Every month, Billboard Latin and Billboard Español editors spotlight a group of rising artists whose music we love. Think “diamantes en bruto,” or “diamonds in the rough.” These are newcomers who have yet to impact the mainstream — but whose music excites us, and who we believe our readers should make a point to discover.
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Our latest edition of On the Radar Latin includes a wave of emerging artists, who we discovered either by networking, or coming across their music at a showcase, or elsewhere. See our recommendations this month below:
Name: Adrian Alburez
Country: Guatemala
Why They Should Be on Your Radar: Adrian, whom I discovered at the Centroamérica Mercado Musical (CAMM) in Costa Rica, embodies a bohemian, old-soul vibe that captivates everyone around him. His gentle, sweet voice paired with lyrics that overflow with love and warmth, showcases his passion for romance in all its forms. Currently, he is devoted to creating his second album, which is set to be released next year. In the meantime, he has embarked on an exciting project titled “Love Sessions,” where he collaborates with other emerging artists from Guatemala, bringing together a diverse range of voices and styles in a charming and heartfelt series that celebrates love and artistry. — INGRID FAJARDO
Song For Your Playlist: “Bandida” feat. NOVA GARCÍA
Name: ARISHA
Country: Mexico
Why They Should Be on Your Radar: She calls herself an introvert, but her music speaks with the kind of confidence that demands your attention — quietly and beautifully. Singer-songwriter, producer, and multi-instrumentalist ARISHA is reshaping heartbreak into art with every angelic note. Her aesthetic? Think kitschy, pink, and undeniably sweet. But don’t let the softness fool you. ARISHA’s storytelling cuts deep: raw, vulnerable, and truth-laden — like her latest single, “Tu Desición” via indie label Roman’s Rhythm Factory. “I didn’t write ‘Tu Decisión’ to be pretty. I wrote it to be true. And truth isn’t always gentle,” she tells Billboard Español via email.
Just like the song’s deceptively sweet sound, the Aguascalientes artist brings a quiet strength to her work, one that doesn’t scream but leaves you floored nonetheless. She began her career on Mexican TV at just six years old and captured hearts at 16 as a standout on talent show México Tiene Talento where Guadalajara darling Ximena Sariñana invited her to duet. Now, fresh off lending her voice to the trailer for Chinese drama As Beautiful As You (catch it at the 1:54 min mark), ARISHA is quickly racking up streams with her aforementioned single. The track comes paired with a visually arresting music video filmed in New York City. — ISABELA RAYGOZA
Song For Your Playlist: “Tu Decisión”
Name: Gera Demara
Country: United States (Mexicali, Baja California)
Why They Should Be on Your Radar: Gera Demara is a force to be reckoned with: he sings, he composes, he’s a multi-instrumentalist, and needless to say, he’s charming and handsome. Demara, who’s signed to Warner Music México, got on my radar at the 2025 Latin Alternative Music Conference (LAMC) in New York, where he spontaneously got on stage during the Camilo Q&A to perform for him. There, he demonstrated his natural-born talents that go beyond being brave and courageous.
The 27-year-old artist from Mexicali — son of the late Regional Mexican artist Jerry Demara — kicked off his career at 15 years old as Larry Hernández’s accordion player. Most recently, he penned the heartfelt “Amé,” interpreted by Christian Nodal. Demara describes his sound as pop and R&B in the Música Mexicana realm, best represented in his all-English corrido tumbado, “Obvious.” At a LAMC showcase, he announced that his upcoming debut album is dropping soon, and will be called La La Land. — JESSICA ROIZ
Song For Your Playlist: “Ame”
Name: Héctor Gerónimo
Country: Spain
Why They Should Be on Your Radar: A chance encounter led me to meet Héctor Gerónimo — who was working as a bartender at the Hard Rock Hotel in Madrid, where I stayed just over a year ago, and kindly helped me when I came downstairs, thirsty, looking for water at 2:00 a.m. “Are you an artist?” I asked him, given his obvious rock star looks. Héctor Gerónimo is no music rookie: He’s been part of projects like Moebio and Monoplasma (alongside Mexican rock guitarist César “Vampiro” López) and has participated in tributes like Lo Mejor del Rock en Español.
Now, the vocalist, songwriter and frontman — born in Buenos Aires to Spanish parents and living in Madrid since his teens (he also lived four years in L.A. during his time with Monoplasma) — is forging a solo path with a solid offering. This year, he’s delivered “Aterrizando” and “El Desvelo,” the first two singles from an album he plans to release in September, which highlight his honest, evocative voice and his deep roots in rock en español. Clearly influenced by his idols —among whom he cites David Bowie, Elton John, The Cure, Soda Stereo and Héroes del Silencio — Héctor Gerónimo proves that there’s still room in Latin music for rhythms beyond regional Mexican and reggaetón. — SIGAL RATNER-ARIAS
Song For Your Playlist: “El Desvelo”
Name: Javier Garitzú
Country: Guatemala
Why They Should Be on Your Radar: Guatemalan artist Javier Garitzú also formed part of CAMM, which aims to strengthen and energize the music sector in Central America. Known as “El Charro de Guatemala,” what stood out the most was when one of his colleagues (Adrian Alburez featured above) urged me to listen to Javier’s music, saying, “You have to hear him; he sings beautiful.” When Javier took the stage at a CAMM showcase, he immediately captivated the audience with his distinctive voice, which carried a unique blend of sweetness and rawness. His charisma connected instantly, making him a perfect representative of the new wave of regional Mexican artists emerging from Guatemala, as he wore his cowboy hat.— I.F.
