When the Latin Grammy Awards return for their 2025 ceremony, two of Latin music’s most influential figures will take center stage as hosts. The Latin Recording Academy announced the unprecedented pairing of Colombia’s pop sensation and Puerto Rico’s music legend, bringing together two powerhouses who represent different regions and generations of Latin music excellence.
This strategic hosting selection combines artists with impressive industry credentials that span decades of musical innovation. The Colombian star, known for seamlessly blending pop with traditional Colombian rhythms, has sold over 20 million albums worldwide and collected numerous Billboard Latin Music Awards.
Meanwhile, the Puerto Rican icon has spent more than 30 years pioneering reggaeton and urban Latin genres internationally, earning a Latin Grammy Lifetime Achievement Award along the way.
Both hosts bring extensive performance experience to the ceremony, where they are expected to present awards, engage viewers, and deliver both solo and collaborative performances. Their selection reflects the Latin Recording Academy’s commitment to showcasing the diversity of Latin music while appealing to a broad global audience.
The two artists, who together command tens of millions of fans worldwide, previously received multiple Latin Grammy nominations throughout their careers. Industry analysts predict the pairing will markedly boost viewership for the ceremony, as the hosts represent two major Latin music markets.
Their appointment comes after careful consideration by the Academy, which typically selects bilingual and bicultural artists months in advance to appeal to diverse audiences. The ceremony is anticipated to feature special festival-style collaborations, potentially including debuts of new music.
Media outlets have already forecast positive reception for the hosting duo, with early social media reactions highlighting excitement among Latin music fans. The hosts are expected to serve as cultural ambassadors, showcasing Latin music’s global impact and continuing influence in the international entertainment landscape, while driving post-show streaming and engagement across digital platforms.
Both artists have mastered the art of creating diverse income streams through their successful careers, from lucrative sync deals to merchandise sales that have significantly boosted their industry prominence.
Their promotional strategy for the event will likely include paid advertising across multiple social platforms to maximize audience reach and engagement with Latin music fans worldwide.
