TelevisaUnivision Unveils Bold Music Strategy Through 2027, Including Marc Anthony Partnership
TelevisaUnivision announces an ambitious global music strategy for 2026-2027, featuring a partnership with Marc Anthony, a revamped Premios Juventud, and new streaming content.
TelevisaUnivision has unveiled its comprehensive global music strategy stretching into 2027, signaling a major investment in Latin music and culture. The plan includes significant changes to Premios Juventud, a high-profile partnership with Marc Anthony, and the launch of a new streaming series.
This strategy builds upon the existing success of ViX Música, Premio Lo Nuestro, Premios Juventud, and the Latin GRAMMYs, aiming to further solidify TelevisaUnivision's position in the Latin entertainment landscape.
Marc Anthony & Piso 21 at 2025 Premios Juventud in Panama. Courtesy of TelevisaUnivision
A key element of the new strategy is the evolution of Premios Juventud into the week-long PJ Fest. This expanded format will feature a cultural takeover in major cities like Houston, Miami, and Los Angeles, incorporating creator activations and live concerts. The festivities will culminate in the 2026 award ceremony, broadcast live from the Starlite Amphitheater in Marbella, Spain this fall. This marks the first time the awards show will be held in Spain, following previous editions in Miami, Puerto Rico, and Panama.
Market, From the Desk of Ignacio Meyer, President, Univision Networks Group, Televisa/Univision
"Our audience isn’t monolithic, and neither is our approach. Every location tells a unique story — expect Marbella to be a protagonist in our show,” Ignacio Meyer, president of Univision Networks Group, told Billboard exclusively. “This expansion is not about changing who we are, but about expanding our reach to further serve the Spanish-speaking audience. Spain is a creative powerhouse — and this move represents a strategic evolution of our live events business, transforming Premios Juventud from a traditional television show into a truly international ‘tentpole’ cultural festival. We are celebrating a heritage and future that commands global attention and a global footprint.”
Marc Anthony at Premios Juventud 2025
Marc Anthony attends the 2025 Premios Juventud at Figali Convention Center on September 25, 2025 in Panama City, Panama. Enea Lebrun/Getty Images
Adding to the excitement, TelevisaUnivision announced a significant partnership with Grammy-winning artist Marc Anthony. This collaboration will focus on creating new music IP designed to amplify Latin culture through original long-form video content and strategic lifestyle ventures encompassing music, hospitality, and fashion.
"I’ve spent my entire career creating for my people, for Latinos… connecting con la gente,” says the Puerto Rican singer. “When you find a partner that understands the importance of that, and can do it at scale, you don’t think twice. This collaboration is about culture, community, and creating meaningful ways for artists and creators to connect with audiences around the world.”
"He’s more than a global icon; he is a visionary entrepreneur who shares our deep commitment to the future of Latin music and culture,” Meyer adds. “While Marc has a long history with us, this specific moment feels different and undeniably bigger because it transcends a traditional partnership. We are launching a new model where culture, business, and creativity converge to function as a cultural engine, providing our partners with unprecedented access to one of the most influential artists in the world.”
TelevisaUnivision also revealed SESSIONS by ViX Música, a premium live performance series aiming to redefine the Latin music streaming experience.
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