J Balvin On His New Album 'Jose,' The Future Of Reggaeton & Getting Back On Stage: "It's About Getting Back To Feeling That Vibe Again" | GRAMMY.com (2024)

With his unflinching, eclectic flair and instantly recognizable sound, J Balvin has been pushing the limits of reggaeton, while continually rewriting the contemporary Latin pop playbook. Since his arrival to the global spotlight in the early 2010s with La Familia, the 36-year-old superstar has impressively churned out some of the biggest hits in modern Spanish-speaking pop. Just look no further than 2015's Guinness World Record-winning "Ginza," and 2017's 3-billion-streaming banger "Mi Gente." Seemingly perfecting the hit-making formula, the Medellín powerhouse has helped solidify and globalize the sound of Colombian reggaeton, his stage name unintentionally becoming synonymous with the art form.

Although his distinctive style is quintessential to the genre (he is often dubbed "Príncipe del Reggaeton," or "the Prince of Reggaeton"), Balvin's multi-faceted background is what informed his own music creation. After growing up listening to '90s grunge and rock, he took cues from the reggaeton pioneers of Puerto Rico. "We always have someone that inspired us to start [making music]. Daddy Yankee was my biggest inspiration — he still is," Balvin tells GRAMMY.com. "I wanted to be like him, but then I was like, 'There's no place for two Daddy Yankees.'"

On Balvin's sixth studio album, Jose, released in September, the Latin pop hitmaker offers a more intimate look: Reintroducing himself with his first name, José Álvaro Osorio Balvín, he expands his horizons with club-ready EDM alongside Skrillexon"In Da Getto"and tinkers with Dominican dembow on "Perra" alongside Tokischa. The music video for the latter song, however, was recently removed from YouTube as critics labeled it misogynoir for its hypersexualization of Black women. Speaking to GRAMMY.com a week prior to the album dropping and long before the video's release, Balvin argues that "Perra" is a song of empowerment. "We wanted to keep empowering women and show that we are the same. If you want to be a dog, then we can be dogs together — straight up," he says. "And Tokischa is straight up. She doesn't mess around when it comes to the lyrics. It's pretty PG-13." Controversy or not, Jose debuted at No. 1 on theBillboard Top Latin Albumschart.

Ever the iconoclast, J Balvin — who's currently nominated at the2021 Latin GRAMMYs for Song Of The Year for his collaboration with Tainy, "Agua," among other categories — has delivered riveting music works and has made exhilarating appearances across the music and pop culture realm this year. GRAMMY.com Skyped with the reggaeton icon where he spoke about releasingJose, stepping into Latin drill, starring in an Amazon documentary, and how his personal routine drives success.

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This summer you headlined two massive festivals: Baja Beach Fest in Rosarito, Mexico, and Governors Ball in New York City. How did it feel to return to the global stage, not only as a headliner, but simply being in front of a massive crowd after going through quarantine?

It had been so long. It's like learning how to ride a bicycle — but if you stop using your bike everyday, you will lose a little bit of your skills. So it's about warming up and getting better and better again. That's how it feels. I love the people in the crowd, and you start to realize that you can give them more and more. It's about getting back to feeling that vibe again. It's absolutely amazing to see the love and to see my fans. I'm a fan of my fans right now.

Your latest album, Jose, brings forward an array of different sounds. What are some of your personal top tracks?

I'm going to go with "F40," which is the first song of the album. It's about paying respect to the old sound of reggaeton. What Arcángel says in his speech is pretty amazing. I mean, every song is different. "Billetes De 100" with Myke Towers, it's really powerful and strong. And with "Perra," we wanted to keep empowering women, and show that we are the same. If you want to be a dog, then we can be dogs together. Straight up. And Tokischa is straight up. She doesn't mess around when it comes to the lyrics. It's pretty PG-13. So it's about that. It's a dembow. That's what the Dominican Republic sounds like on the streets and it's really cool. The video's fun too. There are too many songs.

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The music video for "Que Locura" portrays an interesting concept where humans are on display in an art gallery for the entertainment of others. What inspired this?

We wanted to have a bright and strong video. Film Headz, the producers, the director Jose Sagaró, the DP, Chris Guerra, and the whole team were amazing. They get my ideas really easily. It's just simple to work with them because we vibe on the same aspects. The video shows that we [humans] are art, but it also tells a story about this lady you can't get out of your head.

And what producers did you work with for this new album?

The main producers and secondary producers were Sky [Rompiendo] and Tainy, but also Tainy's brother, Masis. There's also Taiko. Diplo is a producer of "Que Locura," and Skrillex produced "In Da Getto." There's a lot of vibes, different colors. There's another producer called Lexuz from Colombia, and he's the one who did "Otra Noche" featuring Khalid. So there are definitely different producers and different vibes. This is José, it's the music that I listen to.

