What's Happening?
Puerto Rican artist ROA, whose real name is Gilberto Figueroa, has been recognized as one of Billboard's Latin Artists to Watch in 2026. He recently won the award for male new artist of the year at the 2026 Premio Lo Nuestro. ROA's journey into music
began in 2016 when he decided to leave his studies in business and psychology to pursue a career in music. His initial breakthrough came after connecting with artists Zion of Zion y Lennox and Phantom of the production duo Súbelo NEO. ROA's unique trap-soul sound, inspired by artists like Drake and The Weeknd, has led to the release of successful singles such as 'Bellakeame' and 'Jetski'. His music has gained traction on the Billboard charts, with entries like 'ETA' and 'Netflix and Chill'.
Why It's Important?
ROA's rise in the music industry highlights the growing influence of Latin urban music and the trap-soul genre. His success underscores the potential for artists from Puerto Rico to achieve international recognition. By winning prestigious awards and gaining chart success, ROA is contributing to the diversification of the Latin music scene. His ability to support his family financially through his music career also reflects the economic opportunities that can arise from the entertainment industry. ROA's achievements may inspire other aspiring musicians in Puerto Rico and beyond to pursue their dreams despite initial challenges.
What's Next?
ROA is currently working on his debut studio album, which he describes as a personal project that could significantly impact his career. The album is 70 percent complete. Additionally, ROA is set to perform two sold-out shows at Puerto Rico's Coca-Cola Music Hall in March and has announced his first-ever tour across Latin America. This tour follows his successful 2025 trek in Spain, indicating his expanding international presence. These upcoming events are likely to further solidify his status as a rising star in the Latin music industry.
