Colombian artist Karol G, celebrated for winning the Latin Grammy Award for Album of the Year, accomplished a remarkable feat in 2023 by filling stadiums across Latin America and the U.S. Now, she sets her sights on Europe, with tickets to her Madrid concert selling out in a mere seven minutes. However, the story takes a different turn in Brazil, where the majority remains unfamiliar with the acclaimed artist, emphasizing Brazil’s distinct musical landscape and its inclination towards genres such as sertanejo, a Brazilian country music style.

In Spotify Brazil’s list of the 150 most-listened-to artists in 2023, none sing in Spanish, with young sertanejo singer Ana Castela reigning supreme. The dominance of sertanejo on the charts underscores Brazil’s rich musical diversity and a thriving industry that caters to various tastes, from samba and bossa nova to funk and more. The unique linguistic and historical narrative of Brazil, distinct from Spanish-speaking Latin American countries, further contributes to the country’s independent music culture.

Analia Chernavsky, a professor at the Federal University of Latin American Integration, points out that Brazil’s self-sufficiency in music, coupled with the popularity of genres like funk, acts as a barrier to the widespread acceptance of reggaeton. Despite the global surge in reggaeton’s popularity, Brazil has not fully embraced the genre. Artists like Maluma and J Balvin found success after collaborating with Brazilian star Anitta and releasing Portuguese versions of their songs.

Anitta, who straddles both worlds, has navigated the divide by releasing songs catering to Spanish and Portuguese-speaking audiences simultaneously. Her strategy involves releasing reggaeton tracks like “Bellakeo” for the Spanish market and funk songs like “Joga Pra Lua” for the Brazilian audience. The challenge of bridging the language gap is evident, with Brazilians finding it challenging to connect with reggaeton, and Spanish speakers facing difficulty appreciating funk.

Brazil’s preference for English over Spanish is also notable, with even Latin artists who sing in both languages experiencing a greater inclination towards their English versions. Shakira’s iconic “Waka Waka” is sung in English at Brazilian parties, reflecting the country’s preference. Despite the surge in international concerts and festivals in Brazil, Spanish-speaking Latin American artists remain noticeably absent from the lineup.

While the pandemic saw significant growth in concerts and festivals in Brazil, the country’s music scene remains distinct, with foreign artists like Coldplay and Taylor Swift visiting but Spanish-speaking Latin American artists choosing to bypass Brazil due to perceived limited demand. The contrast is stark, with Karol G, a Latin music sensation, set to perform a single concert in Brazil with a capacity of 8,000 people, while local icons like Ivete Sangalo continue to draw massive crowds.