Luis Fonsi, Daddy Yankee and Justin Bieber's 'Despacito' transformed the way Latin music is viewed and listened to
, an album where she explored her Latin roots by singing Spanish language versions of her English tracks.’s Top Latin Albums chart, but it was also seen as a risky move by labels who were leery of seeing their top talent bomb amid accusations of cultural appropriation. Now, reveling in your Latin heritage is cool, with artists like Selena Gomez, Camila Cabello and Christina Aguilera releasing all-Spanish fare.4.
With just a handful of exceptions , music in Spanish was verboten in most mainstream radio stations, save for cities like Miami and Los Angeles. With “Despacito,” programmers realized their listeners were not as closed minded as they were. “This was an opportunity for us to change the landscape of Top 40 radio,” said Mike Chester, who at the time was head of promotions for SB Projects .
When Chester first took the Bieber version of “Despacito” to radio, programmers immediately flagged it as “too Spanish for pop radio,” and asked for a version with more English. “Scooter got intense with me. He said, ‘f’ that; we’re not changing a damn thing. This is an opportunity for us to thrust a Spanish record on U.S. pop radio.” Today, predominantly Spanish records still mostly don’t dominate pop airplay, but they are certainly an important part of the ecosystem.
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