No Reggaeton: 2019 Grammy Latin Nominations at Odds With the Market


Many Latin music executives are fuming over the Latin nominations for the 2019 Grammys due to an unlikely disconnect: not a single reggaetón album is nominated in a 12 months by which reggaetón has dominated world music charts.

“We have by no means made higher music as an trade, music that's performed in every single place on the planet. And for the Academy to not acknowledge that's completely tragic,” says Rebecca Leon, who's on the Academy’s variety and inclusion process drive and likewise manages J Balvin, Rosalia and two-time Grammy winner Juanes. 

Leon isn't alone in her disconcert. Several executives, from totally different sectors of the trade, contacted Billboard to lament Latin class nominations that one voting member referred to as “missing in import” total. While he was referring to all of the classes, which in all cases embody some albums which have by no means charted on Billboard, the disconnect is significantly apparent when it comes to reggaetón. That’s as a result of “I Like It” by Cardi B, Bad Bunny and J Balvin is a contender within the ercord of the 12 months class, however Balvin’s critically acclaimed album Vibras shouldn't be nominated within the Latin classes. Neither is Ozuna, who completed 2018 as Billboard’s Latin artist of the 12 months and who was essentially the most seen artist on YouTube globally; Maluma, who received greatest Latin pop album on the Latin Grammys for F.A.M.E.; or  Nicky Jam, who carried out on the World Cup closing ceremony.

“I’m f---ing pissed over this. I can consider at the very least eight glorious reggaetón albums that ought to have been nominated,” stated one exec in an impassioned name. 

Many of reggaetón’s issues stem from the mishmash class of greatest Latin rock, city or various album, created a number of years in the past to handle the truth that not sufficient submissions had been acquired in both city, rock or various to benefit their very own classes (the identical rationale applies to Tejano music, which was folded into the regional Mexican class). 

That, says one publicist, “was the tip of reggaetón within the Grammys. The nominations are all the time various or rock. No one within the committees votes for reggaetón.” 

Part of the difficulty, many say, is that the reggaetón neighborhood is disconnected from the Grammys, and lots of key albums are usually not submitted. In that context, says this publicist, accountability falls before everything on the labels and creators. It is their accountability to change into voting members of the Academy and make their voices heard. 

But, many say, the Academy too has to do its half and make a acutely aware effort to achieve out to a rising new constituency that clearly shouldn't be conversant in their guidelines and parameters, significantly at a time when the whole world is speaking Latin music. 

At press time, the Recording Academy was responding to Billboard's request for remark. This article will likely be up to date to mirror that remark.

For the time being, reggaetón, due to its presence in “I Like It,” can have a spot within the Grammys -- however not within the Latin classes. 

No Reggaeton: 2019 Grammy Latin Nominations at Odds With the Market