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Though it pulled up just short of the top spot on the Billboard 200 last week, on this week’s chart (dated Jan. 25), Bad Bunny’s Debí Tirar Más Fotos claims pole position.

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Fotos moves 203,500 units in its second frame — its first full week of release, after having been released on Sunday, Jan. 5, already two days into the prior tracking week. The set, which features Bad Bunny dipping into genres like salsa and plena that reflect his Puerto Rican roots, becomes the superstar’s fourth consecutive No. 1 on the chart, following 2020’s El Último Tour del Mundo, 2022’s Un Verano Sin Ti and 2023’s Nadie Sabe Lo Que Va a Pasar Mañana.

How did the album manage such a successful second week? And what does its success mean for the industry in general? Billboard staffers discuss these questions and more below.

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1. Debí Tirar Más Fotos climbs from No. 2 to No. 1 this week on the Billboard 200, in its first full week on the chart, to become his fourth consecutive No. 1 album on the chart. On a scale from 1-10, how significant an achievement is this for Bad Bunny?

Jason Lipshutz: An 8. After Debí Tirar Más Fotos started at No. 2 behind Lil Baby’s WHAM (albeit with a truncated first week), it was worth wondering whether the prospect of a new Bad Bunny album still commanded the same level of enthusiasm as it did four years ago, when he first began debuting in the top spot of the Billboard 200 without much issue. With the new album demonstrating its staying power on streaming and pushing to No. 1 in its second week, though, those minor concerns are put to rest. Regardless of where this album peaked, Bad Bunny remained an A-list superstar — but scoring another No. 1 album, which seems to be growing ever more mighty on streaming platforms, reiterates that he’s an A-list albums artist, too.

Sigal Ratner-Arias: A 10. Having four consecutive albums in Spanish reaching the No. 1 on the all-genre Billboard 200 is quite remarkable, if not historic, and I don’t think Bad Bunny takes it for granted either. Benito works hard, knows his audience, reinvents himself once and again while staying true to himself — and, in this case, he also did the extra work, with a huge promotional campaign after releasing the album on a Sunday.

Isabela Raygoza: 9. This accomplishment further highlights Bad Bunny’s exceptional star prowess. It’s important to note that he released the album on a Sunday, deviating from the standard new music release day of Friday. This timing meant that potential sales from a full cycle (seven days) were not captured in the album’s first week on the charts. It’s also important to consider that Lil Baby’s Wham! debuted at No. 1 with 140,000 first-week equivalent album units, while Bad Bunny initially landed at No. 2 with 122,000 units. However, what’s particularly remarkable is Bad Bunny’s streaming success; despite the non-traditional release day, Debí Tirar debuted at No. 1 on the Top Streaming Albums chart. This achievement exemplifies how his solid fan base and increasing streaming strength can significantly impact his chart performance.

Jessica Roiz: 10. This is the album that really hits home for him — lyrically and musically. Strikingly different from El Último Tour del Mundo — which became the first all-Spanish-language album to hit No. 1 on the Billboard 200 in the chart’s 64-year history — as an album with alternative edge and chill melodies, DtMF embodies the culture and sentiment of an entire island: Puerto Rico. A proud Boricua is what Bad Bunny has been showcasing in each of his perreo and trap projects since the getgo, but to reach No. 1 with a primarily tropical-laced reggaetón album, which also includes salsa, bomba, plena and a lot of Puerto Rican slang, takes the Billboard 200 champ to a whole nother level.  

Andrew Unterberger: An 8.5. In a sense it’s business as usual for Benito — just another No. 1 album in what is now a long string of them — but to reach the apex in the album’s second week, and with such a massive number, really shows how excited listeners still are about Bad Bunny. His numbers were mostly still there on Nadie Sabe and its associated singles, but the excitement wasn’t, at least not to this degree.

2. While Bunny’s previous album Nadie Sabe Lo Que Va a Pasar Mañana debuted at No. 1, it did so with a smaller first-week number (184,000) than Fotos posts in its second frame (203,500), and then fell to No. 4. What do you think is the biggest reason for the improved performance of this set?

Jason Lipshutz: It’s the same reason that Debí Tirar Más Fotos started off relatively slowly following its Sunday release, and has been growing by leaps and bounds since then — fans love this new album, although the non-Friday release following the holiday music season may have taken them a minute to embrace it as part of their listening diet. While Nadie Sabe offered a more diverse sonic palette than 2022’s crowd-pleasing Un Verano Sin Ti, the new album represents an anthemic homage to Bad Bunny’s native Puerto Rico, with “DtMF” as the type of standout single that its predecessor lacked. The high quality and accessibility of Fotos have positioned the project as potentially one of Bad Bunny’s biggest yet.

Sigal Ratner-Arias: A loyal fan base and word of mouth, as the album is more reminiscent of the eclectic and experimental vibe of Un Verano Sin Ti – this time infused with Puerto Rican rhythms like plena and salsa — than the more Latin trap-focused Nadie Sabe. An aggressive and fun campaign, with Benito giving more interviews and doing more promotion than with his last efforts; he’s been EVERYWHERE last week. And the announcement of his upcoming Puerto Rico live residency couldn’t be more timely.

