Bad Bunny
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Just two days after teasing fans with new music, Bad Bunny officially unleashed the track called “Gato de Noche” in collaboration with Ñengo Flow, out today (Dec. 22). “This is to close the year,” he said on TikTok just hours before blessing fans with the surprise song.
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Urbano veteran Ñengo recruited Bunny for “Gato de Noche,” a hard-hitting reggaeton track from the point of view of the “chico malo” (bad boy) who’s after a taken lady. “He loves you and gives you everything/ But you’re the devil and you’re crazy for me/ You like the bad boys and are playing fire with me […] although you’re a sin, I’m going to hell following that big a–/ I’m on my way/ Today I’m picking you up after midnight,” Bunny chants in the sultry lyrics.
“With the real beast,” the Puerto Rican act said of Ñengo when he revealed the collab on his Instagram stories. The pair have many collaborative efforts, including “Que Malo” and “Safaera,” which peaked at No. 4 on the Billboard Hot Latin Songs chart dated April 11, 2020. Both tracks form part of Bunny’s YHLQMDLG album.
“Gato de Noche” follows the Arcangel and Bad Bunny track “La Jumpa,” which debuted at No. 3 on the Hot Latin Songs chart dated Dec. 10, 2022 and wraps up Bunny’s fruitful year.
In 2022, Bunny ruled Billboard’s year-end Top Artists chart for the first time, while his Un Verano Sin Ti made history as the first all-Spanish album to hit No. 1 on the Billboard 200 year-end albums chart. He also closed out the year with a record-breaking $435 million in tour grosses that combine more than 80 concerts from two separate tours (El Último Tour del Mundo and The World’s Hottest Tour).
Watch the “Gato de Noche” video below.
It was a year in which Rammstein blasted plumes of fire from a backpack, The Weeknd destroyed a miniature city in a hurricane of black smoke, Pepe Aguilar sang on horseback amid Aztec warriors and equestrian acrobats and Elton John gave a “Rocketman” tour of space from a video screen that bled into the stage. artists provided fans with endless stadium explosions and other over-the-top spectacles. Even though Inflation and supply-chain issues considerably jacked up expenses for 2022’s biggest tours, cutting corners was not an option. “It’s really important that we don’t short-change anybody,” David Furnish, John’s husband and manager, told Billboard in November, just before the singer’s final U.S. farewell tour show.
And in 2023, stars who continue or return to stadiums after emerging from COVID-19 quarantine are unlikely to scale down. “Our show is evolving,” Aguilar says from his Mexico City home. “Once I experimented with it, it’s hard to go back.”
Here are the stories behind five other ground-breaking concert special effects in 2022:
Bad Bunny’s floating dolphins and live-video merry-go-rounds
Befitting the year’s highest grossing tour, Bad Bunny went big with stadium special effects. The giant dolphins floating above the crowds were the most instantly eye-catching, but Bunny also integrated video into the shows in new ways. During “Callaíta,” he built on the merry-go-round imagery of his 2019 video and projected a 3-D live feed of his performance, as well as captured shots of individual fans and other elements of the show, into the frames of the rotating structure on stage. “There’s a lot more to it than meets the eye,” says Adrian Martinez, creative director for Sturdy, the production company that created much of the tour’s visual imagery. “A lot of shows just use loops and clips here and there and kind of just repeat. We wanted to make sure people were looking at something new pretty constantly.”
Coldplay’s LED spheres
After Coldplay‘s designer approached Frederic Opsomer with the idea for a new effect— hovering spheres festooned with LED strips— his staff at PRG Projects began two months of problem-solving. First, they considered “hardshell with a trussing system inside.” But that could have required seven or eight trucks with a crew of more than 60, which was unsustainable given the band’s mandate to be environmentally conscious. “We have to come up with another way,” Opsomer, PRG’s vp of global scenic, told the staff. So they concocted inflatable spheres, tested lightweight fabric coatings and determined they could fit in a fractional portion of a truck with just one crew member for maintenance. After accounting for rainy and windy stadium conditions, they built structures for the tour that began in March and tested them in factory settings, but didn’t feel fully comfortable until they lit up in bright colors on the first date. “How did we celebrate?” Opsomer asks. “I think we had a big smile on our face.”
Kendrick Lamar’s shadow play
During Kendrick Lamar‘s The Big Steppers tour, which ran from June to December, the rapper hunched over with his microphone, creating a big-screen shadow during “Count Me Out” with arrows wedged into Shadow Kendrick’s back when they did not actually appear in Real Kendrick’s back. “It’s this little photogenic moment that plays with reality,” says Mike Carson, one of the tour’s show designers and show directors, who helped coordinate choreographers, directors, lighting designers and video programmers to make it work. “It’s like a magic track. I read reviews and people describe what it is and still can’t pinpoint how he did it.” (Watch the whole show here.)
