Becky G has a double celebration this week: co-hosting the 2024 Latin American Music Awards and reaching 10 years since the release of “Shower.” Joining Thalia, Alejandra Espinoza and Carlos Ponce, Becky (real name: Rebbeca Marie Gomez) will co-host the […]
In our franchise “The Stars Behind the Stars,” Billboard Latin and Billboard Español editors share stories that have yet to be told, directly from those who aren’t often in front of the spotlight. Think “todo lo que no se ve detrás de cámaras,” or “everything that happens behind the scenes.” These unsung heroes are essential to an artist’s team and its foundation. Today, we highlight the founders of TNT Agency, Hector and Alejandra Barraza.
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Hector and Alejandra Barraza were young entrepreneurs in Chino Hills, Calif., then they came up with their big idea. Hector, whose background is in marketing and sales, worked training salespeople. His wife Alejandra, a cosmetologist, borrowed one of his spaces to give a makeup class.
“It was my aha moment,” Hector says. “With my background and experience in marketing, we put together a nice package to market classes, and we became a makeup school.”
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At the same time, Alejandra began to provide makeup services for a growing roster of clients. When she could no longer do it alone, she started to train other glam artists. And so, TNT Agency was born.
Today, 20 years later, TNT is “the premiere glam agency for Latin Grammys, Billboard Latin Music Awards, SESAC Latina and even the general market Grammys,” says Hector. Artists and teams who’ve walked those red carpets have no doubt seen the TNT squad: some 20-30 young women dressed in matching uniforms, all looking like a million bucks and armed with their glam gear.
Hector, the agency’s beauty director, is in charge of marshaling the troops and sending artists to wherever they’re needed. It’s a unique scenario, he says. By calling one person — himself — a client can get up to 45 makeup artists dispatched. Alejandra trains the team, and all glam artists have to undergo TNT training before they can join the agency at an event or gig. All use the same products and protocol.
TNT trains approximately 600 individuals a year, who come from all over the country to TNT’s headquarters in Chino. This allows Hector, in turn, to offer services to clients in most major U.S. cities. In addition, TNT has added a third component to its services: It produces its own cosmetics under the TNT brand.
On the eve of the 2024 Latin American Music Awards in Las Vegas, Barraza — this month’s “Star Behind the Stars” — told us the story behind TNT, what sets the agency apart, and what are the new trends in makeup.
Growing from gigs to an agency of this size sounds daunting. What was your big break?
The agency became very popular because we started to do beauty segments on Univision’s KMEX station in Los Angeles. Every Wednesday at 5 am Alejandra had a beauty segment called “Eternamente Bella (Eternally Beautiful).” And this is where we started to meet interesting people in Los Angeles like Cristy Solís, Marco Antonio’s wife. One thing led to another. The world of networking works, and we ended up in really cool peoples’ homes. And these people had people who produced shows, and that’s how we got some pretty big breaks, providing glam services for artists and then executives and then the production.
How much time do I need to look beautiful for a show?
All our artists do makeup and hair. A full service, one glam artist, is about an hour and a half. Our glam is very personal. What I might think looks good on you, you might hate. So we tailor every look to the client. What is it you like and what do you feel comfortable with? And our job is to take it up a few levels. We have to create something in your style that you cannot do yourself. Otherwise why hire us? That’s why people tell us, “I could never do this.” That’s exactly why you contact us.
What is the TNT touch?
It’s a flawless finish. It’s supposed to look very natural. You will look polished. There’s so much that can go wrong in a makeup application.
Has anything changed dramatically in the glam world in the past few years?
This is fashion so it’s always changing. The way you do your brows is not the way you did it three years ago. You have to be up to date on trends. There are two worlds: Social media and production and we dabble on both. It changes rapidly because this is very what’s on trend and how you incorporate it. What you see on TikTok you can’t necessarily apply in real life.
Newest trend?
Cream blush is probably the hottest thing out there. It’s light, it goes easy on the skin, it’s glowy, it’s smooth. Cream blush is the thing. People are putting it on their cheeks, on their nose. People of all ages are using it. From the 13 year old to the older individual because it’s not drying.
Madonna is performing a series of five concerts in Mexico City this week as part of her Celebration Tour, an occasion that the Queen of Pop has taken to reiterate her love for Mexican culture and one of its most iconic figures: the famous painter Frida Kahlo.
