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This week, Billboard is publishing a series of lists and articles celebrating the music of 20 years ago. Our 2004 Week continues here with an oral history of one of the year’s most impactful hits: “Oye Mi Canto,” from an all-star cast led by New York rapper N.O.R.E., which crossed cultures and genres and brought reggaetón to new stateside heights.
At the beginning of 2004, the reggaetón and hip-hop scenes stood at the precipice of a musical revolution. Reggaetón, a genre now famously recognized for its roots in Puerto Rico, was about to explode into a transnational phenomenon.
N.O.R.E., the seasoned hip-hop luminary known for his raw lyricism, unapologetic demeanor and turn-of-the-century hits like “Superthug” and “Nothin,” found himself captivated by the infectious dembow-driven rhythm that was commanding the streets of the Island.
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Impelled by a yearning to bridge cultures and pay homage to his newfound infatuation, the New York rapper set out on an audacious quest to etch reggaetón into the heart of American hip-hop. Fueling his self-proclaimed obsession with Tego Calderón’s music, N.O.R.E. envisioned a collaboration that would pay homage to his newfound muse, as well as his own Puerto Rican roots.
Within the creative cauldron of The Hoodlab (N.O.R.E.’s studio in midtown Manhattan) — and alongside his Lefrak, Queens comrades, producer SPK and rapper Big Mato, as well as Astoria, Queens duo Nina Sky, made up of twin singers Natalie and Nicole Albino, and rapper Gemstar — he embarked upon a mission to create a track that would shatter conventions and cross musical borders. The result was “Oye Mi Canto,” released on Def Jam.
The impact was nothing short of revolutionary. “Oye Mi Canto” burst onto the American and Latin airwaves, dismantling linguistic and cultural barriers. “It’s the bilingual elements of the song,” explains producer SPK of the song’s groundbreaking nature. “From a legendary platinum hip-hop artist like N.O.R.E., who [risked] his credibility as one of the most hardcore NY hip-hop artists — when no hip-hop artist would dare to take the chance to do anything out of the genre of hip-hop — N.O.R.E. did that. He bridged the gap between American Radio stations and Latin music.”
The song soared on multiple multiple Billboard charts, including the all-genre Billboard Hot 100, where it peaked at No. 12. It made impressive inroads on a wide variety of radio formats, including Pop Airplay (reaching No. 19), Latin Airplay (No. 22), Latin Pop Airplay (No. 25), Tropical Airplay (No. 2) and Rap Airplay (No. 8).
20 years later, the legacy of “Oye Mi Canto” stands as a testament to the unifying power of collaboration, while also having a tremendous impact on promoting bilingualism in hip-hop and American pop music, paving the way for cultural exchange and artistic innovation between different musical worlds. Even J Balvin will occasionally open up his live set with the song.
Below N.O.R.E., Nina Sky, Big Mato, and SPK share with Billboard Español in their own words about how “Oye Mi Canto” evolved into a hit, and how it became the first ever “American commercial reggaetón” crossover smash.
The Origins
N.O.R.E.: I kept having shows in Puerto Rico, and we kept hearing this music. I didn’t know what it was called, but I called it Spanish reggae. I kept seeing people dance to this music. What is this?! I would go back to New York, and I’d be like, “Yo, play that Spanish reggae stuff.” Nobody knew what the hell I was talking about. I would ask every Black DJ in New York to play it, they said no. I asked every white DJ, they said no. Then I asked the Latino DJs, and they said no too! I [approached] Latino DJs last, because I thought it was an easy win, but boy was I wrong.
One of the first records I fell in love with personally, besides, “Tu pum pum mami mami” [El General’s “Tu Pum Pum”] was Tego Calderón’s “Guasa Guasa.” I was just in love with this beat. It was like “tu tururururu” [hums the beat]. I was like “What the F–K?!” I was obsessed with his music. I asked the DJs to play that. “Play this guy right here, play Tego.” I remember them DJs still not playing it! They said, “You don’t want to jump on a little verse somewhere?” The fact that y’all [DJs] don’t want to play the Tegos, the Wisin & Yandels, the Zion & Lenoxs… So I jumped on “Guasa Guasa,” and gave it to a couple of DJs, just so they could play it to the American audiences to adapt to it, because it had an American artist on it.
That didn’t work. Then I said, “You know what, let’s do a full fledged song, a real song. It’s gonna be our version.” Almost like the American version of what’s happening in Puerto Rico. That’s how much I was sacrificing for reggaetón, and to be a part of that culture.
“Oye Mi Canto”
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SPK: N.O.R.E. came up with the idea of making the song for the Puerto Rican Day Parade in NYC. Everything started with a verse from Tego Calderón, who recorded a verse for one of DJ Kool Kid’s mixtapes. DJ Kool Kid offered it to N.O.R.E., so that we could use it for the promotional mixtape to be given away for free at the Puerto Rican Day Parade. Once N.O.R.E. got the Tego a cappella, he then gave it to me and told me to take it home and make a reggaetón beat around Tego’s verse, and bring it back to him the next day. Took it home and made the beat that same night at my home studio.
Mind you, I did not consider myself a reggaetón producer at that time, and I also mentioned that to N.O.R.E. His reply to me was, “SP, I know you can do this.” He was so confident that I can pull this off with no problem. N.O.R.E. has that gift, in seeing the potential in people before they can realize it themselves.
