The Rise of Latino Culture: A Tale of Dance and Music

The beat echoes across the block, with the loud bass and foreign lyrics booming at full volume. Somewhere in the city, people are either dancing and having the time of their lives or using the music as the backdrop for a Sunday reset while doing chores. The speakers pulse to the rhythm of “Yo Voy” by Daddy Yankee and Zion, and the energy in the room radiates outward, reaching across the globe. Reggaeton has undeniably taken over the world. Even in the smallest corners, you can feel Latino culture being represented and celebrated. 

The rise of reggaeton and Spanish music, in general, has been rapid, reshaping the global music industry. With popular artists like Daddy Yankee, Bad Bunny, Karol G, and JBalvin, Maluma leading the way, the genre’s diversity is being embraced worldwide. Reggaeton itself has its roots in Puerto Rico and Panama—a fusion of hip-hop, salsa, dancehall, and Caribbean music. What began as a form of expression for young people in marginalized communities, addressing their realities and beliefs, has now become a global phenomenon.

However, reggaeton’s journey to the top was far from easy. In the 1990s, the genre faced harsh opposition. In several countries, authorities confiscated cassettes and imposed bans, attempting to silence the voices that sought to be heard. During this time, reggaeton found an underground haven, often referred to as perreo, a space for discussing friendship, love, sex, and other raw or explicit themes. Puerto Rican communities pushed through legal and societal opposition, with local police campaigns raiding music shops and seizing albums. Despite the resistance, reggaeton’s momentum was unstoppable, with nightclubs across the region starting to embrace the genre.

Artists like Daddy Yankee, Don Omar, Héctor & Tito, and Wisin & Yandel emerged from this underground era, bringing reggaeton into mainstream culture. These trailblazers, with their “old school” sound, laid the foundation for the global hits we hear today.

Today’s artists honor this legacy while breaking new records and evolving the genre:

• Bad Bunny: With his culture and political messages, Bad Bunny has redefined reggaeton. His latest album, Un Verano Sin Ti, reflects his Puerto Rican roots, incorporating sounds and themes that highlight the island’s struggles with colonization and cultural identity.
• Karol G: One of the most empowering women in reggaeton, Karol G has shattered gender norms in this male-dominated industry. Hits like “Bichota” and “Oki Doki” exude confidence and strength, earning her a global fanbase.
• Rauw Alejandro: By blending classic reggaeton with futuristic sounds, Rauw Alejandro pushes the genre into new territory. Songs like “Lokera” and “De Carolina” showcase his ability to innovate while honoring reggaeton’s roots. His album Cosa Nuestra reflects this duality.

Reggaeton has historically been criticized for its misogynistic lyrics and hypermasculine culture, but women in the genre are flipping the script. Artists like Karol G, Ivy Queen, Kali Uchis, and Anitta are reclaiming the space, using reggaeton to empower women and challenge societal norms across Latin America.

A prime example is Ivy Queen’s classic hit “Yo Quiero Bailar,” where she boldly declares that dancing with someone doesn’t mean she owes them anything afterward. The song flips traditional gender expectations, putting women in control and challenging male-dominated mindsets.

Beyond reggaeton, women in the Latin music scene are also addressing political and cultural issues. In Mexico, for instance, songs like “Si Me Matan” by Silvana Estrada and “Canción Sin Miedo” by Vivir Quintana have become anthems for women protesting femicides and violence. These powerful tracks provide solidarity, reminding women they are not alone and inspiring them to fight for their rights.

Reggaeton has become a gateway to broader Latino culture, influencing how the world dances, eats, and consumes entertainment. Popular dances like salsa, perreo, merengue, cumbia, and bachata have captivated global audiences, while iconic TV shows like El Chavo del 8, Rebelde, and Rosario Tijeras have introduced millions to Latin American storytelling.

This cultural spread is more than entertainment; it’s representation. Reggaeton has opened doors for Latino artists in English-speaking markets, dominating global charts and streaming platforms. The genre’s success has proven that music transcends language barriers, creating connections across cultures.

Reggaeton’s global success has broken down lingual and cultural barriers, making it a dominant force on foreign charts and streaming platforms. Latino artists no longer need to conform to English-language norms to achieve worldwide recognition. The genre’s success is a demonstration of the fact that music knows no boundaries—it speaks to everyone.

As Latino culture and music continue to rise, reggaeton remains at the forefront, creating new sounds, trends, and opportunities for representation. With nearly 50% of top-charting artists being of Latino descent, the future looks bright and open for new upcoming artists wanting to make their mark in the world.