Billboard and Maybelline Announce 'Maybe we're next' Artist Platform at Latin Music Week 2026

Maybelline and Billboard announced a partnership called "Maybe we're next," a platform to give visibility to music artists, during Billboard Latin Music Week 2026 on October 20. Maybelline president Yasmin Dastmalchi announced the platform in an executive keynote, PRESSBEE reported.

Dastmalchi's Keynote and the New Platform

Dastmalchi, president of Maybelline and essie US, spoke for 30 minutes with Billboard's Leila Cobo, who moderated the executive keynote. Dastmalchi described the link between music and makeup: "One thing music and makeup have in common is self-expression, but also emotions. It's about letting artists be themselves."

She said the brand's music work includes partnerships with Miley Cyrus, Becky G and Nicki Nicole. "It has to be super authentic, and Miley is real, she's herself. We've partnered with her because she's used Maybelline her entire life. That's something near and dear to her heart, and she dreamed of doing it," Dastmalchi said of Cyrus. Maybelline also teamed with Becky G after the artist mentioned the brand in her song "Marathon," and launched a campaign with Argentine rapper Nicki Nicole for the Superstay Matte Ink lipstick.

Dastmalchi said the brand's approach has shifted toward traditional building. "Our strategy has shifted in the sense that we want to make sure that we're building Maybelline in a traditional manner — the same way you're sitting with your mom watching put her makeup on; the same way you're having dinner with your family," she said. "Connecting with the consumer by building new traditions, and the way music is connected to that is important."

On the new platform, she said: "We love partnering with an expert like Billboard who has their eye on the pulse. From all the research, the Latinx community is super engaged in beauty. They're very passionate and connected to beauty, that's what makes them special."

Maybelline, owned by L'Oréal, deepened its partnership with "Love Island" by launching Lifter Gel, a lip oil-in-gel gloss, four weeks before the show's June 2 premiere, Glossy reported on August 28.

Billboard's Recent Partnerships

According to akta.pro company records, Billboard launched Billboard India in June 2026 with Other Side Ventures Pvt. Ltd., establishing Mumbai headquarters to document Indian music through editorial, charts and awards. The same records list a June 2026 partnership between Billboard Canada and NXNE for a five-day live music series at The Well in Toronto from June 10-14, 2026, headlined by Finn. In May 2026, Spotify launched more than 650 long-form magazine articles in narrated audio format sourced from publications including Billboard, Rolling Stone, The Atlantic, Vogue, Variety, WIRED, Vanity Fair and Pitchfork.

Latin Music Week's Earlier Announcements

Billboard Latin Music Week 2026 opened October 19 in Miami Beach with panels on Spanish-language music, Brazilian music and viral content, Yahoo reported. Billboard and Starlite Music Group announced the return of Billboard No. 1s to Spain in 2026-2027, with a December 2026 event at IFEMA Madrid, PRESSBEE reported on October 20. Billboard and Walmart hosted Zhamira and her parents in Miami for a dinner celebrating Latin traditions and family, Billboard reported on October 19.

Awards Show on October 22

Billboard Latin Music Week 2026 runs October 19-22 at the Faena Forum Miami Beach, with the 2026 Billboard Latin Music Awards airing October 22 on Telemundo and Peacock, Yahoo reported. Billboard and Telemundo announced performers and presenters for the awards, with Wisin and Ivy Queen joining the lineup and Peso Pluma leading with 17 entries.