The Rise & Power Of Reggaeton

By Marcel “The Messenger” Jeremiah

Whether you’re streaming popular playlists on Spotify or hearing the latest hits on the radio during your commute, there’s a big chance some Latin music has commanded your attention. Cardi B broke records with her 2018 debut album Invasion Of Privacy and her single “I Like It” earned platinum status. Featuring two of the leading artists on the Reggaeton wave, Bad Bunny and J Balvin, helped make the Latin trap bop a party anthem that made people move all year. As we wait to see if the Pete Rodriguez “I Like It Like That” sampled hit will take home the Grammy for Record of the Year, the praise of these now mainstream stars are creating a shift in the type of music that’s dominating the Top 40 space.

A recent episode of Tech This Out News features Sony Latin Marketing Director Ray Annes and listeners gain some insight on how Annes is helping to showcase some of the biggest names in Latin music. The roster of artists he’s currently working with include Ozuna, Bad Bunny, Maluma and J Balvin. As the U.S. continues to incorporate more global hitmakers into the mainstream space, expect to hear more Latin bangers remaining on heavy rotations throughout 2019. According to data company BuzzAngle, the Latin genre took a 9.4% share of the 2018 market as the fifth-biggest genre examined when it comes to album sales. Don’t be surprised if some of your American faves decide to join the Reggaeton wave as well.

Ray Annes Interview Highlights:

On the rise of Bad Bunny: “Bad Bunny was somebody that was discovered, he was in college in Puerto Rico and working at a supermarket at the same time to support his craft. DJ Notion, one of the pioneers of Reggaeton, heard his sound and knew right away he had the hits. He was the Quincy Jones, the Puff Daddy of Reggaeton…”

On the commercial power of Reggaeton:“Forbes has the Hispanic community as the #2 consumer in the world as of right now, so our buying power is second to none.”

On the horizon for Reggaeton:“I would say Dembow, which is the roots of the genre. More cross culture, I believe more working with other rappers and American artists. I think that it will continue to rise and build. I think music communities as a whole are embracing it.”

Stay tuned to Music Connection for more updates from Tech This Out America…