Tag: puerto rico

Reggaetón Mexa, el género que está arrasando en México

February 15, 2024

El reggaetón ha conquistado a oyentes de todo el mundo, pero en México el género reina. De hecho, México escucha reggaetón más que cualquier otro país en Spotify, y ha evolucionado hasta tener su propia identidad, a la que hemos llamado “reggaetón Mexa.”

Varias influencias creando un sonido único

El reggaetón mexa no es nuevo, está presente en el país desde hace más de dos décadas, y cuenta con influencias de otras regiones, como los sonidos originales del reggaetón de Puerto Rico, el dembow de la República Dominicana y la música electrónica urbana de Panamá. También incorpora sonidos de los barrios mexicanos y la cultura sonidera, creando una mezcla de ritmos que refleja el orgullo de la cultura urbana de Ciudad de México.

“La era del streaming ha conectado al reggaetón mexa con audiencias masivas. Los artistas de hoy utilizan la jerga local originaria de los barrios de la Ciudad de México, lo que los acerca y los hace más accesibles,” explica Uriel Waizel, Lead Music Editor de Spotify México. “En una celebración al estilo y lenguaje único de este movimiento, desde Spotify decidimos llamarlo ‘reggaetón Mexa’ para referirnos al género de una manera mucho más local.”

Una oleada de nuevos artistas

A principios de la década de 2000, artistas como Big Metra y La Dinastía marcaron la primera ola de reggaetón Mexa, que combinaba el dembow con el sonidero mexicano. Esta generación abrió la puerta a una segunda oleada con artistas locales como Pablito Mix, que introdujo elementos de cumbia al género. 

El panorama ha cambiado por completo en la década de 2020 gracias a una nueva generación de artistas estrechamente conectados con sus fans. En los últimos cinco años, el consumo de reggaetón Mexa en Spotify ha crecido más de 1,100% en México, con los oyentes de la Generación Z contándose entre los mayores fans del género. Según datos de Spotify, el 53% de los oyentes de reggaetón Mexa en la plataforma son menores de 24 años.

“En los últimos años ha surgido un renovado aprecio por el barrio mexicano, dando lugar a una nueva generación de artistas de entre 20 y 25 años. Estos artistas han nacido en el barrio y los fans los perciben como gente accesible,” dice Uriel. “La sinceridad y autenticidad de los artistas locales conectan de forma natural con los jóvenes que buscan una representación más auténtica de su identidad y cultura en la escena del reggaetón.”

Los pesos pesados actuales del reggaetón Mexa

La cantautora mexicana Bellakath es una de las artistas a las que los fans acuden en masa. Pilar de la escena del reggaetón Mexa, forma parte de la tercera ola del género en México. La música de Bellakath, su autenticidad y la relación con sus fans la han coronado como la artista mexicana de reggaetón mexa más escuchada en Spotify. Su sencillo “Gatita” es la canción del género más escuchada de todos los tiempos en nuestra plataforma. Otros artistas populares son Uzielito Mix, Ghetto Kids, y Dani Flow. Entre las nuevas promesas se encuentran Yeri Mua, El Bogueto, El Malilla, Profeta Yao Yao, Alu Mix, DJ Rockwel Mx, y Alnz G.

A continuación, puedes descubrir más datos sobre el género y sus principales artistas.

Echa un vistazo a nuestra playlist de reggaetón Mexa con las mejores canciones de todo el género.

Reggaetón Mexa, the Homegrown Genre Taking Over Mexico

February 15, 2024

Reggaetón music has already captivated listeners around the world, but in Mexico the genre reigns supreme. In fact, on Spotify, Mexico listens to reggaetón more than any other country and has evolved into its own identity, which we’ve dubbed “reggaetón Mexa,” or Mexican reggaetón.

Various influences create one unique sound

Reggaetón Mexa isn’t new—it’s been around for more than two decades. But this unique twist boasts influences from other regions, like the original sounds of reggaetón from Puerto Rico, dembow beats from the Dominican Republic, and electronic urban music from Panama. It also incorporates sounds born of the Mexican barrios, and sonidero culture, creating a blend of rhythms that reflect the pride of urban culture in Mexico City. 

