The successful Latino musicians that represent us

About 20 years ago, Latino music was viewed by the mainstream industry as a special market. Although talented Latino musicians and their powerful songs were widely recognized, the music was seen as an exotic curiosity and relegated to niche status.

However, exponential growth in the increasingly diverse global fanbase for Latino music points to an indisputable fact: our culture is in fashion and rules the global music charts.

But beyond the dancing, the rhythmic beat, and the lively songs is the history of a diverse group of Latinos that reveals our origins, essence, effort, and identity. It’s a living identity, ample in scope, that is always interacting with its world. This is how we should understand the enormous success of Jennifer Lopez, Gloria Estefan, Bad Bunny, and Karol G, to mention two of the newest superstars.

Here are 10 of the most popular Latino musicians of our time, 10 real people that never forget that they owe their success to an entire community that has earned its own cultural place in society by holding on to its roots and identity.

1. Shakira

From her pop-folk beginnings as a teenager to the power and sensuality of her thirties and forties, Shakira has always represented Colombia with excellence. Her music is full of powerful songs and playful Latin beats influenced by an everpresent intercultural dialogue.

“I’m trying to improve my accent [in English] so it doesn’t bother anyone, but I’m not going to go crazy trying to pretend I’m an American girl when I’m from Colombia.”

2. Rubén Blades

He’s one of the last remaining legends from the golden age of salsa. Politically sensitive, charismatic, intelligent, and a worthy representative of Latin American identity around the world, Blades has become one of modern music’s most important figures.

“My music is not political or protest salsa. No! That’s a label used by some people who don’t know what to call it. My music is an urban song — period.”

3. Bad Bunny

He’s a 21st-century man, the most widely recognized Puerto Rican, and one of its greatest sources of pride. Benito is a person who focuses on his language, culture, history, and values, all of which have made him one of the biggest stars in the music world today. He is young, mischievous, and charismatic — he is Bad Bunny devouring the present and the future.

“We have to break that this thing about gringos being gods... No, sir.”

4. Camila Cabello

Only 25 years old, Cabello has already enjoyed resounding success, from her streaming music presence to industry accolades such as two Latin Grammy Awards, five American Music Awards, and a Billboard Music Award. Late last year, her 2018 digital single “Havana” was awarded diamond status (10 million copies), making Cabello the first Latina to receive this certification, according to the International Federation of the Phonographic Industry (IFPI).

“Spanish is a huge part of who I am. It’s part of me and my music.”

5. Ricky Martin

Just when it seems that age, changing tastes, and time have faded the memory of the most beloved Puerto Rican of the 1990s and 2000s, a new hit has once again launched the “Livin’ La Vida Loca” star into the ranks of the greatest and most timeless pop music performers of our time. Ricky Martin forever.

“It’s important to remember that who you are and what you do are not always the same thing. Both are part of life and are on the same path. If you don’t keep trying to do what you’re really passionate about, you’ll never be able to achieve your dreams.”

6. Becky G

Here’s another Mexican American twenty-something who can’t get enough of success. Her 2014 song “Shower” made it into the top 20 of the Billboard Hot 100 music chart and was one of the best-selling singles of the year. The next year she went on tour in the United States with J Balvin. This year she collaborated with Colombia’s Karol G on “Mami”, her highest charting single ever on the Billboard Hot 100.

“My grandparents are from Mexico, but my parents and I were born here in the United States. I feel both American and Mexican. Both — that’s how we live every day as children and grandchildren of immigrants.”

7. Daddy Yankee

The king of perreo — the “survivor”. Now 45, Puerto Rican rapper Ramón Luis Ayala Rodríguez is on the farewell tour of a bold career that changed the music industry. He made reggaeton one of the world’s most popular music genres and became a cornerstone for later generations of Latinos to influence the world with their culture and identity.

“Being genuine with yourself will take you farther than you think.”

8. Gloria Estefan

In addition to being one of the world’s most famous Cubans, the creator of global hits like “Conga” and “Mi Tierra” was a pioneer of Latino contemporary music, even when it was still dominated by Anglo males. A peerless entrepreneur, activist, producer, and artist, Gloria represents a Hispanic cultural reference point in our world.

“I know people think of me in terms of Latin music and that’s wonderful. That’s my heritage, that’s who I am, but there’s so much more to me and my music.”

9. J Balvin

The Colombian singer is one of the new icons of Hispanic culture in the world. His charisma and musical exploration have taken him on a successful journey through pop, reggaeton, and trap. But he always strives to represent a newly assertive Latin culture around the world.

“We want to change perceptions of Latinos and Colombians around the world. Forget about the bad past history.”

10. Santana

Mexican American Carlos Santana’s career struggled for years until his breakthrough performance at the Woodstock music festival in the late 1960s. Known for his collaborations with a wide range of artists like Alice Coltrane and John McLaughlin, Santana has been a pillar of Latino rock and pop for decades.

Maná, Matchbox 20, Dave Matthews Band, Lauryn Hill, CeeLo Green, Everlast, Eric Clapton, and many others have testified to the powerful influence and innate talent of the man considered one of the best guitarists still making music to this day.

“Since I was a little boy, I always wanted to be like my father, a mariachi violinist from Michoacán, on the West Coast of Mexico. Old men, boys, women — everyone adored him... I wanted to be like him... I wanted to please people and for people to adore me like they adored my father.”