There was a time—not so way back, truly—when mentioning the artist Dangerous Bunny amongst a bunch of name entrepreneurs would have elicited a number of confused-looking faces at finest. However now? You’d most likely get an apparent nod.
This main cultural shift is ideal proof of simply how reactive the advertising and marketing business could be, oftentimes ready for cultural waves to peak after which journey, versus leaping in and creating the wave itself. And right now the cultural shift that entrepreneurs could not see coming is the coast-to-coast influence of regional Mexican music, corridos particularly.
Mexican corridos is a music style that makes use of devices and lyrics primarily based on the standard fashion of Mexican folklore and contains storytelling that ends with an ethical. The style has been right here for hundreds of years, relationship again to the early 1800s, and has been an integral a part of not solely Mexican tradition however the surrounding Latin American international locations that had been launched to it in the course of the Golden Age of Mexican Cinema.
In terms of the advertising and marketing business, this isn’t an “I instructed you so,” type of second, however as a substitute the right time for entrepreneurs to get forward of the sport.
The subsequent Dangerous Bunny
One of many subsequent, soon-to-be-household names which may nonetheless encourage a confused look, is Peso Pluma.
Like Dangerous Bunny, Peso Pluma is an artist whose meteoric crossover success has created a gateway for hundreds of thousands of younger folks within the U.S. to show their consideration to corridos and crossover tracks, which deliberately mix a few totally different genres, with Mexican regional melodies firmly within the driver seat. His hit single with Eslabon Armado, “Ella Baila Sola,” was the primary regional Mexican track ever to enter the highest 5 on the Billboard Scorching 100 and attain primary on the Billboard World 200.
Different appearances in mainstream tradition: Peso Pluma was the primary ever regional Mexican artist to carry out on The Tonight Present Starring Jimmy Fallon and the primary to carry out corridos music on the 2023 Billboard Music Awards (additionally successful prime Latin track for the aforementioned track), propelling him even deeper into popular culture. Moreover, acting at Coachella with Becky G gave avid music lovers the possibility to expertise him in individual and add him to their playlists, which is one other place he’s breaking data because the quantity 5 most-streamed artist within the historical past of Spotify, hitting the High 50 World chart 5 occasions along with his collaborations.
