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Venezuelan singer/songwriter and producer NOREH has signed a record deal with 5020 Records, Billboard Español can exclusively announce Wednesday (Sep. 11).
“We are extremely pleased to welcome NOREH as a new member of the 5020 Records family,” Rafa Arcaute, president of 5020 Records, says in a press release. “His innovative approach to music and his ability to connect with audiences on a deep level make him the perfect addition to our roster of artists. We are excited about the opportunity to support his artistic development and help him achieve even greater success.”
Featured in our monthly column for emerging artists On the Radar Latin last February, when he played his first concert in the United States, NOREH has been rising in the Latin music scene since 2020, when he debuted as an independent artist with the album Asocial. This was followed by the live album Nada Íntimo (2021) and Mucho TXT (2023), an eclectic LP that included urban music, ballads, bolero, salsa and bossa nova.
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His latest release is BALADAS TATUADAS VOL. 1, a deeply personal EP launched in March this year, in which he reflects on the ups and downs of his life while exploring themes of melancholy.
“NOREH represents 5020’s artistic vision, anchored in originality, versatility and creative honesty. We couldn’t be prouder to welcome him to the family,” says Bruno Duarte, co-president of 5020 Records.
Adds NOREH: “Being part of 5020 is exciting because, like me, they believe in daring songs with soul […] I hope to live up to the other artists in the roster; I am Venezuelan and I bring with me my people, who have brought me here, and I am sure that we will all be a great team.”
The terms of the contract were not specified.
The artist, who has collaborated with established names like Jay Wheeler, Nacho, CNCO, and Servando & Florentino, is currently in the midst of his Baladas Tatuadas Tour, which has taken him through his native Venezuela, parts of the U.S., Spain and South America.
Two years after making his acting debut in the miniseries Once Upon a Time… But Not Anymore, Sebastián Yatra is taking a leap to Broadway, where he will close out 2024 starring in the musical Chicago. The Colombian star will spend four weeks playing the charmingly corrupt lawyer Billy Flynn, from Monday, Nov. 25 to Sunday, Dec. 22.
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“It’s news that I’ve been eager to share for a long time,” Yatra tells Billboard Español on Wednesday (Sep. 4) from Medellín. “This is not only big for me but for Colombia, big for Latinos to keep doing these kinds of things.”
Set in the 1920s, Chicago —the longest-running American musical on Broadway after almost three decades— is a scathing satire of how show business and the media make celebrities out of criminals. With a book by Fred Ebb and Bob Fosse, music by John Kander and lyrics by Ebb, it includes killer songs like “All That Jazz,” “Cell Block Tango” and “Mr. Cellophane”.
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The role of Billy Flynn — famously played by Richard Gere in the 2002 film adaptation — will receive the Latin treatment from Yatra, who hopes to bring some of his contemporary and tropical flair.
“Latinos have something special even when we are speaking English, there is a lot of love within us, a lot of passion,” says the singer-songwriter, known for No. 1 hits on the Billboard Latin Airplay chart like “Tacones Rojos,” “Un Año” with Reik and “Robarte un Beso” with Carlos Vives. “I think I can offer a perspective from someone who is living in 2024 at almost 30, how he sees that world, also knowing that I could have perfectly been a lawyer and could be that person standing there. Thank God Billy and I don’t share the same values, because that would be messed up!” he adds with a laugh.
Over the years, Chicago has invited various Latin stars to join the musical for brief seasons. The list includes Colombian actress Sofia Vergara, who in 2009 played Matron “Mama” Morton, and Mexican singer and actor Jaime Camil, who in 2016 portrayed Billy Flynn.
Yatra says that he received the invitation to join the cast about six months ago via email, and, although he was very surprised, he did not hesitate to accept this new challenge immediately.
“Many times you get a proposal like this and it’s easy to get scared and say, ‘Oh no, I’m not an actor, better leave it for another time, in a couple of years’. But opportunities come when they come in life and if you don’t dare to take them, you don’t know if they’ll come again,” he says, adding that now, “it’s the right moment” as he is just starting working on his fourth studio album, whose first single, “Los Domingos,” was released last week.
The artist, who said he was fascinated 12 years ago when he saw Ricky Martin performing as Che in the Broadway musical Evita, has already received the endorsement of his Puerto Rican friend and colleague, who commented on Wednesday on Yatra’s Instagram post about his foray into the theater Mecca of New York: “That’s it 🙌 We will be there, little brother. Absolutely. Congratulations.”
Currently preparing remotely, learning his lines and taking acting classes, Yatra is due to arrive in New York City to start in-person rehearsals a month prior to his debut. It’s an experience he is really looking forward to.
“Living in New York in December, with the snow, doing Broadway, is something I really want to live very much in the present, enjoy it, learn from it,” he said. “There are a million things to learn from all these people — the actors, the crew, the directors, the production. It’s impeccable. I was watching the play in New York City recently and it really runs like clockwork, so being able to adjust to become one more piece of that clock is going to be beautiful.”
Chicago is presented at the Ambassador Theatre (219 W. 49th St.) For more information and to purchase tickets, visit www.ChicagoTheMusical.com.
Chayanne strides into a rehearsal space at Blue Dolphin Studios in Miami, dressed in black from head to toe — tight pants and shirt, crisp blazer, formal leather shoes — and warmly embraces his manager, his assistant, his creative director. He then extends his hand to greet the photographer waiting for a cover shoot. “Nice to meet you,” he says with a broad smile. “I’m Chayanne.”
“I think we all know who you are here,” I say lightly, but Chayanne stops and turns to look at me.
“No,” he tells me without reproach, his smile intact and his voice firm. “My dad taught me that no matter where you are, you say hello and introduce yourself. You can’t assume people know who you are.”
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And just like that, this encounter becomes another among a long list of anecdotes about Elmer Figueroa Arce, better known as Chayanne. The artist who goes out to dinner and gets up multiple times to greet his fans. The performer who’s first to arrive at rehearsals and the last to leave. The star who greets housekeepers by name and dances with them in the hallways. The guy who runs in the mornings, alone.
“He is an exemplary father, an exemplary husband; good-looking, tall; he dances; he’s the perfect man,” says Henry Cárdenas, CEO of Cárdenas Marketing Network, which has produced Chayanne’s tours for decades, including his upcoming global arena trek. “He’s been a guy untainted by scandal. [Chayanne has been married to Marilisa Maronesse for over 30 years and has two children with her: Lorenzo and Isadora, the latter also a singer.] I’ve known him for years. I’ve spent a lot of time with him, and what you see is who he is. He’s the guy who interrupts his golf game to take a photo with a fan.”
Today, at this studio in Miami, Chayanne reveals yet another facet of himself: that of the impeccable perfectionist who, at 56 years old — and looking 15 years younger — is preparing to start the longest tour of his career.
The Bailemos Otra Vez (Let’s Dance Again) tour, which takes its name from the hit album released last year, begins Aug. 21 at the SAP Center in San Jose, Calif. It will stop in 40 arenas in 39 cities in North America, ending in Miami on Dec. 15, and then continue to Latin America and Spain.
Chayanne photographed on July 18, 2024 at Blue Dolphin Studios in Miami.