“The streaming era has connected Mexican reggaetón with mass audiences. Today’s artists use local slang that originated in Mexico City’s barrios, or neighborhoods, which brings them closer and makes them more accessible,” explains Uriel Waizel, Lead Music Editor for Spotify Mexico. “In a celebration of the unique style and language of this movement, from Spotify, we decided to call it ‘reggaetón Mexa’ to refer to the genre in a much more local way.”

A wave of new artists, each making their mark

In the early 2000s, artists like Big Metra and La Dinastía ushered in the first wave of reggaetón Mexa, combining dembow with Mexican sonidero. This generation opened the door to a second wave with local acts like Pablito Mix, who introduced elements of cumbia to the style. 

The landscape has changed completely in the 2020s thanks to a new generation of artists who are closely connected with their fans. In the last five years, the consumption of reggaetón Mexa on Spotify has grown more than 1,100% in Mexico, with Gen Z listeners counting themselves among the genre’s biggest fans. According to Spotify data, 53% of the reggaetón Mexa’s listeners on the platform are younger than 24.

“In recent years there has been a renewed appreciation for the Mexican barrio, giving rise to a new generation of artists between 20 and 25 years old. These artists were born in the barrio and fans perceive them as accessible people,” says Uriel. “The sincerity and authenticity of local artists naturally connect with young people who are looking for a more authentic representation of their identity and culture in the reggaetón scene.” 

Today’s reggaetón Mexa heavy hitters

Mexican singer-songwriter Bellakath is one artist fans are flocking to. A pillar of the reggaetón Mexa scene, she’s part of the third wave of the genre in Mexico. Bellakath’s music, authenticity, and relationship with her fans have crowned her Mexico’s most-listened-to artist of reggaetón Mexa on Spotify. Her single “Gatita” is the genre’s most popular song of all time on our platform. Other popular artists include Uzielito Mix, Ghetto Kids, and Dani Flow. Up-and-comers include Yeri Mua, El Bogueto, El Malilla, Profeta Yao Yao, Alu Mix, DJ Rockwel Mx, and Alnz G.

Below, you can track more data on the genre and its top artists.

Check out our Reggaetón Mexa playlist, which includes the top songs from across the genre.

 

Spotify’s 10-Year Journey Elevating Latin Creators

December 18, 2023

In 2013, Spotify embarked on a transformative journey in most of Latin America’s Spanish-speaking countries, a journey that has since reshaped the rhythm of global music. This tenth anniversary of our presence in the region is not just a landmark in the history of Spotify; it’s also a celebration of how Latin creators—propelled by the power of streaming—have taken the world by storm.

Back then, Spotify’s global Top 100 charts featured no Latin songs. Today the musical landscape is radically different. Latin beats have not only appeared on these charts, but they’ve conquered them, growing at 28% annually on Spotify. More than one out of every five songs in the global Top 100 is Latin—a clear indication of the genre’s rising dominance and widespread appeal.

This era has been marked by the emergence of groundbreaking artists from cultural hotspots like Mexico, Colombia, Argentina, and Puerto Rico who have topped charts and reshaped the cultural fabric. “The music scene has experienced a revolution in recent years, where Latin rhythms from reggaeton to música Mexicana are dictating the global pulse,” says Mia Nygren, general manager of Spotify in Latin America. “At Spotify, more than simply witnesses to this phenomenon, we have been facilitators; we’ve seen constant and permanent growth of the industry in the last decade. It is an honor to be the bridge that unites these talented artists with global audiences.” 

The impact of Spotify in this Latin music surge is undeniable. It’s been the digital confluence where artists have met fans, resulting in a 986% increase in Latin music listeners on Spotify worldwide from 2014 to 2023.

 

“I am extremely excited about the future for us in Latin America. We’ve come so far and we have room to grow, but of course that comes with a huge responsibility,” Mia continues. “There is still more talent to be discovered, and we are excited to help them go from local stages to regional to finally the global scene. It’s noteworthy that 21% of all Spotify global users are in Latin America, highlighting the significant impact and potential of this market.”

