LETTY: When it comes to Spanish music in the U.S, 2017 has been dominated by the success
of Luis Fonsi’s "Despacito" and J Balvin’s "Mi Gente."
The latter even receiving the Beyoncé treatment
But it’s Latin trap, bubbling behind the scenes, that’s setting itself up to be the
next wave in the Latin takeover on U.S charts.
Embracing the slow-rolling rhythms and sleepy vocal delivery popularized by Southern hip-hop,
Latin trap has many different origin stories.
But one name stands above the rest as the pioneer who first bridged Latin America’s
reggaeton and America’s trap into Latin trap as we know it today.
Messiah
The Dominican rapper is the first-ever Latino
rapper from NY to sell out Stage 48 and play Madison Square Garden
three consecutive times in a year.
He’s also the Latin trap artist featured on Cardi B’s “Bodak Yellow” Latin Trap Remix.
Bad Bunny
The poster boy of today’s Latin trap scene, Bad Bunny is a triple threat.
Singing, rapping and producing some of today’s biggest Latin trap sounds.
Like his break out “Diles”.
The track, released last January, racked in a million Soundcloud plays independently before
Bad Bunny got picked up by the reggaeton label, Hear This Music.
Karol G
This Colombian songstress is often the voice of choice for Latin trap hooks.
But even on her own, Karol G rakes in big numbers. Her track “Hello” currently at
over 105 million YouTube views, spent 10 weeks on Billboard’s Hot Latin Songs Chart, peaking at No. 39.
Anuel AA
This Puerto Rican artist is known for his controversial explicit lyrics of sex, violence and drugs.
And his life outside of music, is just as polarizing.
In 2016, he was arrested in Puerto Rico after police found three guns and 152 rounds of
ammunition in his car.
He’s still releasing music and entertaining label offers from behind bars.
And with 6.6 million monthly Spotify listeners plus a fan launched #FreeAnuel movement,
the latin trap star’s popularity holds comparable esteem to Atlanta’s Gucci Mane.
Noriel
Considered one of the most explicit Latin trap artists,
coupling slow rhymes under foggy synths, Noriel was also one of the first to
bring the sub-genre into major Latin American markets, like Mexico, Ecuador and Peru.
His tracks have garnered as much acclaim as they have controversy.
Like “Cuatro Babys” from Noriel’s “Trap Capos: Season 1” compilation album.
The song, which features Maluma, Bryant Myers & Juhn "El All Star", is 4x platinum and has
over 750 million views on YouTube.
It’s also at the center of a petition on Change.org, demanding the song's removal from
digital platforms as it is "demeaning to women."
Ozuna
On the other spectrum of Latin Trap, are artists like Ozuna
who avoids using profanity out of respect for his daughter.
Ozuna has had more than 10 songs exceed 100 million views on YouTube, including his most
popular single to date 2016’s “Te Vas” currently at over 495 million views on the platform.
By the time Ozuna released his debut album, “Odisea,” this past August, he’d already
had eight singles simultaneously on Billboard’s Hot Latin Songs chart.
Only two others , Joan Sebastian and Juan Gabriel,
have had more songs chart at the same time.
Farruko
Farruko began his music career in 2009 but
but feeling limited by conventional reggaeton music, the Puerto Rican singer/songwriter
found a better way to express himself through Latin trap.
His 6th studio album, aptly titled ‘TrapXFicante’ was released in September.
And the music video for one of the project’s stand out tracks “Krippy Kush” already
has nearly 300 million YouTube views.
Bryant Myers
Bryant’s known for his trademark raspy-toned
vocals and recently landed on Billboard’s Twitter Emerging Artists Chart with his song
“Por Que Sigues Con El”, currently at 111 million views on YouTube.
Ms Nina
In the tradition of Ivy Queen with reggaeton,
Ms Nina not only holds her own with the boys in Latin trap, she brings the genre into her
world, hitting trap beats with an IDGAF attitude and monotone voice.
With all these rising Latin trap stars, it’s hard to believe the sub-genre is still “underground”
As American radio has yet to jump on ship.
But by the looks of supply and demand from fans and U.S chart numbers,
it’s only a matter of time before these artists become staples in the mainstream.