puerto rico
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The largest newspaper in Puerto Rico endorsed Kamala Harris in the presidential race, blasting Donald Trump in the process.
The fallout from a comedian’s remarks at Donald Trump’s campaign rally in Madison Square Garden over the past weekend continues, as the largest newspaper in Puerto Rico has officially endorsed Kamala Harris in the presidential election. The editor of El Nuevo Dia, María Luisa Ferré Rangel, didn’t mince words in describing the effects of Tony Hinchcliffe’s joke calling Puerto Rico “a floating island of garbage”, shocking many who saw the clip. “Today, the hearts of all of us who love this beautiful Garden of America, and of the world, clench with rage and pain,” Rangel began. She stated that while those three million who live in Puerto Rico cannot vote in the election, the five million of Puerto Rican descent who live in the United States can: “Today we urge all those who love our beautiful island, the land of the sea and the sun, not to lend their vote to Donald Trump. To all Puerto Ricans who can vote in this upcoming United States election and represent those of us who cannot: Vote for Kamala Harris.
“Let’s not forget the paper towels he threw at us while we suffered without electricity for months [after Hurricane Maria] and let’s not forget that the funds did not arrive because Trump – through the federal Department of Housing and Urban Development – told them to stop because he considered Puerto Ricans ‘bums who live begging,’” she wrote, also highlighting Hinchcliffe and others’ odious remarks and calling out those Latino supporters of the Republican presidential candidate: “They also insulted Latinos, Blacks, and women. An angry mob shouted prostitute at the Democratic Party’s presidential candidate. They also spat in front of a group of her supporters. Many were Latinos, who applauded, not understanding the consequences. One day it will be your turn.”
Rangel strongly highlighted the clear difference between Vice President Harris and former President Trump, writing: “Trump does not discriminate. He is a convicted candidate who not only has no remorse, but considers women to be an object that can be touched whenever he wants. Many have raised the alarm.” She’d illustrate the promise of a Harris presidency for all, writing: “Her speech has not been one of hate. On the contrary, it is one of inclusion.”
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Nicky Jam, a popular Reggaeton artist, was one of many Donald Trump’s celebrity supporters who hit the stump with the presidential hopeful. After a series of tasteless jokes were delivered at a recent rally held by Donald Trump in New York, Nicky Jam is now walking back his endorsement of the former president.
Just last month, Nicky Jam was a proud Donald Trump supporter and appeared onstage with him while sporting a Make America Great Again cap. However, comedian Tony Hinchliffe unleashed jokes at the expense of Puerto Rico, referring to the island as “garbage” along with other racially charged barbs.
Taking to Instagram and speaking in Spanish, Nicky Jam denounced Hinchliffe’s insults then explained to his fans that he supported Trump due to concerns over the economy and thought as a businessman, he would improve conditions for all economically.
“I believed it was what’s best for the economy in the United States, where a lot of Latinos live [A] lot of immigrants that are suffering over the state of the economy,” Jam said. “With [Trump] being a businessman, I felt it was the right movement.”
Below, we’re sharing the video Nicky Jam posted to his Instagram page. The comments for the clip have been turned off, however, so we’re not certain how his statements were received among his 43.5 million followers.
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The list of Puerto Rican celebrities supporting Kamala Harris’ presidential run is growing, with Don Omar joining in, delighting fans online.
Superstar artist Don Omar has added his voice to those celebrities with Puerto Rican heritage supporting Democratic presidential nominee Kamala Harris. In a lengthy post issued through social media in Spanish and English, Don Omar wrote: “Puerto Rico is my land and my identity, and today more than ever I raise the flag of my island with pride. It is heartbreaking to hear the contempt and racist words directed towards my country and Latinos. Trump has made it clear, time and time again, what he thinks of us, and the possibility of him and his administration returning to power is really worrying,” adding his support of Harris and ending with the line: “It’s time to turn the page. We are not going back.”
The “King of Reggaeton” is the latest to endorse Vice President Harris in a response to shock comedian Tony Hinchcliffe’s remarks while appearing at the campaign rally for Republican presidential nominee Donald Trump in Madison Square Garden this past Sunday (October 27) in New York City. Don Omar’s total social media following numbers over 50 million users.
After Hinchcliffe’s joke calling Puerto Rico “a floating island of garbage” went viral, superstar Bad Bunny shared a clip of Harris blasting Trump for his treatment of Puerto Rico during Hurricane Maria, saying: “I will never forget what Donald Trump did and what he did not do when Puerto Rico needed a caring and a competent leader. He abandoned the island, tried to block aid after back-to-back devastating hurricanes, and offered nothing more than paper towels and insults.” He’d go on to share an eight-minute video celebrating his hometown while further attacking Donald Trump on Tuesday (October 29).