You've been working with Sky for many years, since the beginning of your career. What were some of the things that drew you to his work?

That's my right hand. It was just a natural connection. Effortless. We grew up together, with music. When we started working in the media, we always had a connection. And of course, there's Tainy too. Both are amazing producers. Tainy has been in the game since he was a little kid, so he inspired us a lot.

Can you name me three artists, whether dead or alive, that influenced this new album?

Well, I have a lot of inspiration for artists, but what I want to do in my album is basically my sound: J Balvin. I want people to get inspired by our sound. There are a lot of artists that inspire me, but I wasn't looking to make something that looks like someone else's work. Of course, I'm inspired by Drake, Michael Jackson, Coldplay, The Weeknd, Dr. Dre, Eminem, and Jay Z. But, in this case, I just wanted to express myself, and that's why the album is called Jose, because it's how I feel and what I like.

In the documentary Boy From Medellín, viewers get to know that José more closely. Did you get a sense of relief to be able to display that version of yourself that the public didn't often get to see?

I'm always being real on my Instagram and my accounts on all these social media platforms. But, of course, in this case, it is a documentary, so they can see a lot of intimate moments. So, yeah, I feel great because I showed that I'm just another human being like everybody else.

You gave reggaeton another life by reinventing it into a style that is not only unique to you, but has also become the signature of Colombian reggaeton — a sleeker, more seductive approach. It's obviously different from the original, more hard-hitting, and maximalist approach that was invented in Puerto Rico in the '90s. What were you drawing from when you were creating that J Balvin sound?

We always have someone that inspired us to start. Daddy Yankee was my biggest inspiration. He still is. I wanted to be like him, but then I was like, "There's no place for two Daddy Yankees." The entire team, from the sound engineer Mosty to my producer Sky, to Bull Nene [Cano], who started as a solo writer. We all were just doing our thing. We were not trying to sound like someone else, because then we will be one more. But it wasn't even an intention, it was just the Colombian flavor.

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You have become one of the most nominated artists for Latin GRAMMYs, and you hold a good handful of them as well. When you get nominated and awarded, what goes on in your head?

The Latin GRAMMYs have always been really — let's say sophisticated and inspirational. It always feels great to have a GRAMMY, of course.

Earlier this year we saw another musical side of you, stepping into drill music with Eladio Carrión in "Tata," and were later joined by Bobby Shmurda and Daddy Yankee for the remix. Do you think that Latin drill is gonna be the next big wave to hit Latin music, like how reggaeton and then Latin trap were?

Hmm, it could be — it could be if more artists keep making the drill sound. But we are happy that we were one of the first ones that, let's say, elevated drill in Spanish. Having Bobby Shmurda on the remix and Yankee... Bobby is one of the drill kings, and we did our homework of finding him. He was such a nice person. And also Daddy Yankee, he is the GOAT. Carrión opened up the floor for us so it was really cool.

I believe it is important to be aligned spiritually, physically, and mentally to elevate creative results, whether that's exercising, taking vitamins, meditating, or doing anything that promotes wellness. Do you have a specific routine or ritual you follow?

Yeah. I wake up pretty early, like 5:00 or 6:00 AM. The first thing I do is hit the weights, and then I go for a run. I do an hour of cardio. Normally, when I'm doing cardio, I'm listening to a podcast, or checking things out that inspire me. Or maybe someone's dropped a new album, so I listen to the whole album — or at least, what I can listen to through the hour of cardio that I do. After that, I meditate for 30 minutes. So yeah, basically every day I have three or four hours for myself and then I start working. I'm giving myself the permission to be José, to be focusing on myself.

You have an eccentric fashion style as we all know. What influences do you draw from to create your own personal aesthetic?

Everything circles back. Right now, I'm rocking the 2000s. What I have on is this FUBU shirt, and I'm wearing super baggy jeans. Today I was like, "Let's go to the 2000s." Style is a way of expression. I'm fearless about that, too. If I feel that I want to wear a skirt, I will wear the skirt. And I have done it before, and it's like, "What's the problem with that?" I just think we have to embrace our culture more and keep staying elevated. Of course, it takes risks. But if we don't do it, who's going to evolve culture?

In celebration of the 25th anniversary of the Latin GRAMMYs, the Latin Recording Academy has announced a series of exhibits for 2024 at the Paley Museum in New York City, the GRAMMY Museum in Los Angeles, and the Gary Nader Art Centre in Miami.

