Carter Gregory in an interview with the influence of Latin culture

As Vice President of A&R Capitol Records,,,,, Carter Gregory Always at the forefront of the musical transformation in Latin America – focus artists and shape the moments that define today’s sound. His appearance right“Venica” music video and stage on stage Coachella 2025 The scene goes beyond cameo; it reflects how deep he resonates in the Latin community.

“Latin American artists bring such a special emotional primitiveness and cultural depth. I think what sets them apart is how they inject their music and visuals with so much history, identity and real status. I often feel like I’m sent to Puerto Rico, Colombia, Colombia, Mexico, Mexico, Venezuela, people who are equal to my favorite Latin artists who are listening to stories from my favorite Latin artists. There’s often this beautiful mix of pain and joy that feels so real.”

We caught up with Carter Gregory to dig into the growing impact of Latin America on the global stage.

How do you observe the global trends in Latin American culture shaping music and fashion over the past decade?

In music, many different Latin genres such as reggae, Debor and Latin Trap have become mainstream. Artists like Bad Bunny, J Balvin, Karol G, Feid, Rauw Alejandro etc are not only the top of Latin charts—they are mainly global playlists and work with some of the largest American and European behaviors. Such a strong influence is that these types of artists often maintain their true roots – singing in Spanish, showing their culture – they are still moving global audiences. I think that illustrates how the world embraces the identity of Latin people.

In terms of fashion, we see similar waves. I’ve seen so many Latin designers and designers blend streetwear with heritage. I love to appreciate bright colors, indigenous patterns and bold statements that reflect pride in my hometown area.

What is the difference between the creativity and storytelling methods of Latin American artists compared to other regions?

Latin American artists bring such a special emotional primitiveness and cultural depth. I think what sets them apart is how music and visuals are infusing so much history, identity and a sense of real place. I often feel like I’m sent to Puerto Rico, Colombia, Mexico, Venezuela, etc. because their huge stories about their upbringing and homeland tell my favorite Latin artists. This beautiful mixture of pain and joy often occurs, and it feels so real.

Do you think the global music industry fully embraces the depth of talent that emerges in Latin America, or is there still work to be done?

I think the global music industry will definitely focus more on Latin America – you can’t ignore the influence that so many large Latin artists have. Latin music draws charts around the world, breaks streaming records, and changes the meaning of “mainstream”. But I won’t say that this industry is fully embracing the depth of talent. There is still a lot of untapped potential in underground scenes, and these emerging artists are not suitable for current commercial mold or speak perfect English.

As someone who constantly scouts talent, I see how much diversity there is, many of which are still not properly represented or invested. So yes, we see the progress, but there is still work to do! We need to provide real support and exposure to emerging artists, not just famous people in Latin culture. But that’s where Cartera and people like me come – helping to bridge the gap and push culture. This is my favorite part of my job.

How does collaboration between Latin American artists and international behavior affect the global music community?

Collaboration between Latin American artists and international behavior is reshaping the global voice. From an A&R perspective, these intercultural moments are breaking the language barrier and introducing listeners to new processes and stories they may not have gone through. When artists from Latin America collaborate with artists from the United States, Europe or Africa, Asia, etc., it is really about integrating the world.

Can you share a critical moment in your career where Latin American culture has a significant impact on the projects you are involved in?

I will take off my A&R hat for a second and speak from Cartera’s perspective. A critical moment in my career was that I connected with Venezuela in a deeper, more personal way. Working closely with Rawayana, making their “Veneka” music video and working with Beto on Carter’s cocktail is changing lives. Rawayana’s creativity, their message, and the way they bring Venezuelan culture to all their work inspired me. They are such special artists.

How do you envision the growing role of Latin American culture in the global entertainment industry over the next five years?

I think Latin American culture has become more landed in the global entertainment industry. Currently, we are at the point where the industry finally recognizes the richness of Latin music, fashion, film and storytelling.

Over the next five years, I think we’ll see Latin creatives become driving creativity – not only feature but also leading narratives and having a platform.

Latin talent will continue to expand its influence – I think we will also see more integration and collaboration across cultures. Latin American culture will help create a whole new global aesthetic and sound. The next five years will be very inspiring.