Adele’s piano on fire
It was Adele‘s idea last May to light her piano aflame during “Set Fire to the Rain.” That prompted five months of designers and crew members plotting and building a faux white Yamaha grand piano that bursts into flames while Adele sings during a manufactured rainstorm at her Caesars Palace residency in Las Vegas. Those flames spread more than 100 feet across the stage, part of an effect that involves a high-tech fire suppressant and huge troughs of water. The piano, says Paul English, Adele’s production manager, is “like a bath. It contains a load of water, so there’s a moment where [the piano] falls over and the water spills out. Then it sets itself on fire.” The flames heat up to 300 degrees, which means everything around it is at risk of melting or burning – which requires an elaborate rain “curtain” to keep in check. “So, yeah, it’s been challenging,” English adds.
Lady Gaga’s flaming cannons
For her Chromatica Ball stadium tour that kicked off this summer, Lady Gaga contrasted a brutalist-architecture set design inspired by 1920s German expressionism with non-stop explosions. Her “cold, very stark feel” in the set created a gray landscape that allowed her longtime production designer, LeRoy Bennett, to go crazy with orange-and-yellow pyro, aided by Rammstein’s special-effects company, FFP. (The flaming cannons are technically known in the special-effects industry as “liquid flame giga,” or LFGs.) “We’ve always had some pyro here and there, but never really went full-on big metal or Rammstein-style flames,” Bennett says. “She loves those kinds of effects. She’s a big fan of fire and the power and drama of it.”
With its genre-spanning, eternal-summer energy, Bad Bunny’s Un Verano Sin Ti transcended Latin music and became one of the year’s biggest blockbusters. To one of his main producers, MAG, “It’s been a long time coming.”
“The [previous] divide between Latin music and pop music has now merged, because Spanish-language music is pop music,” he reflects.
The Puerto Rican-Dominican hitmaker helped Bad Bunny create the omnipresent Un Verano Sin Ti. The LP has become the first all-Spanish album to top the year-end Billboard 200, ever, and reached No. 1 on the Billboard staff’s Best Albums of 2022 list. It is also the first all-Spanish-language release to earn a Grammy award nomination for album of the year. And thanks to the record’s wild success, Bad Bunny landed on Billboard Magazine‘s No. 1 year-end issue. It’s not just a chart-topping, record-breaking album, it’s an era-defining moment in pop.
The producer-artist pair have been working closely since MAG executive produced Bunny’s El Último Tour del Mundo in 2020, which also resulted in unprecedented success — it became the first Spanish-language release to top the Billboard 200 in the chart’s 64-year existence.
For reasons mentioned above and more, the super-producer peaked at No. 1 on Billboard’s Year-End Hot Latin Song Producers chart, and landed No. 5 on the all-genre Year-End Hot 100 Producers chart.
Born Marco Borrero in Brooklyn, MAG alchemized 15 of the 23 tracks total from Benito’s latest record, including its two highest-charting tracks on the Year-End Hot 100, “Tití Me Preguntó” and “Me Porto Bonito” — the two songs combined have reached a staggering 1.9 billion streams on Spotify alone since the album’s release in May via Rimas Entertainment.
When asked about the album’s groundbreaking accomplishments, Bunny’s long-time collaborator Tainy, who co-produced nine tracks in the album, tells Billboard: “We never felt these things could be possible for us coming from Puerto Rico and being Latin. We always felt like there was [an Anglo-imposed] level higher than what we were doing, because of the Anglo market. That doesn’t exist anymore, and a lot of that has to do with Benito. It’s special to see those barriers broken, and dreaming big ends up becoming true. This is the new normal.”
“I’m happy to finally see that when you’re talking about Billie Eilish, Adele, Harry Styles, Justin Bieber in the same conversation now, you’re also talking about Benito, you’re talking about Karol G, Rauw and Rosalia,” echoes MAG.
Billboard hopped on Zoom with MAG, who was just arriving to Los Angeles from Miami to be honored at the Variety Hitmakers event for helping Bad Bunny craft another revolutionary new album.
Since we last spoke during the El Último Tour del Mundo (2020) phase, things have evolved tremendously for you. How’s your year going?
We work so much, and every time we finish something we’re on to the next thing. But when I take a second to be present and reflect on my year, it’s heartwarming to see everything that’s happening with Spanish-language music, and the impact that it’s having culturally. What’s happened with the songs we’re doing, how they’ve been accepted and received, and how that’s become a part of pop culture is really heartwarming.
When you reflect on Un Verano Sin Ti’s unprecedented accomplishments, what goes through your head?
The [previous] divide between Latin music and pop music has now merged, because Spanish-language music is pop music. It is the most popular music right now. It makes me really happy to see that. It’s been a long time coming. Of course, streaming has assisted in that — because now we can physically see what consumers are actually listening to, and most consumers are listening to Spanish-language music.
