The Latin Wave
From the 1999 crossover to Despacito, reggaeton and Bad Bunny’s Album of the Year. The artists who stopped translating.
1999
The crossover boom
Ricky Martin performs "The Cup of Life" at the Grammys and follows with "Livin’ la Vida Loca". Shakira, Jennifer Lopez and Enrique Iglesias cross over too, mostly by singing in English.
1990s–2004
Reggaeton rises
In Panama and Puerto Rico, artists build a new sound on the dembow rhythm. Daddy Yankee’s "Gasolina" (2004) takes it worldwide.
2017
Despacito
Luis Fonsi and Daddy Yankee’s "Despacito", boosted by a Justin Bieber remix, spends 16 weeks at No. 1 in the US, tying the record at the time.
2018–2022
No more translating
J Balvin, Bad Bunny, Rosalía and Karol G become global stars singing in Spanish. Bad Bunny is the world’s most-streamed artist on Spotify three years running.
2023
New records
Karol G’s Mañana Será Bonito becomes the first all-Spanish album by a woman to top the Billboard 200. Peso Pluma makes Mexican corridos tumbados a global sound, and "Ella Baila Sola" becomes the first regional Mexican song in the Hot 100 top 10.
February 2026
The top prize
Bad Bunny’s Debí Tirar Más Fotos becomes the first Spanish-language album to win Album of the Year, and he headlines the Super Bowl LX halftime show the next week.
Pop quiz
0/4 answered
Q1
Reggaeton grew up mainly in…
Q2
Who made ‘Gasolina’ (2004)?
Q3
Karol G’s Mañana Será Bonito (2023) made history as…
Q4
Peso Pluma made which Mexican style huge?