Mary Beth Koeth
“You’re backstage, you haven’t come out, they dim the lights, and everyone starts shouting, ‘Chayanne, Chayanne!’” he replies when I ask how he stays motivated after so many years of performing. He closes his eyes for a moment.
“It’s awesome. Because it’s been many years, but it’s an inexplicable feeling … I started at 10 years old, and I just turned 56. I say it calmly and with joy, because I feel so good, and I have lived the stages of my life with passion, with joy, with emotion. And I have also grown professionally, personally. All of that has shaped the person you have in front of you, but also the people who are going to see the show. Because I didn’t do this alone. They all grew up with me too.”
Talking to Chayanne feels a little like talking to a close friend, albeit a super handsome, super charismatic one who also happens to be among the most revered Latin artists in the world.
Today, we’re chatting in front of a rehearsal stage, designed to exactly replicate his tour set, where he has been practicing seven hours a day for the past six weeks. This interview break is an anomaly, because when Chayanne is in tour prep mode, he shuts down everything else — though he has been preparing for this for decades.
Chayanne began his professional music career at the age of 10. As a member of Puerto Rican boy band Los Chicos, he played stadiums, traveled on private planes and celebrated birthdays in hotels with cakes sent by fans.
But it was later, when he signed with Sony as a solo artist, that he became a true international star. The name Chayanne, which sounds like a stage moniker, is actually his given name (his mother was a fan of 1950s TV show Cheyenne), although it’s not on his birth certificate.
“As a kid, they called me ‘Chancito,’” Chayanne says. “People who really loved me — my mom, my grandma — called me Chancito. You know, the diminutive we use when we’re little. Fortunately, the ‘ito’ eventually dropped out and it became just Chayanne.”
Today, more than 40 years later, Chayanne has accumulated a catalog of hits that includes more than 49 entries and 29 top 10s on Billboard’s Hot Latin Songs chart, a record surpassed only by Enrique Iglesias and Luis Miguel among male artists.
In 2023, Chayanne released Bailemos Otra Vez, his first studio album in nine years (on Sony, his longtime label), which debuted in August in the top 10 of the Top Latin Albums chart, his 15th album to do so — making him only the second artist in history (the other is the late Rocío Dúrcal) to achieve a top 10 on the chart in every decade from the 1980s until now.
Simultaneously, Chayanne’s single “Bailando Bachata” became his seventh No. 1 on the Latin Airplay chart, where he has already placed 35 songs. The track was No. 1 for 15 weeks, marking a resounding return for Chayanne, who hadn’t had a No. 1 on that chart in 16 years.
And yet, Chayanne hadn’t gone anywhere. During the heyday of reggaetón in the early 2000s, his pop sound — a mix of heartfelt ballads and uptempo dance fare — endured, and his tours continued to be enormous and constant. The last one, in 2019, grossed $28.3 million and sold 311,000 tickets across 49 shows, according to Billboard Boxscore, becoming the second most successful Latin tour of that year, after Luis Miguel.
Chayanne photographed on July 18, 2024 at Blue Dolphin Studios in Miami.
Mary Beth Koeth
Plenty of legacy Latin artists tour regularly and sell massive amounts of tickets: Marc Anthony, Ricardo Arjona, Alejandro Fernández and Ana Gabriel, to name just a few. But Chayanne’s fan base, made up largely of women ages 50 and older, is particularly loyal, at least in part, Cárdenas says, because Chayanne’s career has been devoid of scandals. “We Latinos tend to support those idols of ours that have been ‘clean.’ There’s no dirt on Chayanne.”
It also partly explains why Chayanne’s music endures. Beyond their catchiness as hit pop songs, “Tiempo de Vals” and “Yo Te Amo,” for example, are still favorites at quinceañeras and weddings, respectively, passed down from mother to daughter, with multiple generations going together to Chayanne’s shows.
When the COVID-19 pandemic hit in early 2020, Chayanne was forced to cancel his Desde El Alma tour after 113 shows, with all of South America still left to play. There was a silver lining: With a clear schedule, he finally had time to think about an album.
“Chayanne is an artist who focuses on one project at a time, and if he’s in tour mode, everything is dedicated to the tour,” says Patty Vega, his manager of 30 years. And although he hadn’t released new music prior to the trek, “it didn’t mean he wasn’t listening to material or wasn’t doing his homework. Everything was being finessed.”
“When you release an album, you’re always thinking about what’s going into the tour, because touring is part of my life,” Chayanne says. “Performing live for fans is what I’ve enjoyed most in my career. In other words, the tour was planned; we just didn’t know when it was going to happen. A tour demands dedication. You know you’ll need months of rehearsal, exercise, new eating habits. It’s a responsibility.”
The Bailemos Otra Vez tour, like all Chayanne treks, was conceived as an invitation to take a tour of his career. However, because it will promote his new album and follows five years away from the road, as well as a pandemic, the name took on new meaning.
The process began more than a year ago, when Chayanne sequestered himself to review his setlists from over the years, including the order of songs, arrangements, mood boards and stage production for each.
“Chayanne has an extremely extensive catalog. Getting things out of the setlist isn’t easy,” says Cheche Alara, the renowned music producer (Annie Lennox, Camila Cabello, Natalia Lafourcade) who has served as musical director for Chayanne on four of his tours over the past 10 years. He began working on the Bailemos Otra Vez tour months ago, adding five songs from the album to Chayanne’s classic repertoire.
Chayanne photographed on July 18, 2024 at Blue Dolphin Studios in Miami.
Mary Beth Koeth
From a musical point of view, Alara says that this time around “our vision is different. It’s very rare that we do something the same from tour to tour.” Asked to sum up the tour’s concept in a single word, he replies: “Gratitude.”
Chayanne “wants to thank his fans who have been with him for a long time,” Alara says. “He is not only an extraordinary artist but a very beloved artist, and the more you work with him, the more you realize that it’s not a facade.”
And he’s beloved for far more than his artistry. When I ask if at any point in his career, especially after he scored his first big hits, someone sat him down and explained what success entailed and how to behave in the face of it, he looks at me with surprise.
“That’s what I call values, principles,” he says. “That comes from before, from when I was a kid. It’s everything that I try to transmit and have tried to transmit at home with my children. In my career, I always felt support from my parents. From my dad, a home, food, respect. And from my mom, the romantic part: music, parties, the ‘Come, let’s dance.’ It’s been a beautiful balance. But it all came from my childhood.”
From the beginning of his career, for example, Chayanne made it his mission to go to every Latin country in which his music was released and promoted, visiting every major city and each essential music person in it. “It was going to Venezuela and saying hello, to Argentina, to Puerto Rico, Mexico. It meant shaking hands with every label employee, every radio station owner, every promoter.”
That philosophy extends to his daily life today. Although Chayanne keeps his personal life just that, he embraces his role as a public figure with gusto.
Beyond being accessible to fans when he’s out and about, since the pandemic, Chayanne has become an avid social media devotee. A few weeks ago, he even posted a shirtless photo of himself in his bathing trunks on Instagram that generated commotion among his 10 million followers, with nearly a half-million likes and thousands of comments.
“I have a problem, Chayanne used to be my dad. Now, I want him to be the father of my children,” wrote one fan. “Patrimony of humanity!” wrote another. “What a beautifully-done piece.” “The most beautiful man in all Latin America!” The list goes on and on.