Other Puerto Rican celebrities who’ve put their star power behind Vice President Harris in response to Hinchcliffe’s remarks include Jennifer Lopez, John Leguizamo, The View’s Sunny Hostin, Daddy Yankee (who has previously supported Republicans in the past), and Marc Anthony, who posted a video on X, formerly Twitter, decrying Trump’s behavior. The combined star power is huge as the presidential election is in its final days, and many online are noting how much Trump’s vitriol against Latinos overall might just hurt his chances with high emotion, as one user remarked on Anthony’s post, “This ad literally brought tears to my eyes!”
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Donald Trump saw his dream come true and held a rally in Madison Square Garden in New York City on Sunday, October 27. True to brand, the rally quickly revealed itself to be littered with racist rhetoric and more quizzical meandering for the former POTUS, who lost in 2020 and is still in denial.
You knew you were in for KKK levels of racism just from the first speaker, Tony Hinchcliffe. During his time on stage, he managed to disparage every Puerto Rican on the planet by calling the country (a US commonwealth, by the way) a “floating island of garbage.”
At Trump’s Madison Square Garden rally, podcast host and comedian Kill Tony referred to Puerto Rico as a “floating island of garbage,” during his set.
Notably, four percent of Pennsylvanians are Puerto Rican.
Around 500,000 people. pic.twitter.com/txE3UD0QVE
— Yashar Ali 🐘 (@yashar) October 27, 2024
But that wasn’t all, he managed to disrespect Israelis and Palestinians, too. And we ain’t even going to mention the watermelon “joke.” Actually, F that guy.
Tony Hinchcliffe: “When it comes to Israel and Palestine, we’re all thinking the same thing: Settle your stuff already. Best out of three: rock, paper, scissors.
You know Palestinians will throw rock every time. And also we know Jews have a hard time throwing that paper.” pic.twitter.com/Dyt6dBevsm
— Diana Leygerman (@dinachka82) October 27, 2024
Shortly after Hinchcliffe’s racist diarrhea of the mouth, Puerto Rican superstar told his 40 million plus followers to get in formation. This is where MAGA cult members need to be reminded that Puerto Rican are U.S. citizens, thus have every right to vote.
Bad Bunny has 40+ million followers on Instagram. Moments after someone at the Trump rally attacked Puerto Rico, he shared VP Harris’s plan for Puerto Rican Americans. The Trump campaign is about to go through some things. pic.twitter.com/fvp6sqUzy5
— Victor Shi (@Victorshi2020) October 27, 2024
As for the Trump, his levels of fascism with a side of “Take the mic from grandpa” powers are rising exponentially.
Tonight, Trump:
—Once again said Americans who don’t support him are “the enemy within”—Announced that Americans should “get ready” for him to bring back laws from the 1700s—Attacked journalists as “enemies” and fantasized about “decapitating” a reporter—Denigrated America… pic.twitter.com/mBFI9ScwmY
— Kamala HQ (@KamalaHQ) October 28, 2024
The good folks on X (formerly Twitter) who are not part of the MAGA cult are going in, pointing out every disgustingly vile moment, particularly the vitriol aimed at Puerto Rico. Because if mainstream media is going to try to sanewash Trump (and even they are calling the rally explicitly racist), social media will have no parts of such foolishness.
See for yourself in the gallery.
MAGAs leave all of their trash on the streets of New York City, and then they will complain about how the city is so dirty. pic.twitter.com/v4b4mjcrWO
— Alex Cole (@acnewsitics) October 27, 2024
3. Melania, and some guy, sighting.
7. Dr. Phil, Oprah coat tail rider.
8. You know it’s bad when MSM calls a spade a spade.
On Sept. 13, 2004, Van Halen was the first major music act to perform at the newly inaugurated Coliseo de Puerto Rico José Miguel Agrelot in San Juan. That same year, local and international artists performed at the arena, including Draco Rosa, Daddy Yankee, Juan Luis Guerra, Andrea Bocelli and Korn.
“We wouldn’t have been able to have those shows if we didn’t have El Coliseo,” says ASM Global regional GM Jorge Pérez, who manages the venue. “It was the need we had at that moment in history.”