"For 25 years we have had the immense privilege of celebrating excellence in Latin music, accompanying our music creators in their successes worldwide. These exhibits are a magnificent opportunity to bring the magic of the Latin GRAMMYs to the public," said Manuel Abud, CEO of the Latin Recording Academy. "We invite all music lovers to join us in New York City, Los Angeles and Miami to enjoy these exhibits, which are filled with unforgettable moments and important achievements that have marked our history."

The 2024 Latin GRAMMYs, officially known as the 25th Annual Latin GRAMMY Awards, will air live from the Kaseya Center in Miami on Thursday, Nov. 14. The three-hour telecast, produced by TelevisaUnivision, the world's leading Spanish-language media and content company, will broadcast live on Univision, Galavisión, and ViX on Thursday Nov. 14, beginning at 8 p.m. ET/PT (7 p.m. CT), with a one-hour pre-show starting at 7 p.m. ET/PT. This year’s nominees will be announced on Tuesday, Sept. 17.

This year, the Latin GRAMMYs will debut a new Field and two new Categories: Best Latin Electronic Music Performance, housed within the new Electronic Music Field, and Best Contemporary Mexican Music Album (Regional-Mexican Field). Ahead of the 2024 Latin GRAMMYs, the Latin Recording Academy will host the official Latin GRAMMY Week 2024, which includes multiple events throughout Miami-Dade County including the 2024 Latin Recording Academy Person of the Year gala, which this year honors 18-time Latin GRAMMY winner and two-time GRAMMY winner Carlos Vives.

Learn more about the new

The Paley Museum, New York City

Sept. 13 - Nov. 3

The Latin GRAMMYs kick-off exhibit at the Paley Museum showcases the remarkable 25-year history of Latin music, celebrating the vibrant cultural tapestry that has shaped the awards show into a global phenomenon. Visitors can explore priceless artifacts, glamorous costumes, and iconic instruments from music superstars like Ricky Martin, Rosalía, Carlos Santana, and Shakira — all Latin GRAMMY and GRAMMY winners — as well as celebrated New Yorkers such as Celia Cruz and Rúben Blades, whose influence has left an indelible mark on the music world. The exhibit will highlight some of the most unforgettable moments from the Latin GRAMMY Awards telecast, trace the show’s incredible evolution, and demonstrate why Latin music has become an essential part of our culture.

"It is a tremendous honor to partner with the Latin Recording Academy and to have the privilege of hosting this historic 25th anniversary celebration of the Latin GRAMMY Awards at the Paley Center," said Maureen J. Reidy, President & CEO of The Paley Center for Media. "This must-see exhibit will honor the indelible impact of Latin music and its visionary artists, whose innovative rhythms, poignant lyrics, and extraordinary contributions have redefined the global musical landscape and have had a profound impact not only on music but on entertainment and culture worldwide."

GRAMMY Museum, Los Angeles

Sept. 19 - Dec. 18

Hosted on the 2nd floor of the GRAMMY Museum as part of its permanent Latin Music Gallery, this exhibit will enhance the museum's extensive Latin aisle by featuring artifacts from global Latin superstars like Shakira, Carlos Santana, Karol G, and Rosalía, among others. The exhibit will explore the last 25 years of Latin GRAMMY history and the diverse musical genres and cultures that have graced its stage.

At its core, the exhibit underscores how Latin music has evolved into a powerful commercial force in the international music landscape over the past quarter-century, with the Latin GRAMMYs playing a pivotal role in its global rise. The exhibit will also explore the history of the institution and its most significant moments, highlighting Latin music's creative complexity and enduring cultural impact.

"The Latin GRAMMYs have undeniably established themselves as a cultural landmark and a powerful influence in global music over the past 25 years," said Michael Sticka, President and CEO of the GRAMMY Museum. "This fall, we eagerly anticipate commemorating more than two decades of musical excellence, memorable highlights, and extraordinary moments from the Latin GRAMMYs at the GRAMMY Museum."

Gary Nader Art Centre, Miami

Sept. 26 - Dec. 20

Miami will host a first-of-its-kind collection of 25 years of Latin GRAMMY official art, featuring original paintings by renowned artists including Romero Britto, Walter Goldfarb, Michael V. Rios — who also designed the cover of Carlos Santana’s multi-GRAMMY-winning album Supernatural —and Patssi Valdez, among others. From mixed media to collage, murals and oil paintings, the collection includes renowned visual artists from several countries. In addition,Brazilian muralist Aline Bispo, the official artist for the 24th Annual Latin GRAMMY Awards, will unveil a new piece to inaugurate the festivities.