“Oh, my God. Let me cover myself!” he says with a laugh. “OK, yes, I read some of the comments,” he admits. “Some were very cute, very lovely. Like, ‘If you’re going to take off your shirt, why stop there?’ I mean, really,” he says, blushing a bit.
How about his daughter, Isadora, I ask. What did she think of posting that photo?
“She took it!” he says, laughing.
Chayanne photographed on July 18, 2024 at Blue Dolphin Studios in Miami.
Mary Beth Koeth
Chayanne keeps those fans in mind when planning a tour. “Chayanne thinks about the audience and the fans first. It’s not about what he wants to do but about what the audience wants,” says Nancy O’Meara, Chayanne’s choreographer and creative director of 27 years.
Choreography in particular is essential to a Chayanne tour. He’s an accomplished dancer and participates in all numbers alongside the eight dancers (four men and four women from all over the world) who O’Meara trains at her Los Angeles studio.
The entire team then moved to Miami to rehearse with Chayanne every day, from 11 a.m. to 6 p.m., here at Blue Dolphin Studios, where he keeps a keen eye on all details of the performance.
“He always rehearses as if he were in front of a live audience,” says O’Meara, who has also worked with John Legend and Charlie Puth. “I don’t know anyone else who has such a level of detail.”
At 56, he can still sing and dance for almost three hours nightly — and on this tour, he’ll do just that for 18 months. His stamina in part comes from the discipline he’s developed since childhood, but at his age, his lifestyle matters as well. An athlete who loves golf and water sports and runs daily (“because I like it — I’m not running away from anything!” he says with a laugh), he has also been doing Pilates for the past three years, “because it stretches my body and strengthens my muscles and that’s what I need.”
He’s quick to joke that he keeps expectations for himself within reason. “What I can’t do, I’m not going to do,” he says, laughing. “But [what] I will say is, it’s a dynamic show.”
Chayanne is not high maintenance on the road. His needs are, for a touring superstar, fairly basic: good transportation (a private plane is standard), a gym (he’ll take weights to his room to work out there) and a good bed, “because after the show what I want is to take a shower and go to sleep.” Perhaps he’ll also indulge in a nice meal: “I like to eat well.”
Before every show, he’ll do a meet-and-greet, take photos with fans and, finally, get a little alone time. But that’s not what he ultimately craves.
“I’m restless, like a lion. I can’t wait to start,” he says, his eyes lighting up. “Look,” he adds, pointing to his leg, which is bouncing excitedly. “I pray and hope that everything goes well, that people enjoy themselves. I pray to my mom, to God.
“And then you go out on that stage and all that love that’s coming at you, you can’t describe it. I literally see my life flash before my eyes, because it has been my life. It is a whole life that I have dedicated to music.”
Chayanne strides into a rehearsal space at Blue Dolphin Studios in Miami, dressed in black from head to toe — tight pants and shirt, crisp blazer, formal leather shoes — and warmly embraces his manager, his assistant, his creative director. He then extends his hand to greet the photographer waiting for a cover shoot. “Nice […]

Last week Ricardo Montaner released Ricardo Montaner 2 (Versión Montaner), a re-recording of his 1988 album that included classics like “Tan Enamorados” and “A Dónde Va el Amor.” The new set comes less than a month after Ricardo Montaner (Versión Montaner), and is part of a broader project in which the acclaimed Latin pop singer-songwriter aims to give his old music a more contemporary sound.
“I think it has a lot to do with responsibility,” Montaner tells Billboard Español about this initial six-album project, all under his own independent label Hecho a Mano. “The sound of my music from that era does not match the technical advances available today. […] I want fans from that time to enjoy my music today and to do so under exactly the same conditions as the music people make today.”
But that is not the only motivation for the Argentine-Venezuelan musician. A contract he signed at the beginning of his career with Love Records, part of then-Venezuelan record company Sono-Rodven, did not include rights to his masters, which he says are now in the hands of Universal Music Group. (In 1995, Sono-Rodven transferred its operations to PolyGram, which was later acquired by the multinational).
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“I need my artistic legacy to pass into the hands of my children,” Montaner explains. “I never earned a penny in royalties from any of my first six albums. To this day, with more than 40 years of career, I have not received a single penny from the sales of ‘Yo Que Te Amé,’ ‘Tan Enamorados,’ ‘La Cima del Cielo,’ the album Los Hijos del Sol, the album En El Último Lugar del Mundo.“
“The contracts at that time were predatory and totally disadvantageous for the artist, so that is a very, very strong motivation. If I didn’t earn a single penny for my music at the beginning of my career and at the time when I was most successful, today I am looking to record independently so that my children will have, at least from now on, the peace of mind that the music of their father — especially the most important, the most emblematic or iconic music of his career — will pass into their hands,” he continues. “I am also complaining to the people who have the original masters, the first masters of my career, considering they have been recorded already 40 years ago. I am asking that they return them to me.”
Neither Montaner nor his team has specified whether there is a formal complaint or lawsuit, “beyond the fact that Ricardo is trying to get his masters back,” a person from his team told Billboard Español. Universal Music Latin had not replied a request for comment sent on Monday (July 22) by the time of publication.
Montaner’s re-recording of his albums — something reminiscent of Taylor Swift‘s successful “Taylor’s Version” series — is a meticulous project with “exactly the same” musical arrangements as the originals, and the art cover from the era reproduced with great detail (from set design and wardrobe to the pose of the singer) in a fun and exciting nostalgia trip.
Montaner’s voice remains practically entirely intact. The only change, besides the better sound quality, is in the freedom that comes with age and maturity.
“I recognize that today I sing ‘Me Va a Extrañar,’ ‘Tan Enamorados’, ‘La Cima del Cielo’ or ‘Yo Que Te Amé’ differently than I sang them at that time,” he admits. “But today, sitting from another angle of my life, seeing that I have nothing else to prove in the sense that these songs do not have a risk as they did at that time […] it gives me a lot more freedom to sing them.”
The next releases from the project will arrive Sept. 6 with the album Un Toque de Misterio (Versión Montaner) and the single “La Cima del Cielo (Montaner Version),” followed by En El Último Lugar del Mundo (Versión Montaner), with “Será (Versión Montaner)” as the focus single, on Nov. 1. The re-recordings of Los Hijos del Sol and Una Mañana Y Un Camino would arrive by early 2025.
After these, three more versions of later albums in Montaner’s career will come, this time only for pure pleasure: “I felt like repeating the albums Con La London Metropolitan Orchestra, which were two unforgettable projects for me,” he says excitedly, without revealing what the third one would be. “We already have Abbey Road studios booked for the beginning of November of this year to record the three versions in a single session.”
Retired from the stage at least for a while, Montaner is now enjoying going in and out of the studio while making the most of his time with his family, which includes his wife Marlene, his children Alejandro, Héctor, Mau y Ricky, and Evaluna (all musicians), as well as six grandchildren who will soon become seven with the imminent arrival of Evaluna and Camilo‘s second baby.
“I want to have time to live this,” Montaner says from Medellín, Colombia, where his wife was releasing a new book, El Libro del Corazón. He also traveled recently to Spain and to Argentina to watch his children perform. For many years, he “missed many things of Marlene and my loved ones, because I was doing my own thing, so […] I don’t want it to be once in a while and because time allowed it. Today I want to own my time and be everywhere with them.”