Congratulations on topping the Billboard charts’ Hot Latin Song Producers and landing at No. 5 for the all-genres Hot 100 Producers chart. Did you anticipate these accomplishments given the album’s recent success?
I’m never thinking about charts or the success of what a song is going to have as we’re creating it. I think that’s been an important part of my creative process. Working with Benito, we’re making things that we love and pouring our heart into that, hoping that it’s going to resonate and connect with people. But to have the chart accomplishments, it’s beautiful to see. It’s definitely exciting.
“Tití Me Preguntó” is an explosion of genres: Dominican dembow, reggaetón and hip-hop. It also has an Antony Santos bachata sample (“No Te Puedo Olvidar”). Talk to me about your creative process and what inspired the inclusion of all these musical styles.
It’s like throwing every genre I love in a blender and seeing what happens. That got inspired by the Antony Santos sample that Benito played to me the morning that we created that song. He came over to me with his phone and he was like, “Mag, quiero samplear esto” and played me the actual song. We had some really exciting ideas for it when it was just a trap song, and we put the sample in the intro.
A couple of hours into working on the song, Benito had this idea to try a Dominican dembow section on it, so I sped up the tempo after the hip-hop part. But it was a hard one — because, like you said, we had to cross pollinate so many genres together, and that was a challenge. But it worked. The final product was very, very exciting to listen to.
The song represents you too, growing up in Brooklyn listening to hip-hop, and being of Dominican and Puerto Rican descent.
Yes, [it is] an absolute representation of me. I am Dominican and Puerto Rican. I grew up listening to a lot of bachata, reggaetón, and hip-hop. I love Dominican dembow and I’m from New York. The song has this New York grit to it — I know for a fact that a lot of my people, friends and family back home in New York gravitated towards that.
“El Apagón” has some tribal drumming and ‘90s dance elements..
Benito and I worked on “El Apagón” from scratch. It started with an Ismael Rivera sample from a song called “Controversia,” a song that Benito really loves. He was just rapping throughout the whole thing. Then Benito said, “I want to make another anthem for Puerto Rico.” “P FKN R” [from YHLQMDLG] was an anthem, but it has a lot of curse words. As we’re making this curse-free Puerto Rican anthem, we thought of this ’90s freestyle house section for it. We then threw in “me gusta la chocha de Puerto Rico” all over the chorus [a DJ Joe’s “Vamos a Joder” sample] with Gabriela [Berlingeri] singing in the outro, which was the cherry on top.
Everything in the lyrics is an ode to Puerto Rico, and the situation that’s happening there. To hear it everywhere when I was in Puerto Rico got me really emotional. It really felt like an anthem for our people to see that there’s a lot of street graffiti with the lyrics around Puerto Rico.
Has this genre-spanning approach changed your perspective on producing music? Searching sounds from within your culture, but also seeking external and perhaps previously-unfamiliar musical styles.
I can credit Benito for a lot of the growth that I have had as a producer. In all the work we’ve done together, we’ve challenged each other again and again, to blend genres, get out of our comfort zone, and do things that aren’t standard but feel great to us. That really helped me grow as a producer, in everything I’m doing now, and in everything I’m going to continue to do in the future.
I think that reflects in the music that we’ve made together, and how you hear all these changes and the meshing of genres in all these songs. Even if it’s a reggaetón song, you’re going to hear all these other elements. The growth has happened throughout my years as a producer but especially my work with Benito.
How has your creative relationship with him evolved since you two began working together in 2020?
I’ve been able to watch him grow and continue to develop as an artist. It has been amazing for me to assist in that. As far as our creative process and our working relationship, there’s a lot more trust. At this point, we each know how one another works and what our strengths are. We could be working on a song and he’ll say, “Mag, yo creo que le hace falta…” And I’ll complete the sentence for him. So the relationship has grown in that way. We have amazing chemistry creatively and we understand our workflow and exactly what the object is, whatever the obstacle in the song is, and we know how to get there.
I see that you produced 15 of the 23 songs in the album, and Tainy produced the other eight, but you only collaborated on one song, “La Corriente.”
Shout out to Tainy, the G.O.A.T., the legend. That [song] actually came from Tainy and his team. I was brought in last minute to structure it out, finalize and mix the song with Benito and La Paciencia. We worked on that remotely but it was still an honor to be a part of something with Tainy. He’s somebody who I’ve looked up to since I was a teenager and my entire career. Through my work with Benito, we’ve been able to actually become good friends.
I used to DJ house parties [in New York in the early 2000s], we used to call them hooky parties. We would cut high school and throw parties, and I used to play Tainy songs back then when I was 16, 17 years old. So to be in the same universe professionally with him now and to have collaborated on [“La Corriente”] is really special to me and an honor.
