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A young woman with long black hair, wearing a black leather jacket, sparkly shorts, and tall black cowboy boots, sits on a white chair in a bright red room. A large white YouTube Play Button logo is visible on the wall behind her.

News and Events

Inside YouTube’s Latin Grammy music video exhibition

By The YouTube Team

Nov 14, 2025 [[read-time]] minute read

If there's one week where Latin rhythms and vibes are truly felt, it's during the Latin Grammys. A week to celebrate the culture, reach, impact, and flavor that Latin music brings around the world. On YouTube, that impact and presence is clear and global. Today, 6 of the 10 fastest music videos to reach a billion views are by Latin artists, and this year, three of them: Peso Pluma, Bad Bunny, and Fuerza Regida are among the most-viewed artists in the United States. That's why during the Latin Grammys, we showed up to showcase our vision for the future: a world rich with visual storytelling.

The Illuminarium in Las Vegas, with its almost 30 high-fidelity projectors, tall walls and white floors, was the perfect canvas for YouTube Music's exclusive activation during the Latin Grammys, The new era of the music video. An interactive experience that highlighted how YouTube is the only platform that allows artists and creators to meet and connect with fans in all types of formats and screens.

From experimenting with Shorts and getting to know new tools like Collaborations, to exclusive spaces to learn about new creative tools like Google's Veo 3.1 AI video generation model, the experience became a space to explore the future of visual storytelling in music, without losing the unique connection between artists and fans.

YouTube Music's Director for Latin America, Sandra Jimenez, opened the exhibition by reaffirming YouTube's commitment as the most powerful platform for connecting Latin music and artists with their fans around the world.

"More and more Latin artists are setting trends and gaining global presence like never before. From YouTube, we want to continue being that essential partner where Latin music is born and builds culture, and I am very excited to see the storytelling they will be able to create, driven by their imagination, new tools and opportunities of using creative tools with artificial intelligence."

The interactive experience attracted influential guests, inquisitive minds and electric energy. The photos below are a snapshot of the moment and best viewed to the tune of your favorite latin artist. Hit Play!

Photos by: Gabriel Dávila-Luciano from Dexios Design

Attendees gather in a dark, immersive room at a YouTube event. The curved walls and floor display a dynamic graphic design featuring red text, including a statistic about 500 billion music video views.

Talk about video everywhere. Every inch of the Illuminarium walls and floors were covered by Latin artists music videos, YouTube stats on Latin Music reach and YouTube Music’s classic red and white.

A portrait of two people smiling in front of a red, branded backdrop at a YouTube event. On the left, a person with long braided hair and a necklace wears a cream-colored top and a brown leather jacket. On the right, a woman with dark, short hair wears a black textured jacket, a black shirt, and a colorful silk scarf tied around her neck.

Sandra Jimenez, Regional Director of YouTube Music Latam and US Latin and Liniker, singer, songwriter, and actress in the MPB and Neo-Soul genres. Liniker made history in 2022 by becoming the first openly transgender artist to win a Latin Grammy, she was the most nominated Brazilian artist in the 2025 Latin Grammys, with 7 nominations in total.

A young woman with long black hair, wearing a black leather jacket, sparkly shorts, and tall black cowboy boots, sits on a white chair in a bright red room. A large white YouTube Play Button logo is visible on the wall behind her.

Ana Castela, The "Boiadeira" is a dominant figure in the Agronejo (a blend of Sertanejo and Pop/Funk) movement, known for hit songs like "Pipoco" and "Nosso Quadro." She was nominated for Best Sertanejo Music Album at the Latin Grammy Awards 2025 for Let's Go Rodeo.

A portrait of a woman sitting in a red-lit, YouTube-branded setting. They have numerous tattoos on their hands and arms, long black hair that extends past their waist, and are wearing a large, furry brown trapper hat. They are dressed in an outfit featuring a graphic tee, camo-patterned pants, and multiple necklaces and wristbands. They are holding up both hands in a peace sign gesture. A large white YouTube Play Button logo is visible on the red wall behind them.

Talking about style in hats, Snow Tha Product, the Mexican-American rapper, singer, and entrepreneur known for her rapid-fire, bilingual flow that switches effortlessly between English and Spanish brought her unique authenticity to the event.

