Latin Grammys CEO defends moving 2023 show to Spain: ‘Latin music is global’

For the first time since the inaugural Latin Grammys in 2000, this year’s awards show will not take place in the United States — but instead, in Spain.

The 24th Latin Grammys will be broadcast on Nov. 16 from the Andalusian city of Sevilla. Produced by TelevisaUnivision in conjunction with Radio Televisión Española in Spain, the show will air on tape delay in the United States at 8 p.m. ET/PT.

“It is a gateway for artists to bring their music to Spain, and to Europe,” said Manuel Abud, CEO of the Latin Recording Academy, during a press conference from Sevilla on Thursday. “This is for those who never before had the opportunity.”

Last year’s Latin Grammy Awards were held in Las Vegas.

The press conference heralded a new three-year partnership with the Junta de Andalucía, which will sponsor the 2023 Latin Grammys, as well as a series of musical events throughout the region in 2024 and 2025. This year’s festivities will include a week of events in Sevilla, including the annual Person of the Year gala, the Special Awards presentation, the Leading Ladies of Entertainment luncheon and the Best New Artist Showcase for first-time nominees.

The Junta has pledged roughly $19 million in funds for the next three years of music programming, as part of a push to boost music tourism in Andalucía, the birthplace of the folkloric tradition known as flamenco. As home to nearly 900 festivals annually, including Sonar and Primavera Sound, Spain has become a competitive destination for international music tourism — an industry that’s boomed in spite of the country’s high unemployment rate. The Junta de Andalucía projected an estimated revenue of $530 million over the three years.

Some have criticized the Latin Grammys’ move to Spain, given the dark history of Spanish rule in the Americas. There are also ongoing debates about whether European artists — such as the 12-time Latin Grammy winner Rosalía or 21-time winner Alejandro Sanz, both of whom hail from Spain — should be categorized as “Latin.” (It’s worth noting that the Latin Recording Academy honors artists not just from Latin America, but from Hispanic and Lusophone-dominant countries like Spain and Portugal.)

There’s also a sizable time difference to consider; Sevilla is six hours ahead of Miami and nine hours ahead of Los Angeles. The CEO explained that viewers in the U.S. will have to wait until 8 p.m. local time to tune in and abstain from social media to avoid spoilers.

“We’ll return to the United States next year for our 25th anniversary,” said Abud. “This doesn’t exclude the possibility that we’ll [hold the awards] in a Latin American city in the future. We’re also considering Mexico City, Bogotá, San Juan and Buenos Aires.”

“Latin music is global,” the CEO told The Times in April. “Our music is so important and so relevant worldwide that we should represent and expand beyond our regions. We’re serious about this global expansion — just last year we did acoustic sessions in Mexico, Brazil and Spain.

“Our mission is to serve and celebrate and honor Latin music and its creators,” he added. “That mission should be driving everything we do.”

At the 2022 ceremony, Rosalía won four Latin Grammys, including album of the year — making history as the first woman to win the category twice. Uruguayan singer-songwriter Jorge Drexler was the top winner, taking home seven trophies, while Mexican balladeer Marco Antonio Solís was honored as the Latin Recording Academy’s Person of the Year.

Nominees for the 24th Latin Grammy Awards will be announced on Sept. 19.