How do you turn hype into a lasting music career? On Monday (Oct. 20), rising Puerto Rican star Matt Louis joined forces with executive producers of Slow Jamz, Oscar Ortiz and Jean Viana, as well as producer Siggy Vazquez to unpack the secrets behind building artists who don’t just trend, but thrive.
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Moderated by screenwriter and journalist Juan J. Arroyo and presented by SONAR, the “Breaking a New Artist: Building a Career Beyond the Hype” panel at Billboard Latin Music Week offered both an insider blueprint and a motivational kickstart for aspiring music industry professionals.
Matt Louis — who appeared on Billboard’s On the Radar in August — highlighted the importance of preserving authenticity amid the speed of the industry and the impact of social media. “When I started my project, the idea [was always] to be authentic, to put out a good product, an original image — and not rely on a mood board,” said Louis. The artist, who focuses on building a genuine identity as the foundation of his career, also added that often in music, “authenticity is something that gets diluted a lot with the speed of the industry.”
“The industry should be concerned about the health of its artists, have a medical plan and a psychologist,” mentioned Louis. “Physical well-being and health [are the most important things …]. One of my dreams is to have a medical plan [while I’m doing] what I’m doing.”
The Slow Jamz duo also offered their perspectives from the executive production side. “It’s important to be with the artist before you start working in any way, a creative collaboration. The most important thing is that you’re both fans of each other,” said Ortiz about artists collaborators. Viana backed up that approach by talking about the power of virality in today’s landscape, but with a caveat. “Staying relevant depends on the plan and the vision,” he said. “Going viral is very new … and then what are you going to do?”
Siggy Vázquez stated that artists must surround themselves with a solid team that shares their vision. “It’s very important that they believe in your dream and your career as much as you do, or even more, so that they can guide you on the right path”, he said. “One of the things that works for me is always telling the truth; you have to speak the truth.” He also focused on the importance of humanizing the music industry’s approach. “Rather than exporting music or managing artists … they should see you as a human being … so you don’t feel alone … It’s a path that isn’t formed alone, it’s formed as a team with unity.”
“With new artists, the most powerful thing is the connections you make,” added Vázquez.
This year’s Billboard Latin Music Week features a stellar lineup that includes Aitana, Alofoke, Anuel AA, Bebeshito, Carlos Vives, Carín León, Danny Ocean, DJ Khaled, Daddy Yankee (DY), Emilia Mernes, Ivy Queen, Gloria Estefan, Grupo 5, Kapo, Laura Pausini, Luck Ra, Netón Vega, Olga Tañón, Óscar Maydon, Ozuna, Pablo Alborán, Rawayana, Suzette Quintanilla, Tokischa, Xavi, Yailin La Más Viral and more.
Latin Music Week coincides with the 2025 Billboard Latin Music Awards, set to air Thursday, Oct. 23, on Telemundo and Peacock, where Bad Bunny will be honored as Top Latin Artist of the 21st Century.
