At a pivotal moment in his career, as he becomes the first artist to sing in Spanish during the Super Bowl halftime show, Bad Bunny leads the nominations for the 2025 Billboard Latin Music Awards with 28 nominations and has confirmed his attendance at the event, which will be held on October 23 at the James L. Knight Center in Miami and broadcast live on Telemundo and Peacock.
Criticism against him hasn't stopped since the news broke, but his colleagues have no doubt about what needs to be done. "It's our moment, and he's at the forefront. We have to surround him with love, with presence, with unity. He doesn't represent himself. He's representing us all," said Colombian superstar Goyen in an exclusive interview with The Latin Times and ENSTARZ shortly after it was announced that she and Mexican presenter Javier Poza will host the most anticipated Spanish-language music show of the year.
Goyo insisted: "He can't walk alone. We have to be his shield." For Poza, Bad Bunny's being the most nominated artist on the 25th anniversary of the awards also sends a message. "We have the greatest at the greatest celebration," he affirmed.
A duo that represents different voices from the Latin world
The selection of Goyo, an Afro-Colombian singer and activist, and Poza, a Mexican journalist and television personality, seeks to reflect the cultural diversity of Latin America, something both consider key to this moment in the history of Latin music.
"It moves me to think that a little Black girl can see me there and say, 'I can do it too,'" said Goyo, who is the first Black woman to host a Latin American awards show. "This is more than just hosting awards. It's about visibility, it's about power, and it's about presence."
Poza, for his part, explained that his approach as host will be centered on respect and balance. "We're not there to overshadow anyone. We're bridges. We want everyone to feel the story behind the award, not just read an envelope."
Both have worked closely with the Billboard and Telemundo production teams to prepare a ceremony that combines entertainment with purpose. "We want even the curtain to tell a Latin story," said Goyo.
A night with historical tributes and the presence of giants
The 2025 Billboard Latin Awards will present recognition in 49 categories, including Top Artist, Album of the Year, Tour of the Year, Global 200 Artist of the Year, and genre-specific categories such as regional Mexican, tropical, Latin pop, and urban.
In addition to the main competition, the gala will recognize three legendary figures with special awards:
- Elvis Crespo will be inducted into the Billboard Hall of Fame and will give a special performance.
- Peso Pluma will be honored with the Billboard Vanguard Award as a symbol of his groundbreaking impact on the scene.
- Laura Pausini will receive the Icon Award for her career and influence in the Latin American world.
Poza shared that he himself has insisted that each tribute be prepared with absolute respect. "It's not about saying 'and now for this award.' It's about telling why that artist has influenced generations."
Driving with soul and without filters
The chemistry between Poza and Goyo is already palpable before rehearsals begin. She says it gives her peace to know she has someone "with so much experience" by her side, and he affirms that she will "inject emotion."
"I'm going to go with a Pacific Rim flavor," Goyo said, laughing. "And I'm going to speak from the heart. I'm not interested in sounding perfect."
Regarding the speeches, they promise emotion, but without falling into clichés. "If we have to improvise to make room for a hug, a tear, or an unexpected ovation, we will," said Poza.
And Bad Bunny as a symbol of what is to come
While the awards celebrate the best of the year, the night will also be a prelude to 2026, when Bad Bunny will take to the world's biggest stage to perform in Spanish in front of more than 100 million viewers.
"Whether he's nominated, whether he comes, whether he sings or not, it doesn't matter. His presence sends a message. And it needs to be amplified," Goyo said.
Poza summed it up this way: "He doesn't need translation. He is the language. Our language."