Mariela Vallines, executive director of the Puerto Rico Convention Center District Authority, which owns the building and contracts with ASM to operate it, notes that over the past 20 years, the coliseum “has become a cultural hub for the island, bringing people together to celebrate music and sports as the host of world-class events and entertainment. The venue has contributed significantly to Puerto Rico’s economy, generating revenue for local businesses and providing employment opportunities on the island.”
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What’s more, she adds, “it has helped to position Puerto Rico as a premium entertainment destination attracting both local and international audiences that have surpassed 10 million visitors over the last two decades.”
Prior to El Coliseo’s construction, the Caribbean island hosted sporting and entertainment events primarily at two locations: Coliseum Roberto Clemente Walker and Hiram Bithorn Stadium. Still, a high-end venue was needed “to be competitive in tourism” because “we couldn’t only survive on leisure, travel and regular tourism,” Pérez says.
Since its inception 20 years ago, “El Choli,” as it is popularly called by locals, has become known both locally and internationally and the ultimate “dream arena” to perform at for many artists.
“The first goal of any artist, musician or DJ is to play in an arena that big,” says Puerto Rican artist Jay Wheeler, who made his Choli debut in 2022 with four sold-out shows. “It’s like winning a Grammy. Every artist from Puerto Rico will always have the goal of doing something in the coliseum.”
Ángela Aguilar, who graced the venue’s stage at the 2023 Premios Juventud.
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A wave of urban acts has not only received a seal of approval at the venue but also achieved milestones. Daddy Yankee, with his 2019 Con Calma Pal’ Choli shows, grossed $7 million, and Wisin y Yandel grossed $6.2 million with their 2018 string of concerts, according to Billboard Boxscore. The latter act holds the record for most sellouts, with 105,000 tickets sold across eight shows.
El Coliseo was No. 24 on Billboard’s 2023 year-end Top Venues global chart (in the 15,001-plus-capacity category), and it ranked fourth in the Latin/Spanish-language market venue after Miami’s Kaseya Center, Madrid’s WiZink Center and Movistar Arena in Santiago, Chile.
Pérez recently spoke with Billboard about the past, present and future of the venue.
What void did El Coliseo fill when it was built 20 years ago?
The government noticed that there was a need to have a world-class arena. The building we had before was Coliseo Roberto Clemente Walker, which opened in 1973 and where concerts and sporting events were held in the 1980s and 1990s. We also have the Hiram Bithorn Stadium built in 1962. With that came the construction of the Convention Center, which was inaugurated one year after El Coliseo. But the vision was that we needed world-class venues to be competitive in tourism.
We couldn’t only survive on leisure, travel and regular tourism. We needed to provoke groups, meetings, conventions that would have economic movement. To complement that, the government really understood that we needed a top destination. So that’s kind of the history behind it.
There was a lot of criticism at the beginning, even when construction started. But when we look back, it was a very smart decision, considering the exposure Puerto Rico has had in the entertainment industry and how it has opened doors for our artists. When we look back, it was a visionary idea with positive results.
Coliseo de Puerto Rico José Miguel Agrelot is managed by ASM Global’s Jorge Pérez.
Fronthouse Media
What’s the story behind the venue being named after comedian José Miguel Agrelot?
There were a lot of names and ideas out there. In January 2004, José Miguel Agrelot — who was a comedian, radio/TV host, actor, producer and visionary — passed away. So his name came to the top of the list and it was approved.
One of his most famous TV characters was Don Cholito, which he played during the “Encabulla y Vuelve y Tira” segment on El Show del Medio Día (The Midday Show) in the late ’70s and early ’80s. “Encabulla y Vuelve y Tira” referenced the stringing of a wooden spinning top [a yo-yo] — in other words, to do it again and keep trying. That became an analogy of persistence and optimism of the day-to-day challenges that Puerto Ricans had at the time.
While promoting “The Night of Revenge,” one of the first boxing matches that took place at El Coliseo — where Miguel Cotto won the junior welterweight championship — sports commentator Elliott Castro was the first to say: “Let’s go watch boxing at El Choliseo.” Ever since, everyone knows the building by that nickname, El Choli.
Don Cholito provided optimism, a contagious smile and a vibrant personality — and that character was precisely about persistence and overcoming hard times. Those are some strong characteristics and traits that we have in Puerto Rico. Don Cholito’s spirit lives in every corner of El Coliseo.
Why does the venue play an important role in the career of a Puerto Rican artist?
First, it’s their hometown. We’re considered “The Cathedral of Reggaetón,” and for artists of that genre especially it’s important to play at El Coliseo because it’s like a big test for them. We’ve had the top urbano acts perform here. It’s a key venue, and it [marks] a point in each artist’s career of when they performed here, how well they did and how that impacts their careers moving forward.