For the Record also had the opportunity to hear from a few artists who’ve been with Spotify from the beginning of our journey in Latin America. Read on for thoughts from Argentina’s Yami Safdie, Mexico’s Ha*Ash, and Colombia’s TIMO below.

Yami Safdie

How do you think Spotify has played a role in advancing your career?

Spotify is absolutely essential for anyone starting out in the music industry. It’s been a key player in my journey, unlocking opportunities from being featured on playlists to recommendations that introduce my music to potential fans. I’m so thankful for this; I don’t think I could have come this far without Spotify’s platform.

Can you share a story that highlights how Spotify has changed the way you connect with your audience?

I absolutely love checking out the playlists that feature my songs. It’s thrilling to see that a significant portion of my tracks’ streams come from these playlists and the listeners’ own libraries. The creative titles of these playlists are always a highlight for me—they’re just so much fun. I often share these playlists on my social media and have great conversations about them with my friends and family.

Ha*Ash

How do you think Spotify has played a role in advancing your career?

Spotify has played an essential role in the growth of our career. The playlists and the platform’s wide audience have allowed people who possibly weren’t familiar with our music to now know and enjoy it.

Can you share a specific case or story that highlights how Spotify has changed the way you connect with your audience?

Spotify has democratized music in every sense. Today an artist can create a song at home and freely release it for the whole world to listen to. Similarly, the audience has the freedom to decide whether they like it or not, without any intermediary. It’s democratic for both musicians and audiences alike.

TIMO

How do you think music streaming has transformed the consumption habits of fans around the world?

We think the most significant impact since Spotify entered our lives is the expanded access it provided to music and artists. Previously there were numerous constraints with the formats available, but streaming has simplified everything. This simplicity has skyrocketed the number of times artists’ music is played. Undoubtedly, the advent of Spotify has transformed our lives.

Can you share a specific case or story that highlights how Spotify has changed the way you connect with your audience?

We leverage features like Canvas for our music promotion. When releasing a new track, we invite our audience to share videos of them singing or enjoying the song. We always select the best ones and include them in our Canvas. This helps us attract more listeners to our music on the platform and fosters a deeper connection with the song.

Casa Spotify: Puerto Rico Celebrates its Unique Sounds and Influential Legacy With Performances, Workshops, and More

June 12, 2023

Puerto Rico is famously known as La Cuna del Reggaetón (the Cradle of Reggaetón), and it’s still living up to its reputation as a Latin music giant today. In 2022 alone, listeners globally streamed nearly 13 billion hours of Latin music on Spotify, with five of the top 10 Latin music artists hailing from the influential island. And it’s this rich legacy of music and culture that has us excited to open up the doors of Casa Spotify: Puerto Rico. 

Located in the heart of San Juan, this music and creator residency will take place June 20-23 and will serve as a hub for the music industry. Artists, aspiring creatives, and industry professionals will have access to a range of educational sessions, workshops, masterclasses, panel discussions, industry networking opportunities, and showcases. We’ll also be curating a state-of-the-art interactive museum experience that dives into the history of reggaetón and how the influential island of Puerto Rico earned its nickname.

Showcasing Puerto Rico’s music scene

Casa Spotify will serve as the venue for numerous showcases featuring many of Puerto Rico’s best artists—emerging talents and legends alike. Open to the public, these performances will complement the week’s slate of panels, and they’re open to fans as well. Take a look at our showcase lineup:

  • El Nuevo Urbano: This showcase highlights some of Puerto Rico’s strongest emerging talent. Performers include Jovaan, vf7, and Hades66, with a special appearance by Arcángel. 
  • Mujeres en Música: RaiNao, Ana Macho, and Chesca will take the stage in celebration of women and LGBTQIA+ artists in music. 
  • Sonidos de la Isla: Following the discussion on the various sounds coming out of Puerto Rico, iLe and Luis Vazquez will headline this showcase with PJ Sin Suela.
  • Rompiendo Puerto Rico: Celebrating urban artists across the island, Brray, Omar Courtz, Dei V, and Hozwal will offer up some of PR’s hottest sounds.
  • Fan Experiences: Top Spotify fans of Chencho Corleone, Young Miko, and Arcángel will be guests of honor at our exclusive “Fans First” experiences throughout the week. 