I peep that you dethroned him from the Hot Latin Songs Producer chart, where he held the No. 1 slot for the last three years. [Tainy landed at No. 2 this year.]
It’s wild. My competition is always myself. It’s always MAG trying to improve in what I do. I think there’s space for all of us to shine as producers in this industry, and what we’re all doing culturally for music and in Spanish-language music. Tainy, myself, Ovy [on the Drums, and other Latin producers]. It’s just a beautiful moment for Spanish-language producers.
Aside from Bad Bunny, you’ve also produced for Eladio Carrion, Imagine Dragons, Selena Gomez, Arcángel, to name a few. How working with artists of different styles affect your approach to making a song?
My approach always changes song by song. Even when I’m working with the same artist, I always try to do what’s best for that song and to deliver the product that the artist needs. Never what I think is going to be best, never what I think people are going to like, just what fits the song.
What words of advice would you give somebody who is trying to start off their career as a producer?
Take your time in constructing an identity, a sound that’s you, that gives you an identity as a producer. It’s cool to be inspired by all your favorite producers, but there’s only one of them and there’s only one of you. So take your time and mold that identity. That’s what’s going to stand out as opposed to fitting in.
Replying to mounting criticism from the public and Mexican officials, Ticketmaster Mexico issued a formal statement on Monday (Dec. 12) following a ticketing fiasco that led to hundreds being denied access to Bad Bunny’s Mexico City shows Dec. 9 and 10.
“As has been reported, on Friday an unprecedented number of fake tickets were presented at the entrance of [Estadio Azteca], purchased outside our official channels,” wrote Ticketmaster in its release, posted on Twitter late Monday. “In addition to causing confusion among entrance officials, this situation generated a malfunction in our system, which for moments at a time, couldn’t properly identify legitimate tickets. It’s important to underscore that there was no oversale of tickets. Ticketmaster took the technological and logistical measures needed to ensure what happened on Friday would not happen on Saturday.”
Mexico’s Federal Attorney’s Office for Consumers (PROFECO), reported that more than 1,600 people were denied entry to Bad Bunny’s Friday show, leading to crowds of angry ticket-holders clamoring outside the gates of Mexico City’s Estadio Azteca. At the time, Ticketmaster attributed the issue to fake tickets that caused their system to malfunction. On Saturday, just 110 were denied entry.
PROFECO, however, said the ticketing problem for the Puerto Rican superstar’s shows was triggered by an “oversale” of tickets and that Ticketmaster would be fined as a result. “The difference between those defrauded in the first and second concert is proof of it. 1,600 tickets in the first concert… and 110 in the second”, PROFECO head Ricardo Sheffield explained on TV program Aguila o sol.
The fine for Ticketmaster México could amount to up to 10% of that company’s total sales in 2021, Sheffield said.
“Ticketmaster claimed they were counterfeit, but they were all issued by them,” Sheffield said in an interview on Saturday with Radio Fórmula.
PROFECO’s investigation determined that many tickets claimed as false were indeed legitimate and had been purchased through legitimate channels, according to Sheffield.
In its new missive, Ticketmaster says the Bad Bunny shows were the most in-demand ever in the country’s history, with 4.5 million people attempting to purchase just 120,000 available seats for both Azteca dates. The company said it’s collaborating “openly and widely” with the investigation and will refund ticket buyers in addition to paying them the 20% indemnization mandated by law.
Read full statement in Spanish below:
Ticketmaster has technology that can prevent the type of fraud that allegedly impacted entry to the show, but so far it has only been deployed in the United States. The technology, known as SafeTix, digitizes tickets and eliminates easy to duplicate barcodes that can be resold to multiple people. It’s unclear when the technology will be available in countries outside of the U.S.
Ticketmaster Mexico had been owned and operated by OCESA-CIE since the 1980s but last year Ticketmaster parent company Live Nation finalized its acquisition of Ticketmaster Mexico, transitioning the company from a license holder to a Ticketmaster subsidiary. Ticketmaster Mexico is forecast to sell 20 million tickets this year.
Massive overselling of tickets for the last two concerts of Bad Bunny’s World’s Hottest Tour in Mexico City this weekend led to hundred of people being denied entry to the superstar’s shows and will have million-dollar consequences for Ticketmaster Mexico, according to Mexican authorities.
The head of Mexico’s Federal Attorney’s Office for Consumers (PROFECO), Ricardo Sheffield, told the Televisa network on Sunday that those affected must receive a 100% refund plus a 20% compensation, and that the company will also be fined.
In a statement, Ticketmaster México acknowledged on Saturday that “the access problems were the result of the presentation of an unprecedented number of counterfeit tickets, which caused an unusual crowd of people and an intermittent operation of our system” which “generated confusion and made entrance to the stadium complicated, with the unfortunate consequence that some legitimate tickets were denied entry.”