Why has it become important for artists from other countries?
You have people [in Puerto Rico] who love and really appreciate live entertainment and can identify a good show. The energy here is amazing. We have an educated and knowledgeable crowd. When the crowd at El Coliseo accepts you as an artist, you know you’re en route to doing good things. That goes back to our culture — how we’re raised, how from a very small age we’re listening to music — we know what a top production is. When an artist gets onstage and feels that energy and acceptance, it fills them with confidence in what they’re doing and producing is special.
Daddy Yankee
Astrida Valigorsky/Getty Images
Do Puerto Rican acts get preference in dates?
Not really. We manage our calendar very responsibly, and it’s on a first come, first served basis. I work directly with management or agencies or local promoters to try to find the best fit for dates.
What would you say has been the most logistically complicated concert?
It must be the World’s Hottest Tour. Bad Bunny wanted to break the attendance record, and to do so, they put a very small stage on the south side and put all the production [overhead]. From one point of El Coliseo to the other, all the sound and lighting was on [the ceiling] — that’s not normal. Usually, our stages are large, but they wanted to maximize the audience size. I hear that Bad Bunny’s show now with the Most Wanted Tour is also very complex.
What economic impact does the venue have on the island?
The entertainment and event industry is huge in Puerto Rico and creates 30,000 jobs. It creates $2 billion, and almost $400 million of it goes to the government in the form of sales, tax and other revenue they receive from activities that we host in our buildings. It’s a big chunk of the local economy.
We look at it as an important part of our economic ecosystem. We create a lot of entertainment tourism; people travel from different parts to see a show here. About 15% of tickets purchased at the venue come from a ZIP code not in Puerto Rico. Our vision is to keep promoting Puerto Rico as a premier entertainment and tourism destination. We have a social responsibility to help our community.
In terms of business opportunities that we can bring, the exposure Puerto Rico has gotten through El Coliseo and through the artists that act on our stage has helped put the country on the map. People are realizing that this is a top-notch venue.
Aventura
John Parra/Getty Images
How many people work an event at the venue?
On average at a sold-out event — from events staff to security to housekeeping to operation — we can have close to 400 to 500 staff, not considering the production staff on the artist’s side. We have 26 corporate suites; we have our food concessions. At an end stage, which is the most common setup, we fit 15,000 people, and basically, that’s the average staff that we must [have to] make sure everything moves smoothly.
El Coliseo is now also hosting televised awards shows.
The first one we hosted was the Billboard Latin Music Awards back in 2010, and we resumed in 2020 with Premios Tú Música Urbano. We’ve also hosted Univision’s Premios Juventud in 2022 and 2023. Awards shows are very particular because they take up a lot of time. The setup for one of these shows can be seven to 10 days prior to the show. It’s very complex production, and overall, it takes up a chunk of almost two to three weeks.
After the first awards show we hosted in 2010, looking and finding a three-week period that was not booked became a challenge for us. But when we started again, we realized it was a great showcase for the destination. Premios Juventud, for example, had great ratings and exposed us to an international audience.
What do you envision for El Coliseo 20 years from now?
We are already state of the art, but hopefully, we’ll have a new and larger Coliseo. Even though we maintain the venue in optimal condition, we really focus on keeping this building [able] to comply with all the production riders and high-quality shows that we’ve had.
But the truth is, 20 more years is a long time — and I think that in that time frame, we should be transitioning to a new Coliseo. There has been conversations about building a new stadium in Puerto Rico, too, but I see us transitioning to stay relevant and continue producing results. This was designed as a sports arena, but looking into the future, I’m thinking of a new building with a larger capacity and that’s more entertainment-related.
This story originally appeared in the June 1, 2024, issue of Billboard.
Draco Rosa and his company Phantom Vox have established an alliance with La Buena Fortuna Global, an artist management, booking and event production company with a focus on promoting Puerto Rican talent internationally, Billboard Español can announce. The agreement is aimed at expanding Rosa’s career internationally. “It is with deep emotion that I share a […]
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Puerto Rico is looking to better support citizens with natural hair. Officials are looking to pass a bill to end discrimination against popular Black hairstyles.
As spotted on Blavity the Island of Enchantment is apparently facing some serious issues regarding hair texture. In January Sen. Ana Irma Rivera Lassén and Sen. Rafael Bernabe proposed a bill that would protect Puerto Ricans who wear natural hairstyles from discrimination relating to employment, housing and education. The filing includes “tight coils or curls, locs, bonded braids, twists, braids, Bantu knots, and afros” as applicable styles protected under the bill.