Ramón Ayala is one of the most iconic figures of Norteño music. He rose to fame in the ’60s as part of the duo Los Relámpagos del Norte, alongside Cornelio Reyna, and for more than half a century he has maintained a successful career with his band Ramón Ayala y sus Bravos del Norte.
So when he announced in February his El Principio De Un Final Tour, many were surprised by that title (Spanish for “The Beginning of an End”). At Coachella, Peso Pluma included him in a tribute to greats of Mexican culture on the screen at the back of the stage, while he performed his hit “Lady Gaga”.
But is Ramón Ayala retiring or not?
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“Of course not,” says the “King of the Accordion” to Billboard Español. “I am now in perfect condition. If I don’t play and tour, I don’t feel happy and fulfilled. I have been a musician all my life.”
Ayala’s history with music began when he was just five years old and he accompanied his father playing the accordion to bring money home in his native Monterrey, Nuevo León, cradle of one of the three strands on which regional Mexican music is based: norteño, mariachi and banda sinaloense.
Throughout his long-lasting career, he has recorded over 100 albums, two of which reached No. 1 on the Billboard Regional Mexican Albums chart: Arriba El Norte (1991) and Antología De Un Rey (2004). He’s also placed 12 songs on Hot Latin Songs, including “Del Otro Lado del Portón”, at No. 12, and “Quémame los Ojos”, at No. 19. And he’s received two Grammy Awards and two Latin Grammys, among other accolades.
On March 9, he began his 50-concert tour in Los Angeles, which includes stops in Atlanta, El Paso, Chicago, Las Vegas, and other U.S. cities. He will soon announce dates in Mexico, in cities like Hermosillo, Tijuana, Ensenada, Culiacán, Mexico City and Monterrey, “where they will pay me a tribute in the Macroplaza,” he says of the latter.
Also in March, he released the corrido “El Retén,” the first single from an upcoming 15-track album.
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In an interview with Billboard Español, Ayala answers 20 questions about his life and career, his last moments with Cornelio Reyna and how much he still has left to do.
1. How do you manage to still get up with such great enthusiasm 61 years after starting your career?
Knowing that there’s a large audience that follows us both in Mexico and in the United States, that fills our concerts and is awaiting our new music, motivates me.
2. When you started in music, did you dream of getting to where you are now?
I have been a musician since I was five years old. At that age, I already played the accordion and worked with my dad in a band in Monterrey — I dreamed of continuing doing what I did and nothing else.
3. Do you remember the first professional recording you made?
Yes, it was in 1963, a song called “Ya No Llores,” and it was such a hit that it opened the doors to Ramón Ayala and Cornelio Reyna, my dear compadre. We were Los Relámpagos del Norte. That’s how we would be until 1971.
4. Los Relámpagos del Norte have remained an inspiration. What does it mean to you to have laid the groundwork for so many generations?
Cornelio and I met when we were 14, so we were like brothers. That made us bond and better transmit our music to the audience.
5. Do you have a special memory or anecdote with Cornelio Reyna?
When we started out, Cornelio was the one who made the contracts. Once, he promised [we would play] three events in one night. We arrived to the first, we did not make it to the second, and we arrived to the third one when people were already leaving. People recognized us and threw stones at our trucks. At that moment we decided that someone should represent us, and a friend offered to do it, Servando Cano.
6. Servando Cano, who would become one of the most important representatives of regional Mexican music…
That’s right. He worked as a cashier at the National Bank of Mexico in Reynosa, Tamaulipas. He offered to be our manager and we accepted. We went to Mexico to sign the contract so that everything was well done and legally.
7. With so many hits, is there a song that’s particularly meaningful to you?
There is one that I have a special affection for, “Mi Golondrina,” because it was one of the first that I recorded. But “Rinconcito en el Cielo” is very important in my career.
8. Why did Cornelio Reyna and Ramón Ayala separate? Was there any problem between you?
There was no problem, we always got along well. What happened is that he wanted to try his luck in Mexico singing mariachi and acting in movies.
9. Did you get a chance to reunite with Reyna before his passing in 1997?
In 1995, he returned to the U.S. and asked me to do a tour as Los Relámpagos del Norte. What I proposed was to go on stage first with Los Bravos del Norte, and halfway through the show, both of us [would come out] as Los Relámpagos. We were able to do two tours like that, but he was already very sick. He returned to Mexico and died there.
10. You went through some difficult moments in your career, didn’t you?
Yes, there have been some difficult moments, but fortunately there have been more good times and successes.
11. The name of the tour “El Principio De Un Final” caused a stir. Is this a farewell for Ramón Ayala?
We just named the 2024 tour that way; we don’t know when the end will be. I feel very good, so unless God has planned something else, we will continue.
12. Have you thought about retiring to be a full-time grandpa?
No, not at all. I do spend a lot of time with my children and grandchildren, though. For example, before starting this tour, I was teaching the kids how to bottle feed the newborn goats on my ranch. But being a grandpa is only for moments.
13. During the COVID pandemic, your brother José Luis, the drummer of the band, died. That double loss must have been hard for you.
It was something very hard for me. It was the beginning of the pandemic, there were no vaccines and my little brother left. After that, I spoke with his son, José Luis Ayala Jr., who is a very good musician and is already very well integrated with us.
14. Do the other members of the band contribute ideas?
No, no. I tell them how I want things to be done and heard. We have worked very well this way; the proof is the response from the fans after so many years.
15. How is Ramón Ayala’s life in the U.S.?
I have been living in the Texas Valley for over 60 years. From Brownsville to Laredo, most of the population is Mexican, so we live and eat our carne asada as in our homeland, in addition to speaking a lot of Spanish.
16. How will you be celebrating Cinco de Mayo?
Working, fortunately. We will perform at the County Fair in Pomona, California. It is a very important event with more than 100 years of tradition.
17. Do you have any collaborative album planned?
Yes, we are going to record several of our hits with other artists. I already participated in an album celebrating Leo Dan’s career and I once did a duet with Lupillo Rivera accompanied by a sinaloense band. I also want to give you a heads up that another album is coming with Los Rieleros del Norte that is already recorded.
18. As an icon of Norteño music, what’s your opinion of the new generation of artists who are following this path?
I really like seeing how some of them have a lot of respect for Norteño music and the accordion — they play it excellently, like Edén Muñoz or Alfredo Olivas.
19. Any dream duet that didn’t get to happen?
I always dreamed of doing a duet with Pedro Infante, and I achieved it by participating in a tribute album. He was no longer with us physically, but his voice was.
20. Is there anything in your life and your career that you regret?
I regret nothing. Thanks to God I have reached the point where I am surrounded by fans, friends and family.
Myke Towers was just a child when he saw the future. On his way to school in Río Piedras, Puerto Rico, he had his first real-life glimpse of Tego Calderón, the Black rapper who at the time was one of the island’s — and Latin music’s — biggest stars.