Isabela Raygoza: The marked improvement in Bad Bunny’s latest album performance compared to its predecessor, Nadie Sabe, can be attributed to several factors. One is his emphasis on the revitalization of reggaetón — amid the rising popularity of regional Mexican music. In her article, “Regional Mexican Music Sounds & Feels Nothing Like Reggaetón — And That’s Partly Why It’s Dominating in 2023,” Leila Cobo discussed how listeners were beginning to experience genre fatigue with reggaetón (and its repetitive themes of overt sexualization), turning instead to the storytelling and acoustic resonance of regional Mexican music. This trend seemed to forecast a decline in reggaetón’s dominance within Latin music circles. However, Bad Bunny’s latest album challenges this prediction by recentering reggaetón (“Voy a Llevarte Pa PR,” “Veldá”). He has effectively sustained and bolstered the genre’s appeal (as widely evinced in my block in Bushwick, New York), proving its enduring relevance. 

Also noteworthy: Bad Bunny intersperses this album with rich, native Puerto Rican styles like salsa, plena, and jíbara. These traditional genre inclusions amplify a sense of Puerto Rican cultural pride and authenticity, significantly resonating with a broader Latino audience. Meanwhile, within the icy trap of Nadie Sabe, he seemed somewhat removed — highlighting the isolations of unattainable superstardom, reinforced by his lack of media interviews around that era. This time, Benito made discernible efforts to re-engage with his audience, becoming more accessible and relatable. Plus, his bare feet and stripped-down attire in his press shots add an authentic and approachable flair.

Jessica Roiz: The impressive marketing plan. Bad Bunny began to tease us with new music as early as one month before the album dropped with the set’s first single “El Clúb.” Though fans didn’t know it was part of an album, we just KNEW he had something up his sleeves. Similar to how he did with YHLQMDLG and Un Verano Sin Tí, the artist began to post clues across social media leading to the album’s release, including a very conceptual short film and hinting at a bomb track list on X. Fans were excited and on edge, waiting for this release — something he didn’t do with his 2023 Nadie Sabe Lo Que Va a Pasar Mañana, which dropped as a complete surprise. 

Andrew Unterberger: I think this set just has a little bit of a stronger identity than Nadie Sabe, which felt a little all over the place, and not in the fun and satisfying manner of Un Verano‘s eclecticism. It’s a new identity for Bad Bunny, which probably explains why it took the set a little longer to take off — and why none of the advance singles had a big debut outside of the set’s larger context — but taken as a whole, it’s unquestionably one of his most rewarding and exciting full-lengths to date.

3. The set’s quasi-title track, “DtMF,” is the clear breakout track so far — jumping to No. 2 on the Hot 100 this week — despite being buried near the end of the album. Why do you think listeners have latched onto the track as quickly and as enthusiastically as they have?

Jason Lipshutz: The combination of the plinking percussion, extended build-up to the chorus and the enormous call-and-response hook make “DtMF” irresistible upon first listen. Although it doesn’t fully unfurl until nearly halfway through the track, the “DtMF” chorus is a blockbuster, both subtly swaying in Benito’s delivery and ecstatic in the way his backing chorus echoes his words. Until then, the three-note, shape-shifting beat does the heavy lifting, giving him the space to wax poetic about missed connections and his beloved community. 

Sigal Ratner-Arias: A highly nostalgic song about appreciating the simple things in life and missing people and moments passed, “DtMF” – initials of the album’s title, which means “I should have taken more photos” – has connected deeply with the audience both for its lively combination of plena and reggaetón, and its profound lyrics. The fact that it is the second to last song on a 17-track album goes to show how much Bad Bunny’s followers are listening.

Isabela Raygoza: I believe the song’s impressive ascent can largely be attributed to its role as the crux of the album. Functioning almost like a thesis statement, it distills the album’s overarching themes into a compelling, catchy track. “We’re here for the things that are worth doing/ For the perreo, the salsa, the bomba and the plena/ I should have taken more pictures of when I had you” he sings, reinforcing the theme against a stripped-down, laid-back rhythm. It’s an invitation to focus on meaningful activities and cultural expressions. This connectivity aspect, paired with the emotional resonance, captures the essence of what fans love about Bad Bunny’s music: It’s vibrant, thoughtful and deeply rooted in cultural tradition. 

Jessica Roiz: Simply put, it’s the deep sense of nostalgia the lyrics carry. “DtMF” is about living in the moment and capturing those moments in photos so they can last a lifetime. Furthermore, Bunny reflects on his own lack of taking photos (hence the title “I should’ve taken more photos) and how quickly life has passed by, mainly overshadowed by fame and his luxurious lifestyle: “We are no longer for the movie and the gold chains/ We look for things that are worth it,” he poignantly articulates. 

Andrew Unterberger: I mean, wow, what a chorus. “DtMF” doesn’t sound like an obvious top 40 hit — at least not in this country — but you only need to hear that anthemic refrain one time to understand the song’s commercial potential. (Helps, of course, that the song also features a run through the chorus that just sounds like a crowd singalong, allowing fans to imagine how much fun belting it out as part of a crowd of many thousands of fans will undoubtedly be this summer.)