"It is a profound honor to host the art exhibition commemorating the Latin GRAMMYs at our gallery in Miami. This city, with its vibrant culture and deep Latin roots, is the perfect setting to celebrate the rich heritage and artistic achievements of Latin music. We are thrilled to bring together art and music in such a dynamic fashion, highlighting the synergy between these two powerful expressions of creativity," said Gary Nader, founder of the Gary Nader Art Centre.

On Aug. 7, the Latin GRAMMY Cultural Foundation awarded the Sebastián Yatra Scholarship to Cuban double bass player Leo Luna Roblejo during a special ceremony in Miami.

The event — hosted by award-winning journalist Pamela Silva and sponsored by Loud And Live as part of their $1 million commitment over five years — featured performances by Yatra, a Latin GRAMMY winner and GRAMMY nominee, alongside Luna Roblejo, and additional scholarship recipients and alumni.

Also known as the Prodigy Scholarship, the Sebastián Yatra Scholarship was created 10 years ago to support music education and Latin music genres. It is sponsored annually by a Latin music icon and holds a maximum value of $250,000. Scholarship funds will allow Luna Roblejo to pursue a bachelor's degree at Berklee College of Music in Boston, beginning this fall.

In addition, the scholarship supports the costs of tuition, room, board and wrap-around services that include ongoing mentorship and learning opportunities provided in partnership with the Latin GRAMMY Cultural Foundation. Previous sponsors include: Nicky Jam (2023), Sofia Carson (2022), Juanes (2021), Julio Iglesias (2020), Emilio and Gloria Estefan (2019), Carlos Vives (2018), Miguel Bosé (2017), Juan Luis Guerra (2016) and Enrique Iglesias (2015).

Luna Roblejo, who resides in Miami, was selected by the Foundation's Scholarship Committee from a highly competitive group of hundreds of applicants worldwide.

"It is with immense pride that we bestow our tenth Prodigy Scholarship as we continue to celebrate a decade of the Foundation’s unwavering mission to support and cultivate the next generation of Latin music creators," said Raquel "Rocky" Egusquiza, Executive Director of the Latin GRAMMY Cultural Foundation. "We are profoundly grateful for the generosity of respected artists such as Sebastián Yatra that provides these talented musical students the opportunity to follow their dreams and carry forward the rich legacy of Latin music."

Since its establishment, the Latin GRAMMY Cultural Foundation has committed an extraordinary sum of more than $10 million in scholarships, grants, musical instruments, and educational programs throughout the United States and Ibero-America.

"Being a part of this incredible initiative alongside the Latin GRAMMY Cultural Foundation, which supports young people on their journey to fulfill their dreams in music, is an honor," shared Yatra. "Music has the power to change lives and unite cultures, and I am excited to see how these young people, like Leo, will carry forward the legacy of Latin music with passion and dedication. I am grateful for the opportunity to contribute to their education and artistic development."

"Music has been my calling and my passion ever since I was a young child, and to have the opportunity to pursue my dream thanks to the support of Sebastián Yatra and the incredible Latin GRAMMY Cultural Foundation is beyond anything I could have imagined," said Luna Roblejo. "I am committed to making you all proud, and I will take full advantage of this opportunity, working hard every day to make the most of this gift."

The Foundation also announced the recipients of its annual Gifted Tuition, Tuition Assistance, Bulova and Gibson Gives scholarships — with additional funds from First Horizon and the Arturo Sandoval Institute — that award 43 talented students from diverse backgrounds the opportunity to pursue an education at some of the most prestigious music institutions in the world.

Gifted Tuition Scholarship Recipients

The following three students will each receive the Gifted Tuition Scholarship, with a maximum value of $120,000, which will support the tuition costs of four years of study at the university, college or music institution of their choice, including wrap-around services provided by the Foundation. The recipients are:

• Abraham Jiménez Sánchez, pianist from the Dominican Republic

• Marcos Castilla Jiménez, pianist from Spain

• Melany Fiorella Cisneros Fernández, bass player from Peru

Tuition Assistance, Bulova And Gibson Gives Scholarship Recipients

In addition, the 40 students below will each receive the Tuition Assistance Scholarship, a one-time scholarship with a maximum value of $12,500. This scholarship can be used toward tuition costs at the university or college of their choice and includes wrap-around services provided by the Foundation.

Bulova will sponsor one Tuition Assistance Scholarship, while Gibson Gives — Gibson's philanthropic division — will sponsor three Tuition Assistance Scholarships of up to $12,500 each. Gibson Gives will also gift a Gibson or Epiphone instrument to students pursuing a music education with electric or acoustic guitar as their principal instrument.