On Jan. 23 the two officials heard testimony from several citizens who claimed they suffered economically due to their hair. “I’m 23 years old, and I’m tired of this problem,” said Julia Llanos Bultrón, an educator who has cornrows. “I’m very disappointed with a system that pushes us to change the hair with which we’re born.” Mother Lorraine León Ramírez tells NBC News that her youngest son, who wears an afro, that he was banned from two schools until he cut his hair. “It was one of the worst experiences we’ve had as a family,” she added.
While the bill has received support from students, activists and more others question why hair needs explicit protection. The 2020 Census reports that over three million people live in Puerto Rico many of them who are of African descent.
Can an album listening party with 16,000 guests feel cozy? Special? Evidently, yes. Last night, Bad Bunny made that happen as he debuted his new LP, Nadie Sabe Lo Que Va a Pasar Mañana. Held at the iconic Coliseo de Puerto Rico José Miguel Agrelot (a.k.a. El Choli) in San Juan, the event itinerary was a mystery when […]
Festival producer Disco Donnie Presents has teamed up with Puerto Rico-based promoter Visionary Ally for the return of the Motherland Festival in San Juan, Puerto Rico. Presale begins Thursday (Aug. 31) for the one-day festival, taking place Nov. 18.
After a successful debut in 2022, with more than 20,000 fans and performances by Tego Calderón, Nicky Jam, Chencho Corleoner, and Zion & Lennox, Motherland Festival is poised to return even bigger with a multi-stage experience that showcases the biggest names in Reggaeton and House music.
Leading the lineup at Motherland Festival is the Reggaeton sensation, Myke Towers. New York Times has recognized him as an artist who is “seizing his moment” after his great success with ‘La La’ which debuted at the #1 of Spotify’s Global Top 50. He also has massive collaborations with Becky G, Bad Bunny, and others. Another hot artist on the mainstage roster is Young Miko who has created a global buzz thanks to her incredible talent and success with hits like Wiggy, Lisa, and Riri and her latest collaboration with Marshmello, Tempo.
Meanwhile, house music aficionados will be treated to a special headlining performance by the internationally acclaimed duo, The Martinez Brothers. Famous for their extended DJ marathon sets at Club Space in Miami and in Ibiza and Latin influenced sound, they have performed around the world regularly selling out some of the largest venues and hosting stages at the biggest international music festivals, making this performance all the more special.
Also included in today’s announcement are some of the most thriving and prominent artists on the scene: Rising star Bad Gyal has been making waves in the Reggaeton world, recently highlighted in Billboard as part of the “Rising Women in Reggaetón” movement at the 2023 Latin AMAs. Her collaborations and chart-topping tracks are a testament to her rising prominence in the genre.
Other acts include rappers Vico C and Dei V, plus DJ Luian and DJ Blass.
“After being in the festival scene here in Puerto Rico for 24 years, I believe that Motherland is going to be THE destination festival in the Caribbean,” Victor Mercado with Visionary Ally tells Billboard. “It’s a proud moment for me to lead this incredible project with Donnie, who’s a longtime friend. We’re doing this one for the culture and I’m thrilled that we get to shine a spotlight on some incredible Reggaeton as well as House artists along the way.”
Building on a successful 15-year partnership, Visionary Ally and Disco Donnie Presents have a proven history of producing extraordinary music and cultural experience, including multiple editions of the iconic EDC Puerto Rico. The pair have even promised to bring this festival into stateside markets, spreading the authenticity of the Puerto Rican culture and rhythms to cities all over the country.
“Our success with destination festivals in Cancun (Ember Shores, Paradise Blue) has really shown us something special,” says James “Disco Donnie” Estopinal, who encourages fans visiting San Juan for Motherland to immerse themselves in the diverse range of landscapes in the city.
“People are eager to jet off to new places, places they’ve never experienced before to share experiences with like minded people they’ve never met. It’s like this instant connection they all have, even in a brand-new setting. And that’s exactly what we’re doing with Motherland. It’s not just about going somewhere new; it’s about creating these bonds and moments together in a whole new destination, right in my home city of San Juan.”