Big Mato: I was already making music with SPK. He was doing hip-hop, and I was more into reggaetón. N.O.R.E. came back from Puerto Rico with that fever, and told us, “Listen, I wanna put something together.” We was already recording other [hip-hop] songs with N.O.R.E. in the studio. We first recorded “Toma Reggaetón,” and “Oye Mi Canto” was the continuation of that.
N.O.R.E.: What I was trying to do was mimic [the Puerto Rican] style, but still being us. It’s the reason why I didn’t want Ivy Queen [or La Sista] I wanted to get somebody from America, and then add an artist that’s up there culturally.
When [I thought of the verse] “Boricua, morena” I just knew it had to be Nina Sky. I had no one else in mind. I had to beg Jamal Landlord and Cipha Sounds, who was [Nina Sky’s] manager at the time. They were like, “Yo, they don’t speak Spanish. They know the culture, but they’re not of that culture.” I’m like, “We’re all of that culture. You Latino, you have it in you. Don’t worry, just let them come into the studio.”
Nina Sky (Natalie): We were at a show in Connecticut at the time. We had just gotten off stage. It was past midnight, and we got a call that N.O.R.E. wanted us to come to the studio to record this song. We hadn’t recorded anything in Spanish yet. So it felt like the right thing to do, like it was meant to be. We were really proud to be a part of it, representing for the Puerto Ricans, for the Boricuas in New York City. We’re all from Queens, and it just felt like a really big moment for all of us.
Nina Sky (Nicole): When we heard the song, we thought it was a really cool concept, remaking the Big Pun record [“Still Not a Player,” which has the “Boricua, morena” hook] into this reggaetón record. Also repping the culture and connecting with our roots was really cool. N.O.R.E.’s idea to create a reggaetón record as a hip-hop artist was really cool. it just felt like it was an incredible opportunity to be a part of it from all angles.
“Oye Mi Canto”
Courtesy Photo
The Making of a Hit
Big Mato: That beat wasn’t done the same way as other reggaetón beats. It wasn’t done with Fruity Loops. It was a beat that was done so differently, and it was accepted.
SPK: I used Reason. I believe I was the first one to do a reggaetón beat on that software. I made the entire beat from scratch. Even though I wasn’t a reggaeton producer, I was a big fan of reggaetón, dancehall and reggae music. All that played a big part in inspiring me to fuse those sounds with the knowledge I already had as a hip-hop producer.
Other tools that contributed to my production was the first official reggaetón drums library that was given to me by the legendary DJ Blass, who was the creator of that library. Using Reason with original reggaetón drum kits and Reason stock instrument sounds gave it that unique sound. Very different from what you would hear coming out from the island of Puerto Rico.
N.O.R.E.: That was my instructions to SPK. It was, “We need to sound reggaetón, but from America.” To sound dembow, but we still hip-hop, we still we America. We want to honor [Puerto Rico] because it’s still reggaetón. But at the same token, we want to be who we are. That’s the reason why most of the artists on that record are from America, with the exception of one.
SPK: N.O.R.E. had a studio right on Madison Ave in midtown Manhattan. The name of the studio was The Hoodlab, it’s where most of the vocals for “Oye Mi Canto” were recorded, except for Daddy Yankee’s and Tego’s. I remember when [manager and producer] Cipha Sounds brought Nina Sky to The Hoodlab to record the hook, nothing but good vibes. N.O.R.E. quickly told them he wanted to pay homage to Big Pun and incorporate a line from “Still Not A Player.”
Nina Sky (Nicole): I remember how excited N.O.R.E. was to be recording this reggaetón song and putting this energy into the universe. If you’ve ever been around N.O.R.E., anything he does is dynamic and big. He’s really involved. Passion definitely filled the studio that night, and he knew that this was gonna be a hit song.
When we first got into the studio, Daddy Yankee wasn’t on the record. It was N.O.R.E., Big Mato, and Gemstar. There was a Tego Calderón verse. It was great collaborating with everyone. The original version only had the Big Pun part, “Boricua, morena…”
Big Mato: Recording wise, that was one of the greatest moments. When we would get together. Everybody would go in [the studio] and we were like superfriends. One recording, the other one is preparing his part writing, while the other one was probably making the dance to the song. It was like a real life situation. I was late and I almost didn’t come out on that song. I had just come out of work at the Marriott Hotel one block away from the World Trade Center, that’s why I believe I was the last one in the song.
N.O.R.E.: We realized, damn, in the Puerto Rican Day Parade, there are Colombians, Dominican, Mexicans. We can’t just leave it “Boricua, morena.” We went back in and added all the Latino countries [“Boricua, morena, Dominicano, Colombiano/ Boricua, morena, Cubano, Mexicano”].
SPK: Nina Sky laid the hook, and gave the record such a good vibe that when DJ Camilo came by and heard the record at The Hoodlab, his expression was priceless. He quickly told us we had a monster record, and that he couldn’t wait to break it on Hot 97. This was the Tego version DJ Camilo debuted, and the record quickly took off organically and was soon on regular rotation across radio stations in the U.S.
Now Def Jam gets behind the record — they tried to handle business with Tego’s team to clear his verse on the record, but they couldn’t reach an agreement, so we were forced to remove Tego from the record. N.O.R.E. asked us who would be the perfect artist to replace Tego’s spot. Me and Big Mato said Daddy Yankee. We reached out, and Daddy Yankee said yes, and the rest is history.
The Video
Nina Sky (Nicole): The music video was shot in Miami. I remember the energy. This song is all about that pride and that energy, and that existed all the way through. The shoot was fun, you had all the flags on the beach, all the dancers.
