In the dictionary sense of Americanism, the idea of dancing with close bodies and shaking hips, Seville will be the stage for the Latin Grammys this Friday as the Latin Academy of Recording Arts and Sciences shifts its awards outside the United States for the first time. The ceremony will take place on November 16 in the capital of Andalusia, Spain. The event marks a historic move from Los Angeles, Miami, or Las Vegas to Seville. In addition, about 30 parties, largely private, will unfold across various corners of the city.
Legendary venues such as bars, nightclubs, palaces, and estates are often rented by major record companies and industry figures to host private celebrations. Many gatherings are kept discreet, with mottos like No public or Guests only. The welcoming message is a nod to Seville, inviting visitors to enjoy the city. The mayor of Seville, Jose Luis Sanz, spoke about hosting more than 10,000 attendees and described what this event could mean for Seville as a global stage. Five-star hotels are already at capacity, and occupancy is expected to reach full, a feat comparable only to large-scale fairs or Holy Week.
Alongside hospitality services, car rental, catering, and event management firms stand to gain, alongside nightlife businesses, from the influx of prizes, which are projected to leave the city with substantially more revenue than initial projections. The city council estimates an intake of about 50 million euros, with the regional government contributing around 22.7 million euros over three years through a private contract managed by the Public Company for Tourism and Sports, with value-added tax included. Public sponsorship covers a major portion of this funding, with support from the European Union through the European Regional Development Fund. Officials estimate that the Andalusian tourism brand will reach more than 100 million people through the Latin Grammys. In the first eight months of the year, Andalusia welcomed around 1.9 million visitors from the American continent, with the United States, Argentina, Brazil, and Mexico highlighted as key markets.
Lots of special events
Under a large tent near a celebrated monument, Spain Square Concerts will begin this Sunday with Pablo López and Saint Lucia Universal Music Week. A handful of public events require ticket purchases, including Morat on November 14, Juan Magan and Aitana on November 15, and Antonio Orozco on November 16. These concerts are organized by Universal, the major label behind the event. Narcís Rebollo, a longtime figure in the music industry, is involved along with others, and notable personalities are expected to participate with support from their spouses.
Latin music is sweeping Seville during the Latin Grammys week. EFE reports the scene as a vivid backdrop for the celebrations.
One Universal event will focus specifically on flamenco, a point of contention for some who feel the flamenco world deserves greater recognition from the Academy. The awards will include a Best Flamenco Album category with nominees including guitarist Diego Guerrero, Niña Pastori, Huelva instrumentalist Juanfe Pérez, singer Israel Fernández, and Omar Montes, who will perform jointly at the central gala on November 16. There was even discussion about Rosalía joining as a flamenco artist for that moment, and Omar Montes is among the performers slated for the premiere.
Public
On Saturday, the Benidorm Fest presentation organized by TVE will be open to the public along with a concert at Las Setas on Sunday. Friday will feature a meeting with the film’s lead, Laura Pausini, for Francisco Guerrero Conservatory students. The Person of the Year celebration will be marked by a private event with friends and artists the night before the big premiere.
Over 3,000 people are working in production for the Seville event, with the Fibes Exhibition and Congress Palace hosting the main stage. Details behind the scenes at the pavilion remain largely undisclosed, and press access for city journalists is limited. Authorities note that access for the general public will be restricted as the focus lies with record labels and artists. Talks during a press conference with Seville’s mayor outlined safety and public service measures, noting that this event, while not as intense as Holy Week, will still require a robust operational plan. Municipal police, firefighters, civil protection, cleaning shifts, transport services, and taxis will operate in a heightened arrangement, with costs yet to be finalized. Planning officials also increased inspections at venues chosen for parties and galas.
Palaces and estates
Venues spanning Villa Luisa, Guardiola’s house, Palatial homes in Puerta de Jerez, and Pilate’s house are on the list of party and reception sites. The Medinaceli palace has been added to the roster along with the Casino and the Reales Alcazares. The Artillery Factory will host the ceremony for the Best New Artist, while Amazon Music will close the Las Setas site for its premiere. The Port of Seville Cruise Terminal is set to host a range of events, with organizer Rafa Casillas dedicating a large cultural space in the center for presentations after the Chiclana Music Festival.
The mayor urged patience and understanding from residents as Seville prepares to attract investment. Traffic will be disrupted, and fences will be erected to manage crowds, with security and public services expanded to handle the heightened activity. The academy notes that Seville’s involvement will be visible, though many details remain to be announced. The lineup includes Shakira, Karol G, Camilo, and Pablo Alborán among early nominees, while Bizarrap, Bad Bunny, Natalia Lafourcade are also spoken of as strong contenders. Seville is described as fully engaged in the Latin Grammy experience.