To wrap up the week, there will also be a surprise performer at the closing party. (Hint: It’s one of Puerto Rico’s legendary and most influential artists.)

Experts as educators

Along with the showcases and fan experiences, our workshops, panel discussions, and masterclasses during Casa Spotify will be led by experts from every corner of the industry. Each day of the residency will feature different educational sessions and will cover a wide range of topics. Here’s a sneak peek: 

  • Written By Live: Chris Jedi & Gaby Music: Two of the most prolific producers in Latin music—Chris Jedi and Gaby Music—will be leading the Written By Live panel, where they will give the live audience a deep dive into the hit songs they helped create. Attendees will have the chance to hear early demos of those hits and also find out what it takes to enjoy success as a songwriter.
  • Mujeres en Música: This panel will celebrate the impact women in music have had on the industry as a whole. Rising artist paopao and featured performer Chesca will be sharing their journeys on how they’ve built their careers and brands as women in the industry while reflecting on the importance of allyship among creators. 
  • Sonidos de la Isla: Spotlighting the various sounds that are emerging from Puerto Rico, this panel will feature doctor-turned-rapper PJ Sin Suela and artists Luis Vazquez and iLe as the featured speakers. Attendees will learn how these artists found success by crafting a unique sound and will get their insights on the global resurgence of tropical music.

But that’s not all we have planned. We’ll also be tapping our own talent to lead masterclasses on ways managers and artists can take full advantage of Spotify for Artists, the fundamentals of writing and publishing music, and the best practices when crafting pitches for PR and media outreach. These classes are designed to give Puerto Rico’s new wave of rising artists the tools necessary to reach the next level in their musical careers.  

As a leading force in how Latin music is streamed worldwide, we’re committed to elevating Puerto Rican artists to the global stage. And with Casa Spotify: Puerto Rico, we aim to connect with Puerto Rican artists, managers, and labels; develop long-term relationships; and make sure artists have our support and resources at their disposal. 

Check out the latest Puerto Rican sounds taking the world by storm on our Casa Spotify: Puerto Rico hub.

Discover the Creative Process Behind Myke Towers’ New Album, ‘LA VIDA ES UNA’

March 28, 2023

LA VIDA ES UNA cover

As Latin rap’s global influence grows, the release of Myke Towers’ highly anticipated new album, LA VIDA ES UNA, has given fans a reason to rejoice. Following 2021’s Lyke Myke and 2020’s Easy Money Baby, the Puerto Rican rapper’s latest release features Daddy Yankee on the lead single “ULALA (OOH LA LA)” and is gaining traction on some of Spotify’s most-popular playlists, like Viva Latino and Baila Reggaeton.

To celebrate the launch, Myke is pulling back the curtain on his creative process with a behind-the-scenes mini-documentary showing the world how LA VIDA ES UNA was made. 

 

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Produced in partnership with Spotify, The Making of LA VIDA ES UNA is split into three distinct parts, walking fans through the various stages of the artist at work. From writing and recording all the way to mastering, Myke gives fans a deeper, more intimate understanding of how he channels inspiration into irresistible hits and how “la vida es una” is his mantra and way of life. 

 

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“Many people are curious about my creative process, what inspires me, and the methodology behind my songs,” Myke told For the Record. “In general, I don’t like to share too many details, but I wanted to provide my fans with a preview. I want to inspire them to wake up every day with clear intentions, knowing that if they are consistent, they’ll achieve their dreams.”

 

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After seeing The Making of LA VIDA ES UNA, listen to the album behind it. Hit play on LA VIDA ES UNA now.

