Rock Still Rules Touring, But Latin Is Gaining Fast

Take a look at Bad Bunny’s recent tour history, and you get a good sense of Latin’s rapid growth on the road.

When Billboard published the 2019 Midyear Boxscore Recap, Bad Bunny missed out on the then-10-position Top Tours ranking, scraping the bottom of the top 30 with $25.8 million, according to figures reported to Billboard Boxscore. In doing so, he scored the biggest Latin tour of the tracking period, covering shows between Nov. 1, 2018, and April 30, 2019.

Three years later, following the COVID-19 pandemic, Bad Bunny took himself – and his genre – to the top. He crowned the all-genre list in 2022, earning $123 million in the same November-April six-month window – the first time a Latin act has ever topped the ranking.

Midyear Boxscore charts are based on figures reported to Billboard Boxscore. Eligible shows played between Nov. 1, 2022 and April 30, 2023.

Now, Bad Bunny is in the midyear top 10 again in 2023 at No. 6 with $67.9 million, and he’s not alone. At No. 5, Daddy Yankee earned $72.5 million, marking the first time that two Latin artists have landed in the midyear top 10.

The top 10 Latin tours grossed a combined $295.1 million between November and April. That represents growth of 18.83% from last year, after already improving 101% from 2019.

While Bad Bunny and Daddy Yankee lead that growth with the three biggest Latin tours in Boxscore history, it doesn’t stop with the genre’s top headliners. See below to watch how the biggest Latin tours of the midyear reporting period have grown uniformly since 2019.

Each of the top 10 Latin tours is up — in both gross and attendance — from last year and 2019. This across-the-board growth applies to heritage stars such as Marc Anthony ($22.4 million) and Wisin y Yandel ($15.3 million) as well as newer headliners including Rauw Alejandro ($33.3 million) and Feid ($11.9 million).

Beyond the genre’s 19% growth in top-10 revenue, those shows’ attendance has grown by 48% as well. While last (mid)year’s biggest Latin tour (Bad Bunny) outgrossed this year’s (Daddy Yankee) by more than $50 million, the latter sold more than 100,000 tickets more than the former. Total attendance among the top 10 is 3.1 million, up from 2.1 million last year.

Beyond Latin, attendance is growing in R&B/hip-hop, pop and rock as well – which are up 44%, 43% and 16%, respectively. Despite the smaller bump, Rock remains No. 1 in both gross and attendance, with $539.1 million and 4.1 million tickets among its top 10 tours on the midyear recap.

Pop follows with $419.7 million and 3.8 million tickets. Further illustrating Latin’s gains, in 2019 the genre’s gross sales trailed pop by $350 million. This year, that lead has shrunk to $125 million.

Arena dates are on deck for Rauw Alejandro, Anuel AA and others for the rest of the year, while Enrique Iglesias, Ricky Martin and Pitbull will team for a tri-headline tour this fall. Karol G will play in select U.S. stadiums later this year, leveling up to unprecedented heights for Colombian acts.

As the genre’s biggest acts get bigger, its focus will grow wider as some of the biggest names in regional Mexican music join reggaeton and Latin-pop stars on the Boxscore charts. Eslabon Armado and Peso Pluma will separately enter the domestic arena circuit this year while their No. 1 duet continues to dominate Billboard’s global charts.