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When WWE Superstar Damian Priest learned that one of the biggest matches of his career would be held in Puerto Rico, he was overjoyed. For Priest, who was raised in Vega Baja, a small town just 26 miles from San Juan, it was more than a match — it was a long-­awaited homecoming. But for this no-holds-barred San Juan Street Fight, the former World Heavyweight Champion would be lacing up his boots to face an unusual opponent: one of music’s brightest stars and arguably Puerto Rico’s favorite son, Bad Bunny.

“Here he is doing all these moves and being able to take them,” Priest recalls of the May 6, 2023, barn burner, where he lost by pinfall. “The fact that he could take all these hits and get back up — and I know he was in a lot of pain — that drive to succeed and entertain, he has it, like we all do.”

Bad Bunny actually made his WWE debut in January 2021, at the Royal Rumble in St. Petersburg, Fla., where he faced off against former WWE and UFC heavyweight champion Brock Lesnar. That April, he showcased more daredevil moves and aerial tactics — and turned skeptics into believers — at WrestleMania. And since then, he has continued to solidify his heavyweight status in the wrestling world with his unwavering passion for the craft.

“Music and WWE have always run parallel,” Priest says. “When I describe how to make it in this business through the grind and the struggle, it’s always easier to explain it to musicians because they get it. It’s the same grind. You start performing in front of little to nobody in these greasy clubs, try to get noticed and then build up a reputation and a bit of a following. Hopefully, you get noticed by a record label or an artist who puts you on a tour, [and] it’s the same thing here.”

Though the WWE has been around for 70 years, the wrestling conglomerate is enjoying a renaissance — and the music industry has played a significant role in its post-pandemic resurgence. WWE president Nick Khan, who joined the company in 2020, has been at the forefront, connecting the dots between music and the WWE by bringing artists like Bad Bunny, Travis Scott, Metro Boomin, Cardi B, Meek Mill, Jelly Roll and Sexyy Red to collaborate with the ­company. Whether through actual matches, live TV segments or commercials for future premium live events, the strategic pairing has brought a fresh and diverse audience to WWE while elevating these artists’ status in the wrestling world.

In early January, WWE officially partnered with Netflix to present Monday Night Raw, its 34-year-old flagship show and the longest-running weekly episodic program without reruns in TV history. (The show most recently aired on USA Network from 2005 through the end of 2024.) The three-hour star-packed extravaganza featured wrestling immortals The Rock, John Cena and Hulk Hogan, and celebrities from Vanessa Hudgens and Tiffany Haddish to Travis Scott, Wale and Blxst attended. But unlike his peers, Scott wasn’t just a spectator — he escorted WWE Superstar Jey Uso ahead of his match. Scott — whom WWE chief content officer Paul Levesque (aka wrestler Triple H) gifted a Hardcore Championship belt during the rapper’s ComplexCon performance last November — wore the title draped around his shoulders and fed off the crowd’s electric energy as his own “Fein” reverberated throughout Los Angeles’ Intuit Dome. Sunglasses on and joint in hand, Scott sauntered out alongside Uso with the aura of a ’90s wrestler — a picture-perfect moment for both stars.

“The energy out there was crazy,” Scott tells Billboard. “I was talking to Triple H and was like, ‘Yo. This s–t is wild.’ In my shows, I try to create that maximum energy level and have the people feel they can reach the highest level of ecstasy as far as being happy and free. And in those environments — things like wrestling, and even in sports where the characters can be so free and create this livelihood for kids, adults and families — it’s dope.”

“When I found out I was coming out with Travis, I asked him, ‘Are you ready? Because this s–t is about to pop off,’ ” Uso adds. “I just didn’t expect that the brother was about to light one up before we walked out. He can do what he wants to do.”

This wasn’t the first time Uso had rubbed shoulders with a hip-hop superstar. Last April, at WrestleMania 40, he and Lil Wayne walked down the entranceway together at Philadelphia’s Lincoln Financial Field before a roaring crowd as the rapper’s “A Milli” and Uso’s entrance theme, “Main Event Ish,” played. It was a surreal moment for Uso: Before his WWE debut in 2007, he’d wrestled on the independent circuit alongside his twin brother, Jimmy, and they’d chosen Wayne’s 2004 hit “Go DJ” as their entrance music.

“We all grew up on Wayne in the late ’90s and early 2000s,” Uso says. “I’m talking about when he was with Hot Boyz and all that. It’s crazy how life comes full circle.” Before they walked out, Uso even cajoled Wayne into wearing some Uso merchandise: “He was real dope and cool with everything. He asked if I needed anything from him, and I said, ‘S–t, brother. Can you wear these “YEET” glasses for me? Here, put these on.’ ”

As artists rush to step inside the squared circle, wrestlers are moving with similar intention toward recording studios. Compelling entrance songs are vital in developing their characters, and since the ’90s, revered WWE Superstars like “Stone Cold” Steve Austin, The Rock and The Undertaker have placed fans in a choke hold with not only their iconic visual presentation but also their magnetic theme music. At the heart of those entrance songs is former WWE composer Jim Johnston, who used popular ’90s genres like hip-hop and rock to create songs based on the wrestlers’ characters.

For Austin, famously known as “The Texas Rattlesnake,” his hard-rocking entrance song, “I Won’t Do What You Tell Me,” became known for its glass-shattering sound effects. Austin didn’t record vocals for it, but Cena, whose earlier wrestling persona was a punchline-driven rapper, stepped inside the booth and rapped his “The Time Is Now.” That bold move paved the way for future superstars like Uso and Priest to infuse their entrances with their own personalities, adding a fun new element for fans to enjoy.

“It helps to have someone like [Slayer’s] Kerry King play guitar on my track,” says Priest, whose character has a darker, goth-like personality. “It’s pretty cool. While doing my own vocals on my song is pretty simple, it’s cool because it comes from me and what I wanted to say and feel during certain moments. People can bop their heads to it, and it adds to that aura.”

Uso’s hip-hop-influenced “Main Event Ish” is arguably the WWE’s most popular entrance song, with a simple but fiery hook (“It’s just me, Uce”), his unbridled energy and sharp ad-libs. His signature wave — now a staple at all WWE shows where he’s competing, in which he climbs the top rope and waves his hands up and down, controlling the crowd like a hip-hop maestro — accompanies the song.

“I flew to New York one day, sat [down with the writing team], put it together, knocked it out and it was on TV the next week,” Uso says of the track. “I knew I wanted to get on there and bring the energy. We always been musical, my whole family. We got hidden talents the world don’t know about.”

And as WWE enters WrestleMania season — with arguably its deepest roster since the ’90s — more musicians are looking to walk down the entrance ramp and pose a challenge, just like Bad Bunny first did four years ago. Fortunately for Bad Bunny, he had a great teacher in Priest, who, prior to their one-on-one showdown in Puerto Rico, served as his in-ring mentor and tag-team partner at WrestleMania 37, where they were victorious.

“A good match with another good wrestler is expected,” Priest says. “What I did with Bad Bunny was magic because nobody expected it. That’s not something you get to do all the time. I don’t know if I’ll ever get that chance again.”

This story appears in the Feb. 8, 2025, issue of Billboard.