4. “DtMF” is still blocked from No. 1 on the Hot 100 by “Die With a Smile,” Bruno Mars’ and Lady Gaga’s radio-friendlier duet. Do you think it will be able to get over the top on the chart, or will No. 2 ultimately be its best showing?

Jason Lipshutz: I’d expect “DtMF” to hit No. 1 sooner than later, as the biggest new hit of the first month of 2025, and what looks like one of the signature smashes of Bad Bunny’s prime in the spotlight. For this song to stall at No. 2 would underscore what it, and Bad Bunny, accomplished here; he more than deserves a solo No. 1 song on the Hot 100, and “DtMF” will likely burst through that ceiling.

Sigal Ratner-Arias: Yes, I do. I think it will likely climb to No. 1 in the next week or two. “DTMF” has taken on a life of its own on social media, with people using the song to soundtrack special moments in their life. It’s definitely become a trend on IG and TikTok and that could ultimately give it a big push.

Isabela Raygoza: Predicting its potential to reach No. 1 can be complex, especially considering the historical challenges Spanish-language tracks face in securing the top spot on the Hot 100 chart. Notably, Bad Bunny’s only No. 1 on this all-genre prestigious chart came in 2018 as a feature on Cardi B’s bilingual hit “I Like It,” which also included J Balvin. The only other No. 1 Latin songs are these three: Los Lobos’ “La Bamba” (1987), Los del Río’s “Macarena” (1995), and Luis Fonsi & Daddy Yankee’s “Despacito,” feat. Justin Bieber (2017). While the odds are challenging, the growing popularity of “DtMF” and Bad Bunny’s solid fan base give it a fighting chance to climb to the top. Achieving that milestone would be a huge moment for Spanish-language music.

Jessica Roiz: I think it can potentially and eventually reach No. 1. The song is having a strong resonance on social media, where people across Instagram and TikTok, to name a few, are interacting with its heartfelt lyrics and soft plena melodies and sharing some of their best memories with loved ones. 

Andrew Unterberger: I’ll be rooting for it, but it’s gonna be tough for it to get past “Die With a Smile.” That song is still a strong performer in both streaming and sales, and it has the inside track on radio, where “DtMF” will be unlikely to catch up to it. As we saw in 2024 with Shaboozey’s “A Bar Song,” when you’re a consistent performer in all three of those components, you can stay at No. 1 for a long, long time — and “Smile” might only be getting started there.

5. The runaway success of Fotos is hardly shocking coming from an artist of Bunny’s size and caliber, but the arc of its first couple weeks is still unusual enough to make people take notice. What lessons, if any, do you think the rest of the industry can take from its early triumphs?

Jason Lipshutz: We’ve learned time and again that, in the modern music industry, patience is a virtue. If there’s a great artist who has yet to cross over with real hits, give them a few years — they might be Sabrina Carpenter. If there’s a great album that went relatively unnoticed in its release week, maybe a grassroots following turns it into the next The Rise & Fall of a Midwest Princess. If a former hitmaker hasn’t connected recently, their Brat Summer might be lurking around the corner. Debí Tirar Más Fotos may not have debuted at No. 1 and missed commercial expectations in its first week of release, but by that second week, Bad Bunny had demonstrated his superstar might; the world just needed a little extra time to plug in to his vision.

Sigal Ratner-Arias: Bad Bunny told Billboard something pretty significant this week: the purpose of releasing his album on a Sunday, on the eve of Three Kings Day, was bringing together generations in Puerto Rico and honor his country and its culture — even if that meant that his performance on the charts would suffer. At a time where we see artists release the same album in multiple formats and colors over the months in order to stay on top, it is refreshing to see that a superstar like Bad Bunny is more focused on making art with a clear message and purpose.

Isabela Raygoza: The early success of the album offers valuable insights, particularly in the power of integrating cultural authenticity that resonates with a diverse audience. It highlights the importance of artists maintaining a genuine connection with their fan base and evolving their music to align with changing tastes. 

Jessica Roiz: I go back to the remarkable promo plan this album has had, including taking the role of a news anchor at a local Puerto Rican TV station, co-hosting The Tonight Show Starring Jimmy Fallon and giving a free concert in Rio Piedras, Bunny was not afraid to double down on promotion. Add in his just-announced ambitious 30-date residency at El Coliseo, and Bad Bunny really didn’t hold back in building buzz around his new set, something other artists could learn from.

Andrew Unterberger: I think there’s a bunch of lessons to be had here, but one I might zero in on is that single performance isn’t necessarily a barometer for parent-album success in 2025. Neither “El Clúb” or “Pitorro de Coco” debuted within the top 50 of the Hot 100, which could have been taken as a sign that Fotos was bound to underperform commercially. But Bad Bunny is an albums artist first and foremost — most of the biggest global pop stars are at this point — and those songs hit much harder in full-LP context. Now, not only are both songs top 50 hits, but the album has landed three other songs in the chart’s top 10, with room still to grow. Trust in the strength of the your album, and the hits will come.