The numbers are undeniable: The Latin music genre is the second-most popular in the world. In the U.S., it's third, just behind pop and hip-hop. Hispanic Americans are forecast to comprise 21.1 percent of the U.S. population by 2030. The vast majority of these Hispanic Americans speak Spanish (79 percent of those 18-49), and 73 percent believe Spanish helps connect them with their culture, according to Vevo research. This is an audience that deserves marketers' full attention.
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