Música Mexicana isn't the only sound of Mexico that's blowing up; the country's artists are now starting to make their mark in reggaeton. Imbued with the essence, swagger, and lingo of Mexico, reggaeton Mexa is the next big Latin sound that's going global.

Originating in the Caribbean, reggaeton evolved from Panama’s reggae en español and Jamaican dancehall of the 1980s. Puerto Rican acts like DJ Playero and DJ Nelson shaped the sound of reggaeton in the island's underground scene during the '90s, while Daddy Yankee, Tego Calderón, Don Omar, and Ivy Queen pushed the genre into the mainstream at the dawn of the new millennium.

Boricua acts Tainy, Bad Bunny, and Ozuna pushed reggaeton into the next decade, though Colombia also brought about the genre's second wind. J Balvin's success solidified Medellín as a reggaeton hotbed, spawning Maluma, Karol G, and Feid as global stars.

Learn more: The Sonic And Cultural Evolution Of Reggaeton In 10 Songs

In the 2020s, Mexico is becoming the next hub for reggaeton as artists who grew up listening to the Puerto Rican OGs — as well as Mexican acts Ghetto Kids and Pablito Mix —are now putting their own stamp on the genre. In late 2022, Bellakath put a spotlight on reggaeton Mexa with her viral hit "Gatita"; the following year, Yng Lvcas took the sound to new heights with his "La Bebé" remix featuring Peso Pluma, which reached No. 11 on the Billboard Hot 100 chart.

Reggaeton Mexa pulls from the genre's underground roots in Puerto Rico, infusing its songs with Mexican culture and grit. Lyrics are full of Mexican slang that reflect life in the barrios.

"Reggaeton Mexa is reminiscent of the sounds of the '90s and 2000s from Puerto Rican DJs like Playero and Joe," El Mallila, one of the reggaeton Mexa leaders, tells GRAMMY.com. "The songs, the beats, and rhythms are more or less similar to that flow. The difference here is the Mexican jargon. Reggaeton Mexa is spicy. We play with Mexican profanities without being offensive."

The emerging genre has gained traction among the larger reggaeton community with Jowell y Randy, Maldy, and J Balvin recently featuring on their songs. Following the success of Yng Lvcas, Bellakath, and El Malilla, Mexican acts like Peso Pluma (who dedicated part of his Éxodo album to reggaeton) and pop star Kenia Os are embracing the wave. As the tide continues to rise for reggaeton Mexa, GRAMMY.com is highlighting seven of the sound's leading artists.

Yng Lvcas

Guadalajara, Jalisco native Yng Lvcas noted that no one around him could name a Mexican reggaeton artist, so he decided to fill that void.

An early encounter would make for auspicious beginnings. As he was signing a record contract with Warner early last year, Yng Lvcas crossed paths with Peso Pluma. The música Mexicana star's first foray in reggaeton was with Yng Lvcas and their global hit, a sensual remix of "La Bebé." Their collaboration became the first reggaeton song by Mexican artists to enter the Hot 100 chart.

Last October, Yng Lvcas released his album Super Estrellas to put a spotlight on more reggaeton Mexa acts. The LP included songs with El Malilla and El Bogueto. Puerto Rican OG Maldy later teamed up with Yng Lvcas for the hypnotic "Diviértete."

Bellakath

The first artist to get the global conversation started about reggaeton Mexa was Bellakath. After earning a law degree from the National Autonomous University of Mexico, the Mexico City native became a social media personality. Bellakath leveraged her following to start her music career, which exploded in late 2022 with the frisky "Gatita." The song went viral on TikTok and the music video has over 144 million views on YouTube.

In the male-dominated reggaeton Mexa scene, Bellakath is continuing to keep women on top. Last year, she released her debut album Kittyponeo with the hit "Reggaeton Champagne" featuring Dani Flow. After signing with Warner in May, Bellakath dropped "Sandunguea," which sampled the reggaeton classic "Mayor Que Yo" by Luny Tunes. On July 15, Bellakath released her second album, Sata 42, where she ventured into dembow music with artists from the Dominican Republic.

Learn more:

El Malilla

El Malilla proudly represents the chakalones (Mexican slang for "bad boys") in reggaeton Mexa. Hailing from Valle de Chalco, El Malilla remembers his first encounter with reggaeton as a teen came from the pirated CDs that were sold at the tianguis, or open-air markets.

Now, El Malilla is bringing Mexico's version of reggaeton to the forefront. He recently released his debut album ÑEROSTARS, which includes his viral hit "B de Bellako" with Yeyo. Back in May, Puerto Rican OGs Jowell y Randy jumped on a remix of the quirky banger.

