Bad Bunny has redefined what it means to make Latin music in the 21st century.
After being named the most-streamed artist on Spotify for three consecutive years (2020, 2021, and 2022), it seemed his blend of trap and reggaetón had found the perfect formula for Grammy nominations and Billboard Music Awards.
Nonetheless, with his latest album, “Debí Tirar Más Fotos,” he proves he can do it all.
The record weaves salsa, plena, bomba and jíbaro rhythms into his signature contemporary style — a heartfelt tribute to Latin American identity.
More recently, Rosalía’s latest album “LUX,” released on Nov. 7, 2025, blends orchestral arrangements with multilingual tracks. It earned more than 42 million streams on its first day.
In contrast to Bad Bunny’s return to tradition, Rosalía offers a unique exploration of music as a vehicle for feminine identity and spirituality.
Her album, particularly the track “Reliquias,” embodies the series of contradictions that define identity in a world that is constantly exposed to new cultures and blended traditions.
Surprisingly, Bad Bunny is not the first mainstream Hispanic artist to turn inward and pay homage to his roots. We saw a similar ode to tradition in C. Tangana’s masterful “El Madrileño,” where flamenco and Iberian folk rhythms pulse through his urban rap and pop crossover.
Although he may not dominate streaming charts like Bad Bunny, his work has not gone unnoticed. “El Madrileño” earned the Latin Grammy Award for Best Engineered Album, along with multiple other nominations.
Another rising artist redefining this cultural movement is Milo J. The Argentine prodigy has carved out a name for himself with his recent album “La vida es más corta.” Here, he reimagines the language of Latin music by weaving chacarera, tango, samba, milonga and murga into trap; a powerful blend that bridges generations and genres.
The album features Mercedes Sosa, Soledad Pastorutti and Silvio Rodríguez, alongside Argentine hip-hop icon Trueno, making Latin identity the emotional core of its sound.
Together, these artists are reinventing reggaetón and trap by reviving the creativity and depth often overshadowed by the genre’s commercial side.
They remind us that the true power of music lies in uniting tradition and innovation. In the end, they’ve proven that paying homage to one’s roots can be just as powerful and earn just as much recognition in the music industry.