English is losing its dominance over the music business. For decades, artists who were trying to establish a global presence invariably needed to sing English songs. However, in the past few years, artists from South America and Asia have crept up the charts, pushing the English language repertoire to the minimum. Songs in Latin, Korean, Indian languages like Hindi and Tamil are increasingly being consumed across the world.
In the recent release of Most Viewed Songs of 2019 by YouTube, five were Latin songs, two were Korean, one Tamil, one Hindi, and one English. from the Top Ten songs.
Five months since its release and Con Calma by Daddy Yankee ft. Snow has garnered 1.1 billion views on YouTube. The song is firmly seated at the number 1 position of the Most Viewed Song of 2019 on YouTube chart. Which brings us to ingeminate the past trend of Latin music seeping into the global music streaming domination.
Latin music holds top spots on the charts and represents 1/3 of artists in YouTube’s charts. The second place is filled by Secreto by Anuel AA, Karol G, also a Latin song with 729 million views on YouTube so far.
This boom of the Latin music industry began in 2017, where the artists are international superstars through the powerful medium of YouTube which reaches out to millions of viewers. However, Latin music is not the only Non-English genre that has broken all records.
Following suit is Maari 2 from the movie Rowdy Baby that has rightfully fit the third position on the chart with 557 million views as of today.
Con Altura by J Balvin, Rosalia ft. El Guincho, another Latin song on the list with 499 million views on YouTube. Surprisingly, the only English song on the list is 7 Rings by Ariana Grande at fifth place.
According to The Recording Industry Association of America (RIAA) mid-year 2018 Latin music revenue report, revenues grew 15%, totalling $135 million while streaming represented a remarkable 91% of the entire market.
This is not all, Indian music being another dominator has been smashing charts with songs and artists belonging to the country. Vaaste by Dhavani Bhanushali, a three-month-old song, is one of the Indian songs at the 9th position of the Most Viewed Song of 2019 with 411 million views.
The VP of Nielsen Music, Helena Kosinski, revealed at the NYLON Connect event in London earlier this year that English language music made up 67% of Top 200, followed by Spanish on 18% and Hindi on 6%.
There is no other innocuous way to measure the world’s music listening tastes than YouTube. It reaches more than 1.9 billion people every month which is nearly half the planet’s entire internet-connected population.
According to IFPI research, 85% of YouTube’s audience uses the service to listen to music, putting the platform’s current music-consuming reach at approximately 1.6 billion people.
Besides Latin and Indian, K-Pop has won an increasing amount of listeners. In 2009, BoA and Wonder Girls were the first K-pop stars to chart on the Billboard 200 and Hot 100. That step not only foreshadowed K-Pop breaking into the U.S markets but also one of the fastest-growing music trends of this generation. Today, BTS and BlackPink, dominate the K-Pop industry.
YouTube’s Most Viewed Song of 2019 constitutes two Korean songs. Kill This Love by BlackPink and Boy With Luv by BTS both stand at 6th and 8th places respectively on the chart. The 7th position is filled by another Latin song, HP by Maluma which has 453 million views and the 10th by Té Robaré by Nicky Jam featuring Ozuna with 386 million views respectively.
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