There's no denying that Latin music is one of the world's most popular genres. In fact, it's the genre that grew the most in the first quarter of 2025, according to Luminate. And while that's likely thanks to its superstars like Bad Bunny and Karol G, it's also because of the promising newcomers who are making an impressive impact.

Just look at the nominees for Best New Artist at the 2025 Latin GRAMMYs. Alleh has heated up the charts with her platinum record "capaz (merengueton)." Annasofia opened for GRAMMY-winning producer and composer Sergio George at his first salsa festival, ¡ATACA SERGIO!, in Miami, while Yerai Cortés took his musical documentary La guitarra flamenca de Yerai Cortés to Spain's San Sebastian Film Festival.

Within the last year, four nominees — Juliane Gamboa, Camila Guevara, Paloma Morphy, and Alex Luna — have released their debut album to critical acclaim. What's more, Isadora gained traction on TikTok thanks to the title track of her latest EP, Agüita Con Sal, and both Sued Nunes and Ruzzi have continued momentum with their respective sophomore projects.

Through their own breakthroughs, each of those artists have helped pave the way for more rising talent, from fresh reggaetón acts to new Latin rock voices. As Hispanic Heritage Month comes to a close, get to know six emerging and exciting artists who are paving their own path in the ever-booming Latin industry.

Any Gabrielly

Brazil-born, Los Angeles-based singer Any Gabrielly first began making waves — literally — as Moana in the Brazilian version of the film. Nearly a decade later, Gabrielly's enchanting vocals were featured on four songs for the official soundtrack of Moana 2: "Voltar," "Além," "A Vida é Boa no Mar," and "Pra Ir Além (Te Fenua te Malie)."

In between, Gabrielly has flexed her pop sensibilities both in a group and on her own. First, she represented Brazil in the global pop collective Now United, then signed with Republic Records as a solo act in 2023; she made her solo debut in 2024 with a dance record titled "Sweat." Shortly after, she followed up with the rhythmic-pop single "Waste Your Love." As she works on her first full-length project, the 23-year-old's intrinsic balance of Latin, R&B, and pop hints at a promising future.

Sasha Keable

Born to British and Colombian parents, South London-based singer/songwriter Sasha Keable melds her cross-cultural background with soulful R&B. She made her debut in 2013 under British rapper Tinie Tempah's independent label, Disturbing London. Since then, Keable has collaborated with artists like Disclosure, Jorja Smith and 6lack, and has released five EPs: Black Book (2013), Lemongrass and Limeleaves (2014), Man (2019), Intermission (2021), and Act Right (2025).

After years of dealing with industry challenges, the 31-year-old singer admits she nearly walked away from music completely. But that changed when her single "Hold Up" went viral on TikTok last year, alongside a shout-out from Beyoncé. "If there's anything I can say to anyone watching this and is close to giving up, please don't, because I was really close and then it happened," she shared during her Tiny Desk Concert.

While Keable's sound is mostly a blend of R&B, jazz and hip-hop, the British-Colombian singer tapped into her Latin roots on "Body Language," a vibrant dance-floor-filling collaboration with Ezra Collective. She's currently an opener on Givēon's 17-city North American tour, alongside Free Nationals and Charlotte Day Wilson.

NEZZA

Born in the Bay Area to Colombian and Dominican parents, bilingual pop singer/songwriter NEZZA is making groundbreaking moves — most notably for singing "El Pendón Estrellado," the Spanish national anthem, at a Los Angeles Dodgers Game in June. Despite being warned not to, NEZZA made the daring musical choice minutes before her performance. As she recalled to Billboard, the moment was received with an outpouring of love and support, particularly from the Latin community. "It reminded me that when you speak up, even when it's hard, you help others feel brave enough to do the same."

It's safe to say NEZZA is unapologetically bold — a quality that shines through her culturally fluent and playful music. On her song "Tasty," she bounces between Spanish and English, flirtatiously singing, "Tengo to' lo que te gusta [I have everything you like]/ So delicious, you need it." Elsewhere, on the catchy single "Classy," her dreamy pop melodies are reminiscent of the early 2000s.

She's continued to use her platform to uplift those who often go unseen. In July, she collaborated with South L.A. nonprofit A Place Called Home to release the first studio version of "El Pendón Estrellado," with proceeds going toward the organization and various immigration defense nonprofits. A month later, she hosted a charity concert in L.A., giving 100 percent of the proceeds to immigration defense nonprofits; later this month, she'll perform at A Place Called Home's gala, A Celebration Of Home.

RaiNao

Within just five years, rising reggaetón artist RaiNao has released two projects, landed a dream performance for COLORS (a music platform showcasing talent worldwide), and shared the stage with one of Latin music's biggest stars, Bad Bunny. She made her musical debut in 2020 with a profound cover of Víctor Manuelle's "He Tratado." Shortly after, she showed her R&B/trap side with original tracks "Celular," "No" and "Online."

Her solo debut project, ahora A.K.A. Nao, marked a turning point as she began building a promising audience and fan base — including Bad Bunny, who shared his appreciation of the track "LUV" from the project. This led to her joining him during his Un Verano Sin Ti Tour, and recently at his summer residency, No Me Quiero Ir de Aquí. Earlier this year, the genre-blending singer followed up with her second project, Capicú, which incorporates riveting elements of reggaetón, jazz, house, and pop.

ROBI

Since ROBI debuted with "Luna" in 2019, collaboration has been key to the Puerto Rican singer's artistry — and he's already landed a team-up with one of the biggest names in Latin music, Feid. "Pantysito" (which also features fellow Puerto Rican artist Alejo) helped take ROBI's career to a new level in 2022, and he's continued to prove his prowess as a collaborator and as a solo artist.

Although the reggaetón singer has yet to drop a full-length project, he has consistently released singles that display his wide-ranging sonic palette. After reuniting with Alejo on the punchy "LA CRUSH" in May 2024, he joined forces with Young Miko for the indie-rock confessional "sorry es que soy bipolarrr" a month later. This year has arguably been his most fruitful to date, as ROBI has collaborated with the likes of Sebastián Yatra, GALE and Jay Wheeler and delivered intriguing solo releases like the pop-rock-infused "OK." and the acoustic ballad "sorry por esta canción (Londres)."

Vortxz

Latino indie rock band Vortxz is composed of three longtime friends: lead singer/songwriter Isais "Rambo" Rodarte, lead guitarist/keyboardist Noe Rodriguez, and drummer Jonathan Lopez. The band describes their music as a form of escapism rooted in hope, freedom and expression. These themes are shown in their two projects, 2024's Remember Me When I Leave and 2025's The Garden.

The Texas-based group combines a mix of new-wave indie, Rock en Español, and alternative rock; all of these sounds are highlighted on the guitar-driven single "My Love," the dreamy Spanish record "Esos Besos," and the alt-rock track "Call Me On The Phone." They've had a year of milestone performances, including sold-out shows across Texas and the West Coast and a performance at the SXSW music festival. Next up, they'll headline South Texas' Fiesta De Palmas on Oct. 18, just before embarking on their 20-date The Garden Tour around the U.S. — giving more and more fans a chance to experience part of Latin music's next generation.