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N.O.R.E.: That was our first encounter with Daddy Yankee. We had been speaking to each other. The flags, having the visual look tropical. That was all my idea to make it look tropical, beachy, sexy, island vibes. One of the illest moments of that video I can tell you… was Daddy Yankee’s performance. I hadn’t even seen him perform at that time, I had just talked to him, and that [shoot] was our first time seeing him perform. I was like, “Yo, this dude is explosive. He performs like Busta Rhymes, but his lyrics are like Jay Z’s, but his look was like Nas.” It was crazy to me. I was like, “Oh s–t.”
I knew he was a star, but from that moment on, when he just lifted his arm up, I was like, “He has got to be a superstar.” I think I made the right choice by having this guy on the record, and that was one of the most memorable [moments]. [Ed. Note: Daddy Yankee declined to be interviewed for this piece.]
Big Mato: I wish I could repeat the video again. It was one of the greatest moments of my life. If you see that video, you see that it starts at the beach with the flags. But then when my part comes in at the end, it turns into a party. That moment right there, I felt like I was bringing the party to everybody. Fat Joe was there, Pitbull was there; there were many artists there.
N.O.R.E.: It’s the first reggaetón record ever played on MTV and BET, that’s a fact, Google it. It’s the first reggaetón record ever added to our regular rotation on HOT 97 and Power 105.1, it’s a fact, Google it. I’m not talking about La Mega, or other [Spanish] radio. We busted iHeart Radio’s ass with that record… It bursts stars. I’m not saying I invented reggaetón, at all. I’m saying that in commercial American reggaetón, I am the head of that s–t.
The Impact
Big Mato: It impacted a lot. As soon as the song came out, you see Fabolous coming out, [saying] “I’m Dominican,” right away. We knew he was Dominican but he never mentioned it. It kind of opened people’s minds about being Latino and showing it. Even R. Kelly [recruited] Wisin y Yandel for “Burn It Up” [in 2005]. That was inspired by “Oye Mi Canto.” A lot of Americans started doing reggaetón, and we inspired that.
Nina Sky (Nicole): There were a lot of different reasons for us that it felt extra special. One being that we’re from Queens, N.O.R.E. is from Queens, and we grew up listening to Capone-N-Noreaga. So to be in the studio, creating this record about being proud of our heritage was amazing. To be here 20 years later performing that record still feels as amazing. It’s really cool that an artist, who up until that point, was not necessarily known for creating in that genre, was able to have such an impactful record. The reason that I feel like that is it’s because N.O.R.E. is an authentic, passionate, and talented artist, and he really believed in presenting that. That will always transcend time in music. That’s why today, we still hear the song — because it came from that place of authenticity and passion.
Nina Sky (Natalie): In a way, it opened up the doors for others to feel more comfortable collaborating and also experimenting; Drake and Bad Bunny, or “Despacito,” the more obvious one. There are just so many more collaborations in that style now. It opened the door for other people to collaborate. He was definitely an innovator.
SPK: The hook is contagious with the beautiful voices of Nina Sky, us paying homage to Big Pun on the hook, and N.O.R.E. adding different Latin nationalities to it played a big part in its popularity. The melodies made it more appealing to any generation from any nationality. Also, the voices of super legends like N.O.R.E., Daddy Yankee and Tego Calderon helped it go even further. But at the end of the day, none of that would have been possible without the mastermind behind it all N.O.R.E. P. Diddy said we created a never-die anthem.
“Oye Mi Canto”
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N.O.R.E.: My close friends Fat Joe and [DJ] EFN both pulled me to the side [in 2004] and told me I shouldn’t be doing reggaetón. They weren’t saying that to try to hurt you. They said it to try to help you. They thought it was a phase. I had to look at my friends in their faces and say, “Nah, man, I believe in this genre of music. I’m gonna go against your advice and blessings.” I had to do this for my heart. And I stuck to what I know. To this day, whenever Fat Joe sees me and we bring up reggaetón, he says, “Look, I was wrong.” Whenever [EFN and I] bring up reggaetón on or off the show [Drink Champs], EFN says he was wrong.
Nina Sky (Natalie): In the song, there’s a line where N.O.R.E. says “No matter your race, because today you Latino.” And I think that line resonates because anyone who hears the song, anyone who sees the video, you feel that sense of pride. You sing along — you don’t have to be Latino, Boricua, Dominican or whatever. You feel that pride and you sing along because it doesn’t matter where you’re from.
N.O.R.E.: When I see young artists coming from Washington Heights, Hialeah, or East Los Angeles [doing American reggaetón], it’s like, damn, okay, we’re sharing this shit. It’s the same way hip-hop had to share with the West Coast, or drill music over there in London. Reggaetón happened to share with America. Then we realized that this is the reggaetón [Americans] needed to hear in order for y’all to get into what the essence of reggaetón is. The birthplace is Panama, the mother of reggaetón lives in Puerto Rico, but its children can now live all over the world, no matter where, and that is a beautiful thing.
As Peso Pluma‘s main songwriter, Roberto Laija penned some of the Mexican star’s early hits, including “El Belicon,” “Siempre Pendientes,” “PRC” and “AMG,” all of which helped catapult the artist to the top of the global charts.
Now, after writing multiple corridos-turned-anthems, and becoming a bonafide hitmaker, Laija — who is also Peso’s cousin — is forging his own path as a singer. While he’ll continue to write songs for Peso, he’s laser-focused on honing his performing skills and developing his career as an artist. Today, he’s no longer just Peso’s cousin or “the guy who writes songs for Peso,” as he says people would identify him, he’s Tito Double P.