“I was a little kid with a backpack, and he was in a huge Cadillac,” Towers recalls. “When you see that in real life, you don’t forget. Tego saw just another kid. But for me — on my way to school — that was a Kodak moment. You get it? It was, ‘Wow, if Tego did it, how can I do it my way?’ ”
That chance encounter set in motion the way Towers saw himself: as a Puerto Rican act whose core is rap but who also sings reggaetón; who collaborates prolifically but releases mostly solo albums; who is notoriously private but identifies strongly as a Black artist. And now, following the huge success of his 2023 hit “Lala,” and with the backing of Warner Music, as a Latin urban artist who is willing to experiment to gain global success.
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On April 25, Towers released “Adivino,” the focus track from his upcoming album, La Pantera Negra, due out likely at the end of May. Featuring Bad Bunny, “Adivino” is dance banger with a subtle reggaetón beat built over padded synths; it’s ear candy with pop leanings, as “Lala” was, but it’s also romantic and wistful and unexpected in its downtempo breaks.
It’s an auspicious kickoff for La Pantera Negra (The Black Panther) — an album Towers says goes back “to what I like to do musically, and to what people liked about my essence from the beginning, when they got to know me and said, ‘This kid has the goods.’ ”
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Its single notwithstanding, La Pantera Negra is mostly a solo effort, and “a priority for the entire company,” says Warner Music Latin America president Alejandro Duque, who has plans to support the album beyond traditional Latin music markets and into places like Europe, where Towers is touring this summer.
“Latin music’s influence and global impact are undeniable. But Myke’s versatile flow and magnetic presence go beyond the confines of any single language or culture,” adds Max Lousada, CEO of recorded music for Warner Music Group, who was heavily involved in signing Towers to a global distribution deal with Warner Music Latina and Warner Records in 2021. “He effortlessly experiments with new sounds and pushes the boundaries of artistic expression. We’re proud to support Myke’s journey as he continues to make his mark with original music that is exciting fans around the world.”
La Pantera Negra is the follow-up to 2023’s La Vida Es Una, which in turn spawned global hit “Lala,” a chill, downtempo dance track with a reggaetón beat that was a departure from Towers’ more urban fare. Given the extraordinary success of “Lala” — it hit No. 1 on the Billboard Global Excl. U.S. chart — Towers’ 1.8 billion on demand streams in the United States alone, according to Luminate, and his more than 44 million Spotify listeners (making him No. 61 on the platform), expectations are high for the set.
But Towers is looking straight ahead.
“Obviously, I know there’s [a lot going on], but I try to make it just another day at the office,” he says. “Because that’s how I did these songs. Another day at the office. I’m not looking for the hit, nor losing my focus. I always try to stay on the same wavelength.”
Myke Towers photographed April 11, 2024 at House Of Hits Recording Studio in Miami.
Natalia Aguilera
Towers is chatting and playing new music inside a black SUV that’s driving slowly through Miami’s Design District on a Thursday night. It’s 10 p.m., shops are shuttered, and there are few people out. But Towers, notoriously private, wanted a private space, and this is it. Still, there’s a cluster of people inside: his driver and trainer in the front seat, his publicist and security in the back, and Towers and myself in the middle.
Like so many Puerto Rican urban artists, Towers — who tonight is dressed in a light blue track suit — likes traveling in packs. But unlike many, he can truly compartmentalize and command those around him. Later, he will tell me that when he’s working in the studio, “Everyone has to behave like we’re on a spaceship; focused on the project at hand, no distractions.”
Which explains why tonight it’s quiet inside the SUV as he pulls out a good bottle of Caymus Cabernet (“I heard you like wine,” he says) from his backpack, pours it into small plastic wine glasses he shares with his publicist and I before playing a few tracks from La Pantera Negra.
Aside from Towers’ collaboration with Bunny, their first since “Puesto Pa’ Guerrial” in 2020, there’s a collab with Peso Pluma, “who I really like how he understands reggaetón,” Towers says. “Obviously it’s a Mexican representation, but reggaetón style, which he does well.”
Other new names in the mix include Benny Blanco, who produced one of the strongest tracks on the set, a remix of a classic 1990s American pop/folk track that speaks to Towers’ respect for the past; every one of his albums includes a look back.
But overwhelmingly, La Pantera Negra is a return to Towers’ origins, literally, musically and figuratively.
“There was a legendary person in my neighborhood [Quintana, in Río Piedras] who had several panthers as pets. One escaped and it was a mess. So I said, ‘I’m from here. I’m the black panther of Quintana,’ ” Towers recalls.
But it’s also impossible to ignore the symbolism of the “Black Panther” moniker and all it conveys, which is why Towers waited to use the name at a time when he truly embodied it.
“It’s something I’ve been called before, but I had to believe it. When you’re the protagonist of something, you don’t really see what’s going on until others do. That happened to me.”
La Pantera Negra, the album, kicks off with the eponymous track that describes where Towers is now and how he feels: powerful. “I feel we’re in a good moment, we have staying power. I can give people something they’re not used to, but it also helps me because when I go back to my essence, you feel the contrast.”
And after “Lala,” which was a musical departure for Towers, “La Pantera Negra goes back to my essence.”
Myke Towers photographed April 11, 2024 at House Of Hits Recording Studio in Miami.
Natalia Aguilera
But what exactly is Towers’ essence? Musically, it’s clear. He navigates between reggaetón and rap — although he clearly prefers the latter — with clear influences from Puerto Rican hip-hop pioneers like Daddy Yankee and Calderón as well as commercially successful rappers like Jay-Z and Drake, with his albums alternately focusing more on one style than the other.
From a personal standpoint, Towers is more enigmatic. Tall and lanky — his muscles defined thanks to a yearlong new workout regime — he comes across as reserved and polite, using a self-effacing brilliant smile as a shield, but still conveying the assuredness of someone who has done a lot of self-reflection.
Unlike many of his counterparts — who post constantly on Instagram and TikTok about their personal lives, prowess and riches (the plane, the watch, the car) — Towers is famously private. His Instagram account, where he has 12.1 million followers, is devoid of personal content, save for the occasional workout photo, and he rarely and reluctantly speaks about childhood sweetheart Ashley Gonzalez, the mother of his son, Shawn Lucas. Now 4 years old, Shawn (named after Shawn “Jay-Z” Carter), who Towers holds as a baby on the cover of his 2020 album, Easy Money Baby, made a rare appearance onstage at his father’s show at Miami’s Kaseya Center last fall. Beyond that, questions in that area are politely deflected.
“Just say he’s growing quickly,” Towers finally musters, looking away with that smile. “That’s separate from what I do,” he adds. “That’s my life. I have my social media because it’s a tool. But otherwise, I want people to listen to my music and just imagine what I’m like.”
Michael Anthony Torres Monge is now 30 years old, no longer the baby-faced rapper who dazzled in 2018 and 2019 with a seemingly never-ending string of hits featuring a rotating cast of collaborators that was a who’s who of reggaetón.
It was all a prelude to his second album, Easy Money Baby — which included only solo tracks save for a single collaboration with Farruko. Released on Puerto Rican indie Whiteworld Music, it debuted at No. 1 on Billboard’s Top Latin Albums chart in February 2020 and established a blueprint for Towers’ future output: His singles would be collabs from all sides of the music spectrum — they’ve ranged from Becky G and Sebastián Yatra to Jay Wheeler and Quevedo — but his albums would largely be solo efforts.
