Billboard and Maybelline Announce "Maybe we're next" Partnership for Music Artists
Billboard and the beauty brand Maybelline have announced a partnership called "Maybe we're next," a platform meant to give music artists more visibility. The news came during the Executive Keynote at Billboard Latin Music Week 2026, held on Tuesday, October 20, the event's second day, according to Billboard.
Yasmin Dastmalchi, president of Maybelline and essie US, took part in the 30-minute session. Billboard's Leila Cobo moderated the conversation. The event's schedule had listed the keynote as a session on how artists build partnerships in the industry.
Maybelline has worked with musicians before. In September 2025, it partnered with Miley Cyrus to reinvent its "Maybe it's Maybelline" jingle, and it named her a Maybelline ambassador, meaning a public face who promotes the brand. The company has also teamed up with Becky G after she mentioned Maybelline in her song "Marathon," and it launched a campaign with Argentine rapper Nicki Nicole for its Superstay Matte Ink lipstick.
Billboard Latin Music Week runs from October 19 to 22, 2026, at the Faena Forum in Miami Beach. Speakers on the final lineup include Rubén Blades, Anthony Ramos, Lenny Tavárez and Tito Nieves. The programme also features a Superstar Q&A with the group Fuerza Regida and a Women's Panel. On the first day, panels covered algorithms, which decide what music people hear on streaming apps, and the independent music scene, meaning artists and labels that work outside the major record companies. The Billboard Latin Music Awards follow on Thursday, October 22, broadcast live on Telemundo and Peacock.
Brand partnerships like this one are a growing way for musicians to earn money beyond record sales. A company pays for a link with an artist, and the artist gets exposure to the company's customers. That is the general pattern. The announcement itself did not set out the details, and the material reviewed for this story did not include financial terms, how artists will be chosen, or how the platform will work in practice.
Billboard describes the partnership as a way to give artists visibility. The next details are likely to come from the companies themselves in the days after the event closes.
