GOD BLESS REGGAETON, AMEN
And this is what happened the last two Saturdays, April 13 and 20 at Coachella, where J Balvin orchestrated one of the most impressive and fun shows that the festival was able to witness in this year's version, thus establishing a permanent place for Latin music in one of the most important festivals in the world. In other words, the man killed it.
The globalization that the festival has opted for in recent years materialized with the welcome of artists such as Rosalía, Bad Bunny and of course J Balvin as headliners. Who would have imagined that blessed reggaeton would arrive at a festival that was inaugurated by Pearl Jam in 1993? And what a way to arrive! The energy transmitted by the Colombian was so much that it made even the most hipster dance to the rhythm of “Mi gente” and made even the most gringo sing “La gasolina”. This feat of getting thousands of people, who don’t even speak Spanish, to dance and enjoy throughout his vibrant show, confirmed the fact that music has no borders and that in territories where perhaps the Spanish language is scarce, Latin artists are as valuable as any other.
By positioning himself not only once, but five times at number 1 on the Billboard charts, he proved that in the world market there is a special space for Latin artists who want to take on the world, who like him, want to knock it out of the park. Not to mention the countless collaborations he has had with multiple artists such as Selena Gomez, Beyoncé, Cardi B, French Montana, Pharrell Williams etc (the list could fill an entire article) he has not only musically represented Latin America with height, but he has also managed to transmit Latin influences in the musical construction of other artists, making it clear to the entire world that there is plenty of talent here.
Now, although it may sound exaggerated, Balvin's influence both in Colombia and the rest of the world is enormous, so much so that sometimes one can come to think that music takes a backseat, at least it happens to me, the impact has been so great on fashion that probably the concept of streetwear would not be resonating throughout the country if it were not for the determination and authenticity with which J Balvin has come out to talk about the subject on world stages, the daring to combine his looks as only he knows how to do and break the mold of the traditional by combining haute couture pieces from the latest Louis Vuitton collection designed by Virgil Abloh with T-shirts from some skate brand and a pair of Air Force ones. Having colorful hair with a feline print is not exactly what everyone wants to wear in their hair to work (although I hope there are people who do), but his relaxed style of dressing is, thus managing to catapult streetwear in the country and in an entire continent. Let's be honest, Balvin is indirectly the reason why there are many brands on the market today, among them, us, we can do what we do with so much freedom, thanks to the attention that the world is paying to Colombia for these world-class artists.
This is why J Balvin is not only the most successful artist worldwide in the history of Colombia, he is the person leading an entire artistic revolution for an entire generation of creators who seek to carry the flag of Latin culture and want to show the world that we are also proposing here and that our creativity knows no limits.
Returning to the movement that is indiscreetly being created around Balvin, it is obvious to mention that especially younger people have found their personal stamp in this trend. Its impact on the industry has been such that it even achieved a collaboration with Guess?, one of the most important haute couture brands in the world, where its exclusive line focuses on perfectly mixing the carefree style typical of California in the 90s with the brand's signature symbolism and Balvin's peculiarity.
It is absolutely commendable that Balvin was the architect of the introduction of Latin America into the festival, as he paved the way for other artists with giant footprints. Even though reggaeton in our territory is often the subject of controversy, no one can deny, not even the most hardened alternative, that they have danced reggaeton at least once in their life and, better yet, they have enjoyed it, and as Balvin himself says "if the people ask for reggaeton, reggaeton... I will not deny it to them." Even though many do not like the idea too much, this genre is indisputably a world-class phenomenon, which has represented the Latin community around the world and José Álvaro Osorio Balvin is one of the artists who has taken this phenomenon to another level in a totally brilliant way. For this and much more, may God bless reggaeton, amen.