“I never thought I’d be a songwriter, much less an artist, but music was something that was always on my mind,” says Tito Double P over a Zoom interview. “As a kid, I was good with rhymes — and when I got to high school, I learned to play the guitar, because you either chose to do sports, learn chess or take guitar classes. I chose guitar, then chess — but never sports,” he adds with a laugh.
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Born and raised in Culiacán, Sinaloa, the first song he ever wrote came in the way of a corrido, as a favor to a friend, although he didn’t thinking anything of it. “I took the info he gave me to write the lyrics, created a guitar tune and it wasn’t a bad song. I got excited and I wrote another corrido. But these were always just for me, I never showed them to anyone or had anyone record them for me, until Hassan (Peso’s real name) came along.”
By then it was 2021 and Peso was looking to start his career. He had seen Tito singing in videos he uploaded to social media, so he hit his cousin up. “I told him to come over to Culiacán,” Tito remembers. “I had some corridos written, he asked me to sing one and I was so shy, but I sang ‘El Belicon’ for him. He liked it and said, ‘Let me sing it.’ We recorded it that same day, and it was the first song that I had given to someone to record — it was a boom.”
The song entered Billboard’s Hot Latin Songs chart in April 2022, becoming Peso’s big first hit. Initially, Tito thought it was just beginner’s luck. But by the second hit “Siempre Pendientes” and then the third “El Gavilán,” he started to really believe it; he was a songwriter. “This is what I’m meant to do,” he says he realized.
While collecting hit after hit, Peso and other artists encouraged Tito to sing. He was hesitant, but taking that “let’s see what happens” mentality that went into writing songs, he’s applying it to this new era in his career. He was set to make his debut as a músican mexicana artist on Peso’s Génesis with “Gavilán II” and “La People,” but an audio of a dembow-inspired song he had written and recorded leaked and went viral on TikTok. He released it as a single in June 2023, in collaboration with Luis R Conriquez and Joel De La P. Since, he’s released a handful of songs, including team-ups with other acts like Gabito Ballesteros and Jasiel Nuñez.
Tito Double P scored his very first entry on the Hot 100 earlier this month, thanks to “La People II,” with Peso Pluma and Joel De La P, which debuted at No. 69 on the all-genre tally. “I was afraid to sing at first, and it wasn’t like I was looking to be a singer — but it happened, and it happened well, and now I enjoy it,” Tito says today. “It’s been a process, but after singing on a stage, I want to keep going.”
With his commanding hoarse vocals, a distinctive sound (powered by a trombone and an accordion) and a record deal with Double P Records (launched by Peso last summer), Tito Double P is already on his way to making a name for himself in a crowded field of a new generation of regional Mexican hitmakers. He’s currently working on his debut album, which he says will be a mostly regional Mexican album and will include duets. “Everything has come in a very natural way for me,” Tito says. “At the label we work as a family, we support each other’s ideas, and that makes you feel really confident, like you can’t miss.”
Below, learn more about April’s Latin Artist on the Rise:
Name: Roberto Laija
Age: 26
Recommended Song: “’La People,’ because that’s when everything changed. Before I was Peso’s cousin, the guy who writes songs for Peso. ‘La People’ was everywhere and that’s when I became Tito Double P.”
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Major Accomplishment: “I feel part of Peso Pluma, and that’s the biggest accomplishment, in a nutshell. It’s something that we are all very proud of. And well now also kicking off my career as Tito Double P.”
What’s Next: “This year I started working on my upcoming album. I’m more focused, the production quality will be another level, it’ll be a totally different Tito Double P.”
The 2024 Latin American Music Awards are taking place this Thursday, April 25, live from Las Vegas via Univision. Before all the glitz and glam, Billboard was backstage at rehearsals catching up with some of the night’s nominees and performers.
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Under the theme “We Speak Música,” the awards ceremony will broadcast its first-ever bilingual edition co-hosted by Thalia, Becky G, Alejandra Espinoza, and Carlos Ponce. This year’s top nominees are Feid and Peso Pluma with 12 nods each. Meanwhile, Banda MS, Ricardo Montaner, and Yandel will be honored with special tributes and awards.
The Latin AMAs will air live at 7 p.m. ET on Thursday, April 25, from the MGM Grand Garden Arena in Las Vegas via Univision, UNIMÁS, Galavisión and ViX.
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Below, check out some of the best highlights during rehearsals:
New Albums Galore
Backstage at rehearsals, a handful of artists revealed that they will be releasing new albums this year. Danny Ocean, for example, opened up about his forthcoming Reflexa, which he described as a very personal process where he reflected on his life and the future of his career. Farruko, on the other hand, explained he will be premiering a song with Ky-Mani Marley at the 2024 Latin AMAs, marking the first single of his next studio album dropping soon.
Meanwhile, Wisin is set to drop his own project dubbed Mr. W this week, where he reeled in colleagues such as Don Omar, Yandel, Pedro Capo, Mora, and Jowell y Randy. “Doing music for me is not a job, it’s pleasure,” he tells Billboard. “I enjoy going to the studio and being able to collaborate. I enjoy breaking barriers in music. I think that’s what my album is all about.”
Los Avengers Are Back
In their comeback era, Los Avengers will be performing at the 2024 Latin AMAs. Four of the reggaetón collective’s members—Justin Quiles, Sech, Dalex, and Dimelo Flow—were at rehearsals talking about their new album, The Academy: Segunda Mision, and their highly-anticipated night.
