When the Latin Grammy winners are announced on November 12, the celebration and controversy will begin. But how are those winners chosen? Let's pull back the curtain on the complex process and mindset
of the voters who decide everything.
First, The Official Process
Before any drama, there's a formal, multi-step process. It starts when members and record labels submit recordings released between June 1, 2025, and May 31, 2026. A committee of over 100 experts then screens these entries to ensure they’re in the right categories—not to judge their quality, but to make sure a salsa track isn't competing as alternative rock. After that, thousands of voting members get their first-round ballots. They vote for nominees in up to 15 genre categories plus the four General Field categories: Record of the Year, Album of the Year, Song of the Year, and Best New Artist. An independent firm, Deloitte, tallies the votes to determine the final nominees—usually ten in the top categories. Then, a final ballot goes out, and members vote again to pick the winners from that smaller pool.
Who Are These Voters?
The Latin Recording Academy’s voting members aren't critics or fans. They are thousands of music professionals—singers, songwriters, producers, session musicians, and audio engineers who have a verifiable number of credits on commercially released recordings. To be a voting member, you need a certain number of credits on tracks that are at least 60% in Spanish or Portuguese. This means the people deciding the awards are the artists' own peers. They are explicitly told to vote only in their areas of expertise, the idea being that a skilled mixing engineer is best equipped to judge technical craft, while a songwriter might focus more on lyrical composition. This peer-based system is designed to reward musical excellence, but it's also where human biases and industry relationships come into play.
Artistry vs. The Algorithm
Here's the core tension for any voter: what defines 'best?' Is it the technically flawless album that pushes artistic boundaries but sold modestly? Or the globe-conquering smash hit that defined the sound of the year? There's no official rule. Some voters prioritize craftsmanship and instrumental prowess. Others feel the cultural impact and massive popularity of a song or album is a form of excellence that cannot be ignored. This debate often surfaces in the General Field, where a critically acclaimed, traditional folk album might compete against a reggaeton track that has billions of streams. There is a persistent narrative, backed by years of results, that the Academy tends to favor more 'traditional' musical forms over commercially dominant but critically divisive genres.
The Genre and Geography Question
For years, the Latin Grammys have faced criticism over representation, particularly for reggaeton, urban, and regional Mexican music in the top categories. Despite these genres dominating charts and sales, they have historically been underrepresented in the General Field, leading to boycotts and protests from major artists like Daddy Yankee and J Balvin under the banner 'Sin Reggaeton, No Hay Latin Grammy'. Voters are often accused of a bias toward pop, rock, and singer-songwriter material, sometimes seen as more 'prestigious'. Furthermore, the inclusion of artists from Spain has sparked debate about whether the awards favor European artists over those from Latin America, a controversy amplified when the 2023 ceremony was held in Seville, Spain.
Loyalty, Politics, and The 'Feeling'
Beyond the official rules lies a web of unwritten ones. Voters are human. They have friends, collaborators, and longheld loyalties. While outright campaigning for votes is frowned upon, the industry is built on relationships. An artist who has consistently delivered acclaimed work for decades may get a 'career achievement' vote even if their current album isn't their strongest. A voter might feel a sense of national pride and support an artist from their home country. Others might simply vote with their gut choosing the song that moved them most regardless of technical perfection or sales figures. It’s this mix of professional judgment and personal feeling that makes the final results so unpredictable and endlessly debatable.
