When Shakira last performed in Atlanta back in 2006, she was among only a select few Latin artists who had made the leap into the mainstream music scene.
Fast forward to today, and Latin music has exploded in popularity, with many artists stepping into the spotlight, thanks to collaborations from notable stars like Karol G, Rauw Alejandro, Ozuna, Bizarrap, and Grupo Frontera.
According to a 2024 midyear report from Luminate, a music and entertainment data company, Latin music has now emerged as one of the fastest-growing genres in the United States, paralleling or outpacing other music styles such as country, pop, and rock.
As Latin music thrives, the vibrant community in Atlanta is feeling optimistic about its future.
In 2017, friends Margarita Rios and Randall Ruiz initiated efforts to host Latin music dance parties and facilitate community engagement, eventually launching Oye Fest in 2018.
Oye Fest has quickly become Atlanta’s premier festival for Latin music.
“Our objective is simple: to foster a strong community and create essential resources for us,” Rios stated.
Ruiz emphasized the importance of seizing the emerging opportunities that the growing genre offers Atlanta, a city he notes historically lacks platforms designed to uplift local Latin artists while also bridging gaps within the Latin community.
With that vision in mind, Oye Fest aims to alter the landscape of Atlanta’s music scene.
“Oye, which translates to ‘hey’ or ‘listen’ in English, embodies the essence of our mission,” Rios explained.
“We want venues and stakeholders in Atlanta to recognize the significant Latino population that’s growing in the city.”
Georgia has a Latino population of approximately 1 million, making it the ninth largest in the country, as reported by the Georgia Latinx Alliance in 2024.
This demographic has expanded at a rate that surpasses the national average, experiencing a 32.7% growth compared to the national rate of 25.9% since 2010.
Although Atlanta has become more receptive to Latin music in recent years, Oye Fest founders maintain that the Latin music scene remains in its infancy within the city.
“Dallas, New York, and Miami have long-standing Latin communities that have established their voices, while Atlanta is still in the early stages of developing its cultural identity,” Ruiz remarked.
The success of Oye Fest was evident at last year’s festival, showcasing performances by notable acts like La India and Farina, and drawing nearly 2,000 attendees in Atlanta’s Old Fourth Ward.
Scheduled for **October 4** this year, Oye Fest introduces a lineup and venue that will be announced soon.
In addition to the festival, Oye hosts monthly events, such as karaoke nights at **97 Estoria** in Cabbagetown, and actively promotes local concerts.
In March, Oye conducted a ticket giveaway for **J. Balvin’s concert** at **State Farm Arena**, which marked his first tour in six years.
The organization also plans to establish a nonprofit arm, aiming to provide grants to local artists, arts programs, and partnerships with schools to support music and art education.
“We’re not just an annual music festival,” Rios emphasized.
“Our mission transcends this single event. We hope our community recognizes our dedication and continues to support our efforts.”
The rising presence of international Latin artists performing in Atlanta signals a growing demand for the genre.
State Farm Arena, a major venue in Atlanta, has hosted a roster of artists including Shakira, J. Balvin, Ivan Cornejo, and Rauw Alejandro, highlighting an increasing interest in Latin performances.
Upcoming shows include the Mexican EDM group **3BallMTY** in July and Colombian-American indie singer **Kali Uchis**, who will embark on her first headlining arena tour this fall, featuring a stop at State Farm Arena.
Adding to the excitement, Natalia Lafourcade, a four-time Grammy winner, will perform at the **Tabernacle** for two nights in October.
Moreover, Latin indie pop band **the Marías**—fronted by Puerto Rican singer **María Zardoya**, who grew up in Snellville—will perform at Atlanta’s **Shaky Knees Festival** in September.
The venue’s vice president of programming, **Trey Feazell**, noted, “Three years ago, we started booking two Latin acts a year, and now we’re booking 12 to 14 annually.”
Feazell appreciates the vibrant mix within Latin music genres.
“You see different demographics of young audiences showing up at these events,” he remarked, emphasizing the increasing diversity of attendees.
Latin music owes part of its recent surge to the eclectic variety of subgenres.
For instance, Bad Bunny’s fusion of Latin trap and reggaeton has propelled his success and redefined the mainstream Latin music landscape.
A fresh face in the regional Mexican music scene, rising star **Ivan Cornejo** has amassed over 7 million followers across social media platforms since his 2021 debut.
However, local artists in Atlanta argue that this diversity can complicate their pursuit of success.
**Csndra** (Cassandra Garcia), a 29-year-old Puerto Rican indie pop artist residing in Suwanee, balances her bilingual artistry with both English and Spanish.
Having released her first EP, “**Lovers Club, Vol. 1,**” last year, Csndra has performed at Oye Fest twice and wishes to participate again this year.
Though excited about her journey, she finds it challenging to communicate her bilingual musical identity to audiences.
“I often feel that those positioned to spotlight artists prefer me to focus solely on Latin music,” she admitted.
“While I will continue to embrace my Latin roots, my desire to create in English is equally important. I refuse to compromise my artistic integrity solely for exposure.”
The achievements of artists like Kali Uchis and the Marías serve as inspiration to keep her pursuing her passion.
With approximately **25,000 followers** on TikTok, she has attracted about **20,000 monthly listeners** on Spotify.
**Kap G**, a veteran of Atlanta’s music scene, made his mark by blending Hispanic identities into trap music.
Born **George Ramirez** in College Park, Kap G rose to fame with the platinum success of his 2016 release, “*Girlfriend,*” and was part of **XXL magazine’s** coveted freshman class alongside **Playboi Carti**.
However, since transitioning to an independent career, he has faced challenges similar to those experienced by emerging artists, especially as Latin music evolves.
Kap G shared, “Being among the first Hispanic rappers in Atlanta came with its own hurdles.
“Breaking into a space where no one had done it before felt especially challenging, requiring me to put in countless hours to pave a way.”
Through it all, he remains committed to representing Hispanic culture while embracing trap music influences.
Earlier this year, in response to the increase in ICE arrests under President Donald Trump, he released the song “**MAGA (Mexicans Ain’t Going Anywhere)**,” which has garnered nearly **30,000 views**.
For Kap G, this piece transcends music, embodying a message of resilience and solidarity for the Hispanic community.
“A lot of times, people portray us in a negative light,” he noted.
“With this song, I aim to uplift and energize those who may feel afraid or underrepresented simply because of their background.”
On June 6, Oye Fest achieved a significant milestone by hosting “**Frequency Fridays,**” a popular monthly art and culture event, at the **High Museum of Art** for the very first time.
The event showcased local Latin DJs, a salsa dance performance by **Eli Perez**, and included a variety of Latin food vendors.
While Oye Fest acknowledges the hurdles it has faced, the organization takes pride in leading the community-driven narrative within Atlanta’s burgeoning Latin music scene.
“I believe we are only scratching the surface of what our community will experience in the coming years,” Rios reflected.
“It’s a beautiful journey to witness and be part of this growth.”
In summary, Atlanta’s Latin music landscape is witnessing rapid transformation and growth, with Oye Fest at the forefront of this dynamic shift.
As more artists and audiences converge, the city is poised to become a vibrant hub for Latin music, enriching its cultural tapestry for years to come.
image source from：https://www.ajc.com/arts-entertainment/2025/06/amid-national-boom-atlantas-latin-music-scene-is-very-early-stages/