“We transported 2019 to 2024, a bit more advanced with new music,” Quiles says to Billboard. “The same group. Good energy, good music. Everytime we get together, it’s organic.” Sech, who’s been taking a break from music and social media, could not contain his excitement. “I was working on myself. Life goes by very fast. I was organizing myself but we came to have an incredible time with the boys,” he notes.
AB Quintanilla’s Sweet Initiative
AB Quintanilla, who will form part of Banda MS’ tribute performance, used his platform to talk about a heartfelt initiative he has going on with his latest single, “El Rey de la Kumbia,” which he worked on over a year ago with the late artist, Lefty SM. “The beautiful thing about this song is that the record label and myself agreed that any financials made from the song, the publishing, anything whatsoever, would go to his wife and kids. So, it’s good giving back,” he expresses.
AB Quintanilla
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Yandel Talks Feid Bromance
Yandel was present at the Latin AMAs, where he’s set to receive a special award for being one of the pioneers of the reggaetón movement on Thursday night (April 25). At rehearsals, he talked about his freshly-released joint EP with Feid, MANIFESTING 20-05. “It called my attention because I never expected it,” he notes. “I always wanted to collaborate with him because I like his talent, how he sings, his energy, how he is as a person. When I met him, I became more of a fan. [The album] was a proposal I made to him after ‘Yandel 150.’ For me, it’s a special project that I’m enjoying because I’m attracting [a] new generation [of fans].”
Becky G’s Co-Hosting Era
Becky G is ready to co-host the award ceremony’s first-ever bilingual broadcast alongside Thalia, Alejandra Espinoza, and Carlos Ponce. “It’s my first time coming to one of these awards shows and not feeling ashamed of being a Pocha, speaking in Spanglish,” the Mexican-American singer exclusively tells Billboard. “I know there are many generations that also identify with their Latin roots and want to participate in celebrating our culture but maybe don’t always feel welcomed to do so, so our hope is to extend a big hug to all the multi-generational families that are going to be watching this show.” Backstage, she also reflected on “Shower,” which was released 10 years ago and has opened so much doors for her since. Watch the full interview below:
Becky G has a double celebration this week: co-hosting the 2024 Latin American Music Awards and reaching 10 years since the release of “Shower.” Joining Thalia, Alejandra Espinoza and Carlos Ponce, Becky (real name: Rebbeca Marie Gomez) will co-host the award ceremony that will be presented in a combination of English and Spanish, marking the […]
In our franchise “The Stars Behind the Stars,” Billboard Latin and Billboard Español editors share stories that have yet to be told, directly from those who aren’t often in front of the spotlight. Think “todo lo que no se ve detrás de cámaras,” or “everything that happens behind the scenes.” These unsung heroes are essential to an artist’s team and its foundation. Today, we highlight the founders of TNT Agency, Hector and Alejandra Barraza.
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Hector and Alejandra Barraza were young entrepreneurs in Chino Hills, Calif., then they came up with their big idea. Hector, whose background is in marketing and sales, worked training salespeople. His wife Alejandra, a cosmetologist, borrowed one of his spaces to give a makeup class.
“It was my aha moment,” Hector says. “With my background and experience in marketing, we put together a nice package to market classes, and we became a makeup school.”
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At the same time, Alejandra began to provide makeup services for a growing roster of clients. When she could no longer do it alone, she started to train other glam artists. And so, TNT Agency was born.
Today, 20 years later, TNT is “the premiere glam agency for Latin Grammys, Billboard Latin Music Awards, SESAC Latina and even the general market Grammys,” says Hector. Artists and teams who’ve walked those red carpets have no doubt seen the TNT squad: some 20-30 young women dressed in matching uniforms, all looking like a million bucks and armed with their glam gear.
Hector, the agency’s beauty director, is in charge of marshaling the troops and sending artists to wherever they’re needed. It’s a unique scenario, he says. By calling one person — himself — a client can get up to 45 makeup artists dispatched. Alejandra trains the team, and all glam artists have to undergo TNT training before they can join the agency at an event or gig. All use the same products and protocol.
TNT trains approximately 600 individuals a year, who come from all over the country to TNT’s headquarters in Chino. This allows Hector, in turn, to offer services to clients in most major U.S. cities. In addition, TNT has added a third component to its services: It produces its own cosmetics under the TNT brand.
On the eve of the 2024 Latin American Music Awards in Las Vegas, Barraza — this month’s “Star Behind the Stars” — told us the story behind TNT, what sets the agency apart, and what are the new trends in makeup.
Growing from gigs to an agency of this size sounds daunting. What was your big break?
The agency became very popular because we started to do beauty segments on Univision’s KMEX station in Los Angeles. Every Wednesday at 5 am Alejandra had a beauty segment called “Eternamente Bella (Eternally Beautiful).” And this is where we started to meet interesting people in Los Angeles like Cristy Solís, Marco Antonio’s wife. One thing led to another. The world of networking works, and we ended up in really cool peoples’ homes. And these people had people who produced shows, and that’s how we got some pretty big breaks, providing glam services for artists and then executives and then the production.
How much time do I need to look beautiful for a show?
All our artists do makeup and hair. A full service, one glam artist, is about an hour and a half. Our glam is very personal. What I might think looks good on you, you might hate. So we tailor every look to the client. What is it you like and what do you feel comfortable with? And our job is to take it up a few levels. We have to create something in your style that you cannot do yourself. Otherwise why hire us? That’s why people tell us, “I could never do this.” That’s exactly why you contact us.
