Amazon Music and Shakira are turning her most famous post-breakup declaration into a legacy that goes well beyond the important advice of monetizing betrayal and heartache. "Las mujeres ya no lloran, las mujeres facturan" became a rallying cry, an album title, and the soundtrack to a world tour.
Now it has inspired an Amazon storefront for women-owned businesses and a partnership that aims to provide free artificial intelligence and cloud computing training to one million women in Latin America by 2028. The effort begins in Colombia, where Shakira's Fundación Pies Descalzos has spent decades working with children and schools. Among the women it intends to reach are the mothers of those children.
"The way we've brought Pies Descalzos together with Laboratoria (a Latin American nonprofit that helps women build careers in technology) is through the mothers of the children at the schools the foundation works with," Rocío Guerrero, Amazon Music's director of music for Latin America and Iberia, told this reporter. To the music executive, connecting the children's education with opportunities for their mothers brings the project "full circle."
On October 3, Amazon Music, Prime Video, and Twitch will stream Shakira's Madrid concert worldwide for free. The company says it is the first global livestream of a complete Shakira concert. The show gives this year's campaign its biggest stage. Guerrero hopes the work attached to it will reach women who may never set foot in the venue.
From "Las Mujeres Facturan" to "Las Mujeres Ayudan"
The first half of the plan takes Shakira's lyric literally. Las Mujeres Facturan con Amazon Music, a storefront on Amazon.com, will feature products from women-led businesses, with a particular emphasis on Latina entrepreneurs. Guerrero said the selection spans jewelry, books, perfume and music. Women interested in selling through Amazon can use the company's existing seller application process.
Then, Guerrero said, her team asked what else that line could do. "We said, wait, there's something more. Women don't just make money. Women help, too."
That thought became Las Mujeres Ayudan. Through the initiative, Amazon Music, Amazon Web Services, Fundación Pies Descalzos, and Laboratoria are launching AWS Entrena Latinas, which will offer training in Spanish on AI and cloud computing. The partners have set a goal of reaching one million women by 2028. That figure is a target for the new program, rather than a count of women already trained.
For Guerrero, the question is immediate: "How can those mothers and those women use AI so they can adapt at the same speed as the rest of the population?" She said she wants women to have the tools to participate as technology changes their lives and work. "That there is parity," she added.
The partnership also gives Shakira's longtime education work a new audience. Her foundation has generally focused on children and the new training effort extends that attention to women in their families. The Amazon Music's partnership with Shakira extends beyond the October 3 concert. Through AWS Entrena Latinas, Amazon Web Services, Fundación Pies Descalzos and Laboratoria plan to offer free AI and cloud computing training in Spanish to one million women in Latin America by 2028.
The approach has a precedent in Puerto Rico, where Amazon Music and AWS brought a coding workshop and donated supplies and technology to Escuela Miguel Meléndez Muñoz, the public high school Yandel attended, as part of Amazon Music's City Sessions launch with the singer.
Guerrero said the goal is to help children understand cloud technology and AI while giving women the skills to use those tools as the world of work changes.
Shakira's foundation was here long before the tour
Shakira founded Pies Descalzos in 1997, after her first international success. Its early work focused on children affected by displacement and poor nutrition in Colombia. The foundation later developed and supported schools, including projects in Quibdó and Barranquilla. After the devastating earthquakes in Venezuela and Colombia during the summer, the artist pledged $1.25 million to help rebuild schools.
Shakira visited Colombia's earthquake-hit Choco department, pledging to build 10 new schools after a 7.4-magnitude quake killed 280 people and injured more than 4,000 pic.twitter.com/lQ9pELk6XZ
— Reuters (@Reuters) August 18, 2026
There is already a technology link between Shakira's foundation and Amazon. In 2024, Pies Descalzos joined Amazon and Code.org on a computer science education project for Spanish-speaking students. It began with teacher workshops in Barranquilla, and the foundation said it expected the training to reach nearly 2,400 public school students. Shakira also made songs available for an interactive program that teaches children to code through music.
The new effort moves from children learning the basics of computing to women learning tools that could affect their employment. It is a much bigger promise, and its results will depend on how many women the partners actually reach and what opportunities follow the training.
The Bad Bunny precedent
Guerrero has helped build this kind of artist partnership before. In September 2025, Amazon carried Bad Bunny's final Puerto Rico residency show across Amazon Music, Prime Video and Twitch. Guinness World Records recognized it as the most-watched Amazon Music livestream by a solo artist. The concert drew more than 340,000 concurrent viewers on Twitch alone, an estimated 11.2 million total viewers, and roughly 25 million streams across the three platforms. Fans kept the moment moving beyond the broadcast, generating more than 217 million social views and 2.6 million interactions globally.
The 31-show residency drew reported ticket sales of about 500,000 and generated an estimated $379 million or more in economic impact for Puerto Rico.
Guerrero sees a similar possibility with Shakira, shaped around a different mission. "We don't want to be just a streaming platform," she said. "What we really want is to have an impact and bring together community, commerce, culture and music."
Amazon Music's annual Latin music celebration has followed the sounds Guerrero and her team see changing the culture. A previous campaign spotlighted regional Mexican music; last year's focused on Puerto Rico. This year, the focus is women.
"It's the moment we've been waiting for for many years," Guerrero said of the growing visibility of women in Latin music. She pointed to artists including Karol G, Greeicy, Rosalía, and Elena Rose, as well as women working behind the scenes. "It's the result of many years of work."
A lyric that kept growing
The line behind the Amazon storefront came from Shakira's 2023 collaboration with Bizarrap, released after her split from Gerard Piqué. What began as a sharply personal song became the organizing idea for her 2024 album, Las Mujeres Ya No Lloran, and then a tour. The album won the 2025 Grammy for best Latin pop album.
Guerrero thinks Shakira's staying power is part of the story. The singer has spent more than three decades finding new audiences, she said, "not just being around, but remaining relevant." Shakira, in a statement provided by Amazon Music, said the tour "has become much more than I ever imagined." She added that she was excited to share the Madrid performance with fans around the world.
Amazon has built plenty for those fans: a Shakira museum at the ES Latina event in Madrid, a new Amazon Music Original remix of "Dai Dai" produced by RVSSIAN, and an exclusive vinyl edition marking 25 years of Laundry Service. Guerrero said the museum will trace Shakira's music, fashion and other milestones, while the event will also give the women's business and training initiatives a physical presence.
The October 3 concert begins streaming at 2:45 p.m. ET through the Amazon Music app, Prime Video, the Amazon Music app on Fire TV and Amazon Music's Twitch channel. Amazon says no subscription is required.
Guerrero would not disclose the surprises planned for the show. She did remember the way Bad Bunny's broadcast spilled out of individual screens and became something people watched together. A colleague, she said, returned to his apartment building and found neighbors watching it on floor after floor.
She hopes Shakira's fans gather in the same spirit. This time, the story Amazon Music wants to carry beyond the screen starts with a mother in Colombia who could learn a new skill while her child learns at a school Shakira helped support.
