Hits from Chayanne, Cristian Castro, Alejandro Fernandez, Millie Corretjer, and Jennifer Peña just to name a few were dominating the charts and local radio stations in the late 90s and early 2000s, but I recently found myself wondering what happened to all these Latin pop artists and their hits. After noticing their absence, I paid close attention (even more so than I usually do) to the Latin music scene and noticed something very interesting. Latin pop is pretty much gone from the music scene. Most of the Latin pop artists have also faded away to give way to the Urban genre, and the few that are still around have been giving their Latin pop an urban twist in order to stay relevant.
LATIN POP VICTIM OF THE URBAN GENRE TAKEOVER
The Urban genre has been taking the Latin music scene by storm in the last few years. If you don’t believe me, all you have to do is take a look at the Latin Billboard charts and you’ll see how they’re mostly all urban. I find it kind of funny because years ago when the Urban artists and their music starting making their way into the US scene, many people predicted it wouldn’t last and here we are more than 10 years later with the Urban genre being one of the top selling – J Balvin, Maluma, Daddy Yankee, the list goes on and on. Of course, like everything, the Urban genre has also slowly changed into a new form of Urban but nonetheless, it’s still Urban. The interesting part about this trend is that it is only happening in the USA and not in Mexico, for example. Latin Pop is still going strong in Mexico even though the Urban genre has also made its way there.
COLLABORATIONS AND CROSSOVER AS MEAN OF SURVIVAL
Examples of the urban twist Latin pop artists are giving their music are the collaborations done by Yuri and Yandel with “Al Bailar,” Alejandra Guzman and Farruko with “Adiós,” or what about the collaborations Latin pop sensation Thalia did with Maluma on “Desde Esa Noche” and with De La Ghetto on “Todavía Te Quiero”. Ricky Martin is another artist that hasn’t stayed behind in collaborating with artists such as his most recent hit with Maluma, “Vente Pa’ Ca.” Chayanne also did something he had rarely done; a duo with another artist. He did an Urban version of his “Humanos a Marte” song with Yandel. Let’s also talk about Luis Fonsi who is very well known for his Latin pop and ballads recently teaming up with Daddy Yankee in his huge hit, “Despacito.” Chart topping Mexican rock band Maná also teamed up with Nicky Jam on their classic, “De Pies a Cabeza”. Notice the trend?
WHAT’S NEXT FOR LATIN POP?
Latin pop artists are noticing the decline in consumption which is why they have turned to Urban artists for collaborations. So far many of them have been able to stay afloat in this ever changing industry. The question now is, how long will this last? Is Latin pop gone for good or will it make a comeback? I don’t think we should underestimate the power of Latin pop. I don’t think it will ever go away. It might come back in full force like it was before or it might evolve into a new form of Latin pop… I wouldn’t forget about the genre just yet.