El Malilla also wants to make reggaeton Mexa more inclusive. Reggaeton has historically excluded LGBTQIA+ folks, though queer artists such as Young Miko, Villano Antillano, and La Cruz are changing that tune. On the Mexican front, El Malilla wanted to be an ally to his queer fans with the 2000-inspired "Rebote" music video, which was shot at the gay club Spartacus with Mexican drag queens.

Within his album, El Malilla is also stretching the bounds of his artistry by exploring merengue in "Coronada" and experimenting with house music in "Todo Tiene Su Final." "ÑEROSTARS is a call to all the reggaeton Mexa artists to dare themselves to make new music and try different sounds," he says. "Don’t stay in your comfort zone just making perreo."

Yeri Mua

Veracruz native Yeri Mua is keeping a high heel firmly planted on the neck of the genre, holding it down for the women in reggaeton Mexa.

Mua started out doing makeup tutorials on YouTube and later grew a massive social media following. Last year, she launched her music career on Uzielito Mix's reggaeton romp "Línea del Perreo," which has over 103 million streams on Spotify. In songs like "Chupon," Mua brings a fierce femininity to reggaeton Mexa while flipping the genre's explicit lyrics from a woman's perspective. In April, Kenia Os tapped Mua and Ghetto Kids for her reggaeton Mexa banger "Mamita Rica." With a laugh, Os told GRAMMY.com at the time, "[Mua] sounds very sexy and makes noises like meowing. It felt very great to work with her." Last month, Mua signed a record contract with Sony Music México.

El Bogueto

Alongside El Malilla, El Bogueto is one of the OGs of reggaeton Mexa. The Nezahualcóyotl native has scored a number of hits since 2021, including "Tu Favo" and "G Low Kitty," which has nearly 60 million streams on Spotify.

The title of El Bogueto's 2023 debut album Reggaetoñerito is an amalgamation of the words reggaetonero and ñero, which is Mexican slang for a person from the hood. El Bogueto has continued to rack up millions of streams with his LP, which include hits like the freaky reggaeton romp "Piripituchy" and "Dale Bogueto." In May, J Balvin gave his co-sign to El Bogueto and the reggaeton Mexa scene when he jumped on an all-star remix of "G Low Kitty."

Yeyo

Among the artists on this list, Yeyo is the freshest one on the reggaeton Mexa scene, but he's fast becoming one of the genre's brightest stars and the go-to artist for a hit collaboration. The Zacatepec, Morelos native is a protege of Ghetto Kids' Luis Díaz, who also serves as his manager.

Yeyo's playful and infectious flow as a Mexican reggaetonero has translated into million of streams in songs like "B de Bellako" with El Malilla and "Mami Chakalosa" alongside Bellakath. He has also flexed a romantic side to his distinct voice in Ghetto Kids' recent hit "En El Ghetto #5 (La Discoteca)." Yeyo has also shined on the electronica-leaning reggaeton of "Maldad" and the sensual "Tentación."

Uzielito Mix

Many of the songs mentioned in this list wouldn't have been possible without Uzielito Mix. Following in the footsteps of Ghetto Kids and Pablito Mix, the Mexico City-based producer has become the backbone of the sound of reggaeton Mexa. Uzielito Mix produced Yeri Mua's hits like "Línea del Perreo" and "Brattiputy." He also co-produced El Bogueto and El Mallila's "G Low Kitty" with DJ Rockwell, which J Balvin later hopped on.

In his stellar collaborations, Uzielito Mix is known for uniting many of the reggaeton Mexa stars. He continues to push the sound of the genre into the future like in the spooky "Espantan" remix with El Bogueto, Alnz G, Dani Flow, and Tensec. In 2022, Bad Bunny tapped Uzielito Mix to open his World's Hottest Tour stops in Mexico City.

Peso Pluma marked his musical destiny with a Tupac tribute tattoo in the center of his clavicle: "All Eyez On Me."

The Mexican artist, born Hassan Emilio Kabande Laija, doesn't remember exactly what year he inked his chest. He knows it was well before his debut in music. Those four words reflected Peso's irrefutable confidence that the world's eyes would eventually be on him.

The world's eyes are indeed on Peso Pluma. In less than two years, the singer achieved global fame by singing corridos tumbados, traversing a path never before trodden by a música Mexicana artist.

At 25, Peso Pluma is at the forefront of a new generation of música Mexicana artists that have successfully modernized traditional Mexican rhythms, such as corridos, by infusing them with elements from urban music and a hip-hop aesthetic. The weight of representing an entire genre and a country could be great for some. But pressure doesn't affect Peso Pluma; on the contrary, it motivates him to keep working to exalt his roots.