GLOW Artist Villano Antillano Finds Power in Community, Authenticity, and Being Fearless

February 23, 2023

Villano Antillano looking over her shoulder

It’s no easy feat to be as fearless and uncompromising as Villano Antillano. But for one of Latin rap’s first transgender artists, it’s a necessity.

Villano has been carving out a path for herself and other queer artists in Latin rap, making music that brings her challenging, raw, unfiltered experiences to the forefront in a time when queer people still face so much adversity. And now, she’s also one of Spotify’s first GLOW artists.

Spotify GLOW is a new global music program celebrating and amplifying LGBTQIA+ artists and creators. It’s our latest initiative through our Creator Equity Fund to support people of this historically marginalized community of voices and reassert our commitment to equity in audio. It ensures that queer creators, and their contributions to music and culture, are heard and honored year-round.

Born in Bayamón, Puerto Rico, Villano generated early buzz with hard-hitting tracks such as “Pajara,” “Culo,” and “Muñeca”—the last of which was recorded with non-binary rapper Ana Macho. 

In 2021, Villano enjoyed viral success with her feature in the single “Vendetta,” and went on to be on Bizarrap’s “Bzrp Music Session, Vol. 51.” This past December, she was a featured artist for Spotify RADAR US, and at the 2022 Latin American Music Conference, Villano was named one of its 2022 Wonder Women of Latin Music. She closed last year with the release of her debut album, La Sustancia X, a project that embodies the beauty and horror of growing up queer in the Caribbean.

For the Record sat down with Villano to talk about her music, her life as a trans woman, and what makes her GLOW.

Can you tell us a little about your journey into music? 

It’s been a long development. As a trans woman and a queer person, I didn’t really have access to this world until I paved my way into it. I was just in the trenches for the longest time, so I feel like my chances for opportunities were maybe lower than they would have been for people that aren’t queer because we’re just shunned out of all these places. So, now I feel like I can actually get things like people on demand, or a team and resources, and I’m just getting freaky with it now because I’m much more comfortable. But it took me a while. 

Growing up, did you have any queer artists who influenced you? 

No, because they didn’t exist in the public lens. We now know the story of Cristina “La Veneno,” who definitely changed the trajectory of my life when I found her on YouTube. But otherwise, I have very, very foggy memories of some slightly famous trans women who were public figures because they were so sexed up. I remember reading about them in the newspaper sometimes, but it was never treated with respect and dignity. There was no way they could have just been anything but a mockery on television and radio over here. 

I would say, however, there were cis-het females who went above and beyond because they really f*cked with the queer community and the queer public. Those two would be artists like Iris Chacon, who was the pillar of everything aesthetic and one of my biggest references. I feel like she’s one of Puerto Rico’s biggest artists. And Ivy Queen, of course, because I feel like she really took it upon herself to give the community space within her crowd and her music. 

How is music used to empower queer communities? 

I feel that art is a mirror of society. Since the advent of civilization, music has always been present, and it’s tied to the art of storytelling and how culture is kept alive through tradition. So, I feel like those things are of very fundamental importance to humanity. 

Music is also a mirror of our own experiences. I make music that makes me and other queer people feel empowered, and I created that feeling for myself because I needed it. I feel like we [the queer community] are a very empowered collective globally right now and we’re growing. Regardless of whatever is happening, we’re forcing people to take us into account. We’re here and you’re going to have to deal with it. I’m glad we’re moving so far away from the patriarchy because it was about time!

What makes you GLOW? 

Wow. A lot of things. You know, I feel like I take joy and find beauty in the little, ordinary things and in being at a point in my life where I can take a step back. Before I had access to this life and before I was a cemented and fully realized figure, I was just a poor girl from Bayamón trying to stay alive. I didn’t even have access to the minimal and limited resources we have here. So the power for me to obtain these things makes me GLOW. My community makes me GLOW, my friends make me GLOW, and the fact that I can give them a life that we never thought we could achieve before makes me GLOW. 

If you had one thing you’d want listeners to take away from your music, what would it be? 

