Carín León & Jorge Juárez Reveal the Key to Their Success at Latin Music Week 2025

Mexican superstar Carín León and his manager and business partner, Jorge Juárez, spoke at Billboard Latin Music Week 2025 about building a brand, breaking cultural and economic barriers, and the secret that has made the Sonoran artist one of the biggest figures in the Hispanic world in recent years, during the first day of activities at the prestigious event in Miami Beach on Monday (Oct. 20).

The panel, titled “The Power Duo: Carín León & Jorge Juárez,” was moderated by Leila Cobo, Billboard‘s chief content officer for Latin/Español. It tackled the story behind León’s undeniable success in regional Mexican music, the musical versatility that has led him to fuse and explore sounds such as country; the key to establishing a successful partnership with his company Socios Music and Socios Publishing; as well as his upcoming seven-concert residency at Sphere, a feat that will make him the first Latino to perform on the iconic Las Vegas stage in September 2026.

“Beyond being a Regional Mexican musician, Carín León is a global artist,” said Juárez, who only four years ago debuted as a manager for a Regional Mexican artist with León.

A three-time Latin Grammy winner, León has performed at Coachella and Stagecoach, sung at Nashville’s Grand Ole Opry, opened for legendary British band Rolling Stones, and sold out the impressive GNP Seguros Stadium in Mexico City, among other achievements.

Read some of the most relevant quotes from the conversation below.

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Jorge Juárez, on what attracted him to work and partner with Carín León: “Regional Mexican music was a genre I had no experience in, so I put the [musical] genre out of my mind. When I heard Carín’s songs, his live performance, I thought he was a superstar and I wanted to work with him. I’ve always thought that when you work from the heart and from the bottom up, you have no problem understanding the proposal.”

Carin León, on fusing different genres with regional Mexican: “I come from an area (the Mexican state of Sonora) where, demographically, we do regional Mexican. For me, finding a person who has no limits and a genre that doesn’t limit a business, then we go hand in hand. My greatest talent, more than singing, is being a great DJ, being a curator. Genres sound limiting to me. You have to listen to your taste and what your heart tells you. My style draws from regional Mexican music, R&B, very classic ranchera and a bit of flamenco. At first, there was a lot of criticism because it was different, new, so we created a label, a personality by being ourselves. The greatest advantage an artist has is generating a diverse opinion and, above all, being honest with your music.”

Jorge Juárez, on being Carín León’s partner and manager: “We tried to be more institutional, to take this corporation to another level, so we decided to create a company where we would be shareholders. That makes us a company with a 24- to 36-month vision, long-term plans. That allows us to reach other levels. There must be financial discipline, clarity in the numbers. Carín was the first person with whom we conceived this partnership.”

Carín León, on the challenge of being the first Hispanic artist at Sphere: “The idea came from thinking about how to change the perception of us in Las Vegas and do something different … We started planning it three years ago, when the venue was in the works. We saw the opportunity, we already had a no, so we worked to get a yes.”

Jorge Juárez on Carín León’s plans for 2026: “We have Vol. 2 of the album Boca Chueca, we’ll be curating a huge country music event that we’ll be taking to Mexico, festivals in Asia and collaborations. But most importantly, we want to keep getting excited about music.”

With over 30 years of history, Latin Music Week is the largest and most important gathering of Latin artists and industry executives worldwide. This year’s stellar lineup 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, and Yailin La Más Viral, among others.

Latin Music Week also coincides with the 2025 Billboard Latin Music Awards, which will air on Thursday, October 23 on Telemundo and Peacock, where Bad Bunny will be honored with the Latin Artist of the 21st Century Award.