Exactly a year later, Towers and Whiteworld signed their global distribution deal with Warner Records and Warner Latina that was brokered between Warner’s Latin department along with Lousada and Warner Records co-chairmen Aaron Bay-Schuck and Tom Corson, with the latter calling it at the time “one of our most important signings of the past year.”
Today, the Warner pact, a distribution deal with full services, has been extended, but Towers’ masters still belong to him and his original co-managers, Orlando “Jova” Cepeda and José “Tito” Reyes, co-owners of Whiteworld. The two signed Towers in 2018, buying his contract from another independent label.
“He was like an ugly duckling, vastly underestimated; quiet, humble, the opposite of the genre. But we saw the originality in him. His voice was different from anybody else’s,” Cepeda told Billboard at the time. He adds today: “I told him he was a star.”
Myke Towers photographed April 11, 2024 at Soho Beach House in Miami.
Natalia Aguilera
Towers, born in Río Piedras, the cradle of reggaetón, fell in love with making music thanks to his grandmother, who owned a karaoke machine and was constantly practicing in her little home studio.
“I think that’s where I learned to write songs,” says Towers, who to this day writes most of his songs in notebooks that he never tosses out.
“The notebook is always with me, in my backpack. I also write on my phone, but anytime I want to develop something, I pick up my notebook. I have 10 years’ worth of notebooks in bags around the house. One of these days, I want people to study them and see what I did in real time and say, ‘Damn, that’s how he wrote this song.’”
The weight of history has always mattered to Towers, and although he doesn’t constantly reference his Black experience in his songs, he speaks of it often and is aware of the responsibility.
“People know I’m Black. Everyone says, “‘El negro llegó y rompió’ [“The Black kid came and hit it”],” he says. “We represent both the culture and the world at the same time. It’s not a division, but I have to represent my own.”
Disciplined in the recording studio and in public, Towers is prolific, consistent and a meticulous songwriter, all traits that have allowed him to stand out and remain relevant in the very crowded field of Puerto Rican urban acts that rose to prominence in the mid-2010s.
“The way this guy puts a song together is so next level,” says Blanco, who first met and worked with Towers this year. “You blink an eye, and he already has the full song written and recorded. It’s truly spectacular to watch.”
The connection with Blanco was made by Brandon Silverstein (who previously managed Anitta), who came in to co-manage Towers with Cepeda last year, specifically to help in the Anglo space.
Soon after Silverstein came in, “Lala” exploded.
By then, Towers had numerous hits on the Billboard charts; he has 51 career entries on Hot Latin Songs, with 10 top 10s, and 11 No. 1s on Latin Airplay, for example. With La Vida Es Una, he captured his third straight top 10 on the Top Latin Albums chart when the set debuted at No. 9 in April 2023. Then, unexpectedly, “Lala,” track No. 22 out of 23 on the album, began to rise.
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“‘Lala’ is that stroke of luck you don’t expect. I knew many artists have that moment in their careers, but it hadn’t come for me,” Towers says. In fact, “Lala” wasn’t even going to appear on the album. The track, which Towers originally began working on two years prior, had been made in bits and pieces, and at one point, wasn’t even slotted to be on the album.
“Finally, they convinced me to include it. I can’t say I realized how big it was. Many times, you get carried by your instinct, but in this case, my instinct didn’t speak to me.”
But everything else did.
While “Lala” was not the album’s focus track, almost immediately, “It began to trend,” Duque says, particularly on TikTok. “With a hit, reaction can vary, but with ‘Lala,’ every little thing we did got huge jumps. So, we went full throttle,” he says.
“Lala” climbed steadily, and by July, it hit No. 1 on the Billboard Global Excl. U.S. chart and No. 3 on the Billboard Global 200, both milestones for Towers.
Cepeda firmly believes that releasing “lots of music” is essential to Towers’ success: “Artists lose steam because they don’t release new music [for their fans],” he says, then quips, “If you don’t take care of your wife at home, someone else will.”
And so, before the year was out, Towers released a second studio album, LVEU: Vive la tuya…No La Mía, a sort of part two to La Vida Es Una that included another mega-hit, “La Falda,” which topped the Latin Airplay chart.
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Then, Towers reset. After playing his last concert of the year, he disconnected completely from his music and spent over a month between Puerto Rico and the Dominican Republic with his family and his “friends who are like family to me, who are next to me even if I’m not doing music, who don’t even want to take photos with me because I’m one of them,” he says. “That’s what keeps me grounded. And I’ve also learned to be alone, too, to connect with oneself and with your essence, and then come back. I have my breaks where I plant, and my breaks where I harvest.”
These are the periods Towers describes as “out of the music scene. When I take off my superhero cape.”
Now, he’s coming back as a superhero, almost literally.
“I even studied how panthers attack,” Towers says. “I had been toying with the panther concept for a while, but now we started the year like this and everything we do will be under that roof.”
Towers will be playing the festival circuit this summer in Europe but will start with his first sold-out date at Madrid’s Wiznik Center on May 21. By then, La Pantera Negra will be in full swing after the release of “Adivino.”
“We’ll be working every single separately, of course, but with the storyline of the album and black panther,” Duque says, noting that Towers is enormously popular in Spain, Italy and Portugal. “It’s a very broad album. Myke is not only an urban artist, and our goal is to grow his audience to the max.”
Myke Towers was just a child when he saw the future. On his way to school in Río Piedras, Puerto Rico, he had his first real-life glimpse of Tego Calderón, the Black rapper who at the time was one of the island’s — and Latin music’s — biggest stars. “I was a little kid with a backpack, and he was […]
Capitán Avispa is already here, or at least flying to a nearby cinema. In the meantime, you can listen to the soundtrack created by Juan Luis Guerra for his first animated movie.
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As he revealed to Billboard Español in December, the musician, composer, singer and producer released Captain Wasp Original Motion Soundtrack on Tuesday (April 5). With 41 original tracks composed and arranged by the Dominican maestro, the collection includes new versions of his hits “La Gallera,” “Bachata Rosa,” “Las Avispas” and “Bachata en Fukuoka,” as well as instrumental themes and songs especially created for the project.
“That’s how the epic themes of Capitán Avispa, who is the hero of our movie, and Jacques Puasón, his archenemy, were born,” Guerra tells Billboard Español. “These were composed full orchestra — that is, trumpets, trombones, french horns, violins, piano and percussion — and each one of them reflects their character.”
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“We worked for about five and a half years on the music of this film, since we made the first demo in 2019,” he adds.
The main song of the soundtrack is “Mi Amor,” a romantic song performed by Luis Fonsi, who voices Capitán Avispa in the film, and Joy Huerta (from Jesse & Joy), who plays his love interest, princess Honey Bee. “It’s a beautiful song that speaks of love that covers all faults, wonderfully performed by my two favorite voices of today,” Guerra explains.
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Directed by his son, Jean Gabriel Guerra, and Jonathan Meléndez, the story of Capitán Avispa was created by Juan Luis, who recruited other friends and colleagues to give life to the different characters: Juanes provides the voice of Sargento Picadura, and the Colombian rocker’s wife, actress Karen Martínez, plays Ximena Colmena. Dominican actor José Guillermo Cortinez lends his voice to the villain Jacques Puasón, and Dominican actress Amelia Vega — Miss Universe 2003, as well as Guerra’s niece — voices Polibya Néctar.
