At the beginning of this current year, the Latin music globe encountered a reckoning. Reggaeton and urban had, on the previous couple of years, helped take Latin conventional in america, but there have been few ladies one of the genre’s stars that are new. In 2015, only three feminine artists ranked into the top 50 of Billboard’s year-end Hot Latin Artists chart; both in 2016 and 2017, there have been four. “There were always hurdles whenever you decided to go to radio, ” claims Mayna Nevarez, whose PR/marketing firm consumers include Daddy Yankee and Natti Natasha. “There had been a continuous rhetoric: that ladies couldn’t be too sexy, which they didn’t offer, which they had been divas and complicated. ”
But through the year that is past a modification has arrived throughout the Latin landscape.
All three major labels are making an effort that is noticeable signal brand brand new feminine acts, in both the usa and throughout Latin America and Spain. Increasing feminine artists are collaborating with the other person significantly more than their predecessors ever did, crossing label lines (like their male counterparts do) and displaying comparable camaraderie on social networking — witness Natti Natasha and Becky G’s “Sin Pijama, ” a significant hit for both music artists; Mau y Ricky and Karol G’s “Mi Mala, ” with a remix featuring Leslie Grace, Becky G and Lali Esposito; together with relationship between YouTube queen Lele Pons and Anitta, whom usually help one another on social media marketing.