"Despacito" Launched a Latin-Pop Revolution
Luis Fonsi and Daddy Yankee's "Despacito"
dominated 2017, spending 16 weeks at Number One, teaching the industry a big lesson:
"All-Spanish records can work," says Tom Poleman, chief programmer
for iHeartMedia. As a result, major labels are investing heavily in Latin
music, from trap to reggaeton. "The Latin population in the U.S. keeps
growing," says Fonsi, who expects the genre will compete with hip-hop,
rock and country. And just as Justin Bieber scored a hit by appearing on the "Despacito"
remix, more artists are gunning to work with Latin peers (Beyoncé and Logic
already have). "Before, we would seek general-market artists," says
Horacio Rodriguez, vice president of marketing at Universal Music Latino. "Now,
we're getting calls from them."