What is the TNT touch?
It’s a flawless finish. It’s supposed to look very natural. You will look polished. There’s so much that can go wrong in a makeup application.
Has anything changed dramatically in the glam world in the past few years?
This is fashion so it’s always changing. The way you do your brows is not the way you did it three years ago. You have to be up to date on trends. There are two worlds: Social media and production and we dabble on both. It changes rapidly because this is very what’s on trend and how you incorporate it. What you see on TikTok you can’t necessarily apply in real life.
Newest trend?
Cream blush is probably the hottest thing out there. It’s light, it goes easy on the skin, it’s glowy, it’s smooth. Cream blush is the thing. People are putting it on their cheeks, on their nose. People of all ages are using it. From the 13 year old to the older individual because it’s not drying.
Madonna is performing a series of five concerts in Mexico City this week as part of her Celebration Tour, an occasion that the Queen of Pop has taken to reiterate her love for Mexican culture and one of its most iconic figures: the famous painter Frida Kahlo.
“As you know, I have a great history, a long history with Mexico,” the superstar said Saturday night at the Palacio de los Deportes during her performance of “Burning Up,” according to La Razón. “When I was a girl, I discovered Frida Kahlo. I went to the only museum that existed in Detroit, and there were Diego Rivera murals everywhere, but to be honest, I was more interested in a small picture in a corner, of a beautiful woman with her hair gathered in braids and intense eyes.”
Previously, Madonna met with the Kahlo family on Thursday at their home in the city neighborhood of El Pedregal, and wrote an emotional dedication in the guest book expressing she was inspired by the iconic painter, who she considers to be her “soul mate,” reported Mexican newspaper Reforma.
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Just as she’s been doing at different stops on her tour, the Material Girl has had special guests in Mexico during the performance of “Vogue” to judge a handful of dancers in a dance competition. On Saturday, at the first of her shows at the Palacio de los Deportes, she had Mexican comedian Guillermo Rodriguez, known as Jimmy Kimmel’s sidekick on ABC’s late-night show Jimmy Kimmel Live!
“When you go to a Madonna concert and she CALLS YOU UP ON STAGE!!!,” says a shared post from Rodriguez and Kimmel on Instagram with a video of the moment in the show.
The second guest was Cuban actor Alberto Guerra, who lives in Mexico. He shared the moment on his social media, along with some snapshots to immortalize the moment. “Thank you Madonna, for giving me the memory of a night that will live forever in my heart,” the actor wrote in English on Instagram.
On Tuesday (April 23), the surprise guest was Mexican influencer Wendy Guevara, a trans actress who won Televisa’s reality show La Casa de los Famosos in 2023, and who was greeted with cheers from the audience when she got onstage. “And a dream come true,” Guevara captioned a photo of her with Madonna on Instagram.
Madonna’s final performances in Mexico City are on Wednesday and Friday. It’s unknown if she will have more guests at press time.
Every month, Billboard Latin and Billboard Español editors spotlight a group of rising artists whose music we love. Think “diamantes en bruto,” or “diamonds in the rough.” These are newcomers who have yet to impact the mainstream — but whose music excites us, and who we believe our readers should make a point to discover.
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Our latest edition of On the Radar Latin includes a wave of emerging artists, who we discovered either by networking or coming across their music at a showcase, and beyond. See our recommendations this month below:
Name: Ambik
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Country: Argentina
Why They Should Be on Your Radar: She is the younger sister of Argentine star Tiago PZK, but since launching her career in 2023, Ambik has made a name for herself with her own lyrical prowess and style. At only 16 years old, the artist — whose real name is Ambar Pacheco Lezcano — has released innovative urban-R&B songs such as “Crucigrama,” “Sha La La” and “Náufrago.” Her most recent release is “Rápido,” a sensual electro-pop single ready for the club, with which she continues to experiment and offer an uplifting outlook on the future of music. And this is only the beginning for Ambik; signed to Grand Move Records and Warner Music Argentina, we will surely be hearing much more from her. — SIGAL RATNER-ARIAS
Song for Your Playlist: “Rápido”
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Name: dadá Joãozinho
Country: Brazil
Why They Should Be on Your Radar: dadá Joãozinho made his solo debut last year, after performing with an artistic collective called ROSABEGE that he formed with a few friends in his hometown of Niterói, Brazil, in 2017. Pulling from Música Popular Brasileira, hip-hop, baile funk, indie and experimental electronica, the São Paulo-based artist created a sound of his own for his debut album, tds bem Global (which translates to “all too Global”), released last fall via Innovative Leisure. He just released the video for the set’s “Sem Limitessssss,” a psychedelic track that shoplifts from dub reggae, hip-hop, punk and samba. “Being in São Paulo inspired me to go off my limits, to grow, to know things about myself I couldn’t see,” dadá Joãozinho says in a statement. “It’s a song about desire really, about transformation.” — S.R.A.
Song For Your Playlist: “Sem Limitessssss”
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Name: DARUMAS
Country: Argentina, Cuba, & Haiti, but U.S.-based
Why They Should Be on Your Radar: Named after the traditional Japanese daruma doll that signifies perseverance and good luck, DARUMAS is an electrifying trio injected with massive girl power. Helmed by Aldana Aguirre on the bass (Argentina), Ceci Leon on vocals and guitar (Cuba), and Haiti-born, Chilean-based vocalist Vedala Vilmond, the group officially debuted this year with their single “Daruma.” The best representation of their project, the track is a soulful R&B bop fused with old-school funk melodies, backing their enchanting and powerful vocals.
