Between sips of the same mate, Milo J and Trueno made a clear case that Latin music’s global reach doesn’t come from watering down local identity, but from leaning into it. During a panel at LAMC (Latin Alternative Music Conference) on Thursday (July 30), moderated by Billboard‘s co-chief content officer Leila Cobo, the Argentine artists agreed that their connection with audiences at home and abroad has come from making music rooted in their truth, their neighborhoods and their language.
“The best thing we could do was make music with our identity,” Milo J said, sharing that he never built his sound around trying to “blow up” or come off more universal. Trueno pushed the idea even further: “The world listening to us is a consequence.”
That idea ran through much of the conversation, as both artists spoke about how soccer culture, a sense of belonging and neighborhood life shape not just their lyrics, but the way they understand the world. “In my country, soccer isn’t just soccer — it’s life itself,” Milo J said. Trueno, for his part, described soccer as “a feeling of identity,” helping explain why both artists have built such distinctly Argentine worlds without losing international resonance.
Beyond the conversation around identity, the panel also offered several reflections on craft. Both artists said building a lasting career depends less on following formulas than on protecting your own voice. Trueno urged emerging artists to be “as much yourself as possible,” stressing that the audience that stays is the one that connects with something real. Milo J emphasized the importance of building community early on by surrounding yourself with friends, creatives and collaborators who grow alongside you.
There was also room to talk about the less glamorous side of the business. Both Milo and Trueno acknowledged that, over time, they’ve had to learn about contracts, teams and legal protection — the part of the journey that often gets overlooked when a project takes off fast. On that front, both emphasized the importance of having trustworthy people around them, from family members to lawyers and close collaborators.
In one of the panel’s most talked-about moments, the two also struck a cautious tone on the use of artificial intelligence in music. While they acknowledged it can be helpful as a support tool for demos or references, they agreed it can’t replace the weight of human experience. For Trueno, art remains “irreplaceable,” while Milo J defended the value of process: learning, trying, messing up and building a body of work from scratch.
The two artists have previously teamed up on tracks including “Gil” (2025). This week, Trueno shares a Billboard cover story with Bella Kay and Slayyyter. Milo J continues to stand out with his album La Vida Era Más Corta (2025), while Trueno keeps building momentum with his recent LP TURR4ZO (2026).
LAMC runs through Saturday (Aug. 1) with more panels, showcases and concerts, including its SummerStage closing event in Manhattan’s Central Park on Saturday where both artists will perform.