Among the track stand-outs are “El Baile de los Zánganos”, “a very cheerful and fun bachata son,” says Guerra, as well as a new version of “Señorita” and another of “Las Avispas” set to a reggae rhythm. The artist also highlights “Vuelo Sobre Avispatrópolis” as “a voice and guitar tune to the rhythm of 6 x 4, but with a modern twist, in which we added marimba, xylophones and strings”.
The musical production of Captain Wasp Original Motion Soundtrack was overseen by Guerra and Janina Rosado. “All this work was recorded in Santo Domingo by Dominican musicians,” says the multiple Grammy and Latin Grammy award winner, proudly. Allan Lescchorn and Luis Mansilla were in charge of recording and mixing, and the mastering was done by Adam Ayan at Ayan Mastering in the U.S.
Capitán Avispa had its premiere on Monday (April 1) in Santo Domingo with the presence of many of the participating artists, before opening in theaters in the Dominican Republic on Thursday (April 4). In the coming weeks, it will reach more than 34 countries under international distribution of Caribbean Films Distributions.
Listen to the Capitán Avispa soundtrack and check the confirmed premiere dates in the United States, Latin America, the Caribbean and beyond below.
Release dates:
April 4: Dominican Republic Bolivia Abril 11: Puerto RicoUnited StatesArubaAntiguaCuracaoSt. CroixSt. KittsSt. MaartenSt. Thomas
April 18: Mexico ArgentinaEcuadorParaguayUruguay April 21:Canadá April 25:Colombia May 2:Antigua St. LuciaGuyanaTrinidad May 30:Costa Rica PanamaGuatemalaHondurasNicaraguaEl SalvadorBelice June 7: Spain
July 11:VenezuelaBrasilPeru August 8:Chile According to a press release, more dates will be announced soon.
In February, Nicki Nicole was scheduled to perform in Miami for the first time as part of the Vibra Urbana Festival. But as torrential rain pummeled the 86-acre open-air festival grounds, one artist’s performance was canceled, and others had their sets cut short. Nicki waited anxiously in the wings for nearly three hours, until it came down to her to open the festival when the rain abated for a few minutes.
Wearing a black cutout bodysuit, blue and white motocross pants and her new, light chocolate hair (which she first rocked at the 2024 Grammy Awards) draping over a black headband, the 23-year-old Argentine artist, joined by eight background dancers, performed a 35-minute set that included hits such as “Colocao,” “DISPARA***” and “Una Foto (Remix)” — the collaboration with Mesita, Emilia and Tiago PZK that hit No. 1 on the Billboard Argentina Hot 100 chart in January and spent six consecutive weeks at the top.
Then it started to rain again — but the response from the soaking-wet crowd was still overwhelming.
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“It was very surprising,” an ebullient Nicki says after, still wearing her damp clothes. “With this day, the rain, to see all these people there, and they know all my songs, they’re having a blast — it’s just like I imagined it could be.” Despite the rain, it’s a moment of sunshine for Nicki, who is coming off a roller-coaster week during which she publicly hinted on social media that she and boyfriend Peso Pluma called it quits just five days before her Miami debut.
But Peso is not the topic of conversation as we chat backstage outside Nicki’s trailer, where former Argentine soccer star Maxi Rodriguez has also come to support her show. Her Miami premiere is a big deal for Nicki, and her mother, sister and two brothers are also in town from Argentina for the concert. She says they’re planning to go to Disney World the next day to celebrate.
While this may be Nicki’s first time in Miami, the rapper-singer has been making inroads in the market since April 2019, when she released her debut single, “Wapo Traketero.” That August, she made history on the Billboard Argentina Hot 100 by becoming the first Argentine female rapper to debut on the chart as a solo act. (Cazzu charted first, in July, but as a collaborator on J. Mena’s “Quien Empezó.”) The following year, she made history again, becoming the first Argentine woman to earn a No. 1 with her collaboration on Trueno’s “Mamichula,” which also features Taiu, Bizarrap and Tatool.
Performing a fusion of rap and R&B — but expanding her versatility to other genres like reggaetón and cumbia — Nicki Nicole takes a feminine but edgy approach that paved the way for a new generation of Argentine urban acts — such as Emilia and Maria Becerra — who now also dominate the country’s charts and are playing arenas.
Nicki is tied with Emilia for the second-most No. 1s (both with four), trailing only Becerra, with six. “Entre Nosotros (Remix),” a collaboration with Tiago PZK, Lit Killah and Becerra, topped the chart for 16 weeks, the second-most behind Karol G and Nicki Minaj’s “Tusa,” which ruled for 25.
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While Nicki’s dominance in Argentina is established — she played the last of nine sold-out shows at Buenos Aires’ Movistar Arena on March 10 — her goal now is to go global. She’ll play Madrid’s WiZink Center for the first time on March 21, after headlining Billboard’s inaugural Encuentro de Música en Español on March 19, and will wrap her ALMA tour at the Estéreo Picnic Festival in Bogota, Colombia, on March 24.
The trek — which began in August in Buenos Aires and stopped in Costa Rica, Guatemala and Bolivia, among other countries — is in support of her ultra-personal album, ALMA, that thrives on emotions, spirituality, reason and an awakening to self-love. It was nominated for best rap/hip-hop album at the 2023 Latin Grammys, and the track “DISPARA***,” with Milo J, was up for best rap/hip-hop song.
In the middle of it all, Nicki also publicly addressed her relationship with Peso Pluma after a video of him appearing to hold hands with another woman in Las Vegas over Super Bowl weekend surfaced on social media. “Respect is a necessary part of love,” she posted Feb. 13 on Instagram, where Nicki has over 21 million followers. “What is loved, is respected. What is respected, is cared for. When you are not cared for and there is no respect, I don’t stay there. I leave. It is with great sorrow that I found out the same way you did, thank you for the love you are sending me.”
Nicki Nicole photographed on February 18, 2024 at Vibra Urbana in Miami.
Devin Christopher
The flurry of fan comments, mostly in support of her, highlighted her other side: the singer as social media personality who must focus on her art amid intense public scrutiny. For someone as young as Nicki, she has managed to do so with surprising grace.
“The truth is that I felt that everything was so public that I couldn’t have done it any other way. People already knew it and it was uncontrollable,” Nicki says, explaining why she posted a reaction. “What has healed me the most these days are the people, my fans. I received many messages from women congratulating me on the message I sent,” she says, sounding laid-back and self-assured.
While someone else might have canceled a performance or, in this case, an interview, Nicki did not.
“It’s unprofessional of me to stop every time something personal happens,” she says. “I’m not the center of the world, and there are many people who work for me and with me. I can’t stop everything. My team doesn’t deserve it. My fans don’t deserve it.”
Nicole Denise Cucco hails from Rosario, Argentina, the birthplace of soccer star Lionel Messi. Her interest in music sparked from a childhood admiration for Amy Winehouse, who she looked up to for her soulful, R&B-tinged vocals, as well as her character, resilience and how she treated fans.
