TMU research sparks new Latin category at JUNO Awards
TMU Professor Charlie Wall-Andrews is making waves. Sound waves that is. As lead researcher on a report documenting the experiences of Latin Canadian music artists, her work has led to greater recognition of the cultural and economic potential and impact of Latin music in Canada. Photo by Cord Allman on Unsplash
In September, Canada’s premier music awards made history. The JUNOs announced a brand new category for the 2026 show: Latin Music Recording of the Year.
Until now, Latin Canadian artists competed in the ‘Global Music’ category – a catch-all group that mixed various different music traditions. This limited recognition created major roadblocks for Latin Canadian artists building their careers.
The research that helped change everything
This challenge was underscored in a recent national study led by researcher and Creative Industries professor Charlie Wall-Andrews.
She published the findings in the Understanding The Barriers and Opportunities of The Latin Music Community In Canada (external link) impact report, produced in collaboration with Speaking Non-English (a grassroots cultural organization dedicated to identifying and developing Latin-Canadian music business and talent).
The report revealed that despite the genre’s growing popularity and success, Latin music’s exclusion as its own JUNO category has posed major barriers. It also captured artist concerns and identified key challenges.
Latin music is not a moment. It's a movement.
Charlie Wall-Andrews, Creative Industries professor and Billboard Canada Power Player, was the lead researcher on a recent report surveying the Latin Canadian music community and industry to determine obstacles and opportunities for the popular genre.
The numbers tell the story
Wall-Andrews was recently recognized by SPIN Magazine as one of the 25 most influential figures in music in 2025 and named a Billboard Canada Power Player (external link) . She says the absence of a Latin JUNO category stood out in contrast to much smaller genres that were being recognized. “Niche genres with far smaller market share such as Christian, jazz, children’s and classical music each had their own categories,” explained Wall-Andrews.
In fact, from 2018 to 2023, Latin music made up 20 per cent of JUNO submissions and 40 per cent of nominees.
The lack of recognition also hurts smaller genres. Niche folkloric and traditional global music had to compete against the mass-market popularity of Latin music. “The system was failing to account for scale.”
What the new category means
Martín Añón, co-founder of Speaking Non-English and co-collaborator of the research report, celebrated the announcement:
“This new category is a milestone for the Canadian music industry. It’s a well-deserved recognition of the incredible talent, diversity and cultural richness that Latin music brings to the Canadian soundscape,” he says. “By giving [the artists] a place on Canada’s biggest music stage, we’re not only celebrating their artistry, but we are also helping promote all domestic music into one of the fastest growing markets in the world.”
Learning from the U.S. music industry
Wall-Andrews points to valuable lessons south of the border.
“We haven’t been investing in Latin Canadian music at the level we could be,” she said. “The talent exists, so the question is ‘how do we invest and help artists scale so that they break into the global market?’”
In the U.S., Latin music is a massive economic and cultural force. “The U.S. Grammys created the Latin Grammys,” said Wall-Andrews. “Not just a separate category, but an entirely separate event.”
Wall-Andrews’ focus groups highlighted Canada’s lack of comparable investment. Even major labels haven’t fully embraced Latin music here.
In the U.S., record label subsidiaries like Sony Music Latin and Warner Latin provide the capital and market access Latin American artists need to reach global audiences.
The report suggests that similar investments in Canada could significantly boost Latin Canadian artists’ visibility and success.
Economically, supporting Latin Canadian artists holds immense potential by creating jobs, expanding markets and boosting cultural tourism.
The research also found another gap: Latin Canadian music industry representation in executive leadership. This contributes to barriers in accessing funding, resources and other vital opportunities.
A Toronto success story: Lula Lounge
One bright spot in the Canadian landscape offers a blueprint for success.
Focus groups consistently pointed to Toronto’s Lula Lounge as a rare and vital platform for Latin music.
“Lula Lounge and the Lulaworld Festival have become institutions and hubs for the Latin music community,” says Wall-Andrews. “They support Brazilian and Spanish music when few others do.”
Few Toronto venues regularly book Latin music. Wall-Andrews attributes this to a mistaken belief.
"There's a misconception that non-English music won't attract an audience," she said.
The numbers tell a different story.
“We know from consumption data that there's a huge demand for Latin music genres in Canada,” said Wall-Andrews. “The genre is booming in Canada, with 48 per cent more streams and over 2,000 per cent more airplay.”
“When you look at what's making the top of the Billboard charts, we’re seeing artists like Karol G and Bad Bunny. Latin music is being consumed in nightclubs, on the radio and in our day-to-day life,” she said.
“There is certainly a market in Canada for Latin music produced by Latin Canadian artists,” said Wall-Andrews. “This makes Lula Lounge one of the city’s few critical spaces where artists can build an audience, develop their talent and find community.”
She also points out that music is evolving at a faster pace than ever before.
“With cross-genre collaboration, growth is more rapid, like with the massive hit ‘Despacito’ with Justin Bieber and Latin artists [Luis Fonsi and Daddy Yankee].”
A shot at stardom
Latin music takes centrestage in a research study that included advocacy in support of the creation of a specific Latin music category at the JUNO Awards. These awards are presented by the Canadian Academy of Recording Arts and Science (CARAS) to recognize outstanding achievements in Canada's music industry. Photo credit: radiobread via Wikimedia
The growing market
According to Statistics Canada (external link) , the Latin population tripled in Canada between 1996 and 2021.
As Canada’s demographics shift and Latin culture gains influence, demand for Latin music and venues that showcase it will continue to grow.
“There has always been a demand for Latin music beyond the Latin community,” said Wall-Andrews. “If we want to maximize the economic impact of Latin music in Canada, we need increased targeted investment and policy support.”
What comes next
The new Latin Music category at the JUNO Awards marks a meaningful milestone and reflects the genre’s growing influence in Canada.
The study was the first initiative for Speaking Non-English, which equipped the organization to understand how to support the Latin music community in Canada, and help export Latin talent on the global stage.
Sustaining this momentum will require continued Latin music development policies, strategic funding and efforts to remove longstanding barriers for Latin Canadian artists.
“With the right support, Canada can nurture homegrown Latin stars capable of achieving global success."
Read the full report: Understanding The Barriers And Opportunities Of The Latin Music Community In Canada (external link)