Sheffield confirmed the ticketing problem for the Puerto Rican super star’s shows was triggered by an “oversale” of tickets. A total of 1,600 faulty tickets were reported for the first concert Dec. 9, and 110 for the second on Dec. 10. Both shows were at Estadio Azteca. Organizers said some 80,000 people attended each night.
“The difference between those defrauded in the first and second concert is proof of it. 1,600 tickets in the first concert… and 110 in the second”, Sheffield explained on TV program Aguila o sol.
The fine for Ticketmaster México could amount to up to 10% of that company’s total sales in 2021, the official said.
“Ticketmaster claimed they were counterfeit, but they were all issued by them,” Sheffield said in an interview on Saturday with Radio Fórmula.
According to the Mexican official, in its investigation, PROFECO determined that many tickets claimed as false were indeed legitimate and had been purchased through legitimate channels.
Those affected are also preparing a class action suit against the company. PROFECO opened an investigation and invited those who had irregularities with their tickets for Bad Bunny and other major events to file a complaint.
“As we are a fiscal authority, if they don’t want to pay of their own will, we will seize their accounts then, and they will pay because they have to,” said Sheffield.
The ticket issue delayed Bad Bunny’s show on Friday for almost an hour, while a crowd of hundreds outside Estadio Azteca demanded an explanation. Some people climbed through the main gate of the compound in an attempt to gain entry but were stopped by law enforcement. On Saturday, PROFECO announced plans to assist those affected.
Billboard Español reached out to both Ocesa and Ticketmaster Mexico for comment on Friday and Monday, but had not received a reply by press time. On Saturday, Ocesa sent Billboard the press release issued from Ticketmaster Mexico about what had happened at Estadio Atzeca the night before. Last year, Live Nation acquired 51% of the operations of the Mexican company Ocesa and Ticketmaster México.
Cancellations or duplications of tickets for concerts operated by Ticketmaster México and concert promoter Ocesa have increased in recent months for massive concerts, including those of Daddy Yankee, Harry Styles and Dua Lipa, according to complaints from users of the popular ticket sales platform.
The situation in Mexico comes after fans of pop star Taylor Swift collectively sued Ticketmaster parent company Live Nation in the United States for the chaotic ticket sales of her The Eras Tour. Thousands of the singer’s followers were unable to get tickets for her concerts.
MEXICO CITY — For some fans, going to Bad Bunny’s Estadio Azteca show Friday night in Mexico City was a dream come true. But for others, it turned into a nightmare after they became victims of a scam, with Ticketmaster Mexico canceling their tickets at the entrance to the show saying they were fake and a throng of angry fans at the door demanding to go inside.
Dozens of people who had arrived hours and some days earlier — coming from different places in Mexico and the U.S. — were not able to get inside Bunny’s fist night in Mexico City, which also marks the end of his tour.
Valeria Carrillo, a young fan who came from the seaside town of Isla Mujeres and said she had paid over 9.000 Mexican pesos (some $455), was one of the unlucky ones. She stood in line since early in the morning to be one of the first to get inside the stadium. She couldn’t.
“I didn’t come all the way from Isla Mujeres to have this happen to me!” she told Billboard Español, in tears.
Some desperate fans climbed over the main gates of the stadium trying to get inside but were blocked by security.
In a press release posted Saturday, Ticketmaster Mexico admitted that “the issues with access were the result of an unprecedented number of fake tickets, which led to a not normal agglomeration of people and an intermittent operation of our system.
“The above generated confusion and complicated the entrance to the stadium, with the unfortunate consequence that people with legitimate tickets were denied access,” added the release.
Mexico’s Federal Attorney for the Mexican Consumer (PROFECO) said it had opened an investigation and asked those who had been affected to present their complaint on a website provided by the institution. By Friday evening, PROFECO said in the same release that only seven people had submitted complaints, but more were expected.
On its end, Ticketmaster said it would refund ticket-holders who hadn’t been able to get into the venue and would also provide additional compensation of “no less than 20% of the price paid for the ticket, in accordance with the terms of article 92 Bis of the Federal Law of Consumer Protection, which states that right when a service is deficient or is not rendered.”
Issues with tickets delayed the show for nearly 60 minutes. Originally scheduled for 9 p.m., it started at 10 p.m. But once the lights went out, it was party time. Benito Ocasio Martínez took the stage in front of 85,000 attendees, with a slew of special guests that included Bomba Estéreo for “Ojitos Lindos,” Chencho Corleone for “Me Porto Bonito,” Mora for “Una vez” and Jowell & Randy, with whom he sang “Safaera.” Bunny finally brought up his friend and fellow hitmaker Jhayco for “Tarot.”
One of the highlights of the evening came when the Puerto Rican star paid homage to the late Mexican music idol Juan Gabriel by sampling his hit “Querida,” and later, when performing “Yo No Me Visto Así,” which also references “Querida” and Juan Gabriel in its lyrics.