“Not only did I empathize with how difficult it is to be an artist but also the internal battles of each person,” Nicki says. “I realized that even though she could be in shambles, she went out to perform, she did interviews, she was with her fans. From her I learned that every person I meet I will always treat them as they deserve and will always give my fans the attention they need.”
Devin Christopher
The youngest of four children (she has two brothers and one sister), Nicki was always the performer at home. “When I was little, I would put on shows in my kitchen and force everyone to look at me singing with the broomstick,” she told Billboard in 2022 during an episode of Growing Up.
Nicki’s mother expected her youngest daughter to finish school and go to college, but she had other plans.
“I explained to her, ‘Mom, look, I really want to make music. I know what I’m proposing is crazy because I’m one in a million who wants to make music, but I really feel that I can make it work, and if I have your support, I can do it,’ ” she recalls. Her mother agreed, and Nicki switched to night school to record music during the day.
She had fallen in love with the more melodic style of Spanish rapper Delaossa, whose music “encouraged me to make bars and freestyles,” and as a teenager, she practiced her freestyling skills at the many impromptu contests held in her hometown.
However, she found the male-dominated scene challenging.
“I would go in, but it was hard,” she remembers. She found that men would edit or change their raps when she was around. “When a man freestyled against a woman, a lot of things were lost — like being able to play with words, being able to say incredible things — and it fell into the basics. I lost a little interest because I felt my rhymes [couldn’t evolve]. So, I decided to freestyle with my friends, to evolve with people who I can rap about the culture, about what happens to me, about the fact that I am a woman — and it helped me a lot to start doing it alone, too.”
Devin Christopher
In April 2019, Nicki launched her YouTube channel with her debut single, “Wapo Traketero” — a slow R&B track fronted by her tender vocals. It was the song’s melodic approach that ultimately helped her stand out in a crowd of emerging Argentine rap and trap artists at the time.
“I always think about my mentality then and now. At that moment I didn’t know if a song was doing well or bad. For me, it just meant that people liked it and shared it,” she says. “I didn’t know about No. 1s, I didn’t know about charts, I didn’t know about trends. My mentality in music was different. When I started, I didn’t think I had to make hits. I just loved releasing the songs.”
“Wapo Traketero” caught the attention of Duki, who was then leading the Argentine trap scene and who boasted about her to his label, Dale Play Records, founded by Federico Lauria in 2018.
“Duki posted about Nicki on social media, writing, ‘We have a new boss in town,’ ” Lauria told Billboard in 2020 of how he discovered her. “When I listened to her music, I went crazy and wanted to sign her immediately.” Lauria, who launched Dale Play with Duki, added Nicki and producer Bizarrap to his roster. (He also manages all of them.) “All these artists come from the same place — the streets — but they’re all doing something different,” he added.
Nicki struck a chord. At 4 feet 9 inches, she defied the stereotype of the female Latin rapper and of what women in the local music scene could do.
Almost immediately after her signing, Nicki scored her first Billboard chart entry in 2020 with “Mamichula” in collaboration with Trueno and Bizarrap. The song hit No. 1 on the Billboard Argentina Hot 100, leading for four weeks, and became her first entry on the Billboard Global 200 and Global Excl. U.S. charts. That same year, she scored her first Latin Grammy nomination, for best new artist.
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Overall, Nicki has placed 33 entries on the Billboard Argentina Hot 100, tying with Karol G for the second-most among women behind Maria Becerra’s 46. Out of those 33, nine hit the top 10 and four reached No. 1.
On the U.S. charts, “Pa’ Mis Muchachas,” with Christina Aguilera and Becky G and featuring Nathy Peluso, earned Nicki her first top 10 when it debuted at No. 3 on Latin Digital Song Sales in 2021. “Ella No Es Tuya,” with Rochy RD and Myke Towers, became her first Hot Latin Songs entry, and her second album, Parte de Mí, was her debut on Latin Pop Albums that same year.
“All you need to do is see her live in concert to fully understand the impact Nicki has on people,” Lauria tells Billboard. “The artistic flight she has and her musical talent make her unique — how she goes through people, her sensitivity, her lyricism. This was all enhanced with her latest album, ALMA, where she was able to open up from a more sensitive place. And it clearly shows with the success that her tour is having.”
Back inside her trailer at the Vibra Urbana Festival, a cool and collected Nicki is snacking on chips and a banana — as Ivy Queen performs onstage in the background. The Puerto Rican diva’s set followed Nicki’s at the festival, which is fitting, as she has been a major inspiration.
“When I started music, one of the first women who offered me advice was Ivy,” Nicki recalls. “I loved what she said because it is unforgettable — like, ‘Mami, I want you to know that everything you do and the place you have, you earned it by yourself. And here you have a place as a woman. We fought so that you have this place.’ ”
Devin Christopher
The first woman artist to support an up-and-coming Nicki Nicole, however, was Cazzu. The artist born Julieta Emilia Cazzuchelli (and partner of Christian Nodal) became a household name in Argentina in 2018 after gaining momentum from “Loca (Remix)” with Khea, Bad Bunny and Duki. Nicki’s first time onstage was at a Cazzu concert and her first female collaboration was “Cómo Dímelo,” in 2019, with Cazzu.
“When a new woman appears, the patriarchal construction of the public makes them first compare us and then make enemies of us,” Cazzu says. “She was going to shine with or without me, but I was the only woman there. I let her know that she could count on me inside and outside of music because I had to go through endless sexist and misogynistic experiences. That hurt my spirits, and I didn’t want her to go through that. That’s what the movement is about. That one of us cleared the weeds from the path so that others could walk better and waste less time fighting and put it into music.”
That first expression of female support later appeared in other powerful collaborations with female artists from different countries and styles, including “Pa’ Mis Muchachas” with Christina Aguilera, Becky G and Nathy Peluso; “intoxicao” with Emilia; “Formentera” with Aitana; “8 AM” with Young Miko; and “Enamórate” with Bad Gyal.
“I love the woman who does not envy, who does not compete, who wants the best for everyone,” Nicki says. “One of the messages that really stuck with me is that of Young Miko. She was over the moon. She was having a big, explosive moment, and yet she flew to record the music video for ‘8 AM’ and sent me a message that said, ‘If we succeed, we all succeed together.’ What I like most is working with women, because in the studio we flow a lot, we share similar feelings and life situations that we understand among ourselves, and that’s great when it comes to working together.”
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Beyond being a loyal girl’s girl, Nicki’s bold attitude and stage presence have organically earned her the respect of the music industry and fans globally.
In addition to her eight Latin Grammy nominations, she won female new artist at the 2021 Premio Lo Nuestro, performed on The Tonight Show Starring Jimmy Fallon in April 2021 and made her debut at Coachella in 2022. Most recently, on March 5 during Paris Fashion Week, she appeared as a Lacoste brand ambassador.
After her sold-out show in Madrid, she’ll play Barcelona and, later, Mexico. Once she’s done with touring, Nicki promises to spend more time in the recording studio rather than on the road.
“Right now, I feel like there are a lot of things that are happening to me personally and I want to put them into music,” she says without elaborating. “There’s a lot of inspiration,” she adds with a smile.
By now, inside her trailer, she has progressed from snacks to a shot of whiskey, and Nicki raises her glass. “For my first concert in Miami and for my first Billboard cover. ¡Salud!’”