According to the Recording Industry Association of America (RIAA), Latin music has increased to $413 million, growing 18% since last year. Reggaeton and Trap have increased in popularity around the world, uncovering a new era in the music industry.
This growing popularity is owed to many Latino artists but one of the biggest players in the consistent popularity of the reggaeton movement is J Balvin.
Born José Álvaro Osorio Balvin, the Colombian singer, from Medellín, has broken the stereotypes surrounding Urban music. His fluid style and multiple collaborations have allowed him to stand out in the industry, becoming the first Latin artist to headline at the Lolapalooza festival and the first Reggaeton act to perform at Coachella.
His recently released album alongside Bad Bunny, OASIS, debuted as the #1 Top Latin Album, according to Billboard. J Balvin has been nominated for awards over 150 times and has been a winner over 50 making him one of the most iconic Latin artists at the moment.
Throughout his career, he has released five albums, but the one that launched him into world-known fame was La Familia that features songs such as “6 AM” featuring the Puerto Rican reggaeton singer Farruko and “Yo Te Lo Dije” which was certified platinum twice by the RIAA.
His chameleonic adaptation into all music genres and his eccentric fashion sense has made him a unique symbol of the Latin Urban music staple. He has broken the stereotype of what it means to be a Reggaeton singer and hasn’t remained confined inside a single box.
His recent signing to Scooter Braun’s management company SB Projects has allowed him to expand himself throughout the industry, making his music more accessible to all kinds of consumers.
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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.
Traditional backup dancers are replaced by dancing clouds and inflatable cartoons. His numerous collaborations with artists such as Bad Bunny, Cardi B, Beyoncé, Anitta, Jowell & Randy, Nicky Jam, Willy William, Zion & Lennox, Jhay Cortez, Rosalía, DJ Snake, among others, where all accounted for during his show.
During the opening night of his tour — held at the Coliseo José Miguel Agrelot in San Juan, Puerto Rico — J Balvin thanked the crowd for his sold-out show and emphasized how proud he was of kicking off his tour in “the house of reggaeton.”
With over 18,000 people present he gave the people what they were expecting. Special guests such as Jowell & Randy, Jhay Cortez and more, aided the Colombian star at pleasing his fans.
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Although his tour is just kicking off, much is expected from J Balvin. He will be touring the United States along with the two Puerto Rican trap singers Lyanno and Eladio Carrión who will be the opening acts for the show.
He is set for a show at the Madison Square Garden this month on September 29th.