For Bunny’s second Mexico City show on Saturday, PROFECO had personnel at the entrance to the stadium beginning early in the afternoon, and there were reports on social media of fans with fake tickets being turned away.
Few things faze Noah Assad, Bad Bunny’s manager. But even he admits that launching a stadium tour barely three months after an arena tour was a bit daunting.
“We knew it was going to be a learning experience and something none of us had done before,” Assad says now, “but we went for it and worked through it with the help of old and new partners and set new industry standards.”
Bad Bunny ends the year as the top touring act of 2022, grossing $373.5 million from 1.8 million tickets across 65 shows, according to Billboard Boxscore, and that number doesn’t even include his last 20 Latin American stadium shows. This makes Bunny — born Benito Martinez Ocasio — the first act who doesn’t perform in English to ever top the year-end tally.
World’s Hottest Tour broke venue revenue records in 12 of the 15 U.S. markets that it hit, including Chicago and Washington, D.C., and New York, where he played Yankee Stadium. All told, the North American leg of tour averaged $11.1 million per show – the biggest per-show average gross by any artist in any genre in Boxscore history (dating back to the late 1980s).
Bunny also became the only artist to ever launch separate tours each topping $100 million in the same calendar year. His stadium tour launched after he played his 35-date El Ultimo Tour Del Mundo, an arena tour that earned $116.8 million from 35 shows.
So, how did an artist who only records in Spanish, who is signed to an independent label and has only been five years in the market achieve this feat? To find out, Billboard spoke with agents, promoters and producers to piece together the ingredients of Bunny’s spectacular touring success.
The seeds for World’s Hottest Tour, which ends with sold out shows Friday (Dec. 9) and Saturday (Dec. 10) at Mexico city’s Estadio Azteca, were sown April 15, 2021, when tickets went on sale for Bunny’s April 2022 arena tour. The tour sold out in a matter of hours, says Jbeau Lewis, one of Bunny’s agents at UTA, with some 200,000 to 300,000 people in virtual queue in individual arenas trying to score tickets, and it became clear how much demand there was for Bad Bunny concerts.
“I remember vividly Noah having a discussion that day and saying, ‘We have to hold some stadiums for next year.’ We saw the unprecedented demand for [2022 arena tour] Ultimo Tour del Mundo,” says Lewis. “And knowing that tour was going to be nine months away and that Benito had plans to release more music, the only way to provide enough supply to alleviate the demand was to move to bigger venues. And that’s when we started working on it.”
Last year Assad signed on with Henry Cardenas of Cardenas Marketing Network (CMN), Bunny’s longtime promoter who was already doing his arena tour who’d been booking him since he played 1,000-people club shows back in 2017 and 2018 in cites like New York and Miami. Cardenas brought in Live Nation, which has vast experience with stadiums, as his partners in the U.S.
In the U.S., the biggest challenge was not the prospect of selling out stadiums; Lewis felt very confident that wouldn’t be an issue if they stuck to those markets where Bunny had strongest demand. Scheduling was the problem, given that the tour was being booked just 15-16 months in advance, and MLB and NFL teams already had dates locked down. Assad and Bunny were also adamant that he not play more than two dates per city, so fans wouldn’t think that one market was preferred over another.
In the end, they settled on 15 U.S. cities and tickets went on sale before the tour design even was finalized, something tour producer Roly Garbalosa says is unusual. “Normally for a tour this big, you design, then look for the markets. Not here. Here we just went.”
Bad Bunny hit road Aug. 5 with a massive production hauling his massive “beach,” palm trees, LED screens and of course, the contraptions needed for his flying stunt, where he gets on top of a small island with a palm tree and soars over the crowd, singing all the way. While a typical tour will take about 20 cargo trucks, Bunny traveled with up to 36, carrying 100 tons of equipment. While CMN and Live Nation promoted the entire U.S. trek of the tour, in Latin America CMN took over seven concerts. The others went to independent promoters Assad has long worked with in the past, including Bizarro in Chile, Westwood Entertainment in Mexico and Dale Play in Argentina.
“Noah has a code of honor,” says Fede Lauria, the founder of Dale Play, who promoted Bunny’s two shows at Velez Sarsfield Stadium in Buenos Aires. “I promoted Benito’s first tour here in Luna Park in 2016. This time, it’s been the biggest production I’ve ever done. We sold 90,000 tickets, but I would have sold 900,000. We sold out in half an hour. I had over a million people in virtual line trying to buy tickets.”
