The Latin Billboards week has kicked off with a three-day long conference, where artists, music producers, and other talents in the music biz unite to talk about music. The conferences, which include live performances and many panels, are celebrated ahead of the Billboard Latin Music Awards. The Urban Panel is one the most interesting panels in the schedule. This year, Billboard invited artists Zion & Lennox, Reykon, Ken-Y, Juan Magan, Gente De Zona, and music producer Saga WhiteBlack to talk about the genre.

In the conference, curated by Rocio Guerrero, head of content programming and editorial Latin globally, Spotify, the energetic group talked about the old-school reggaeton vs. the new-school reggaeton. They each also talked about their trajectories. One of the subjects they highlighted was the importance of online streaming and social media in their careers. 

"Every time we release a song we instantly go to different countries," said Colombian singer Reykon, stating that although platforms such as iTunes and Spotify are a great advantage, they can also be a disadvantage. "Everyone is on social media nowadays, so the competition gets a bit tougher," said the 29-year-old singer. 

Puerto Rican duo Zion & Lennox agreed. "Social media is the best thing that has been invented. You see artists such as J Balvin in the top spots with Coldplay, Justin Bieber on Spotify. This means that Latin music is living its best moments," said duo member Zion, feeling grateful that the pair has been in the biz for 16 years. 

Gente De Zona, on the other hand, note that there's no good Internet in Cuba and that music streaming platforms and social media is a great help to their career. "It's a huge tool for artists to promote themselves," said singer Randy Malcolm. Puerto Rican artist Ken-Y admitted that he's addicted to social media, especially Instagram, thanks to his fans. "If they don't accept your music, you're no one," he said. "But social media is not about only posting your music, it's also about the attention you give to fans and how you interact," he said. 

Although he's very grateful with the digital work, Spanish artist and producer Juan Magan says that he's not big on social media and rather dedicate time to his loved ones. One thing that all of these artists could relate to, however, is that as long as every artist in the urban genre stays connected, the urban music world will live forever.