HOUSTON—You may have noticed that Spanish programming is growing on the radio, but you might be surprised to find out who is tuning in to the Latin radio boom.

Long before it was announced that Houston would host the Latin Grammys, groups like Mexico City’s Reik made it a point to stop by the Bayou City to be heard on radio stations like Mega 101.

In fact, Houston radio is a hotspot for some of the industry’s biggest names.

“It’s, of course, growing – the demographic. It’s like an evolution in the Hispanic market,” radio host Beto Najera said.

Mega 101 wasn’t always a Spanish language station. Just four years ago, it switched over from an English hard rock format.

That caused a stir.  But now, Mega 101 says many of its listeners don’t even speak Spanish.

“A lot of the people, they like the beats. They like the music, and it’s so easy for just anybody to like the sound of the music. It doesn’t matter who you are,” Ellie Escobar said.

“We actually have a lot of people that call and ask about the songs, and we have to spell the name for them because they are like, ‘How do you pronounce that?” Mega 101 morning show producer Valentin Gallegos said.

Radio stations expect the popularity of international Spanish music to keep soaring in Houston, and that has a lot of fans hoping the Bayou City becomes a regular stop for the Latin Grammys.