“As you know, I have a great history, a long history with Mexico,” the superstar said Saturday night at the Palacio de los Deportes during her performance of “Burning Up,” according to La Razón. “When I was a girl, I discovered Frida Kahlo. I went to the only museum that existed in Detroit, and there were Diego Rivera murals everywhere, but to be honest, I was more interested in a small picture in a corner, of a beautiful woman with her hair gathered in braids and intense eyes.”
Previously, Madonna met with the Kahlo family on Thursday at their home in the city neighborhood of El Pedregal, and wrote an emotional dedication in the guest book expressing she was inspired by the iconic painter, who she considers to be her “soul mate,” reported Mexican newspaper Reforma.
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Just as she’s been doing at different stops on her tour, the Material Girl has had special guests in Mexico during the performance of “Vogue” to judge a handful of dancers in a dance competition. On Saturday, at the first of her shows at the Palacio de los Deportes, she had Mexican comedian Guillermo Rodriguez, known as Jimmy Kimmel’s sidekick on ABC’s late-night show Jimmy Kimmel Live!
“When you go to a Madonna concert and she CALLS YOU UP ON STAGE!!!,” says a shared post from Rodriguez and Kimmel on Instagram with a video of the moment in the show.
The second guest was Cuban actor Alberto Guerra, who lives in Mexico. He shared the moment on his social media, along with some snapshots to immortalize the moment. “Thank you Madonna, for giving me the memory of a night that will live forever in my heart,” the actor wrote in English on Instagram.
On Tuesday (April 23), the surprise guest was Mexican influencer Wendy Guevara, a trans actress who won Televisa’s reality show La Casa de los Famosos in 2023, and who was greeted with cheers from the audience when she got onstage. “And a dream come true,” Guevara captioned a photo of her with Madonna on Instagram.
Madonna’s final performances in Mexico City are on Wednesday and Friday. It’s unknown if she will have more guests at press time.
Every month, Billboard Latin and Billboard Español editors spotlight a group of rising artists whose music we love. Think “diamantes en bruto,” or “diamonds in the rough.” These are newcomers who have yet to impact the mainstream — but whose music excites us, and who we believe our readers should make a point to discover.
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Our latest edition of On the Radar Latin includes a wave of emerging artists, who we discovered either by networking or coming across their music at a showcase, and beyond. See our recommendations this month below:
Name: Ambik
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Country: Argentina
Why They Should Be on Your Radar: She is the younger sister of Argentine star Tiago PZK, but since launching her career in 2023, Ambik has made a name for herself with her own lyrical prowess and style. At only 16 years old, the artist — whose real name is Ambar Pacheco Lezcano — has released innovative urban-R&B songs such as “Crucigrama,” “Sha La La” and “Náufrago.” Her most recent release is “Rápido,” a sensual electro-pop single ready for the club, with which she continues to experiment and offer an uplifting outlook on the future of music. And this is only the beginning for Ambik; signed to Grand Move Records and Warner Music Argentina, we will surely be hearing much more from her. — SIGAL RATNER-ARIAS
Song for Your Playlist: “Rápido”
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Name: dadá Joãozinho
Country: Brazil
Why They Should Be on Your Radar: dadá Joãozinho made his solo debut last year, after performing with an artistic collective called ROSABEGE that he formed with a few friends in his hometown of Niterói, Brazil, in 2017. Pulling from Música Popular Brasileira, hip-hop, baile funk, indie and experimental electronica, the São Paulo-based artist created a sound of his own for his debut album, tds bem Global (which translates to “all too Global”), released last fall via Innovative Leisure. He just released the video for the set’s “Sem Limitessssss,” a psychedelic track that shoplifts from dub reggae, hip-hop, punk and samba. “Being in São Paulo inspired me to go off my limits, to grow, to know things about myself I couldn’t see,” dadá Joãozinho says in a statement. “It’s a song about desire really, about transformation.” — S.R.A.