"We've come a long way, but we still have a long way to go. And that doesn't mean we have to slow down; it doesn't mean everything is over. This is the beginning of everything," Peso Pluma said in a TikTok video before a performance at the Toyota Arena in Ontario, Canada, a little over a year ago.

Out June 20, Peso's extensive new album ÉXODO seeks to cement his global star status further. Over 24 tracks, the singer continues to explore corridos tumbados and digs into his urban side via much-awaited collaborations with reggaeton and hip-hop icons. Among those big names is Peso's teenage idol, the American rapper and producer Quavo, as well as further afield collaborations with Cardi B.

"ÉXODO is a project I've been working on for over a year before we even won the GRAMMY. GÉNESIS was an incredibly special project, and I knew we couldn't make the same diamond twice," the singer tells GRAMMY.com in a written interview.

Peso Pluma's path to the global stage has been lightning-fast. While he started releasing songs in 2020, Peso will remember March 2023 as the month that propelled him into global mega-stardom. His collaboration with Eslabón Armado on "Ella Baila Sola" led him to become a household name outside his native Mexico.

The hit resonated with an audience eager for new sounds, accompanying social media videos and surpassing a billion streams on Spotify. "Ella Baila Sola" became the first Mexican music track to top the platform's global chart. On Billboard, it conquered No. 1 on the magazine's Global 200 chart for six weeks and reached the coveted No. 4 spot on the Hot 100 chart. The mega-hit took Peso Pluma and Eslabon Armado to make their Latin GRAMMY stage debut in November with an electrifying performance.

Another collaboration, "La Bebe (Remix)" with Mexican reggaeton artist Yng Lvcas, released a day after "Ella Baila Sola," also contributed to Peso Pluma's virality in a completely different genre, but one in which he feels comfortable: urban music.

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As Peso Pluma gained traction with a global audience, his February 2022 single with Raúl Vega, put him, for better or worse, on the map in Mexico. The warlike content of "El Belicón" lyrics and video clip attracted attention for the way it allegedly promoted narcoculture.

Despite growing criticism, Peso Pluma remained tight-lipped regarding references to high-profile members of the Mexican drug trade, as well as drug use and trafficking. In a rare admission to GQ magazine, the singer explained this is a "delicate subject to talk about, but you have to touch on it with transparency — because it's the reality of things."

"In hip-hop, in rap, just like in corridos, and other urban music like reggaeton, it talks about reality. We're not promoting delinquency at all. We're only talking about things that happen in real life," the singer explained.

With the success of "El Belicón" and "Ella Baila Sola" under his belt, Peso Pluma released GÉNESIS in June 2023. Despite being his third album, Peso considers it his true debut in music.

"I didn't want to delete my previous albums [Efectos Secundario and Ah Y Que?] because they represent my beginnings," Peso told Billboard in a cover story published a few weeks after the release of GÉNESIS. In the same conversation, the singer said he saw himself winning his first GRAMMY and breaking more records.

Read more: 5 Takeaways From Peso Pluma's New Album 'GÉNESIS'

In February 2024, Peso Pluma did just that. He took home the golden gramophone for Best Música Mexicana Album (Including Tejano) — his first GRAMMY Award. This victory didn't weigh on him as he approached his next production. "It pushed me to want to create something different that the fans haven't heard from me before," Peso Pluma tells GRAMMY.com.

While GÉNESIS and ÉXODO may differ in substance, they share similarities beyond music. That both records pull from the Bible for their names is not a random occurrence; the opening book of the Hebrew and Christian Bible delves into the genesis of creation, while the Book of Exodus explores the themes of liberation, redemption, and Moses' role in leading the Israelites through the uncharted waters of the Red Sea.

"ÉXODO is the continuation of GÉNESIS, which was the beginning," Peso Pluma explains to GRAMMY.com. "ÉXODO means new beginnings, a new era for me. We are preparing for the next chapter, and that's what we are doing for Mexican music, paving the way, laying the groundwork for what's next because it doesn't stop here."

His "sophom*ore" album is divided into two discs: the first is corridos, and the second is urban. It also continues the line of collaborations, with twenty tracks where Peso Pluma shares the limelight.

"Some of my fans were craving música Mexicana, and some were craving urbano, and I wanted to give them everything while still staying true to myself and choosing songs and lyrics that spoke to me," he continues.

ÉXODO's disc one starts with "LA DURANGO," the album's fourth single, featuring Eslabon Armando and Junior H. In the record, he also invites collaborators such as Natanael Cano and Gabito Ballesteros for "VINO TINTO" and Mexican rising star Ivan Cornejo on the melancholic "RELOJ," among others.

