The 2026 MTV Video Music Awards nominations are out, and for many fans of Latin music, the list feels like a step backward. Despite Spanish-language artists dominating global charts and selling out stadiums from Bogotá to Los Angeles, the VMAs have once again tucked them into a single, catch-all category—leaving Shakira, Bad Bunny, Karol G, and others out of the main awards.
This isn't a new complaint. Year after year, the VMAs have been criticized for treating Latin music as a niche, even as its commercial and cultural footprint grows. The numbers are hard to ignore: Spanish-language tracks have topped the Billboard Hot 100, broken streaming records, and filled arenas across the U.S. and beyond. Yet the awards show that positions itself as the voice of youth culture still seems unable to see beyond a reductive label.
Rosalía's pigeonhole problem
One of the most glaring examples this year is Rosalía. The Catalan artist, whose work blends flamenco, reggaetón, and experimental pop, has been nominated in the Latin category—again. But her music, and her influence, reach far beyond any single genre or language. As fans and critics have pointed out, Rosalía's albums are not just Spanish-language records; they are boundary-pushing works that have reshaped pop music worldwide.
“It's frustrating to see her lumped into a category that doesn't reflect the scope of her artistry,” says music journalist Elena Ríos, who covers Latin music for a major outlet. “The VMAs seem to think that if you sing in Spanish, you belong in one box, no matter how innovative or crossover your sound is.”
Rosalía's own fan community has taken notice. A statement from the fan account @updaterosalia, posted on August 18, announced that they would not organize voting campaigns for the VMAs, arguing that the show's treatment of the artist doesn't merit their support. “We understand the relevance of this award show, especially for artists who are just starting their careers,” the statement read. “However, that is not ROSALÍA's situation.”
A pattern of marginalization
The issue extends beyond Rosalía. Colombian superstar Shakira, who has had a massive year with her collaboration with Bizarrap, received only a nomination in the Latin category—despite the song becoming a global anthem. Karol G, whose album Mañana Será Bonito broke records and earned critical acclaim, was similarly sidelined. Even Bad Bunny, who has been one of the biggest pop stars on the planet, has historically been relegated to the Latin category at the VMAs.
This pattern is not unique to the VMAs. The Grammys have faced similar criticism, and some artists have chosen to turn their backs on major awards altogether. But the VMAs, which pride themselves on being edgy and in tune with youth culture, seem particularly out of step.
“The VMAs are supposed to be about music, not language,” says music industry analyst Carlos Méndez. “By ghettoizing Latin artists, they're sending a message that Spanish-language music is somehow less important, less worthy of the main stage. That's not just unfair—it's out of touch.”
Double standards for global music
The VMAs have been more inclusive of other international acts, notably Korean pop. BTS and BLACKPINK have been nominated in major categories, and K-pop has been celebrated as a global phenomenon. Yet Spanish-language artists, who have achieved similar or greater success in the U.S. market, are still treated as a separate, lesser tier.
This disparity is especially glaring given the growing popularity of Spanish in the U.S. As more Americans are learning Spanish, and as Latin music continues to cross over into mainstream playlists, the VMAs' approach feels increasingly archaic.
Some argue that the problem is structural. The VMAs' eligibility periods and category definitions are often confusing, and they don't always align with how music is actually consumed today. But the result is the same: Latin artists are left out of the conversation, and their fans are left feeling invisible.
What needs to change
For the VMAs to truly reflect the state of music, they need to rethink their categories and their criteria. That means recognizing that Latin music is not a monolith—it's a diverse array of genres, from reggaetón to corridos to indie pop, each with its own distinct sound and audience. It also means allowing Latin artists to compete in the main categories on equal footing, not just in a separate lane.
As Latino artists have shown at festivals like Hard Summer, the demand for Latin music is not a niche—it's a cultural force. The VMAs would do well to catch up.
Until then, fans and artists alike will continue to call out the double standards. As one fan tweeted, “The VMAs can keep their categories. We'll keep streaming the music that actually matters.”