Song For Your Playlist: “Ya Es Tarde”
Name: Kei Linch
Country: Colombia
Why They Should Be on Your Radar: Straight off of being a finalist on El Factor X in Colombia in 2021, Kei Linch (real name: Karla Lucía Cajamarca) took advantage of the momentum and launched her music career. Her debut single, “De La Esquina al Cielo,” further cemented why she was a favorite on the reality talent show. She continued her streak on social media, mainly on TikTok, where she currently boasts over one million followers. In 2023, the Colombian rapper landed a record deal with Sony Music Colombia. Through her rap bars, Kei Linch evokes wit, sensuality, and power, all backed by her smooth and soulful vocals. Kei Linch has released two albums: Dulcinea (2024) and Amor y Playa (2025). Kei Linch has collaborated with renowned rappers Nanpa Básico, Akapellah, and Micro TDH, to name a few, and opened Trueno’s concerts in Medellín and Bogotá. — J.R.
Song For Your Playlist: “bby please”
Name: Los Gran Reyes
Country: United States (Dallas, Texas)
Why They Should Be on Your Radar: I first heard of Los Gran Reyes when their cumbia version of La Oreja de Van Gogh’s “Rosas” stumbled on my For You Page on TikTok. Then, I met some of the members personally at the 2025 LAMC in New York and was completely captivated by their hustling spirit and networking skills. This Dallas-based band is keeping cumbia music — in all its forms — alive: cumbia lagunera, Colombian cumbia, Argentina’s cumbia villera, you name it. Led by Agustin Granados Jr., the eight-member group (formed by musicians on the accordion/keytar, drums, güira, trumpets, guitars, conga drums, and electric bass) has been making the rounds since 2010. However, thanks to their presence on social media, the group is creating a more solid and faithful fan base. This May, Los Gran Reyes released their 11-track studio album Cumbia Vibes under AG Super Music Group. — J.R.
Song For Your Playlist: “Baila Morena”
Name: Mar María
Country: Panama
Why They Should Be on Your Radar: Also at the CAMM event in Costa Rica, I had the pleasure of meeting Mar María. Her sweet smile radiates warmth and perfectly complements her ethereal pop vocals. During the event, I was fortunate enough to catch a glimpse of her artistic vision. She was part of the songwriting camp organized in collaboration with Sony Music Publishing alongside a gifted artist from Guatemala called Adriana and talented producer, Manuel Murillo.
Together, they crafted an extraordinary piece of music that showcased their unique styles and artistic synergy, leaving everyone who listened in awe of their collaborative brilliance. Her new single “Mar,” weaves together the calming sounds of crashing waves, creating a serene coastal atmosphere. Complementing this aquatic backdrop are rich, immersive choirs that rise and fall like the tide, adding depth and emotion to the lyrics that talk about expressing her emotions.— I.F.
Song For Your Playlist: “Mar”
Name: Nico Ruiz
Country: Chile
Why They Should Be on Your Radar: Chile’s Nico Ruiz is a modern-day crooner whose sound and look evokes from Spain’s David Bisbal to Mexico’s Carlos Rivera. With his rich tenor and elegant model look, Ruiz , 24, follows the footsteps of singers with commanding stage presence who favor classic-tinged arrangements with big-band influences. Although Ruiz performs covers (as he did in the Viña del Mar pre-festival gala earlier this year) he also writes his own material, including his latest, “Instinto Animal,” released via Expo Compositores Music. A debut album is currently in the works with production help from Emilio Estefan. — LEILA COBO
Song For Your Playlist: “Instinto Animal”
Name: NXNNI
Country: Mexico
Why They Should Be on Your Radar: About a year ago, I heard NXNNI on the recordings of Bélico Indie. She was the only woman on the concept album, which was released amidst the excitement of corridos bélicos and tumbados, and her powerful performance and image made her shine brightly. Her debut album, released in 2015 under the title Mi Mundo Kawaii, presented a very interesting duality: an anime-focused look with lyrics mostly about love and heartbreak, all while maintaining the accompaniment of the electric bass, tololoche, and charchetas, fundamental instruments in the new sound of regional Mexican music.
NXNNI’s career has progressed significantly, adding a participation in the 2024 Pa’l Norte Festival and now announced for November 7th as part of the Arre Festival lineup, where she will join big names in regional Mexican music. Her most recent material includes “Guapa y Soltera,” a summer song in which she experiments with keyboards and choreography. – TERE AGUILERA
Song For Your Playlist: “Guapa y Soltera”
Name: TAPABOKA
Country: Puerto Rico
Why They Should Be on Your Radar: A mutual friend introduced me to TAPABOKA before it had even fully come to life. Ana Mora, Sof Capllonch, and Vic Nieves, with the recent addition of drummer Daniel Maymí, give life to this femme-punk rage project, presenting a strikingly original vision that seamlessly merges electrifying vocal performances with compelling lyrical themes centered on resistance and empowerment. It evokes an inspiring picture of a future where women are at the forefront, supported by a vibrant alternative music scene, powerful sound to elevate the feminist cause. Following the release of their debut single and music video, “El Rey,” TAPABOKA unveiled their self-titled debut EP, which encapsulates their fuel and expressions, resonating deeply with the struggles and aspirations of their community. — I.F.
Song For Your Playlist: “El Rey”