For Latin America, Bunny again insisted on his no more than two shows per city rule. He also insisted that his show had to be exactly the same as what his fans saw in the U.S. This is easier said than done. Usually, promoters will pay artists their guarantee plus the cost of local production. But Bunny couldn’t rely on local production for such a technically complicated show. Many countries and venues simply don’t have the equipment necessary to replicated what can be done in state-of-the-art stadiums in the U.S. And many local promoters can’t afford to pay the costs of importing production and still break even, especially in countries that are suffering from massive devaluation. So, instead of modifying the show to meet local production standards, “He took all his equipment, put it inside a 747 jet, and took it with him,” Cárdenas says. “And he paid for that.”
Even then, says Garbalosa, adjustments were required. Bunny’s flying stunt in the U.S. is done commonly by hitching the equipment to the lights and towers. Because many stadiums in Latin America don’t have that capability, “We had to rent cranes and place them outside the stadium,” says Garbalosa.
Bunny traveled through Latin America with the 747 cargo jet for his more than 100 tons of equipment; a passenger jet for his 130-plus crew and personnel and a private jet for himself and his immediate five-to-six-person team. And he paid those costs.
“No other artist does that,” says Cárdenas.” I will say it in plain English: He’s the only artist who invests that kind of money in his production in Latin America.”
What that decision translates to is less money for the artist. Shows in the U.S. make more because ticket prices are higher and the cost of production, in this case, can be far less.
“But he said, my fans deserve the same show,” Cárdenas says. “It will pay off in the future.”
In some ways, you could say it’s already paying off.
“I’ve been doing this for 30 years,” adds Garbalosa, the production manager. “I’ve never worked with an artist that creates this kind of frenzy.”
Bad Bunny talks to our Chief Content Officer of Latin Leila Cobo about his current tour, World’s Hottest Tour, his favorite places to tour, how he approaches collaborations, when he wants to take a break from his career, reflects on his journey to the top and more!
Attention Bad Bunny fans!
The world’s biggest music star and Billboard’s 2022 Artist of the Year has been touring stadiums around the globe, and we tagged along to some of his favorite destinations, getting personal with him offstage after his historic concerts in Buenos Aires and New York for the cover story of our annual No. 1s issue, and for the December cover of Billboard Español.
But here’s the big news: We saved some of our best photography and most personal conversation for Bunny’s devoted followers, and we’re only making it available in a special 44-page printed keepsake zine that includes two exclusive covers — one in English, one in Spanish — plus can’t-miss content in both languages throughout.
The Billboard Collector’s Edition Zine Featuring Bad Bunny includes 24 stunning photographs – 21 of which you can’t find online — plus other superfan-only goodies you won’t get elsewhere, like the definitive list of historical records Bunny broke in 2022, a guide to the most exciting up-and-coming artists Bunny is making famous, and candid quotes that reveal how Benito really feels about family, staying humble and the signature stunt he’s still scared to perform at his own shows.
Billboard
Billboard Collector’s Edition Zine Feat. Bad Bunny $35
If you want to own a piece of music history, now’s your chance. Order the Billboard Collector’s Edition Zine Featuring Bad Bunny today. The product is available for a limited time only and will ship worldwide the week of Feb. 6, 2023.
The Puerto Rican superstar rules Billboard’s year-end Top Artists chart for the first time, and his blockbuster release Un Verano Sin Ti is the year-end No. 1 on the Billboard 200 Albums recap. It’s the first time that an act who primarily records in Spanish is the year’s top artist and that a mostly non-English-language set is the biggest album of the year.
This story is part of Billboard‘s The Year in Touring package — read more stories about the top acts, tours and venues of 2022 here.
At some point during Daddy Yankee’s ongoing La Ultima Vuelta tour, which kicked off this summer, publicist Mayna Nevarez looked around and took stock of what was happening around her.
“I was with him at sold out arenas in Seattle, Denver, Sacramento and, I swear, it brought tears to my eyes,” says Nevarez, who owns Nevarez PR in Miami and has been Yankee’s publicist for over 15 years. “For so long it was cities like Miami, Los Angeles, New York — big Latin hubs — and we forget that the United States is so much more than that.”
Daddy Yankee is no stranger to big tours; in 2007, for example, he played 17 U.S. shows, and in 2019, he played a fabled 12 sold-out dates at Puerto Rico’s Coliseo de Puerto Rico. But La Ultima Vuelta (The Last Tour) has been his biggest trek by far, selling over 1.1 million tickets for a $125.3 million in gross ticket sales during the tracking period, from Nov. 1, 2021-Oct. 31, 2022, landing him at No. 13 on Billboard’s Top Tours tally.
Yankee’s numbers point to Latin music’s potential for big touring success beyond Bad Bunny and beyond the cities that were long considered Latino strongholds. In 2022, Latin artists of all sizes and genres filled arenas, theaters and festivals, underscoring the huge potential and growing presence of Latin music across the country.
