Colombian singer Maluma performed his song "Tu Recuerdo" during the 52nd [1] Annual American Music Awards on Tuesday.
The appearance highlights the growing influence of Latin music on the global stage and Maluma's effort to integrate Colombian cultural elements into mainstream U.S. award shows.
Broadcast live on CBS and streamed via Paramount+ [1], the performance focused on energizing the crowd. Maluma used the platform to promote "Tu Recuerdo," a track from his album "Loco x Volver" [2, 4]. The singer said he aimed to bring a specific "Colombian flavor" to the event [3, 5], which resulted in the audience dancing along with the performance [1].
Leading up to the event, Maluma teased the appearance by dancing salsa to signal the cultural direction of his set [3]. This strategic focus on heritage served as a celebration of Colombian culture within the context of the 2026 [2] ceremony.
By combining modern pop elements with traditional influences, the performance served as both a promotional tool for his new music and a cultural showcase. The 52nd [1] edition of the awards continued the trend of diversifying the musical genres represented in primetime broadcasts.
“Maluma performed his song "Tu Recuerdo" during the 52nd Annual American Music Awards”
Maluma's performance reflects a broader shift in the US music industry toward 'glocalization,' where artists maintain deep ties to their national identity while scaling their reach. By centering Colombian culture at a major televised event, Maluma leverages his global celebrity to elevate regional heritage into a commercial asset for his latest album cycle.
