Billboard Latin Music Week kicked off Monday (Oct. 14) at the Fillmore Miami Beach with back-to-back business panels, one of which was “The Power of Viña” presented by Viña del Mar.
Moderated by Alfredo Alonso, director of entertainment, Bizzarro Live/producer of the Viña Del Mar Festival, the 15-minute panel revealed how the Chilean event became a must-stop for all major Latin acts, and how you can score an invitation to perform.
Below, learn more about the festival that is celebrating more than 64 years and has served as an important platform in the earlier years of some of the biggest Latin and international acts, such as Julio Iglesias, Luis Miguel, Shakira and The Police, to name a few.
What Is Viña del Mar?
“In the ’60s, it started as a competition to pick the most important song at the time. As the years went by, it became a big platform for artist exposure, and the competition became more and more relevant,” Alonso said. The format is a six-day live event that lasts five hours each night and includes music, competition and humor. “The stress and excitement that comes with this festival is huge,” he noted.
How to Be a Part of the Festival
It’s important that you achieve a connection with an audience by having them know your name, know your music, and know your image. Any artist or composer can be part of the festival if they have an unreleased song, and they can submit their song in the folk section and represent their country. For example, Shakira participated in 1994 and represented Colombia. You can also be invited as an emerging artist (either as an opening or closing act), or you can form part of the jury.
The Monster
“El Monstruo” is the name given to the passionate Viña del Mar audience — one of the most demanding and ruthless audiences in entertainment that’s critical and not easily impressed. From comedians to artists, everyone faces the challenge of conquering the monster and few have been able to leave their mark on Vina.
Over the past 35 years, Latin Music Week has become the foundation of Latin music in this country, becoming the single most important — and biggest — gathering of Latin artists and industry executives in the world. Initially named Latin Music Seminar, sponsored by Billboard, the event traces back to 1990, where it kicked off as a one-day event in Miami featuring a two-artist showcase and awards show.
Throughout the years, it has taken place in Miami, Las Vegas and Puerto Rico, returning to Miami Beach for a fourth consecutive year in 2024, and has welcomed some of the biggest Latin acts including Celia Cruz, Selena, Ricky Martin, Chayanne, Jenni Rivera, Daddy Yankee, Karol G, Bad Bunny, and Romeo Santos. Latin Music Week coincides with the 2024 Billboard Latin Music Awards set to air at 9 p.m. ET on Sunday, Oct. 20, on Telemundo. It will simultaneously be available on Universo, Peacock and the Telemundo app, and in Latin America and the Caribbean through Telemundo Internacional.
