The economic and reputational impact generated since 2023 reaffirms the reach and consolidation of the Latin GRAMMY® brand in Andalucía, Spain
Of the total, 96.3 million Euros came from direct economic impact and 98.7 million Euros from media exposure
In addition, since 2023, the initiatives have generated 7.5 million Euros in public revenue and 1,360 new temporary jobs
MIAMI (NOVEMBER 6, 2025) — The Latin Recording Academy® celebrates the achievements reached in Spain in recent years after making the country a global hub for Latin music. Since the first edition of the Latin GRAMMYs® held outside the United States in 2023, and after three consecutive years of presence in Andalucía, The Latin Academy has generated a total accumulated impact of more than 195 million Euros, according to the latest Economic and Reputational Impact Study conducted between 2023 and 2025 by the company ATREVIA.
This outcome confirms the success of the collaboration agreement between The Latin Recording Academy and the Regional Government of Andalucía, which has enabled the region to establish itself as the international epicenter of Latin music in Europe.
“Our study shows that the direct, indirect and induced economic impact derived from The Latin Recording Academy’s events in Andalucía amounted to 96.3 million Euros, while the reputational impact reached 98.7 million Euros, driven by the project’s international media exposure and its contribution to enhancing the Andalucía brand (83.47 million Euros from advertising impact and 15.2 million Euros from projected future tourism),” stated Manuel Sevillano, Global Director of Reputation and Corporate Social Responsibility at ATREVIA.
“The Latin Recording Academy has strengthened its commitment to Spain and to Andalucía as a strategic platform in Europe for promoting Latin music on an international level. The economic and social impact generated over these three years proves that culture is a driving force for development, talent and opportunity,” said Manuel Abud, CEO of The Latin Recording Academy.
The Minister of Tourism and Andalusia Abroad, Arturo Bernal, emphasized that, in addition to the “extraordinary direct impact on the region and the Andalucian economy, these events have also strengthened our presence in the American markets, which are increasingly recognizing our region as a leading destination in Europe and a venue for major events.”
Economic impact: a catalyst for the Andalucía brand
Since the first edition of Latin GRAMMYs held in Seville in 2023 — the first outside the United States in the history of the awards — the project has generated unprecedented visibility for Andalucía as a cultural and musical destination. In 2023, Latin GRAMMY® Week in Seville reached an estimated total impact of more than 186 million Euros, a figure that has continued to grow with the celebration of additional events throughout 2024 and 2025: Latin GRAMMY Celebra: Paco de Lucía, in Cádiz; Latin GRAMMY Sessions: 25 Años and Latin GRAMMY Sessions: Málaga; and Latin GRAMMY Celebra: La Música de Andalucía, in Seville.
The economic impact generated between 2023 and 2025 includes:
96.3 million Euros in economic impact
98.7 million Euros in reputational impact
7.5 million Euros in public revenue impact
1,360 jobs created in total
Beyond the direct economic benefits, the project has energized key sectors such as tourism, hospitality, transportation, audiovisual production and cultural services.
Cultural impact: Spain, the global stage for Latin music
The 24th Annual Latin GRAMMY Awards® in 2023 in Seville represented far more than an awards ceremony: it was a meeting of cultures celebrating the diversity, creativity and artistic excellence of Latin music, positioning Andalucía as a global benchmark for music.
The Latin GRAMMY brand brought international visibility to genres such as flamenco, salsa, reggaeton and regional Mexican, strengthening bridges between artists and audiences around the world.
Since then, Spain and Andalucía have emerged as key destinations within the Latin GRAMMY ecosystem, and the partnership between The Latin Recording Academy and the Regional Government of Andalucía has helped solidify the region’s global presence.
By holding events associated with the Latin GRAMMY brand, Spain continues to project contemporary Latin music to new generations of artists and global audiences, reinforcing its role as a cultural bridge between continents.
Social impact: a commitment to talent and culture
Beyond its economic and reputational contributions, The Latin Recording Academy and its Latin GRAMMY Cultural Foundation have deepened their commitment to fostering emerging talent and music education.
Through programs such as Latin GRAMMY In The Schools, the Prodigy Scholarship, the Gifted Tuition and Tuition Assistance Scholarships, or the recently awarded Paco de Lucía Legacy Scholarship, the Foundation has benefited young Spanish music creators.
In conclusion, The Latin Recording Academy has left a profound mark on the economic, cultural and social fabric of the region, reaffirming its mission to nurture, celebrate, honor and elevate Latin music and its creators.
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ABOUT THE LATIN RECORDING ACADEMY:
The Latin Recording Academy® is a nonprofit dedicated to nurturing, celebrating, honoring and elevating Latin music and its creators. Established as the global authority on Latin music, the membership-based organization composed of music professionals, produces the annual Latin GRAMMY Awards®, The Biggest Night in Latin Music®, which honors excellence in the recording arts and sciences, in addition to providing educational and outreach programs for the music community through its Latin GRAMMY Cultural Foundation®. For more information, please visit LatinGRAMMY.com.
ABOUT THE LATIN GRAMMY CULTURAL FOUNDATION:
The Latin GRAMMY Cultural Foundation® is a 501(c)(3) charitable organization established by The Latin Recording Academy® with the vision of becoming a global champion of music education and empowering communities through Latin music and culture. In 2024, the Foundation celebrated its 10-year anniversary, and during the last decade, it has fostered the next generation of Latin music creators through scholarships, education programs and grants that advance Latin music and celebrate its rich cultural heritage. To date, the Foundation has donated more than $13.9 million with the support of The Latin Recording Academy’s members, artists, corporate sponsors and other generous donors. For additional information or to donate, please visit latingrammyculturalfoundation.org or our Facebook page. And follow us @latingrammyfdn on Instagram, and at Latin GRAMMY Cultural Foundation on Facebook and LinkedIn.
MEDIA CONTACTS:
The Latin Recording Academy
Iveliesse Malavé: ive@grammy.com
Equipo Singular
Maria García: maria.garcia@equiposingular.com
Mariona Balasch: mariona.balasch@equiposingular.com