The Latin American Music Awards (LAMAs) is an annual awards show that celebrates the most popular Latin music artists and their contributions to the genre. Established in 2015, the event honors achievements in various categories, including Reggaeton, Salsa, and Bachata. The awards are determined by a combination of fan votes and industry experts, highlighting the influence of Latin music in the global music scene. The ceremony features live performances from top artists, making it a significant event for fans of Latin music. Broadcast on television, the LAMAs also promote cultural diversity and showcase emerging talent from across Latin America and the United States.