The fray, of course, is led by Bad Bunny, who tops this year’s Top Tours chart with a $373.5 million gross across 65 shows in arenas and stadiums with a combined attendance of nearly 2 million. Bunny’s World’s Hottest Tour broke venue revenue records in 12 of the 15 U.S. markets that it played, including Yankee Stadium, Chicago and Washington, D.C. The North American leg of tour averaged $11.1 million per show — the biggest per-show average gross by any artist in any genre in Boxscore history (dating back to the late 1980s).
At this moment in time at least, Bad Bunny is “a unicorn,” says Henry Cardenas, de CEO of CMN, which promoted Bunny’s U.S. tour in partnership with Live Nation. “No one does what he does.” But at a touring level, “What Bad Bunny really did is take Latin music to industry execs who aren’t Latin, and make them realize there was a viable market,” says Nelson Albareda, founder and CEO of marketing and promotion company Loud and Live.
Loud and Live, which is owned by Albareda, is a prime example of Latin’s growth in touring. The entertainment, marketing and promotion company was launched four years ago and in 2019, pre-pandemic, produced around 50 shows. This year, it came in at No. 14 on the Top Promoters chart, with $96.5 million in gross ticket sales for 386 shows.
“Overall, touring is definitely stronger, and shows are doing better, including in emerging markets like Seattle, Salt Lake City,” says Albareda. “Secondary markets are here to stay and it’s not just the A acts. It’s not a fluke. I think you’ll see the Kansas City, Minneapolis, Nashville, Raleigh, Salt Lakes also do well. The Latino population is now much greater and definitely they’re in every city.”
This allows for vertical growth that may not be always visible on the touring charts. Loud and Live’s roster, for example, includes touring stalwarts like Ricardo Arjona, who ends the year at No. 63 on the Top Tours list ($31.5 million gross on 32 shows), but it also includes rising star Camilo, who just fell short of the Top 100, grossing $11.4 million and selling 149,000 tickets in 28 shows.
Tours by smaller acts, says Jorge Juarez, co-founder of management and promotion company Westwood Entertainment, can still yield impressive margins. Rising Mexican rapper Santa Fe Klan, for example, played 23 markets on his first U.S. tour, selling some 7,000 tickets per market at an average $100 ticket price, per Juarez. And regional Mexican acts have seen a surge in ticket sales as well.
“There’s been a general tendency of growth here for the last two years. Certainly, a lot of factors post-pandemic that gave a surge, but we were already on a trend of growth,” says Hans Schafer, senior vp of Latin touring for Live Nation. “It was inevitable that we would reach this point one way or the other […] The sort of evolution that we’re seeing in different genres within Latin is all adding to that. More music, more new artists. Better production at all levels. Connectivity with multigenerational fans.”
On top of that, the growth of the U.S. Latino population and its middle class cannot be discounted as a factor in the overall growth of touring and consumption. According to Nielsen’s “The Evolving Hispanic Consumer” study from 2021, in the next 40 years Latinos will contribute more growth than any other U.S. population segment, contributing 53% of population growth in the next five years and 58% of the growth to 2060. In terms of buying power, from 2010 to 2019, Hispanic buying power increased by 69%, outpacing non Hispanics (41%).
According to a Pew Research Center Statistical Portrait of Hispanics published in July 2022, Latino demographics have grown “in just about every corner of the nation. While California, Texas and Florida hold about half of the U.S. Latino population, the fastest growth rates are in states like North Dakota (up 148% between 2010 and 2020) and South Dakota (up 75% over the same period).”
The growth has profound impact at many levels. In the last decade, for example, Latinos became the largest racial or ethnic group in California for the first time, a fact that explains why cities like Sacramento and San José are now major touring destinations for Latin artists of all stripes.
The direct result of a Latin population with acquisition power can be seen at the new SoFi Stadium, which opened in 2020 in the midst of the pandemic and hosted its first full stadium shows with Los Bukis, the romantic Mexican group that had its heyday in the 1990s, on Aug. 27 and 28, 2021. The stadium also hosted two nights of Bad Bunny this last September.
“The way we position ourselves is, we’re in Los Angeles, we’re in Inglewood, we’re 50% Latino,” says Adolfo Romero vp of programming for SoFi Stadium, Hollywood Park and YouTube Theater, which has held sold out shows by the likes of Rosalía and Mexican rockers Caifanes this year. “We looked at many different artists [for SoFi opening night] and when we saw this opportunity with Los Bukis, we were very aggressive. I think it kind of opened the eyes to the industry to see that Latin acts could do stadiums. That led us to do two nights of Grupo Firme in 2022, and now we have two nights of Bad Bunny.”
Romero says that when he booked Los Bukis for what would be their first-ever U.S. stadiums, the prospect of selling over 70,000 tickets for a Mexican nostalgia act didn’t make him loose sleep. “I come from [major league] soccer. If we can sell 70,000 plus for soccer here, what’s the difference?” he says. “It’s the same demographic. We have disposable income. A lot of our community was working in the service industry. Now, many of their kids are college grads.”