Spotify Backs México Canta Contest for Young Border Artists

A binational singing contest is proving that young people want to make music about love, culture and tradition instead of violence and drugs.

México Canta (Mexico Sings) drew more than 16,000 entries this year from Mexican and Mexican American artists ages 18 to 29. The contest only accepts songs that promote positive themes and reject lyrics glorifying violence, discrimination or misogyny.

For its second season, the Mexican government partnered with Spotify to amplify the voices of emerging talent. All 14 semifinalists from both countries will receive an official Spotify playlist and attend a career development master class. The three winners will be invited to a Spotify flagship event for emerging artists.

The first semifinal took place Sunday at the Orpheum Theatre in Los Angeles, selecting three finalists from seven U.S.-based contestants. A second semifinal happens this Sunday at the Ángela Peralta Theater in Mazatlán, where three more finalists plus one wild card will advance to the September 13 finals in Mexico City.

Unlike last year when semifinals toured six cities and became must-see TV, the Mexican Music Council reviewed online auditions this time. They narrowed 16,000 entries down to 14 semifinalists: seven from 5,760 U.S. registrants and seven from 10,528 Mexican participants.

The Ripple Effect

The timing couldn't be better for Mexican music. Global listening to regional Mexican music on Spotify has jumped 450% over the past five years. In Mexico specifically, consumption has soared 560%.

Mexican artists now make up more than 70% of Spotify Mexico's daily Top 50, compared to just 10% a decade ago. For the first time ever, Mexico has entered the world's 10 largest recorded music markets.

"A decade ago, it was quite difficult to imagine that Mexico would become one of the most important powers in the world of the music industry," said Spotify representative Karen Duque.

After the Mexico City finals, the three winners will perform during Mexican Independence Day celebrations on September 15, sharing their message of hope with millions.