You recognize that cliché of Latins at all times being surrounded by music and dance? Turns on the market’s extra than ample proof to again it up.

In response to information culled from the IFPI’s just lately launched “Partaking With Music” report, which dug deep into the music consumption habits of 43,000 folks in 21 international locations, Latin American international locations are the highest shoppers of music worldwide, by a large margin.

Main the cost is Mexico, a rustic the place folks eat most music per capita: 25.7 hours per week, in comparison with a median of 18.4 hours per week throughout the globe. At No. 2 is Brazil, the place followers hearken to 25.4 hours of music per week. Lastly, Argentina — the third Latin American nation included within the examine — is at No. 6, consuming 22.6 hours of music per week.

Extra spectacular is the truth that these stats have remained comparatively secure since IFPI started doing this specific analysis a number of years in the past.

“This isn’t outlandish for 2021,” says David Worth, IFPI’s director of perception and evaluation. “What we see yr on yr is that Latam international locations — Brazil, Mexico and Argentina, the place we’ve targeted — are sometimes the best shoppers of music. They hearken to extra music than some other area we studied.”

That features not solely the U.S. and the U.Okay., but in addition rising international locations like China and India.

The notion that folks in Latin international locations “love music” is one which’s lengthy been touted — sure, that picture of the guitar or trumpet-wielding musician is trite, but true throughout many Latin international locations — however was anecdotal. Now, it’s clearly measurable.

“Clearly there’s a really robust cultural side,” says Worth. “Music performs a giant half within the lives of individuals in these international locations. They hearken to extra music on extra events they usually’re engaged with totally different sorts of music in numerous methods. After we take a look at which international locations are listening to most music, it tends to be the Latam international locations.”

The development solely appears to be going up with new expertise. Quick-form video, for instance, has exploded in every single place on this planet. However whereas the worldwide common TikTok use is one in 4 folks per day, in line with IFPI, in Brazil 57% of all respondents use the app day by day, greater than anyplace else. Mexico follows, with 52% of day by day use.

This measurable consumption, in flip, interprets to actual enterprise.

Pre-streaming, for instance, Brazil’s recorded market, was decimated by piracy and a nasty financial system as much as 5 or 6 years in the past. Whereas folks have been nonetheless listening to music, it wasn’t being tracked. Now, the entry to free music by way of providers like Spotify, Deezer and YouTube, along with extra smartphone use and higher web protection, have “drawn folks again to the market,” says Worth.

Whereas per capita income throughout Latin America nonetheless lags, thanks largely to forex devaluation, revenues have grown quicker there than anyplace else on this planet for the previous a number of years.

Translating the Latin American starvation for music to different territories is one thing executives are more and more speaking about. Final yr, YouTube’s Lyor Cohen advised Billboard: “I journey all around the world. I used to be in Japan and India, and the largest query that everybody asks me is, ‘How can we replicate what’s taking place in Latin America?’”

That could possibly be as elusive as falling in love. In any case, the IFPI examine measures the consumption ranges, however the causes behind it are tougher to pinpoint.

“Music may be very emotional and affective content material,” says Worth. “You actually have to grasp the way it suits into folks’s lives. It’s a fancy query. And simply trying to replicate one thing abroad may be very tough.”

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