DARUMAS, who already opened a show for Argentine pop star Emilia, is signed to Sony Music Latin for recordings; Walter Kolm Entertainment for management; TBA Agency for touring; and FRAZES CREATIVE for publicity partnerships. “Darumas is a breath of fresh air for the music industry,” Alex Gallardo, Sony Music Latin’s president said in a press statement. “Three women, musicians, with an enormous talent that bring an artistic proposal very different from everything else out there. The greatest artists are characterized by being unique and different from the rest.” — JESSICA ROIZ
Song for Your Playlist: “Daruma”
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Name: Latin Mafia
Country: Mexico
Why They Should Be on Your Radar: I first heard of Latin Mafia last year, after discovering their music on TikTok. Their song “Julieta” caught my attention with its fun, catchy beats and confidence-boosting vibes. Creating music that fuses reggaetón, dream pop, R&B, and house, the brother trio brother — Mike, Milton and Emilio de La Rosa — have a unique essence that sets them apart. Even a song that seems to be about heartbreak can quickly immerse you in a lively and energetic “llorar y perrear” vibe, as in their song “Perlas.”
In late December, Latin Mafia collaborated with Mexican singer-songwriter Humbe for “Patadas de Ahogado,” and delivered another masterpiece of very organic music. The song is backed by keyboard notes that combine their soft vocals, while the lyrics talk about finding that special love. The Mexican band recently signed with Rimas Entertainment, and have performed at various music festivals in Latin America and the United States, including a big debut at Coachella. — INGRID FAJARDO
Song for Your Playlist: “Patadas de Ahogado” (feat. Humbe)
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Name: Luck Ra
Country: Argentina
Why They Should Be on Your Radar: Luck Ra (real name: Juan Facundo Almenara Ordóñez) was put on my radar thanks to my best friend, who first discovered him on Spotify. I was immediately captivated by his track “Hola Perdida,” in collaboration with Argentine rapper Khea, where the two deliver a fast-paced cumbia villera meshed with sensual bachata rhythms, about calling an ex to get back with them. Luck Ra released his first recordings in 2017, but it was “Te Mentiría” (a smooth Afrobeats single) in 2020 that ultimately brought him to a wider audience. Luck Ra has also collaborated with acts such as Bersuit Vergarabat, Abel Pintos, Ke Personajes, and Rusherking, and dropped his debut studio album Que Nos Falte Todo this year. — J.R.
Song for Your Playlist: “Hola Perdida” (feat. Khea)
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Name: RoyalLive
Country: Venezuela
Why They Should Be on Your Radar: Born in Catia La Mar, Venezuela and based in Miami, RoyalLive — also known as Royal and whose real name is Ibraham Ríos — fuses genres such as R&B, soul and urban tropical in songs that include lyrics in Spanish, English and Portuguese. The 23-year-old artist began writing music at 16 and, during the pandemic, after he and his father became homeless and had to live temporarily in a church, he used the ordeal as the inspiration for his song “Chain.”
Since then, he has released singles including “Báilame Que Luego Te Vas,” a TikTok hit that got to the ears of Colombian singer Beéle, who also recorded a cover; and “Ocean Drive.” This Friday (April 26) he premieres “Baby G,” a song infused with Brazilian rhythms and melodic drill “dedicated to the warrior woman who is not afraid of anything,” according to a press release. The track is part of his upcoming debut album, LOVESTAR, to be released this summer under MusikLab. — S.R.A.
Song for Your Playlist: “Báilame Que Luego Te Vas”
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Name: Vanita Leo
Country: U.S.A. (of Mexican descent)
Why They Should Be on Your Radar: While the Tejano music scene has seen the rise of acts like Grupo Frontera and the enduring legacy of icons like Intocable, the presence of female Tejana artists has been notably scarce since the days of Selena on a mainstream level. Yet, emerging from San Antonio, Texas, with roots tracing back to Mazatlán, Sinaloa, is Vanita Leo, a promising singer who jumped on our radar via social media. “I make music that reflects these cultures,” she tells Billboard Español. Notably, she’s garnered the attention of music greats like Ramon Ayala and Ramona, who she opened up for in Texas.
She began gaining a steady following since her 2023 EP, Historia de una Amor, featuring corridos tumbados-infused “Arrepentida,” and the ballad kiss-off “Marchate.” Her forthcoming single “Slo Tú BB” (out May 3) is a cumbia delight over sultry R&B vocals, echoing the footsteps of her Tejano predecessors. — ISABELA RAYGOZA
Song for Your Playlist: “Arrepentida”
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Fuerza Regida celebrates its first No. 1 on Billboard’s Top Latin Albums, as its seventh studio release Pa Las Baby’s y Belikeada, climbs 2-1 to lead the April 27-dated ranking.
Pa Las Baby’s y Belikeada ascends to No. 1 with 24,000 equivalent album units earned in the U.S. in the week ending April 18 (up 17%), according to Luminate, almost entirely driven by streaming activity (up 17% in streaming equivalent album units, equaling 36.06 million on-demand official streams for the set’s songs during the tracking week).
