Spotify will bring "La Tierra de Música Mexicana" to life with a three-day event beginning 9/11 in Los Angeles, inviting artists, industry leaders and fans to explore the genre's evolution and future.

According to the streaming giant, música Mexicana continues to experience unprecedented growth, with streams increasing 47% globally in the past year alone. Gen Z has played a pivotal role in this surge, driving a 60% increase.

La Tierra de Música Mexicana will be held at the Spot's DTLA headquarters. Its first two days will offer a robust lineup of invitation-only panels, master classes and showcases, including a live podcast with influential music-culture series Agushto Papa and the Mujeres en Música Mexicana Panel & Showcase, celebrating the women at the heart of the genre.

The celebration will close out the week with a performance by some of the genre's hottest rising acts, among them Los CT/Interscope's Gabito Ballesteros, Warner Latina's DannyLux and Rancho Humilde's Oscar Maydon.

For more on Spotify's celebration of música Mexicana, click here.