An interior view of an immersive YouTube event space bathed in red light. A large digital wall features the word "COLLABORATIONS" in white outline text across the top, above several vertical displays resembling smartphone screens showing content lists. The wall has a red, glowing geometric pattern. In the foreground, there is a seating area with two rounded white chairs, a white side table, and a vase of red flowers.

Resting while learning. One of the most requested features from artists is finally coming to YouTube, Collaborations. What other way to share the news than with a 13 by 50 feet wall.

Two people are seated and smiling at the camera in front of a bright red backdrop featuring the white YouTube Play Button logo. The person on the left wears a wide-brimmed tan hat, a white t-shirt, and blue pants. The person on the right wears a light blue graphic t-shirt and a two-toned baseball cap. They are sitting on modern white chairs.

Sharing notes on ideas for their next video. Jota.pê, a critically acclaimed singer-songwriter in MPB (Música Popular Brasileira), blending contemporary sounds with traditional Brazilian rhythms, and João Gomes, a major star of Piseiro and Forró, whose deep voice and romantic lyrics quickly made him one of the most streamed artists in Brazil.

A wide shot of a YouTube event space, illuminated primarily by red and black lighting. A massive, curved digital wall on the left displays a grid of dozens of photos and video stills, many featuring musicians and Creators. On the right, a presentation screen shows a slide with the title "Veo & YouTube." Attendees are standing in groups, networking or observing the screens. Red, circular lines are projected onto the gray floor.

All attendees were able to experiment, with the help of Veo 3 experts to see how our AI tools are offering new ways of music storytelling like never before. They also got the chance to see themselves singing different genres from Mariachi and Rap, to Funk, Salsa or Bolero.

A man with dark, curly hair wearing an all-black outfit stands on a stage with his arms outstretched in a wide V-shape, looking directly at the camera. The white projection screen behind him displays large text that reads: "THE AVERAGE HOURS OF MUSIC VIDEOS FANS WATCH MONTHLY." The floor below him features red-lit text including the number "1.4B."

Andres Cepeda, Colombian singer, songwriter, and producer one of Latin America's most cherished and enduring voices in the Latin Pop and Romantic Ballad genres.

A woman with long reddish-brown hair and bangs poses for a portrait against a bright red digital wall at a YouTube event. She is wearing a black strapless top, a short white skirt, a long white furry coat draped over her shoulders, and white knee-high boots. She holds a small, sparkling gold handbag. The background wall features repeating white outline text that reads "YOUTUBE IS STREAMING."

Yeri Mua, the chart-topping pioneer of the "Reggaeton Mexa" was dripping style. She's a clear representative of this new wave of artists leveraging social media dominance to redefine Latin music.

A vibrant, red-lit immersive installation designed to look like the outline of a house, complete with a red carpeted floor. A large screen at the back displays a dynamic music video clip of two female dancers. Inside the house structure, a sign reads "Home Improvement," and a white YouTube Play Button logo is visible. The floor is set with small white tables and modern, white chairs, all bathed in red light with circular patterns projected on the walls.

Who says video is a relic? We didn’t have a house inside the Illuminarium so we built one, just to show that Music Videos on YouTube and Connected TV are channeling visual arts into a new era of family and social entertainment.

A young man with dark, curly hair poses with his arms crossed, looking directly at the camera. He is wearing a black sports-style jersey with white stripes on the sleeves, a large, thick silver necklace with a crown pendant, and diamond stud earrings. Tattoos are visible on both his forearms. He is standing in front of a bright red backdrop featuring a large white YouTube Play Button logo.

DannyluxMexican American singer, songwriter, and guitarist who has become a leading figure in the modern acoustic movement within Música Mexicana, specifically with his sound described as "Sad Sierreño" or "Tumbado Romántico."

A man with a full red beard is seated and looking directly at the camera. He is wearing a black velour jumpsuit or track suit with a sparkly zipper, a black baseball cap with red embroidery, and red-tinted sunglasses. He is also wearing a thick, diamond-encrusted chain necklace, a large wristwatch, and red and white slip-on sneakers. He is sitting on a white stool against a red backdrop with the white YouTube Play Button logo.

Herencia de Patrones, one of the first groups to successfully fuse the traditional sounds of Sierreño with the basslines and lyrical themes of American Trap and Hip-Hop, creating sounds that represented the bicultural Mexican-American youth and their unique perspective.

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