Top Latin Albums ranks the most popular Latin albums of the week by multi-metric consumption as measured in equivalent album units, compiled by Luminate. Units comprise album sales, track equivalent albums (TEA) and streaming equivalent albums (SEA). Each units equals one album sale, or 10 individual tracks sold from an album, or 3,750 ad-supported or 1,250 paid/subscription on-demand official audio and video streams generated by songs from an album.
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The 30-track set, released via Oct. 20 via Street Mob/Rancho Humilde/Sony Music Latin, visits the penthouse for the first time on Top Latin Albums in its 26th week. That is the longest climb to No. 1 since the Oct. 10, 2015-dated chart, when Juan Gabriel’s Mis Numero 1… 40 Aniversario rose 4-1 in its 60th week. Pa Las Baby’s y Belikeada debuted at No. 2 on the Nov. 4, 2023, chart and has never departed the top five.
Notably, Pa Las Baby’s y Belikeada becomes only the fifth regional Mexican album to lead Top Latin Albums this decade; all one-week rulers except for Peso Pluma’s Génesis, which has dominated for 28 non-consecutive weeks. Let’s look at those No. 1 albums since 2020:
Artist, Title, Peak Date, Weeks at No. 1Alejandro Fernández, Hecho En México, Feb. 2020, oneEslabon Armado, Vibras de Noche, Aug. 1, 2020, oneEslabon Armado, Desvelado, May 13, 2023, onePeso Pluma, Génesis, July 8, 2023, 28Fuerza Regida, Pa Las Baby’s y Belikeada, April 27
Pa Las Baby’s y Belikeada also rebounds to No. 1 for its second week atop Regional Mexican Albums, where it launched at the summit last November.
Fuerza Regida’s new Top Latin Albums coronation arrives a week after the group announced its 37-date U.S. and Mexico summer arena tour, Pero No Te Enamores, will kick off June 6 in Austin, Texas.
The news perhaps ignited similar gains for two other Fuerza Regida efforts on Top Latin Albums: streaming activity drives Dolido Pero No Arrepentido (EP) to its No. 5 peak with an 18% gain, to 13,000 units (essentially all from SEA units), a figure that equates to 19.35 million on-demand official streams registered for its songs during the same period. Pa Que Hablen.: I., meanwhile, jumps 22-20 — after its No. 3 peak in April 2023 — likewise through streaming movement. The album generated 5,000 units (effectively all from streams), up 9%, which equals to 8.4 million streams in the U.S.
Beyond this weekly slate of Fuerza Regida’s albums gains, the San Bernardino, Calif. group, also expands on a song level. Eight entries on the multi-metric Hot Latin Songs chart, which combines airplay, streams, and downloads, move ahead boosted by streaming growth, starting with “Tu Name” which rises 4-3, led by with 8.8 million on-demand official streams, up 14%.
“Crazyz,” meanwhile, logs the biggest streaming percentage gain out of the eight, with a 44% growth, to 4.5 million.
This week marked the start of the Playoffs rounds on season 25 of The Voice and the show brought in some serious ringers on Monday night (April 22) to help cut down each coach’s team from five to three singers before the live, public-vote rounds begin.
Team John Legend teed up a veteran of the franchise in Colombian superstar Maluma, who has been a coach on two seasons of La Voz, in both his native country and in Mexico. Meanwhile, Team Dan + Shay got a boost from rapper Saweetie, with each guest bringing their own unique set of skills to the gig.
According to EW, Maluma seemed completely at ease with the job, serving up positive notes and encouragement and some pro tips on performance and setting the mood. In a preview video that dropped before the show aired, Maluma had a lot of good advice for the Team members, from encouraging them to write their own songs to suggesting they ditch their instruments while performing live to focus on their vocals.
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That experience came through when Nathan Chester was prepping his powerhouse cover of the Beatles’ “Oh! Darling.” After Legend — whom Maluma dubbed “Juan Leyenda” — suggested that Chester put more urgency into his performance, Maluma seconded that emotion and offered up a technical note about stepping back from the mic a bit to let his voice truly shine. The dynamic due clearly were on to something, as Chester made it to the Live rounds.
Maluma also seemed to bond with Venezuelan-born singer Mafe, who stepped up majorly with a moving version of Adele’s “Someone Like You,” but failed to make the final cut; the other Team Legend Playoffs members include Bryan Olesen and Zoe Levert.
EW noted that while rapper Saweetie seemed to be an odd choice to work alongside country duo Dan + Shay, they had a good chemistry and the “Best Friend” MC seemed to really have a vibe with the female singers on the pair’s team, offering them such poetic advice as “there’s no deadline to dreams.” When 17-year-old Anya True began rehearsing her take on Taylor Swift’s “All Too Well (Taylor’s Version),” Saweetie helpfully suggested more eye contact to connect with the studio audience.
Admittedly not a country aficionado, Saweetie suggested that singer Karen Waldrup try to focus less on being technically perfect, but instead “strive for personality,” which she definitely did on her cover of Lainey Wilson’s “Heart Like a Truck.” That was enough to punch Waldrup’s ticket through, along with Madison Curbelo and Tae Lewis.
The Playoffs roll on next week with performances from Team Reba and Team Chance.
Check out some of Monday night’s performances from Team Legend and Team Dan + Shay below.
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Latin superstar Pitbull on Tuesday (April 23) announced his Party After Dark Tour, a 26-city tour featuring special guest T-Pain, with Lil Jon also joining in select markets. Explore Explore See latest videos, charts and news See latest videos, charts and news Just off The Trilogy Tour with Enrique Iglesias and Ricky Martin, Mr. Worldwide — known […]