2020 is over, an unexpected year that has put us to the test in every way with the global pandemic and that will undoubtedly be remembered in the history of humanity. But beyond the obstacles and difficult moments, we want to highlight one of the musical phenomena of the decade that ends. When we specifically analyze those ten years in the world of entertainment and the contributions of Latino artists in each of their areas, there is an urban music movement that historically stands out globally. From 2010 to 2020 these artists became a milestone in commercial music, something unprecedented.
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The Latin urban movement that began in the streets and has a presence of titanic magnitudes in the Anglo-Saxon market and the world. They have their supporters and detractors, like everything that is successful, but the reality is clear: urban Latin music is more consolidated than ever. Therefore, in HELLO! USES They have titled their digital cover as ‘the success of the decade’ and present in the year-end edition three current musical references – without detracting from the great work that other exponents of the urban genre have been doing and have done – Bad Bunny, Natti Natasha y Rauw Alejandro.
HELLO! USES managed to bring together an important group of artists, executives and leaders of the urban genre to tell a little more in depth, what we have called an overwhelming success, very special for all Latinos. They spoke with executives of the platform streaming Apple Music, Jennifer D’Cunha, global head of Latin Music, as well as Jerry Pulles, Latin music programmer for Apple Music, who shared why urban music is currently the most desirable genre in the industry, the influence it exerts globally and the projection of a rhythmic school that has come to stay indefinitely thanks to the continuous cultivation of new talents. Finally, Angel “The Guru” Vera, driver La Fórmula Radio with El Guru in Apple Music, one of the characters with more urban culture today, and he himself provides a historical vision of these years.
Understanding gender with ‘the guru’
The fascinating emergence and the notoriety that urban music has acquired in the last decade it would not have been possible without the support of the different commercial exhibition platforms. Ángel “El Gurú” Vera has become a present voice who tirelessly supports the spread of reggaeton and he himself helps us understand how Latin music has evolved from this genre. “Reggaeton music started in Carolina (Puerto Rico). Carolina is like the Bronx in New York, where hip hop started. Well, reggaeton started in Carolina, which is where I come from. In 2007, me and my brother decided to sing because there came a time when Everybody wanted to be like Daddy Yankee. Nobody wanted to play any sports anymore, everyone wanted to be like Daddy Yankee. Even artists like J Balvin, who is now one of the greatest in Colombia, also wanted to be like Daddy Yankee“, Explain.
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“In 2012 it was that I opened ‘Rapetón’, which at first I created it to promote our music. Later, I listened to many artists who did what we were doing and many singers wanted us to give them the opportunity to play with us. Among them were Bad Bunny, Ozuna, Anuel, Bryant Myers, Almighty, the new generation started in ‘Rapetón’ “, he points out. Those emerging singers revolutionized everything in several aspects: in names, clothing, music, etc.” You have to be in business because you make a lot of money, it is reality . Now you see how a Ozuna receives 100 million dollars for a contract with Sony. At that time, artists like Daddy Yankee had to carry the cross … at that time, if you listened to reggaeton, you could get imprisoned “, he confesses. Despite his unconditional support for the old and new guard of urban music,” El Guru “believes that there is an artist who at this time has managed to set the bar very high for future generations.
“I think the key figure for me is Bad Bunny. All eyes were on him because he was doing what he’s not supposed to do for a rapper. He became that kid who did what he really wanted. If you give me to choose the artist of the decade, it’s Bad Bunny, “he says.” It wasn’t Marc Anthony, it wasn’t Ricky Martin, it wasn’t Juan Luis Guerra, it was an urban artist. the one that first hit number one on the Billboard 200. I know it’s different because there is the streaming and platforms like Apple Music. The numbers are important and they have made urban music, Bad Bunny, make the platforms want to put him on it “, he adds. With respect to the current queens of reggaeton, the creator of” Rapetón “suggested the following:” When one thought In women, the first thing that came to mind was Puerto Rico, Ivy Queen … However, we talked about Karol G, Colombian, Natti Natasha, Dominican Republic, Rosalía, from Spain. It is no longer from Puerto Rico, it is from the world. I think women can achieve more if they come together a little bit more. “
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Ambassadors of urban music
It is no coincidence that during the last decade urban music has become the “new pop” of this generation, since the mainstream certifies it. “Latin music is the fastest growing genre for Apple Music here in the United States “, Jennifer D’Cunha, Global Head of Latin Music commented to HELLO! USES. For example, seeing figures of international stature such as Bad Bunny, Natti Natasha and Rauw Alejandro indicate that urban music went from being a clandestine style to forming the rhythmic DNA of a considerable global audience. Today, these names and many others that for years have been part of the growth of the genre, have become a trademark that creates large profits. His commercial strategies have promoted the evolution of this type of music, which has found in collaborations an effective way to capture the attention of his followers around the world.
Benito Martínez Ocasio (Bad Bunny) has taken music to another level, redefining the rules of the game, Natalia Gutiérrez Batista (Natti Natasha) has taken the reins among women with an undeniable success and not to mention Raúl Ocasio Ruiz (Rauw Alejandro), who being one of the youngest representatives is already a giant of music. “This year has been incredibly historic for Latin music in general. I mean, Bad Bunny gets a historic debut on the new Billboard 200 album chart. It’s the first time a Spanish album has done it, and when you think about it, it’s something Luis Miguel could never achieve. Gloria Estefan did not. Alejandro Fernández did not. Julio Iglesias did not. Enrique Iglesias did not. Ricky Martin didn’t make it, but he made it a reggaeton album. This is incredible“Jerry Pulles, Latin Music programmer at Apple Music confirms.
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