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.
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, and beyond. See our recommendations this month below:
Artist: aLex vs. aLex
Country: Guatemala
Why They Should Be on Your Radar: aLex vs aLex, born Sofía Insua, has been capturing attention long before her solo venture. She once fronted Easy Easy, one of Guatemala’s popular alternative bands, succeeding former frontman Jesse Baez. Having lived in Berlin and New York, Insua’s global exposure has infused her music with a unique and eclectic perspective. Since adopting her new moniker earlier this year, she has been releasing tracks that will be part of her upcoming EP, slated for February 2025, a project that she is both producing and crafting final touches on with Gabriel Dinero, a London-based fellow Guatemalan. Her music, featuring bilingual songs, intertwines supple bass riffs with her radiant melodic voice. The track “Nadie lo Sabe” with Tita is a smooth R&B jam, while “see me 4 the first time” combines drum and bass with glitchy, experimental and soulful elements. Additionally, opening up for the Spanish singer Ralphie Choo in New York has further cemented her presence in the music scene. — ISABELA RAYGOZA
Song For Your Playlist: “tener t”
Artist: Andrez & Yudy
Country: Colombia, Cuba
Why They Should Be On Your Radar: Andrez & Yudy are a married couple — in life and in music — who I met in October during Billboard Latin Music Week in Miami. There, they spoke to me enthusiastically about the professional project that began more than 15 years ago in West Palm Beach, Florida, performing at small events and restaurants. In 2022 they decided to go one step further and create musical shows in which they pay tribute to past legends. Today, Andrés Zapata and Yudy Figueroa – originally from Colombia and Cuba, respectively – are promoting their first original song “Será El Amor,” a tender ballad fused with regional Mexican in which they show off their vocal prowess, with new singles already lined up for February and May 2025. – SIGAL RATNER-ARIAS
Song For Your Playlist: “Será el amor”
Artist: Brazil21
Country: Dominican Republic
Why They Should Be on Your Radar: One of the first things you notice about Brazil21 is his cool flashy style: berets, sheer tops and fur. Then when you hear his music, it’s swaggering, with a vibe that’s both captivating and innovative. He’s swiftly making waves on SoundCloud, where his tracks see a growing fanbase with their sandungueo and urban flair. Recently, he shared the mic with Jean & Alex and sP Polanco for a saucy bachata track on “Serenata,” paying homage to the sounds of his native island. Earlier this month, the Santo Domingo artist teamed up with July’s Latin Artist on the Rise, Lomiiel, for a tribute to “Selena” that features an insatiable dembow rhythm. The music video showcases them cruising around in luxury cars, with a girl donning the late singer’s iconic purple suit. The song celebrates Selena’s unmistakable dance moves with a modern twist, encapsulating both nostalgia and a fresh wave of Latin music vibrancy that’s impossible to ignore. — I.R.
Song For Your Playlist: “Selena” x Lomiiel
Artist: Sarah La Morena
Country: U.S.A.
Why They Should Be on Your Radar: Born in Sacramento, Calif. but raised in Zacatecas by a Mexican immigrant family, Sarah La Morena (real name: Sarah Palafox) is an emerging Música Mexicana artist creating all the buzz on social media. With nearly one million collective followers between TikTok and Instagram, the talented songstress — who is not Latina, but sings solely Latin music — has built a solid and admirable following thanks to her impressive, powerhouse vocals and on-point Spanish-speaking skills. Sarah has been in the music industry since 2019, showcasing her heartfelt rancheras, such as her version of Juan Gabriel’s “La Farsante” and Jenni Rivera’s “Que Me Vas A Dar.” Earlier this year, she gained more momentum after surprising and singing-along with Grupo Firme at a concert meet-and-greet during their Ultima Peda tour. — JESSICA ROIZ
Song For Your Playlist: “El Farsante”
