ROA Named Billboard Latin Artist on the Rise for February 2026 Following Premio Lo Nuestro Triumph

Puerto Rican artist ROA has been recognized as Billboard’s Latin Artist on the Rise for February 2026, a distinction that follows his significant win for Best Male New Artist of the Year at the 2026 Premio Lo Nuestro. This recognition marks a pivotal moment in the burgeoning career of the artist, whose real name is Gilberto Figueroa, and who has rapidly ascended the Latin music charts since his professional debut in 2022. His journey, however, began years prior, shaped by a foundational academic pursuit and a profound realization of his artistic calling.

From Business Studies to Musical Ambitions

Before dedicating himself fully to music, ROA was pursuing a dual degree in business and psychology at a university in Puerto Rico. This period, while formative, ultimately steered him toward a different path. "I realized it wasn’t for me," ROA shared with Billboard, reflecting on his academic endeavors. "I was studying in Puerto Rico, so I began to make a lot of friends in the music industry. One day I went to the studio and realized that I had the talent. At that moment, I felt that this is what I wanted to do – and in 2016, I left the university, sports, and decided to focus on music." This decision, though bold, signaled a determined shift towards an artistic future.

The initial transition was met with some apprehension from his mother, who harbored reservations about the music industry, often associating it with less savory elements. However, ROA’s unwavering commitment to his dream soon began to yield opportunities. His path crossed with influential figures in the Latin music scene, most notably Zion, a member of the acclaimed duo Zion y Lennox. A chance encounter at an electronic music festival proved to be a turning point. Zion, recognizing ROA’s potential, offered words of encouragement, stating that he possessed all the necessary attributes to succeed as an artist. Simultaneously, Phantom, a producer from the duo Súbelo NEO, provided ROA with his first professional recording experience, laying crucial groundwork for his future endeavors.

Charting a Course to Recognition

ROA’s musical influences are as diverse as his emerging sound, citing artists such as Drake, Don Omar, The Weeknd, and Alejandro Sanz as key inspirations. This eclectic mix has undoubtedly contributed to his unique artistic fingerprint. His official foray into the music industry commenced in 2022 with his signing to Universal Music Latino and the release of his debut single, "Bellakeame." While this track initiated his professional journey, it was his sophomore single, "Jetski," that truly propelled him into the broader public consciousness and garnered significant industry attention.

"It didn’t have a boom with the audience, but it sparked something internally within the industry, and it created a conversation," ROA explained about "Jetski." He elaborated on the track’s impact, stating, "It was the first time you heard a fresh sound in Latin urban, which was trapsoul. A lot of colleagues began to notice me, and the remix with Omar Courtz, Dei V, and Bryant Myers, is what really made me known in Puerto Rico." This remix, in particular, served as a crucial catalyst for his visibility within his home country.

A String of Chart Successes and Critical Acclaim

ROA’s momentum has been consistently building since the breakthrough of "Jetski." He has since released two EPs and has successfully placed three entries on the Billboard charts, demonstrating his growing influence and appeal across different Latin music genres. His first Billboard charting entry was "ETA," a collaboration with De La Rose, Luar La L, Omar Courtz, and Yan Block, which reached the Hot Latin Songs chart in 2024. In 2025, "Fantasía" found a place on the Hot Latin Pop Songs chart, showcasing his versatility. Most recently, earlier in 2026, his collaboration with Chris Jedi and Anuel AA, "Netflix and Chill," charted on the Hot Latin Rhythm Songs.

These chart placements underscore ROA’s ability to connect with diverse audiences and adapt his sound across various Latin music subgenres. "The connection comes from the musicality – because, although these songs share some of my DNA, they are all very different," ROA observed. "It means that in the last year, my sound has crossed over and is transcending." This observation highlights his artistic evolution and his ambition to push the boundaries of Latin urban music.

Achievements Beyond the Charts

The recognition at Premio Lo Nuestro for Best Male New Artist of the Year is a significant milestone, adding to his previous accolades. In 2025, ROA secured a Premio Tu Música Urbano award and a Premios Juventud award, underscoring his rapid ascent and the industry’s acknowledgment of his talent. His inclusion in Billboard’s "Latin Artists to Watch in 2026" list further solidifies his position as a prominent emerging artist to monitor.

Beyond the awards and chart success, ROA points to a deeply personal accomplishment that resonates profoundly with him: financial stability and the ability to support his family. "I’m at a point where I can support my family. Financially, I have the resources to help my mom and my grandmother. That, for me, is a relief, because I spent many years promising my mom that this [career in music] would happen. This is the biggest accomplishment I get to live with every day right now," he shared. This sentiment speaks to the deeper motivations and the familial support that has fueled his journey.

Looking Ahead: A Promising Future

ROA’s trajectory continues upward with ambitious plans for the near future. His debut studio album, described as "very personal" and expected to be a career-defining project, is reportedly 70 percent complete. This highly anticipated album is poised to further cement his artistic identity and reach a wider audience.

In addition to his recording endeavors, ROA is set to engage with his fanbase through live performances. He has two sold-out shows scheduled at Puerto Rico’s Coca-Cola Music Hall in March, a testament to his growing popularity. Following this, he is embarking on his first-ever tour across Latin America, building on the success of his 2025 tour in Spain. The announcement of these tours signifies a strategic expansion of his reach across key Latin music markets.

Key Information About ROA

• Name: Gilberto Figueroa (ROA is derived from the last three letters of his last name)
• Age: 29
• Recommended Song: "Reina"
• Major Accomplishment: The ability to financially support his family.
• What’s Next: Debut studio album nearing completion, upcoming sold-out shows in Puerto Rico, and a Latin American tour.

The ascent of ROA is a compelling narrative of talent, perseverance, and strategic career building. His ability to blend contemporary sounds with deeply personal expression, coupled with key industry support and a growing fanbase, positions him as a significant force in the evolving landscape of Latin music. His recognition as Billboard’s Latin Artist on the Rise for February 2026 is not merely an acknowledgment of past achievements but a clear indicator of the bright future that lies ahead for this talented Puerto Rican artist.