As a popular song says, these days "Seville has a special color". The Andalusian capital is warming up in the days before the Latin Grammy 2023, which for the first time in history will be held outside the United States. In advance of the big gala on Thursday November 16th, the city is already hosting concerts and events, which are attracting the entire musical media focus in the city. 

The gala, which is the annual event most seen by the Latino community in the U.S. and which expects to attract 100 million viewers worldwide, will bring a juicy economic income to the Spanish community. According to Eleconomista.es, the organization of the event estimated that the economic impact of the Latin Grammys will oscillate around 500 million euros.
The Spanish region bet it all on this. First, a sponsorship and marketing contract valued at 23 million euros was signed between the Latin Recording Academy and the Junta de Andalucía. It was this amount that convinced the Academy to export the gala for the first time outside US territory. In addition, the local government will invest a total of 18 million euros to support the production of all planned activities.

According to figures offered by the City of Seville, the visit of more than 10,000 artists and entrepreneurs in the sector will have an impact of about 50 million euros of benefits for the city. The hotels, both luxury and mid-range and low, are practically full, and visitors are already tasting the cuisine and the cozy atmosphere of Seville. 
The organization of events in the most exclusive spaces of the city, such as the Reales Alcázares, the Teatro de la Capitanía or the Casino de la Exposición, as well as the exclusive reservation of select spaces for private parties, will also be an important economic contribution for the city. 

The agreement signed between the Academy and the Junta de Andalucía is not limited to this week, where galas and concerts dedicated to flamenco, pop or urban music have already been held in the cities of Granada and Malaga. Specifically, a collaboration agreement on artistic activities was signed and it will last three years, although the intention is that in 2024 the gala of the Latin Grammy will return to the country of origin. 

Meanwhile, the main protagonists of the gala are preparing for the big night. Among the artists nominated for this 24th edition of the great gala of Latin music, are singers such as Shakira, Karol G and Bizarrap, who share a list of nominations with Spanish artists such as Quevedo, Pablo Alborán, Vanesa Martín or Rosalía. 
The broadcast of the Grammy Awards, which in Spain will be run by Radio Televisión Española and Univisión in America, can be followed from 21:30 local time. The gala is expected to generate more than 10 million social media interactions, in a global event that will serve Andalusia to become known worldwide.