Song For Your Playlist: “Sem Limitessssss”
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Name: DARUMAS
Country: Argentina, Cuba, & Haiti, but U.S.-based
Why They Should Be on Your Radar: Named after the traditional Japanese daruma doll that signifies perseverance and good luck, DARUMAS is an electrifying trio injected with massive girl power. Helmed by Aldana Aguirre on the bass (Argentina), Ceci Leon on vocals and guitar (Cuba), and Haiti-born, Chilean-based vocalist Vedala Vilmond, the group officially debuted this year with their single “Daruma.” The best representation of their project, the track is a soulful R&B bop fused with old-school funk melodies, backing their enchanting and powerful vocals.
DARUMAS, who already opened a show for Argentine pop star Emilia, is signed to Sony Music Latin for recordings; Walter Kolm Entertainment for management; TBA Agency for touring; and FRAZES CREATIVE for publicity partnerships. “Darumas is a breath of fresh air for the music industry,” Alex Gallardo, Sony Music Latin’s president said in a press statement. “Three women, musicians, with an enormous talent that bring an artistic proposal very different from everything else out there. The greatest artists are characterized by being unique and different from the rest.” — JESSICA ROIZ
Song for Your Playlist: “Daruma”
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Name: Latin Mafia
Country: Mexico
Why They Should Be on Your Radar: I first heard of Latin Mafia last year, after discovering their music on TikTok. Their song “Julieta” caught my attention with its fun, catchy beats and confidence-boosting vibes. Creating music that fuses reggaetón, dream pop, R&B, and house, the brother trio brother — Mike, Milton and Emilio de La Rosa — have a unique essence that sets them apart. Even a song that seems to be about heartbreak can quickly immerse you in a lively and energetic “llorar y perrear” vibe, as in their song “Perlas.”
In late December, Latin Mafia collaborated with Mexican singer-songwriter Humbe for “Patadas de Ahogado,” and delivered another masterpiece of very organic music. The song is backed by keyboard notes that combine their soft vocals, while the lyrics talk about finding that special love. The Mexican band recently signed with Rimas Entertainment, and have performed at various music festivals in Latin America and the United States, including a big debut at Coachella. — INGRID FAJARDO
Song for Your Playlist: “Patadas de Ahogado” (feat. Humbe)
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Name: Luck Ra
Country: Argentina
Why They Should Be on Your Radar: Luck Ra (real name: Juan Facundo Almenara Ordóñez) was put on my radar thanks to my best friend, who first discovered him on Spotify. I was immediately captivated by his track “Hola Perdida,” in collaboration with Argentine rapper Khea, where the two deliver a fast-paced cumbia villera meshed with sensual bachata rhythms, about calling an ex to get back with them. Luck Ra released his first recordings in 2017, but it was “Te Mentiría” (a smooth Afrobeats single) in 2020 that ultimately brought him to a wider audience. Luck Ra has also collaborated with acts such as Bersuit Vergarabat, Abel Pintos, Ke Personajes, and Rusherking, and dropped his debut studio album Que Nos Falte Todo this year. — J.R.
Song for Your Playlist: “Hola Perdida” (feat. Khea)
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Name: RoyalLive
Country: Venezuela
Why They Should Be on Your Radar: Born in Catia La Mar, Venezuela and based in Miami, RoyalLive — also known as Royal and whose real name is Ibraham Ríos — fuses genres such as R&B, soul and urban tropical in songs that include lyrics in Spanish, English and Portuguese. The 23-year-old artist began writing music at 16 and, during the pandemic, after he and his father became homeless and had to live temporarily in a church, he used the ordeal as the inspiration for his song “Chain.”
Since then, he has released singles including “Báilame Que Luego Te Vas,” a TikTok hit that got to the ears of Colombian singer Beéle, who also recorded a cover; and “Ocean Drive.” This Friday (April 26) he premieres “Baby G,” a song infused with Brazilian rhythms and melodic drill “dedicated to the warrior woman who is not afraid of anything,” according to a press release. The track is part of his upcoming debut album, LOVESTAR, to be released this summer under MusikLab. — S.R.A.
Song for Your Playlist: “Báilame Que Luego Te Vas”
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Name: Vanita Leo
Country: U.S.A. (of Mexican descent)
Why They Should Be on Your Radar: While the Tejano music scene has seen the rise of acts like Grupo Frontera and the enduring legacy of icons like Intocable, the presence of female Tejana artists has been notably scarce since the days of Selena on a mainstream level. Yet, emerging from San Antonio, Texas, with roots tracing back to Mazatlán, Sinaloa, is Vanita Leo, a promising singer who jumped on our radar via social media. “I make music that reflects these cultures,” she tells Billboard Español. Notably, she’s garnered the attention of music greats like Ramon Ayala and Ramona, who she opened up for in Texas.
