Much like its neighbouring country of Chile, Peru’s music industry has made it a long way since being one of the countries hit hardest by Covid — with revenue passing US$50m for the first time in 2024. 

“Peru’s music industry is healthier than ever, reaching record-breaking levels largely driven by streaming,” said Mia Nygren, general manager for Spotify Latin America. 

Here are the highlights:

  • Local listening is having a moment — streams in Peru for Peruvian artists have increased 140% since 2021. This year four Peruvian artists were also nominated for Latin Grammys. 
  • Cumbia remains by far the country’s most influential genre, cutting across economic classes with top artists like La Única Tropical, Grupo 5, Armonía 10 and Corazón Serrano leading the charts. 
  • Urban music is also popular between 15-30-year-olds — artists like Gonzalo Genek, Jaze, MNZR, Lui5 and Vincez are all active collaborators in markets like Spain, Colombia, Argentina and Mexico. 
  • Spotify is dominant for streaming, making up about 87% of Peru’s total recorded music earnings.
  • YouTube remains the platform of choice overall, likely due to the inaccessible price point of mobile phones for many Peruvians. 
  • There is a growing allyship between the Peruvian and Mexican music industries, including co-development with Mexican entities and labels like Rich Vagos and OCESA. 
  • About a third of the country lives in Lima. Other important music cities include Trujillo, Chiclayo and Piur (and Arequipa, Huancayo, Iquitos, Pucallpa and Huánuco are also emerging). 
  • Food, humour and cultural pride are important to Peruvian audiences, who value humility and accessibility over the “untouchable superstar” aesthetic. 

How to break in Peru?

Prioritise regionally attuned content. It is important to know your audience depending on the area — preferences differ significantly between coastal, highland and jungle regions. Also, due to greater dependence on radio and billboards, tropical areas will notably raise marketing costs. 

Connect with cumbia. With over 40% of the country with a preference for the genre, cumbia’s influence in Peru cannot be overstated. Connecting with a cumbia-oriented artist or venue could mean potential — especially if you’re aiming to play live, as cumbia remains the only section of the industry where there is consistent nationwide demand for live performance. 
For Peru’s leading concert and festival promoters, media landscape, estimated campaign budgets and more, check out Music Ally’s full Peru country profile.