In less than a year’s time, reggaeton has gone from fringe music at Latin radio to the core sound of new major-market launches every week. Detractors may question the music’s long-term viability, but the real triumph here is Latin radio’s increasing success in attracting younger Hispanic listeners, something that has eluded many broadcasters for more than 20 years. In this edition of Ross on Radio, Edison Media Research VP of music and programming Sean Ross also looks at reggaeton’s potential polarizing effect at Urban and Rhythmic Top 40 and asks whether it’s finally time for an English-language reggae format.
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