As VP of A&R at Capitol Data, Carter Gregory has been on the forefront of the musical shift in Latin America — spotlighting artists and shaping moments that outline right this moment’s sound. His look in Rawayana‘s “Veneka” music video and on stage throughout their Coachella 2025 set goes past a cameo; it displays how deeply his presence resonates throughout the Latinx neighborhood.
“Latin American artists carry an emotional rawness and cultural depth that’s so particular. I believe what units them aside is how they infuse their music and visuals with a lot historical past, identification, and an actual sense of place. I usually occasions really feel that I’m transported to Puerto Rico, Columbia, Mexico, Venezuela, and many others. when listening to a few of my favourite Latin artists as a result of immense storytelling about their upbringing and hometowns. There’s usually this lovely mixture of ache and pleasure that comes via and it feels so actual.”
We caught up with Carter Gregory to dive into the rising affect of Latin America on the worldwide stage.
Matt Shouse
Matt Shouse
Matt Shouse
How have you ever noticed Latin American tradition shaping international traits in music and vogue over the previous decade?
In music, so many various Latin sub genres like reggaetón, dembow, and Latin entice have gone mainstream. Artists like Dangerous Bunny, J Balvin, Karol G, Feid, Rauw Alejandro, and many others aren’t simply on prime of Latin charts — they’re dominating international playlists and collaborating with a number of the greatest American and European acts. What’s so dope and impactful is that these kinds of artists usually keep genuine to their roots — singing in Spanish, showcasing their tradition — and so they’re nonetheless transferring international audiences. I believe that speaks volumes about how the world is embracing Latin identification.
In vogue, we’re seeing the same wave. I see so many Latinx designers and stylists mixing streetwear with heritage. I like admiring the colourful colours, indigenous patterns, and daring statements that replicate a lot satisfaction for one’s house area.
What distinguishes Latin American artists of their strategy to creativity and storytelling in comparison with different areas?
Latin American artists carry an emotional rawness and cultural depth that’s so particular. I believe what units them aside is how they infuse their music and visuals with a lot historical past, identification, and an actual sense of place. I usually occasions really feel that I’m transported to Puerto Rico, Columbia, Mexico, Venezuela, and many others when listening to a few of my favourite Latin artists as a result of immense storytelling about their upbringing and hometowns. There’s usually this lovely mixture of ache and pleasure that comes via and it feels so actual.
Do you imagine the worldwide music trade is absolutely embracing the depth of expertise rising from Latin America, or is there nonetheless work to be executed?
I believe the worldwide music trade is certainly paying extra consideration to Latin America — you’ll be able to’t ignore the affect so many large Latinx artists are having. Latin music is charting globally, breaking streaming information, and shifting what ‘mainstream’ even means. However I wouldn’t say the trade is absolutely embracing the depth of expertise but. There’s nonetheless numerous untapped potential within the underground scenes, in rising artists who don’t match the present business mildew or converse good English.
As somebody always scouting expertise, I see how a lot range there may be and numerous that also isn’t being correctly represented or invested in. So sure, we’re seeing progress, however there’s nonetheless work to do! We have to give actual assist and publicity to rising artists and never solely the largest names in Latin tradition. However, that’s the place Cartera and other people like me are available in — to assist bridge that hole and push the tradition ahead. It’s my favourite a part of my job.
Matt Shouse
Matt Shouse
How do collaborations between Latin American artists and worldwide acts affect the worldwide music scene?
Collaborations between Latin American artists and worldwide acts are reshaping the worldwide sound. From and A&R perspective, these cross-cultural moments are breaking down language obstacles and introducing audiences to new flows and tales they won’t have skilled in any other case. When an artist from Latin America groups up with an artist from the U.S., Europe, or Africa, Asia, and many others – it’s actually about mixing worlds.
Are you able to share a pivotal second in your profession the place Latin American tradition had a major affect on a venture you have been concerned in?
I’m going to take off my A&R hat for a second and converse from Cartera’s perspective. A pivotal second in my profession was once I related with Venezuela in a deeper, extra private manner. Working intently with Rawayana for his or her “Veneka” music video and having Beto on Carter’s Cocktails was life-changing. Rawayana’s creativity, their message, and the best way they convey Venezuelan tradition into every thing they do evokes me a lot. They’re such particular artists.
How do you envision the position of Latin American tradition evolving within the international leisure trade over the following 5 years?
I see Latin American tradition changing into much more central to the worldwide leisure trade. At present, we’re in a time the place the trade is lastly recognizing the richness of Latin music, vogue, movie, and storytelling.
Over the following 5 years, I believe we’ll see Latin creatives turn out to be a driving artistic power — not simply being featured, however main the narratives and proudly owning the platforms.
Latin expertise goes to maintain increasing its attain — I believe we’ll additionally see extra fusion and collaboration throughout cultures. Latin American tradition will assist create completely new international aesthetics and sounds. The following 5 years are going to be very inspiring.