She began gaining a steady following since her 2023 EP, Historia de una Amor, featuring corridos tumbados-infused “Arrepentida,” and the ballad kiss-off “Marchate.” Her forthcoming single “Slo Tú BB” (out May 3) is a cumbia delight over sultry R&B vocals, echoing the footsteps of her Tejano predecessors. — ISABELA RAYGOZA
Song for Your Playlist: “Arrepentida”
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Fuerza Regida celebrates its first No. 1 on Billboard’s Top Latin Albums, as its seventh studio release Pa Las Baby’s y Belikeada, climbs 2-1 to lead the April 27-dated ranking.
Pa Las Baby’s y Belikeada ascends to No. 1 with 24,000 equivalent album units earned in the U.S. in the week ending April 18 (up 17%), according to Luminate, almost entirely driven by streaming activity (up 17% in streaming equivalent album units, equaling 36.06 million on-demand official streams for the set’s songs during the tracking week).
Top Latin Albums ranks the most popular Latin albums of the week by multi-metric consumption as measured in equivalent album units, compiled by Luminate. Units comprise album sales, track equivalent albums (TEA) and streaming equivalent albums (SEA). Each units equals one album sale, or 10 individual tracks sold from an album, or 3,750 ad-supported or 1,250 paid/subscription on-demand official audio and video streams generated by songs from an album.
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The 30-track set, released via Oct. 20 via Street Mob/Rancho Humilde/Sony Music Latin, visits the penthouse for the first time on Top Latin Albums in its 26th week. That is the longest climb to No. 1 since the Oct. 10, 2015-dated chart, when Juan Gabriel’s Mis Numero 1… 40 Aniversario rose 4-1 in its 60th week. Pa Las Baby’s y Belikeada debuted at No. 2 on the Nov. 4, 2023, chart and has never departed the top five.
Notably, Pa Las Baby’s y Belikeada becomes only the fifth regional Mexican album to lead Top Latin Albums this decade; all one-week rulers except for Peso Pluma’s Génesis, which has dominated for 28 non-consecutive weeks. Let’s look at those No. 1 albums since 2020:
Artist, Title, Peak Date, Weeks at No. 1Alejandro Fernández, Hecho En México, Feb. 2020, oneEslabon Armado, Vibras de Noche, Aug. 1, 2020, oneEslabon Armado, Desvelado, May 13, 2023, onePeso Pluma, Génesis, July 8, 2023, 28Fuerza Regida, Pa Las Baby’s y Belikeada, April 27
Pa Las Baby’s y Belikeada also rebounds to No. 1 for its second week atop Regional Mexican Albums, where it launched at the summit last November.
Fuerza Regida’s new Top Latin Albums coronation arrives a week after the group announced its 37-date U.S. and Mexico summer arena tour, Pero No Te Enamores, will kick off June 6 in Austin, Texas.
The news perhaps ignited similar gains for two other Fuerza Regida efforts on Top Latin Albums: streaming activity drives Dolido Pero No Arrepentido (EP) to its No. 5 peak with an 18% gain, to 13,000 units (essentially all from SEA units), a figure that equates to 19.35 million on-demand official streams registered for its songs during the same period. Pa Que Hablen.: I., meanwhile, jumps 22-20 — after its No. 3 peak in April 2023 — likewise through streaming movement. The album generated 5,000 units (effectively all from streams), up 9%, which equals to 8.4 million streams in the U.S.
Beyond this weekly slate of Fuerza Regida’s albums gains, the San Bernardino, Calif. group, also expands on a song level. Eight entries on the multi-metric Hot Latin Songs chart, which combines airplay, streams, and downloads, move ahead boosted by streaming growth, starting with “Tu Name” which rises 4-3, led by with 8.8 million on-demand official streams, up 14%.
“Crazyz,” meanwhile, logs the biggest streaming percentage gain out of the eight, with a 44% growth, to 4.5 million.
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