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 The streaming success of non-English-language music isn’t just contained to individuals, either. Two of the top five most-listened-to playlists on Spotify are ¡Viva Latino! and Baila Reggaeton, and they’re packed with artists such as Maluma, Karol G, and Rosalía, who have become a huge part of this new wave of Spanish-speaking singers. (The latter, who features on the January 2021 cover of American Vogue, won a Grammy last year for her critically and commercially lauded album El Mal Querer.) Maluma Meanwhile, Colombian star Maluma—who’s just released a visual EP called #7DJ (7 Days In Jamaica), inspired by reggae and dancehall—believes the secret is in the production. “I truly think it’s the feeling of our music and the rhythm,” he tells Vogue via email. “It’s a different vibe and feeling when you listen to our music. Everything in Spanish sounds much more romantic.” With 57 million Instagram followers, it’s clear that Maluma has global appeal—something he insists comes from sticking close to his roots. “It’s very important to stay true to who you are and not change just to fit in,” he explains. “Music is one of the elements in life that is universal—the language doesn’t matter. It’s the emotional tone to the lyrics and the beat.”

Bad Bunny breaks boundaries Bad Bunny’s staggering success epitomizes the rise of reggaeton and Spanish-language music—until now, singing in English was generally a prerequisite to commercial success on a global scale. The Puerto Rican rapper, however, performs only in Spanish. His collaborations with English-speaking artists such as Drake and PartyNextDoor are few and far between, making his rise to the top even more impressive. In 2020, 8.3 billion global streams made him the most-streamed artist on Spotify; his album YHLQMDLG took top honors too, with more than 3.3 billion streams.

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