Manuel Abud, the CEO guiding the Latin Grammy Awards, led the decision to take the ceremony out of the United States for the first time in its 25-year history. Seville was selected, a choice that sparked initial doubts because of the logistical hurdles. He described the production as a massive undertaking, with thousands of people converging on the Andalusian capital. The event will host more than 100 participants and attract tens of thousands of visitors. It is one of the most significant celebrations in Latin music.
Latin Grammy numbers carry substantial weight. Hotel occupancy is projected to reach near full capacity, and the economic impact is expected to exceed 50 million euros. The Junta de Andalucía, through the Ministry of Tourism, supports the effort with a 22 million euro public fund, largely European, to ensure a successful bid for Andalusia. Public services such as cleaning, security, and transportation will face anticipated disruptions, calling for proactive municipal planning. Leading Latin music artists will be present, and high-end vehicles are already seen at top hotels for guest transfers.
A few hours before Latin Grammy Week begins, Abud speaks with El Periódico de España about the fast pace of preparations and the momentum building around the event. He notes the sense of relief after months of work and shares the optimism of the team as they await the countdown to launch a week of over 30 concerts across the city.
This is already here. How is Seville treating you?
The reception has been overwhelming. The city has welcomed the effort with warmth and genuine hospitality. Authorities have shown strong support, and everyone shares the goal of making this a memorable experience for all. The collaboration presents Seville to the world as a dynamic hub for Latin music. While traffic and safety considerations exist, the overall impact is a source of pride for residents and visitors alike.
How will the event differ from similar shows in Las Vegas, Miami, or Los Angeles?
Seville’s involvement spans multiple venues, including the Alcázar, the Capitanía, and Casa de Pilatos, with several stages Integrated into Latin Grammy Week. For the premiere, the setup is more contained inside the Fibes complex, yet the box layout will utilize distinctive visuals to showcase the show. The Latin Grammys in Seville will offer a unique presentation compared with other host cities.
There is no single artist that triggered the move here at this moment. “We are in Seville to support everyone.”
If not for a particular artist, would the awards still be in Seville?
The focus is on supporting all artists. No specific name is singled out. Seville hosts the event to elevate the entire Latin music community, not just individual performers.
What is the weight of Spanish artists in Latin music? Have they gained more prominence recently?
Throughout the academy’s history, Spanish musicians have been prominent and well regarded. Figures like Miguel Bosé, Joan Manuel Serrat, Julio Iglesias, and Alejandro Sanz have been celebrated as longstanding icons. Spain holds a significant place in Latin music appreciation.
There are concerns about under-representation of flamenco in the gala. How is this being addressed?
Inclusion is a core principle. Differences in opinion are discussed openly, and efforts focus on expanding access rather than boxing music into rigid categories. Music should evolve, and the event aims to welcome diverse voices while respecting tradition. Some purists may resist, yet the goal is broad participation and ongoing dialogue about how the genre develops.
“Purists, the orthodox of flamenco, do not like it when we say ‘everyone come, let’s get to know the evolution of the genre’.”
Will this Seville Grammys be the year of women?
The organization favors inclusivity. It is not about predicting outcomes but about creating space for diverse artists and voices. The overall impression is positive as the event moves forward.
In numbers, more than 10,000 people are in Seville, and the event’s influence on the city is substantial. How many will watch the premiere?
Exact figures are best viewed as estimates. The premiere will be broadcast in more than 80 countries, with expectations of a broad audience across continents. The city benefits from heightened attention, and the opening number is anticipated to be exceptional.
What memories will be carried away from Seville and Andalusia by those behind the production?
The experience resonates as a rare moment when a city fully commits to a global celebration. Seville has put itself at the center of a major cultural moment, inviting the world to share in the excitement and spectacle. It is a milestone that underscores how a place can become a stage for international music and collaboration.