For Side B, Peso enlisted heavyweights from the urban genre in the Anglo and Latin markets: Anitta in the steamy "BELLAKEO," Rich The Kid in the bilingual "GIMME A SECOND," and Quavo in the existential trap "PA NO PENSAR." Cardi B, Arcángel, Ryan Castro, Kenia OS, and DJ Snake complete ÉXODO's genre crossover.

In ÉXODO, luxury, drugs, alcohol, and women continue to take center stage in the lyrics, accompanied by fast-paced guitar-driven melodies and reverb-dense vocals. However, the production sheds light on the vulnerable side of Peso and explores the unexpected consequences of becoming globally famous.

"Fans really get to see the other side of the coin; there are two sides to me. It's darker, rawer," Peso says about the record.

In the songs "HOLLYWOOD" and "LA PATRULLA," for example, Peso details how this musical path keeps him up at night, as well as his aspirations, and how he remains the same despite his success.

Perhaps one of the deepest and rawest songs on the album is "14:14," a track inspired by the Bible verse 14:14 from the Book of Exodus, which, the singer explains, was fundamental amidst the turbulence he faced on the way to global stardom.

"[The] verse 14:14 says 'The LORD will fight for you; you need only to be still.' This verse couldn't be truer," Peso Pluma says. "Over time, I learned to really trust in this and believe that some things are not up to me and I should trust the process."

In the song — one of the few on the album without a collaboration — Peso references the challenges of his profession and how his faith has kept him afloat amid the vicissitudes. "Things from the job that no one understands/I hide the rosary under my shirt so I don't poison myself, so I don't feel guilty/because whatever happens, the Boss will forgive me," he sings.

In "BRUCE WAYNE," Peso Pluma croons about the passionate feelings his career arouses: "First they love you, and then they hate you/wishing the worst, envy and death," the song says.

The singer resorts to comparing himself to a superhero figure again. In an unusual twist, Peso crosses comic universes, moving from his now traditional reference to Spider-Man to one from the DC Comics world: Bruce Wayne, Batman's secret identity. A wealthy man, part of Gotham's high society, Bruce Wayne is known for transforming his darkness into power while remaining reserved and isolated.

"Everyone has two sides of them, even me," Peso tells GRAMMY.com. "Peso Pluma on stage is a high-energy person, someone who is powerful and dominates a show and isn't afraid of anything. And then there is Hassan, who's chill and more relaxed and who deals with all the realities of life."

During the year and a half it took him to complete ÉXODO, Peso Pluma had to deal with the diverse nuances of a global star's life, including a widely publicized breakup from Argentine rapper/singer Nicki Nicole, the cancellation of one of his shows in October 2023 after a Mexico drug cartel issued a death threat against him, and a media frenzy over his alleged admission to a rehabilitation clinic, the latest a rumor he laid to rest during a March interview with Rolling Stone for his Future of Music cover story.

"The reality is, all these days, I've been in the studio working on ÉXODO," the artist explained to Rolling Stone.

Most of 2023 was a successful balancing act for Peso Pluma, who combined touring, an album release, rare media engagements, two Coachella appearances, all the while developing another record. According to the singer, ÉXODO was created in Los Angeles, Miami, New York, and Mexico. "We go to the studio everywhere!" Peso says. "It doesn't really matter where we are; I love to get into the studio and work when we have free time."

Like GÉNESIS, ÉXODO will be released via Peso Pluma's Double P Records, of which he is the CEO and A&R. Much of the talent the Mexican singer has signed to his label took part in the album's production, and songwriting process.

"For the Mexican music side, I had the whole [touring] band with me; I like to have them involved in the process so that we can all give our input on how it sounds, discuss what we think needs to be changed, create new ideas," he explains.

Peso Pluma knows that echoing the success of 2023 is no easy task. He was the most streamed artist in the U.S. on YouTube, surpassing Taylor Swift and Bad Bunny, and was the second most-listened to Latin artist in the country, amassing an impressive 1.9 billion streams, according to Luminate.

Música Mexicana emerged as one of the most successful genres in 2023, witnessing a remarkable 60 percent surge in streaming numbers, adds Luminate's annual report, crediting Peso Pluma along Eslabon Armado, Junior H, and Fuerza Regida as part of this success.

Collaborations on and off the mic have undoubtedly played a significant role in the rise of Música Mexicana on the global stage. Peso knows that the key to continuing onward is teaming up with renowned artists inside and outside his genre.

"All of us coming together is what pushed música Mexicana to go global," the singer affirms. "We showed the world what Mexico has to offer, and now no one can deny the power and talent we have in our country."

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