When Bad Bunny picked up his best música urbana album award at the Grammys in February, he dedicated his win to “Puerto Rico, the cradle and the capital of reggaetón worldwide.” The superstar wasn’t grandstanding. The Commonwealth of Puerto Rico is tiny. According to the most recent U.S. Census, there are a mere 3.2 million people on an island that measures 111 miles by 39 miles, roughly one-third the size of neighboring Haiti and one-fifth the size of the Dominican Republic. When it comes to music, however, Puerto Rico is a global giant — and not solely because of Bad Bunny’s record-breaking achievements over the past three years.
“Puerto Rico has been one of the main exporters of music for decades now,” says Paco López, founder and president of concert promoter No Limit Entertainment. “We’re very small in terms of territory, but very big in talent.”
Puerto Rico’s outsize influence can be found throughout Latin music history in the works of Héctor Lavoe, Willie Colón, Ricky Martín, Elvis Crespo, Marc Anthony and Jennifer López, as well as the current wave of urban music. Although reggaetón originated in Panama, it became globally popular thanks to Puerto Rican acts such as Tego Calderón, Daddy Yankee, Wisin y Yandel and Don Omar, and has reached new heights thanks to newcomers like Bad Bunny and Rauw Alejandro.
Bad Bunny performs during his concert at Coliseo de Puerto Rico José Miguel Agrelot on July 28, 2022 in San Juan, Puerto Rico.
Gladys Vega/GI
That impact on the music industry is not limited to artists. Puerto Rico is home base for a growing number of recording studios, independent labels and concert venues that are supported by the growing number of music schools, educational initiatives and government incentives that keep the industry on the island evolving.
Between November 2021 and October 2022, the Coliseo de Puerto Rico José Miguel Agrelot alone grossed more than $40 million, according to Billboard Boxscore. And according to ASM Global regional GM Jorge Pérez, who oversees the fabled venue, the island’s live-entertainment industry created 30,000 jobs and generated $2 billion annually over the past two years. In that time, Puerto Rico also began hosting major televised shows, including Premios Tu Música Urbano (Telemundo), Premios Juventud (Univision) and Dick Clark’s New Year’s Rockin’ Eve, that were broadcast from the territory. (Billboard parent company Penske Media Corp. partially acquired dick clark productions in January.)
Billboard spoke with 14 Puerto Rican industry leaders about the present and the future of the world’s most musical island. -LEILA COBO
Exporting Tradition
Rimas Entertainment head label manager Raymond Acosta says the Coliseo de Puerto Rico José Miguel Agrelot is a local treasure that hosts at least one show a week. The venue (known locally as “El Choli”) has become the island’s most iconic venue, with elite acts including Rimas artists Bad Bunny and Arcángel performing sold-out runs there. The venue is “a synonym for prestige for local acts who work day to day to give the Puerto Rican audience a groundbreaking show,” says the executive, who works under Bad Bunny manager Noah Assad. Acosta also points to the island’s ever-evolving use of technology as a factor in its growing global impact, stating, “We have been improving our skills around the music-creating process and learned how to translate our culture and traditions into music.”
Aerial view of Coliseo José Miguel Agrelot in San Juan, Puerto Rico at night.
Courtesy of ASM Global
‘Hotbed Of Artistic Creativity’
LaMusica vp of content development Bianca Alarcon, who says the island’s global influence is undeniable, describes Puerto Rico as a “hotbed of artistic creativity. … If there’s one thing Puerto Rico knows how to do best, it’s to create and evolve a genre of music and make it universally successful. It happened back in the ’50s and ’60s with the Cuban mambo, the boogaloo, the cha-cha-cha and Latin jazz, which Puerto Rican artists then morphed into what became known as salsa. Ditto with reggaetón. The Panamanians invented the sound, and the Puerto Ricans tweaked it and ignited it at a global level.”
What’s Next for Puerto Rico?: “Female artists are also getting some serious traction, which makes me super enthusiastic,” says Alarcon. “Artists like Young Miko, Villano Antillano, Catalina, Cory, paopao and RaiNao are killing it and creating some nifty collaborations in the process. ¡Gracias al canto de la isla del encanto!”
It’s Not Just The Artists
According to Duars Entertainment founder/CEO Eric Duars, the star power emanating from Puerto Rico would not have happened without the executives who guide artists to success, such as managers Raphy Pina and Noah Assad, who launched the careers of chart-topping acts Daddy Yankee and Bad Bunny, respectively. “The global industry must know that the talent in Puerto Rico is not limited to the artists,” says Duars, who knows the territory well. He manages Puerto Rican star Rauw Alejandro, whose Saturno peaked at No. 2 on Billboard’s Top Latin Albums chart in November. Duars adds, “We have a range of behind-the-scenes talents that have been just as relevant when it comes to developing new artists and launching them worldwide.”
