In a world increasingly interconnected by media, few genres have reshaped the cultural and economic landscape as dynamically as reggaeton’s global impact on music. At the forefront stands Bad Bunny, a Puerto Rican artist who rose from bagging groceries in 2016 to becoming the second-most streamed artist globally in 2023. His journey mirrors the genre’s significant influence on societies, particularly in Latin America. Beyond musical rhythms, reggaeton has become a catalyst for economic growth and an amplifier for social change in the region.

Economic Impact

The surge of reggaeton, Latin rap, Latin trap, or música urbana, has elevated Latin music to unparalleled financial heights. Latin music revenue in the U.S. soared to $1.1 billion in 2022, with a remarkable 24% annual increase, outpacing other markets. Major labels and artists are bridging language barriers to engage global audiences, reflecting the genre’s booming popularity. Streaming revenues, accounting for 97% of Latin music earnings, showcase the genre’s dominance, fueled significantly by Bad Bunny’s chart-topping albums. The importance of this revenue lies outside of the United States, where artists and fans in Latin America are fueling economic growth.

Reggaeton has generated a higher demand for popular live experiences in Latin America. Festivals like Estereo Picnic in Bogota and Lollapalooza in Argentina and Chile have seen surging attendance due to these popular artists and the genre’s appeal, turning Latin American countries into exporters of musical talent and generating substantial revenue within these economies.

Social Impact

Beyond economic effectiveness, reggaeton has emerged as a powerful social platform, shedding light on pressing issues. Bad Bunny’s music video for “El Apagón” didn’t merely entertain but served as a voice for Puerto Ricans amid crises like Hurricane Fiona. The video highlighted long-standing injustices, resonating deeply with audiences. Many even became aware of these issues in Puerto Rico thanks to Bad Bunny’s platform.

Notably, artists like Bad Bunny have used their influence to address socio-political matters. When Bad Bunny confronted hate speech from political figures, his stance echoed across continents, demonstrating reggaeton’s global impact. The capacity for stars to leverage their platforms to address millions regarding injustices across governments, within developing nations, or in their home countries, elevates these issues onto a global stage, holding immense significance in raising awareness, mobilizing action and potentially mitigating the effects. 

Global Revolution

Reggaeton’s rise signals a shift in global music dynamics. Artists like J Balvin have paved the way for Spanish-singing artists to resonate internationally without compromising their cultural identity. Balvin’s unprecedented success on streaming platforms showcases the growing acceptance and integration of Latin American music into mainstream culture, without having to adapt to English-speaking audiences.

This global recognition isn’t limited to music alone. Influential figures such as Colombian reggaeton artist J Balvin or Spain’s innovative flamenco fusion singer Rosalía serve as prime examples. Their impact goes beyond music; they’re influencing young people daily on social media, boasting millions of followers. For instance, the cover of the Rolling Stone magazine dedicated to Bad Bunny and J Balvin in June highlighted not just their musical prowess, but also their influence as cultural icons. 

This global recognition isn’t limited to music alone. Investment in Latin American creators across various media, including television, has soared. “Money Heist,” a Spanish series, has become Netflix’s most-watched non-English show, captivating audiences across Argentina, Brazil,and Chile, signifying the expanding influence of Latin American narratives beyond music.

Again, supporting Latin American creators, and Spanish media, is stimulating investment in these markets, increasing the economy and exports.

Future Facing

Reggaeton’s global impact, beyond its contagious beats, represents a shift in global culture and commerce. From empowering Latin American economies to amplifying voices on social issues, the genre and its artists serve as catalysts for change. The journey from bagging groceries to topping global charts isn’t just Bad Bunny’s story; it’s a testament to the genre’s transformative power, paving the way for a more inclusive global cultural landscape.

In essence, the global embrace of reggaeton’s global impact isn’t just a musical phenomenon; it’s a revolution, shaping economies, fostering unity and amplifying voices for change in Latin America and beyond. This outlook emphasizes reggaeton’s global impact on cultural shifts and societal change.

– Kailey Schwinghammer
Photo: Flickr