Lyanno, Maciel & More Share How to Be Heard Beyond the Stage at Latin Music Week 2025

Billboard Latin Music Week kicked off on Monday (Oct. 20) with a series of panels that offered an overview of the state of the industry, as well as useful tools for the new generation of musicians and executives from some of today’s most relevant voices.

During the panel “Let Your Music Speak Louder: How to Be Heard Beyond the Stage,” presented by Rimas Publishing and moderated by Billboard‘s senior charts/data analyst for Latin & Español, Pamela Bustios, Rimas Publishing CEO Emilio Morales, artists Lyanno from Puerto Rico and Maciel from Mexico, and award-winning music producer Machael discussed everything from songwriting, production and performance to connecting with fans, earning royalties and more in a competitive landscape.

Here are some of the highlights from the conversation.

Maciel, on the key elements that make a song resonate beyond its initial release: I think the main thing is to be authentic, because when you’re authentic with the music you make, there’s no such thing as being commercial or non-commercial. Making music from the heart is what’s worked for me and what I want to sell. … And showing one’s truth without displaying so many idioms that get lost in a year or two.

Lyanno, on using live performances to connect with fans: Every live session is super important, apart from what you’re singing, to connect directly with the fans. I’m quite passionate about getting off the stage [to greet the audience up close]. You have to return the affection, share with the fans.

Emilio Morales, on effective ways for emerging artists to foster a valuable connection with fans: I think it’s very important, when you’re doing production, to do things that you can execute and actually make the artist look good live. In terms of marketing and breaking, I think it’s incredibly important to maximize various verticals these days. Sometimes there are strategies that focus perhaps on digital and forget about traditional marketing, combining it with merch. Industry data shows that merch is being consumed more than ever. [Also] special series where you give something to your fans — maybe something autographed, a photo taken by you — tied to the narrative of your career.

Machael, on making music with authenticity in the age of AI: I think there are many tools available today to create music. They should take full advantage of them now. Trends always come back. Vinyl records are coming back now, for example. With artificial intelligence, there will come a time when people will get tired and want to go back to the studio to create with authenticity.

With more than 30 years of history, Latin Music Week is the most important and largest gathering of Latin artists and industry executives worldwide. This year’s event, sponsored by HYBE, Netflix, the New York State Lottery, State Farm®, and Walmart, once again features panels, featured conversations, roundtables, networking activities, and activations, in addition to its celebrated Billboard Live performances.

This year’s star-studded 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.