Ties To The Mainland
The fact that Puerto Rico is a U.S. territory means it’s a “friendly” destination that shares the same currency and passport requirements as the 50 states, says José “Pepe” Dueño, president of concert promoter José Dueño Entertainment Group. Located just over two hours from Miami by plane, “Puerto Rico has been the vacation/concert destination for many international acts, such as The Rolling Stones, Madonna, Lady Gaga, Elton John, Billy Joel, Sting, Red Hot Chili Peppers, Maroon 5 and AC/DC,” Dueño says. He adds that “with the social media revolution, fans all over Puerto Rico are connected with a wider variety of global talent. Puerto Rico is a friendly destination for young artists as well as for those megastars.”
Artists For The History Books
Puerto Rico’s vibrant music scene is growing faster than ever thanks to digital advances and streaming platforms, according to Nanette Lamboy, CEO of marketing agency Artist Solutions. “We have top Puerto Rican superstars proudly representing the island all over the world,” she says, as well as writing their names in the pages of popular music and political history. In 2019, several musicians, including Ricky Martín, Bad Bunny and Residente, spearheaded anti-government protests after politically damning chats between Gov. Ricardo Rosselló and his staff leaked, resulting in Rosselló’s resignation.
Decades Of Puerto Rican Excellence
“When you talk about music, you need to talk about Puerto Rico,” says No Limit Entertainment’s López. He explains that the path for the latest generation of stars was paved by Menudo in the 1980s and by salsa stars and merengue artists like Elvis Crespo and Olga Tañón in the 1990s. “By the end of the 1990s, Ricky Martín and his ‘Livin’ la Vida Loca’ and ‘The Cup of Life’ made it to the World Cup and also got the audience on its feet at the 1999 Grammy Awards,” López says. As a result, the popularity of Puerto Rican artists and music has spread throughout Latin America and Europe, with a big boost from Luis Fonsi and Daddy Yankee’s “Despacito” in 2017. And “today, we boast the No. 1 artist in the world, Bad Bunny, who leads both streaming and touring artists.”
What’s Next for Puerto Rico?: “I heard from an indie impresario who wants to create traveling music studios in trucks and take them to housing projects and poorer neighborhoods to give young people with few resources the opportunity to display their talent,” says López. “If he’s able to pull this off, young people with scarce resources would be able to experience being in a music studio and recording their own music.”
Daddy Yankee performs during his La Ultima Vuelta LEGENDADDY Farewell Tour at FTX Arena on December 22, 2022 in Miami, Florida.
Alexander Tamargo/GI
Investing In New Talent
“We have demonstrated [the] fact that we are a very important place to develop talent,” says Andres Martinez, who manages Yandel and co-founded Jak Entertainment, of his native Puerto Rico. He praises the region’s Act 20 Decree of 2012 as a factor for helping boost the industry as a whole. The decree offers tax incentives for Puerto Rican companies to export their services, resulting in an estimated $210 million as of 2019 in added fiscal revenue, according to the Puerto Rican government. Many in the industry — including performers, producers, promoters and other executives — “have developed a financial organization chart around the law” to help fund projects and invest in talent, says Martinez.
Still The Reggaetón Kingmaker
According to Molusco, a TV, radio and YouTube host, Puerto Ricans aren’t concerned that the reggaetón popularized by Don Omar and Daddy Yankee is being effectively re-created in other countries. After all, the genre’s artists still have to “get their due” on the island and play iconic venues like Coliseo de Puerto Rico José Miguel Agrelot. “The genre evolved in Puerto Rico, but it was so big, and Puerto Rican artists so inspired artists from other countries that today, they do it everywhere and very successfully,” he says. But “once you make it in Puerto Rico, it’s like a seal of approval.”
What’s Next for Puerto Rico?: “There are thousands of opportunities in Puerto Rico at any given time,” Molusco says. “There are producers like Gaby Music and Chris Jedi who have built their recording and video studios for artists from Puerto Rico and outside artists who come to record here. We have tons of producers and composers on the island. We’re a hotbed of talent in every sense of the word.”
Just The Beginning
Puerto Rico “still has a lot to show,” according to La Buena Fortuna Global CEO Nelson “Polo” Montalvo. Thanks to the variety of music produced on the island, the amount of “per capita” talent across the music industry and its astonishing filming locations, Puerto Rico “could very well be a music-creation and distribution hub, sort of a one-stop shop,” he suggests. Key to this development, he says, is the next generation of emerging music executives and entrepreneurs. “There is a unique group of industry leaders coming out of this small Caribbean island who are changing the landscape of the music business industry,” Montalvo says. “New, creative ways of doing business are being developed from here.”
