Ad Age is marking Hispanic Heritage Month 2024 with our Honoring Creative Excellence package, in which members of the Hispanic community revisit pivotal projects or turning points in their careers. (Read the introduction and all the essays here.) Today, guest editor Daisy Exposito turns the spotlight to Manuel Abud, CEO of The Latin Recording Academy, who writes about enhancing the Latin Grammys by making the host cities more than a backdrop.

For the past 25 years, Latin music has expanded beyond its origins, becoming a global force. What was once seen as a niche genre has now shaped and influenced audiences worldwide, breaking through industry barriers and redefining mainstream culture.

At The Latin Recording Academy, we have been at the forefront of this evolution, not only recognizing the talent of Latin creators but also amplifying their voices on a global stage. Through the Latin Grammys, we celebrate the creativity, resilience and influence of Latin artists, helping to push Latin music into the mainstream and making it an essential part of today’s cultural landscape. 

Over the years, the Latin Grammys have brought their unique energy to cities including Los Angeles, Miami, Houston, New York and Las Vegas, each contributing to the growth and recognition of Latin music. But it was in Sevilla (Seville), Spain, last year, and Miami this year, that the cities themselves became fully immersed in the experience. 

In Sevilla, the city’s rich history, architectural beauty and passionate embrace of the arts didn’t just set the stage for the telecast—it became a character in the story itself. From the iconic Plaza de España to its historic venues, Sevilla’s presence was felt throughout the entire Latin Grammy Week, shaping not only the telecast but every event leading up to it. The synergy between the city and our celebration of Latin music created an immersive experience that resonated with artists, fans and viewers alike, making it one of the most memorable Latin Grammys in our history. 

This significant step forward helped showcase how a city can become more than just a backdrop—it can be a character, a storyteller, a vital participant in the event’s narrative. 

This year, the show returns to Miami, and the spirit of what we brought to life in Sevilla remains the same. Miami is widely regarded as the capital of Latin America, and its essential role in nurturing Latin music is second to none. The Latin Grammys’ presence in the 305 both highlights and builds upon Miami’s reputation as a hub of creativity and a cultural nerve center. 
 
By bringing the Latin Grammys to different cities, each with their own unique story to tell, we reimagine the possibilities of what an award show can be, creating an event that’s not only visually stunning but also deeply rooted in cultural connection. It allows us to breathe new life into the telecast, bring the audience closer to the magic of the music and honor the singular personality of the local area. 
 
The milestone 25th Latin Grammys will continue our tradition of partnering with a host city for the mutual benefit of Latin music and civic culture, allowing the city to star alongside the musicians on stage in this extraordinary celebration of Latin artistry.