

Omar Montes: The music scene is growing like crazy right now because we’ve got so many urban artists who are killing it. Thanks to them, we’re reaching audiences all over the world.

Vanesa Martín: Spain’s music scene feels alive, awake, with young artists making a strong impact and an audience more open than ever to diverse sounds. That’s exciting. There’s this beautiful energy, like we’re all looking ahead but staying rooted in our identity.

Rozalén: There are more bands and projects than ever. There’s an overwhelming amount of festivals and music — it’s wild. But luckily, people are responding to all of it. There’s a big need to experience music. It feels like we’re in a sweet spot. Hopefully, it won’t burst.

There’s been a lot of talk about the explosion of live music in Spain. Do you feel the excitement surrounding that?

Montes: People are going to live shows much more now. For example, I spent half a million euros on the set design for my tour. I re-created my neighborhood — three stories high — and I bring my whole neighborhood vibe to my shows, like the village festivals. This level of detail wasn’t as common before.

Mena: There are so many festivals and opportunities to perform live. You see a lot of Latin artists; the lineups in Spain are packed with artists from all over the world.

Martín: Live music in Spain has become a refuge and a celebration. People want to connect, feel, experience, sing and share emotions together. That’s making live music bigger and more important than ever. It’s inspiring for me as an artist to be part of this moment, improving my performances and growing alongside it.

Rozalén: I’ve noticed nights in Madrid where there are five, six, even eight big concerts happening and they’re all sold out. I guess people, after not being able to embrace each other for so long, are eager to live everything fully now.

How has Latin music — meaning, music coming from Latin America — influenced your own music and the market in Spain?

Montes: Without Latin music, especially in urban and reggaetón genres, we wouldn’t have those styles in Spain. The pioneers of those rhythms — like Daddy Yankee and Nicky Jam — set the foundation, and we’ve absorbed that and built on it.

Alborán: Latin music has always been a part of my life — I grew up with ballads, boleros and Latin pop. Its impact on the Spanish market has been beautiful because it’s created collaborations, cultural exchanges and blends that enrich everyone. It’s like a growing bridge. In my new album, for example, I experimented with salsa and merengue and worked with Colombian producer Julio Reyes, along with musicians from different cities and countries. That kind of diversity adds so much depth.

Rozalén: You can feel the Latin influence in my music from the very first album. Even though my music is eclectic, there’s always a Latin touch. Traveling has played a big role in that — I’ve absorbed so much during my trips. I’m really drawn to folklore and the roots of each place, especially the African roots that everything stems from. My music features norteño, ranchera, rock, cumbia, champeta, Cuban son — it’s all there.

Conversely, do you feel like Latin America and the U.S. Latin market are more open to Spanish artists now?

Alborán: Definitely. There’s a mutual curiosity that’s leading to amazing collaborations. I feel like Latin America and the U.S. Latin market see Spanish artists with more warmth and connection now. When doors open both ways, music becomes freer. Thanks to the Spanish language, music is music. It doesn’t matter where the artist is from unless their roots play a big role in the arrangement of the songs.

Mena: Things are definitely improving. Every time I go there, they treat me so well. I’m incredibly grateful. Of course, it takes a lot of hard work, just like in my own country. I started working when I was 8 or 9 years old, and everything I’ve achieved has been through sacrifice and consistency.

Rozalén: I think the connection is growing stronger. Spaniards now proudly say we feel like part of the Latin world, and I think Latin America sees us as siblings. The bond has always been there, but now it feels more equal, which I love.

Montes: There’s still room for growth. We welcome Latin artists more than they welcome us. Maybe they struggle to connect with our “flamenquito” vibe. I think mixing flamenco with urban genres like reggaetón, trap or Afrobeat can help make it more accessible.

What makes Spanish music or the current movement in Spain special right now?

Martín: It’s bold. It’s mixed. And it has a poetic touch that’s uniquely ours, blending tradition with modernity without losing its identity. There’s honesty and personality in what artists are creating, and that’s connecting with people.

Rozalén: It’s hard not to mention Rosalía. We’ve never had a Spanish artist who’s been so massive and international before. She’s huge and everyone is talking about her. And she doesn’t forget her roots or the flamenco essence, which is such a big part of Spain’s identity.

Alborán: Spain has a very unique kind of honesty right now. Our flamenco roots play a big role globally. I love seeing voices that weren’t mainstream before now becoming references. Early in my career, some radio stations wouldn’t play my music because my voice sounded “too flamenco,” but now it’s the opposite — they want more of that personality in my songs.

Ana, do you feel like there’s a pop comeback?

Mena: I love pop! I think there’s always room for everything. Urban and pop sometimes follow the same path. But it’s great to hear more organic classics, rock hits and older songs in the top charts. Maybe young people are discovering classics on TikTok or younger audiences have fewer prejudices.

What excites you about 2026?

Montes: I’m releasing a new EP with old-school reggaetón vibes, like the style of Héctor el Father. I want to go back to the roots and bring that sound back.

Alborán: I’m excited to keep creating without rushing, but with passion. I’ve got new songs taking shape, exciting collaborations, and I’m dreaming of an incredible tour. After a tough year with my family — one of my relatives underwent chemo and a bone marrow transplant but recovered — I’m entering the new year with hunger for experiences and opportunities.

Mena: I’m thrilled to finish my album and go on tour with it, visiting Mexico, Argentina and the U.S. again to promote my music. Plus, I’m getting back into acting. On Jan. 23, a MotoGP movie called Idols will premiere, where I play a tattoo artist. Fun fact: I didn’t have any tattoos when we filmed, but now I do!

Martín: I’m starting to spend more time in Mexico and I’m loving it. It’s such a multicultural, magnetic place. I’ve got a tour in Latin America and the U.S. coming in May, new songs and some exciting collaborations lined up.

Rozalén: For me, I’m looking forward to taking a step back after such a busy year and seeing what’s next.

Billboard No. 1s, in its first edition outside the United States, celebrates artists who’ve had hits on Billboard charts in Spain and beyond. This inaugural event will take place Dec. 15 at IFEMA Madrid as part of Starlite Madrid. Other performers include Rosana, Chucho Valdés, India Martínez, Nil Moliner, Ari Malikian, Arthur Hanlon and Yami Safdie.