Fearlessness. I’m very into sci-fi and am reading the Dune novels, and I really just come back to that “fear is the mind killer” line. Because fear is the mind killer, and nobody should have the power to make me feel fear because nobody holds absolute power over me, you know? And I feel like I communicate that fearlessness into my music. 

I feel like the life expectancy for trans people, specifically trans women according to the study, is around 35 years old. I’m 27. How, or why, would I let that limit me? It’s a fact none of us can escape, so I feel like, in a way, it’s what you do with that information. And what I’m going to do is not buy into this idea or narrative that there’s something wrong with me or that I’m f*cked up or erroneous.

I feel like as a trans person who has medically and socially transitioned, nothing has gotten me closer to my consciousness than the fact that I have actually had to feel my existence from all spectrums possible. And that’s no small feat; that only gives you power. The fact that I did that and I know exactly what I looked like when my body was full of testosterone and I know what it looks like now, three years into estrogen . . . everything I’m seeing, feeling . . . everything changes. 

You can’t tell me that’s not power. 

Listen to Villano on our flagship GLOW playlist:

A Beat, a Queen, and a Lot of Gasoline: ‘LOUD’ Podcast Explores a Genre’s Evolution

August 4, 2021

Few genres have taken the world by storm in recent years quite like reggaeton. The beat is said to have originated in San Juan, Puerto Rico, but it soon became a staple in music throughout Latin America, influencing countless musicians who have become icons of the genre. 

Starting today, LOUD, a new Spotify Original podcast, explores the full tapestry of reggaeton music—from its origins in San Juan to the successes of cultural hits like Daddy Yankee’s “Gasolina” to its prominence in cities like Santiago, Chile, and Medellín, Colombia. 

And who better to tell this story but Puerto Rican singer, rapper, and songwriter Ivy Queen?

Follow along over the course of 10 chapters and across five countries as host Ivy Queen weaves a story featuring special guests and Latinx music icons such as Nicky Jam, Zion y Lennox, Sech, and Maluma. They speak about their stories within the history of the genre, one that has generated massive hits, global artists, and the futuristic sound defining the 21st century.

For the Record spoke to creative producer Julio A. Pabón about the series, which was three years in the making. 

You’ve been reporting on this topic for years. What prompted the idea for this podcast?

I’ve always wanted to make the definitive audio documentary on reggaeton. There are so many stories, rumors, half-truths, and exaggerated facts out there that I knew someone had to set the record straight and tell as close to a definitive oral history as possible. At the time, our team helped with podcast development, so I took the opportunity to develop the series as an audio-exclusive offering.

The podcast is broken down into three parts. How and why did you pick the themes for these chapters? How do they come together to tell the overarching story?

The three parts are essentially created by watershed moments in reggaeton’s history that most people would describe as “genre defining.” Without giving too much away, the release of  Daddy Yankee’s song “Gasolina” was an example of one of those moments. 

We followed a chronological approach to telling this story, starting with the roots of reggaeton in the Black communities of Panama. As with most documentary storytelling, the themes revealed themselves as we moved forward and did more research from there. 

The podcast features the voices of so many influential artists and creators. Did anyone have thoughts or stories that surprised you?

So many things, and I grew up on reggaeton! I had a great experience learning about the origins of certain rivalries between MCs, Jamaican immigration to Panama, and the true meanings of certain colloquialisms, just to name a few. The one that probably will stand out most is that Daddy Yankee was a baseball prospect before getting shot in the leg and deciding to take music seriously. What would the genre be without him? And yet it almost didn’t happen.

What were the main challenges in putting together a podcast of this scope? 

Access was our biggest challenge. The genre is now in its thirties, so there are some people who are no longer with us and others who changed careers and never looked back.

What conversations about reggaeton are you hoping this podcast can spark?

I want this podcast to spark conversations about race, sex, and the politics of the culture. In the end, it’s an inspirational tale of how a marginalized community created a genre of music with universal appeal. The idea behind LOUD is to spark that inspiration many times over. This isn’t exclusive to reggaeton though—we want to explore K-pop, Afrobeat, and Brazilian funk in future seasons.

Stream the first episode of LOUD today.