What’s Next for Puerto Rico?: “As an artist, I would say [rapper and Billboard Latin Artist on the Rise] Villano Antillano is the most promising rising talent right now out on the island,” Montalvo says. “She has broken and redefined, or just plainly thrown all rules out the window, thus changing the music industry landscape and opening doors for many new, creatively different, out-of-the-box artists. This is a new world of possibilities.”
Villano Antillano is photographed at the LA3C portrait studio held at Los Angeles State Historic Park on December 11, 2022 in Los Angeles, California.
Michael Buckner for Penske Media
80 Years Of Understanding
Nevarez Communications owner Mayna Nevarez says the global success of the music of Puerto Rico began over 80 years ago with Rafael Hernández’s 1937 triumph “Lamento Borincano” and World War II classic “Mi Viejo San Juan” by Noel Estrada. She attributes the island’s cultural success to Puerto Ricans’ understanding of the Latino market and the “incredible influence” from the English-speaking market. In recent years, Nevarez has seen independent labels reemerge and more Gen Z and millennial women lead important projects globally in the industry. Financial incentives that the island offers are also attracting more film and TV crews, she says, and opening doors for the local talent, as well as the recent transmission of live events from Puerto Rico, including the first Spanish countdown for Dick Clark’s New Year’s Rockin’ Eve last year.
Island Of Gold
Carlos Ortiz Rivera (known professionally as Chris Jedi), co-founder/producer of record label La Familia, is passionate about supporting the talent emerging from Puerto Rico, especially female artists. “It has been a long time since we’ve had a female superstar from Puerto Rico. We’re looking for that,” he says. And despite the global success of Bad Bunny and other Puerto Rican artists over the last few years, Jedi contends that the local music business remains underappreciated on the world stage. “Puerto Rico is the key piece. We are the influence and the guide to follow,” he says. “It’s an island where gold comes out all the time.”
‘Large And Significant Impact’
Following Bad Bunny’s historic successes in 2022, ASM Global regional GM Jorge L. Perez says Puerto Rico is “producing a slew of promising newcomers projected to have worldwide reach in the next 12 to 24 months,” including Mora, Eladio Carrión and Young Miko. The Coliseo is a growing worldwide presence with 60% non-Puerto Rican performers and roughly 100,000 fans from outside the island gracing the venue in 2022, according to Perez. With the addition of the recently opened entertainment complex Distrito T-Mobile managed by ASM Global, “our aim is to use our venues in Puerto Rico to increase hotel occupancy through world-class live events” to increase the average length of stay which is currently just under three days, Perez says. “Every additional day will have an economic impact of $750 million for our island.”
Young Miko performs during the Amazon Music LAT!N, Neon16 And Buena Vibra Host El Juego All-Star Basketball Game In Puerto Rico With Artists From El Género on July 19, 2022 in San Juan, Puerto Rico.
John Parra/GI
Demand Keeps Growing
Puerto Rico’s cultural impact on a global scale is undeniable, and the growing demand for its artists and regional genres like reggaetón and Latin trap continues to boom, says Omar “Omi” Rivera, founder and talent manager at Omi Management (Arcángel, Myke Towers). The industry infrastructure (in a region that has more music studios than schools) widely supports its local talent and vibrant music scene, “making it a hub for music production and an incubator for emerging new artists,” he adds. In turn, this has drawn the attention of international awards shows like Premios Juventud and Premios Tu Música Urbano. The exponential growth of music from the island in recent years has led to “the rise of new artists from [Puerto Rico] and other Spanish-speaking countries, creating opportunities for the local music industry to expand and reach new audiences [while] attracting more investment [in] and attention to the island’s local scene.”
Not An Overnight Success
With a career trajectory that spans over 20 years, José “Pompi” Vallejo, co-founder of global live-entertainment, marketing and media company Mr. and Mrs. Entertainment, says the Puerto Rican music industry has worked nonstop for the global recognition it has today. But now, there are more “high-caliber professionals” in entertainment thanks to new university courses and the aid provided by the island’s Department of Economic Development to creative industries and entrepreneurs. “As a professor at one of the universities that offer these courses,” he says, “I have been able to see firsthand that the best is yet to come, not only in the music creation but also in the technical part that every artist needs on their team and that’s so important in the success of a project.”
This story originally appeared in the March 11, 2023, issue of Billboard.