As part of our ongoing work supporting artists from Japan, we have seen growing momentum in Latin America through KOL (Key Opinion Leader) and creator-led campaigns. We’ll share the market potential for global artists, the challenges in tapping into the region, and how social media KOLs serve as the bridge to fill the gap between the two. In this article, we use KOL (Key Opinion Leader) to refer to digital creators and influencers who hold trust and cultural authority within their niche communities. 

The data: LATAM is a streaming powerhouse with a loyal music fandom

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If you’re looking to expand your music into a new market, LATAM should be high on your list. As published in the Luminate 2025 Year-End Report, music listeners in the region convert to premium streams at the highest rate, with Mexico leading the way and solidifying the region's global role as a premium market driver.

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Both Mexico and Brazil show up multiple times in the report as two of the biggest contributors of premium streaming acceleration. Mexico and Brazil contribute to nearly half (48.9%) of all Global Premium Streams. 

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Mexico and Brazil also stand out as two of the four countries with the most streaming volume, following the US and India in 1st and 2nd place, respectively. Mexico ranks 3rd (461.3B streams) and Brazil ranks 4th (410.2B streams).

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A distinctive characteristic of the LATAM market is the loyalty of its fans. Similar to Japan, music fandoms actively support artists long after their peak commercial cycles, and even after group disbandment. The second-generation K-pop group SS501, which disbanded in 2010, is a prime example - and all five members continued attracting live audiences years later. Examples include: Heo Young Saeng’s fan event in Mexico in May 2022, Kim Hyun Joong’s concert in six Latin American countries in 2025, and other members' activities in the region. It reflects a fandom culture driven less by short-term hype, and more long term affinity and commitment to an artist.

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Growing in the LATAM market requires a solid strategy, and is not ‘easy’. Brazil for example, is a massive market - however 75% of on-demand streams are attributed to local Brazilian artists, reflecting the strength of the domestic music ecosystem, and the importance of language and cultural familiarity. As a result, foreign artists face a higher barrier to sustain attention with fans, and need localized storytelling or trusted local entry points.

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This dynamic gets even more interesting when understanding that global artists are not only competing with local artists, but with established international players that have already localized their presence. Joint ventures and regional headquarters–such as Kpop’s JYP’s expansion into Latin America, HYBE’s projects in LATAM have strengthened on-the-ground networks, KOL relationships, and cultural fluency. 

To earn LATAM audience attention, marketing campaigns must go beyond reach and visibility, adopting a KOL-led, language-native, and culturally embedded approach.

Integrated music campaigns with KOL 

Our fully integrated marketing campaigns combine KOL activation, PR, social media management, and digital advertising (TikTok ads, and KOL activation). In recent LATAM campaigns however, we see social media KOLs having the highest leverage as a key entry point. They build a real connection with a new audience, especially if an artist hasn’t visited the region yet. In a market where language, cultural familiarity, and trust heavily influence discovery, KOL-led execution proved critical in translating Japanese artists into locally resonant narratives. 

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What Worked and Why?

Freedom for KOL to build authenticity 

Through our KOL management service in LATAM, we observed that campaigns performed strongest when execution was creator-led rather than strictly brief-driven. Instead of imposing rigid content guidelines, we allowed each KOL to interpret the artist within their native format, tone, and audience dynamics.

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Collaborating with KOLs whose content already aligned with our strategic direction was essential. By preserving their authentic voice and creative structure, campaigns felt organic to their communities and delivered stronger engagement and resonance.

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Timing and KOL Engagement 

Timing and amplification also played important roles. Key moments such as song and MV releases, social media challenges, or rising audio traction can be used as cultural or social touchpoints rather than standalone announcements. By amplifying these moments through KOLs already embedded in local trends, we were able to extend relevance and sustain momentum beyond an artist’s initial release windows. 

Active interaction with KOL was essential - From acknowledging a mention, engaging in the comment section, or reposting the content, - building real collaboration rather than transactional promotion was important. 

In one campaign - an organically created fan-edit unexpectedly gained traction and evolved into a viral trend. Momentum increased further when the artist acknowledged the trend by using the fan-created TikTok audio, extending its lifespan and reach.This success certainly wasn't planned from the beginning but was something the artist was able to leverage on when the opportunity arose.

Looking ahead, an approach we aim to explore further is direct KOL-artist interaction, such as TikTok duets or collaborative content formats.These formats deepen authenticity, lower the perceived distance with local audiences, and further embed artists into a KOLs existing fanbase. As LATAM continues to evolve as a streaming powerhouse, strategies that prioritize trust, participation, and long-term KOL relationships will remain central to sustainable growth.

Growth is earned through trust and authenticity between an Artist and their fans in Latin America.

In the LATAM market, growth is not achieved through visibility alone, but through trust - earned by working with the people who already speak to the audience. We are positive that when a bridge is built, the connection between fans and artists remain strong and long-lasting. 

As a company supporting market entry both within Japan and across international regions, we continue to focus on culturally grounded, creator-led strategies that help global artists build sustainable audiences beyond their home markets. 

Don’t hesitate to contact us if you’re interested in exploring opportunities to expand your market to LATAM or other regions.

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