Ozuna, Goyo & More Talk Afrobeats’ Impact at Latin Music Week 2025: ‘Respect the Roots and Culture’

As Afrobeats gains momentum outside of West Africa, where it originated, Latin artists are fully embracing the rhythm and fusing it with their own signature sounds. Such is the case for Goyo, Humby, Kapo, Ozuna and Venesti, who were part of the Afrobeats panel at Billboard Latin Music Week 2025 on Tuesday (Oct. 21).

Moderated by Billboard‘s Jessica Roiz, the conversation focused on respecting the culture, roots and pioneers that have fueled this genre in Africa, and how Afrobeats has influenced their latest projects, including Goyo’s debut album Pantera.

“This movement is so big and it has brought so many opportunities for Latin artists who sing Afrobeats but are not from Nigeria,” the Colombian star said. “It is important to respect the roots and culture; but restlessness has led to the Afrobeats movement that is being mixed with hip-hop, R&B, and Nigerian music. We have to give importance to Africa through this genre that unites us.”

Meanwhile, hitmaker Ozuna spoke candidly about how experimenting with Afrobeats opened doors for him and got him out of a comfort zone that reggaetón was becoming. “I didn’t know much about the rhythm, but I was interested in learning, I was into reggaetón, and this rhythm opened doors for me.”

He added that the key to continue growing the movement is unity and collaboration. “We did it with reggaetón and it worked for us. Afrobeats is a movement that needs unity. It needs artists like me to collaborate with new artists. I was given that opportunity when I began my career, and now it’s our turn to do it with the new artists, and with the newest artists. This is a chain; we’re all on the same boat.”

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Both Colombian artists Kapo and Venesti also dabbled in Afrobeats early on in their careers. After recording in other styles, it was Afrobeats that gave both these rising artists their biggest hits, including Kapo’s “Ohnana” and Venesti’s “Umaye.”

“This song marked a turning point,” Venesti explained. “I was going through a moment in the creative process where others would tell me, ‘This is what you have to do.’ But when I signed with AP Global, my label, they told me, ‘Be yourself.’ I recorded ‘Umaye’ with a $50 microphone. It was my first number one hit on Billboard. ‘Umaye’ is a poem turned into a song.”

“We are born with that feeling; it’s something I can’t explain,” Kapo added. “We created ‘Ohnana,’ and it connected with many people. It wasn’t my beginning, but it has contributed a lot. We have role models in the world who do it so well.”

Spanning more than 30 years, Latin Music Week is the largest gathering of Latin artists and industry executives in the world. This year’s event once again hosts panels, marquee conversations, roundtables, networking and activations, in addition to its celebrated Billboard En Vivo showcases. 

Latin Music Week also 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.