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But you can’t imagine how many huge artists call me all day, and there comes a moment where you have to say no. I admire you, I’m a fan, I know that you’re a legend, but I’d have to release a song daily if I said yes to everyone.

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J BalvinModernica is happy to announce our collaboration with Chicago-based visual artist Louis De Guzman and global music artist J Balvin celebrating SpongeBob SquarePants 20th anniversary. For the record, there was a fair amount of booty-shaking on and off the stage at Toyota Music Factory on Friday; that’s the J Balvin effect. Even for some strange gringo” like myself who doesn’t understand the lyrics, the music just makes sense.

But at this point in the steady ascent of Latin pop, Balvin’s ideas felt like an inevitable future, one where a diverse young crowd recognizes the music on its merits, and even mainstream Coachella-goers know it as the pop music it is. Plenty of Spanish-language acts have played here before, but none had the hits and self-assertion that Balvin did about his own place in pop.

The Colombian chart-topper is best known for his hit track ‘Mi Gente’, as well as collaborations that include ‘I Like It’ with Cardi B and Bad Bunny and Familiar with Liam Payne.

In order to understand the context of the boycott, here is a brief history of Reggaeton as a genre, an explanation of the current controversy, and breakdown of the controversial history of the Latin Recording Academy’s treatment of “Urbano” music.

Balvin is the linchpin of that industry shift. No longer does a Latin artist have to change their style or sing in English to appeal to an international fan base.

J Balvin, who grew up on Metallica and Nirvana, had his paradigm shifted by Daddy Yankee, whom he calls the Jay Z of Latin hip-hop. As a teenager, I was such a fan that I was copying his style, the way he moved onstage, his flows, his raps,” J Balvin said.

J Balvin and Maluma are the faces of contemporary Colombia, and, just like Shakira a few years ago, they have helped wash away the harmful stereotypes that still subsist in popular culture. More so, they were both born and raised in the city of Medellín, which in the 1980s and 1990s became the infamous epicenter of the drug trade. J Balvin and Maluma are the perfect poster boys for the post-Escobar Medellín: creative, energetic and stepping firmly into the future. In one of the handful of photos together they have posted on social media, Maluma wrote: Medellin pal mundo cucho!! Medellin tiene mucha luz para dar!!” (From Medellin to the world!! Medellin has a lot of light to give!!). Great artists go back to their roots.

With newfound popularity and growing fame, J Balvin announced his Arcoiris Tour” a 25-date North American tour in collaboration with FriendsWithYou The opening track of the show, titled Reggaeton,” offers a preface of what to expect from the two-hour-long show.

Balvin’s collaborations were as notable as his own work that year. He and Julión Álvarez were featured on Juan Gabriel’s single “La Frontera.” His “Latino Remix” of Justin Bieber‘s smash “Sorry” scored big for both artists at Latin pop radio and in digital streaming and downloads. In May 2016, he released the single “Bobo,” produced by Pharrell Williams, who also appeared on the track along with Mosty and Bia. It topped the Latin songs chart. The full-length, Energia, features additional contributions from Bull Nene, Daddy Yankee, Fuego, Yandel, and Juanes.

Last year, Balvin (real name José Álvaro Osorio Balvin) released his megasmash Mi Gente” with French DJ and producer Willy William, followed by a remix featuring Beyoncé Both songs were everywhere; the original currently has over 2 billion views on YouTube , while the remix has over 79 million But those two songs weren’t just major successes on the charts. More than that, they helped other Latin rap artists, like Bunny, cross into the mainstream.

Songs that I did at that time which are now hits? There’s Diles,” which was obviously the first one that opened many doors for me. But then, after that, I continued making songs like Tú No Metes Cabra,” “Tú No Vive Asi,” even the song Balvin and I made, ”Si Tú Novio Te Deja Sola,” and many others, like Soy Peor.” Almost all of my singles were on SoundCloud first.

This photo was taken in Mexico City in 2016 when Maluma’s and J Balvin’s stars were just aligning and they were crossing over to international stardom outside of the Spanish-speaking market. This photo is a true delight: the past and present of a genre that has defined Latino music today. Who could have guessed they’d be such major artists today.

His breakthrough came in 2014 with the single “6 AM” featuring Puerto Rican singer Farruko which peaked at number 2 on the Billboard Hot Latin Songs chart. In 2016, he released Energia, which included the hit singles “Ginza”, “Bobo”, “Safari”, and “Sigo Extrañándote”. In June 2017, J Balvin released the single “Mi Gente” with Willy William. On 1 August 2017, “Mi Gente” topped the Global Top 50 on Spotify, and later reached one billion views on YouTube. In January 2018, he released the hit single “Machika” featuring Jeon and Anitta. He collaborated with Cardi B and Bad Bunny on the US Billboard Hot 100 number-one single “I Like It”.

