Will the Super Bowl Halftime Show Open New Doors for Latin Music?

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Shakira: Greg Allen/Invision/AP Images, Lopez: picture alliance/Getty Images
Shakira and Jennifer Lopez
From the success of "Despacito" to the explosive growth of reggaetón and urbano, Latin music has made monumental inroads into the mainstream over the past few years. But there’s perhaps no greater proof that the genre has cemented its place in American pop culture than the Super Bowl LIV halftime show, when Jennifer Lopez and Shakira will take the stage at the Hard Rock Stadium in Miami Gardens, Fla., on Feb. 2.

“This is a great opportunity for Latin music and Latin artists,” says Horacio Ontiveros, CEO of On Air Media Group and a former producer for ESPN Deportes. “There are a lot of promoters who are finally realizing that there is value in [booking] Latin music talent.”