The Premios Juventud ceremony, a prominent awards show celebrating youth culture and music, concluded its 2026 edition on Thursday, September 3rd, with a spectacular gala in Marbella, Spain. Broadcast with a delay across the United States, the event marked a significant milestone as the first time the prestigious awards were held outside the Americas, signaling a broader international reach for Latin music and youth-oriented entertainment. Early winners were announced throughout the day via social media, building anticipation for the televised broadcast.
Among the night’s early honorees, global superstars Shakira and Burna Boy secured the coveted OMG Collaboration award for their anthemic track "Dai Dai." This song, serving as the official anthem of the recently concluded 2026 FIFA World Cup, has dominated international music charts for weeks, underscoring its widespread appeal and cultural impact. The collaboration between the Colombian pop icon and the Nigerian afro-fusion sensation proved to be a winning formula, resonating with audiences worldwide and solidifying its place as a defining song of the year.
The evening also recognized other significant achievements in Latin music. Argentine rapper Cazzu took home the award for Best Cumbia Song for her hit "Con Otra," a track that climbed to the number one spot on the Billboard Hot 100 Argentina chart, showcasing her continued influence within the genre. Furthermore, the prestigious My Favorite Track honor was jointly awarded to regional Mexican powerhouses Carín León and Alejandro Fernández for their emotionally resonant duet "Me Está Doliendo." This powerful ballad achieved significant commercial success, topping both the Latin Airplay and Regional Mexican Airplay charts, a testament to the enduring appeal of traditional Mexican music infused with contemporary sensibilities.
Shakira, although unable to attend the ceremony in person, was a dominant force throughout the night, amassing an impressive three awards. Beyond her collaborative win, she was also recognized as Premios Juventud Female Artist of the Year, a testament to her enduring career and continued relevance in the music industry. Additionally, her collaboration with Spanish music legend Alejandro Sanz on the song "Bésame" earned them the award for Best Pop Song, further highlighting her versatility and ability to connect with diverse musical styles.
Joining Shakira in the multi-award winner circle were Aitana, Alejandro Fernández, Romeo Santos, and Prince Royce, each taking home three trophies. Romeo Santos and Prince Royce, the undisputed kings of tropical music, dominated the tropical category. Their critically acclaimed joint album, Better Late Than Never, and their chart-topping singles "Dardos" and "Lokita por Mí" propelled them to sweep the tropical genre awards, reinforcing their status as pioneers and leaders in bachata and merengue.
The awards also celebrated the rising stars and established titans of the urban music scene. Bad Bunny, a consistent chart-topper and cultural phenomenon, was honored with both Premios Juventud Male Artist of the Year and Tour of the Year, acknowledging his massive global fanbase and his highly successful concert series. Karol G continued her reign in the urban genre, securing Album of the Year for her highly anticipated release Tropicoqueta. She also earned Best Urban Rhythmic Song for her infectious collaboration "Verano Rosa" with fellow artist Feid. The dynamic duo Santos Bravos were recognized as Favorite Group or Duo of the Year and Male New Generation Artist, marking their emergence as significant players in the industry. The innovative producer Bizarrap, known for his groundbreaking "Music Sessions," was named Producer of the Year, an award that acknowledges his instrumental role in shaping contemporary Latin urban sounds.
The 2026 Premios Juventud ceremony held particular significance due to its unprecedented European debut. For the first time in its history, the event took place at the Starlite Auditorium in Marbella, Spain, a departure from its traditional venues in Miami, Puerto Rico, and Panama. This strategic shift underscored the growing global influence of Latin music and the desire of the awards to connect with a wider, international audience. The chosen theme for this year’s ceremony, "Conéctate al Vibe" ("Connect to the Vibe"), perfectly encapsulated the energy and spirit of the event, aiming to foster a sense of unity and shared passion for music and culture.
This year’s ceremony was also integrated with PJ Fest, a week-long festival designed to engage creators and celebrate youth culture. PJ Fest featured a series of activations and live concerts held in Houston, Miami, and Los Angeles prior to the main gala in Spain, creating a multi-city, multi-platform celebration that extended the reach and impact of Premios Juventud. This innovative approach allowed for broader participation and engagement, extending the excitement beyond the single night of the awards ceremony.
During the gala, two distinguished artists were honored with the "Agents of Change" award, recognizing their significant social, artistic, and cultural contributions. Music icon Marc Anthony and reggaeton pioneer Yandel were celebrated for their positive impact on society through their music and philanthropic endeavors. This award highlights the commitment of Premios Juventud to acknowledging artists who use their platform to inspire and drive positive change.
The stage at the Marbella gala was alive with electrifying performances from a diverse array of artists. Quevedo, making his Premios Juventud debut, delivered a medley of his most popular hits, including "Columbia," "Al Golpito," and "La Graciosa," alongside the legendary Elvis Crespo, creating a dynamic fusion of contemporary and classic Latin sounds. Farruko and Greeicy also graced the stage with a performance of their chart-topping EDM collaboration "Yapaque," a track that reached number one on the Latin Airplay chart in July, demonstrating the genre’s growing presence within the Latin music landscape.
The 2026 Premios Juventud continues to champion artists and young changemakers who are making a significant impact not only in music but also in social media and community service. The awards ceremony was broadcast live across major Spanish-language networks, including Univision, UNIMÁS, Galavisión, and the streaming platform ViX, ensuring that the celebration reached a vast audience of fans across the United States and beyond. The expanded broadcast reach further solidifies Premios Juventud’s position as a key platform for celebrating and promoting the vibrant and diverse landscape of youth culture and music.
The success of this year’s Premios Juventud in Marbella not only highlights the extraordinary talent within the Latin music industry but also underscores the increasing globalization of music and culture. The event served as a powerful platform for artistic expression, collaboration, and recognition, leaving a lasting impression on attendees and viewers alike. The move to Europe signals a promising future for the awards, suggesting continued international expansion and a broader platform for the voices shaping the future of music.
The Full List of Winners:
The following artists and their works were recognized at the 2026 Premios Juventud:
- OMG Collaboration: Shakira & Burna Boy – "Dai Dai"
- Best Cumbia Song: Cazzu – "Con Otra"
- My Favorite Track: Carín León & Alejandro Fernández – "Me Está Doliendo"
- Female Artist of the Year: Shakira
- Best Pop Song: Shakira & Alejandro Sanz – "Bésame"
- Male Artist of the Year: Bad Bunny
- Album of the Year: Karol G – Tropicoqueta
- Best Urban Rhythmic Song: Karol G & Feid – "Verano Rosa"
- Favorite Group or Duo of the Year: Santos Bravos
- New Generation Artist – Male: Santos Bravos
- Producer of the Year: Bizarrap
- Tour of the Year: Bad Bunny
- Tropical Category Awards: Romeo Santos & Prince Royce (for their album Better Late Than Never and singles "Dardos" and "Lokita por Mí")
- Agents of Change: Marc Anthony, Yandel
This comprehensive list reflects the diverse talent and significant achievements celebrated at the 2026 Premios Juventud, showcasing the dynamic and ever-evolving landscape of contemporary music and youth culture. The event’s successful transition to a new continent signifies a new chapter for the awards, promising even greater global reach and influence in the years to come.
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