Coming from Colombia José Álvaro Osorio Balvin, better known as J Balvin, is undoubtedly one of the most popular Latino artists of recent years. He successfully combines the tradition of Puerto Rican reggaeton with the rhythm of Colombian pop and hip-hop. From the release of the breakthrough album “La Familia” (2013) to last year’s “Vibras”, he won numerous awards, including 3 Latin Grammys and 3 Billboard Latin Music Awards. He has over 50 million fans on social media, and his videos have been watched over 10 billion times in total. No wonder that with this popularity J Balvin has become one of the most sought after collaborators by the giants of modern pop. Among them were Beyoncé, Justin Bieber, Pharrell Williams, Ariana Grande, Major Lazer, Daddy Yankee, and Camila Cabello. However, thanks to his collaboration with Cardi B and Bad Bunny on „I Like It” he hit the top of the Bilboard Hot 100 for the first time.

Other Urbano artists like Maluma and J Balvin reshared the image with their own captions reflecting similar sentiments to Daddy Yankee. Daddy Yankee, J Balvin, and a number of other famous Latin music artists announced their boycott of the upcoming 2019 Latin Grammy Awards.

After the massive backlash the Academy received on social for the lack of Reggaeton artists on the list of nominees, it released a statement on the matter.

The awards, which will take place on November 14, will go on without artists like J Balvin, Nicky Jam, and Maluma in attendance. Bad Bunny, you recorded with Drake. Chris Brown called you to dance onstage to Krippy Kush” with him.

While Balvin performed a number of his collaborations with Bad Bunny (from Oasis as well as other projects), San Benito did not make an appearance in person at Saturday’s show. He did, however, appear in FriendsWithYou form: After a few introductory bars from Pete Rodriguez’s 1967 single I Like It Like That,” Balvin was joined onstage by hilarious big-headed versions of Cardi B and Bad Bunny as he performed his verse from I Like It,” the trio’s chart-topping hit from last year.

Balvin: Latin trap is super necessary. I think it’s very important, and it will continue to be important. It allowed the old-school artists to be able to say, Okay, I have to leave my comfort zone and I’m going to get on this wave and reinvent myself.” Some might not reinvent themselves, but others will.

This led the medium to be hailed as the Latin brother to the US born hip-hop genre, with stars such as Daddy Yankee and Nicky Jam hitting the charts with a steady stream of macho and testosterone-filled party tracks.

They represent the coming future of Latin and global pop where language is less a barrier than an invitation. There’s no better place to prove that than the biggest stages at Coachella, and in this pointedly global year, they’re making their case with aplomb.

Balvin has been featured on Latin remixes of songs by Ariana Grande, Robin Thicke, Maroon 5 and Justin Bieber, and he has collaborated with artists like Pharrell Williams, Beyonce and Cardi B, among many others.

J. Balvín was born José Álvaro Osorio Balvín on the 7th of May 1985. Born and raised in Medellín, Antioquia, Colombia, he debuted as a reggaeton singer in 2009 and has since become one of the country’s biggest musical exports in recent memory.

Balvin: Yes, of course! Latin music has always existed in our own cultures and countries, but now it’s receiving more of the recognition it deserves because the way music is consumed. Technology and new media have provided a way for music discovery tools to be available to everyone everywhere, which is why so much of our music is now popular in places and in markets never reached before.

In addition to the lack of Reggaeton artists nominated for top categories like album of the year, the Academy was heavily chastised for the few artists with arguably Urbano tracks that were nominated like Rosalía and Alejandro Sanz because they are both Spanish artists. In fact, both artists took home a high number of top nominations each, with Rosalía nominated for five awards and Sanz nominated for eight.

Set in a cabaret club, the music video for La Canción” most distinctly features the collaborators in traditional face makeup. It seems the reggaetoneros-turned-crooners are trying to kindle a sense of already being dead” to their exes, with an airy apparition eventually making its appearance on the dance floor. The moody, redlit atmosphere only adds to this phantasmal feeling. As a woman dances with her partner (and is, intentionally or not, dressed much like the salsa emoji), she appears to grow wistful at the song playing, too.

If Blackpink’s set Friday night was a signal that K-pop can thrive here, Balvin’s set was maybe an even more radical assertion: that Spanish-language, Latin American artists are as much a part of the mainstream in the U.S. as anyone.

J Balvin basically makes positive party music that’ll make you want to dance. So far, he’s released six studio albums—Vibras, and La Familia among them, plus a collaboration with Bad Bunny , Oasis—and his singles have helped him break global records, putting him in the same category as Taylor Swift, Ariana Grande, and Ed Sheeran when it comes to popularity. In fact, a whopping four of his music videos have over 1 billion YouTube views.

There’s a reason Beyoncé wanted in on his remix: artists like Balvin and Bad Bunny and Rosalia (and Blackpink, for that matter) are bigger than their own genre scenes or regions.J Balvin

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