What Is 'Latin Music' Anyway?

The term 'Latin Music' can encompass everything from Celia Cruz to Bad Bunny to Selena Gomez to Los Tigres del Norte. It's rock, pop, hip hop, salsa, bachata, reggaeton, and so much more. So...what exactly is the connective tissue? Language? The ethnicity of the artist? Pure vibes? Or is it something else entirely?