Warner Music Latin

In April, Myke Towers landed his third top 10 on Billboard’s Top Latin Albums chart with his fourth studio album, La Vida Es Una, which debuted at No. 9 on the tally. It was Towers’ third straight top 10, an impressive showing despite the fact that it landed below his previous album, 2021’s Lyke Myke, which had debuted at No. 3. The 23-track set also boasted a lighter, more island sound, a departure for the Puerto Rican reggaetón star — a versatile artist who can definitely sing, but who is best known for party reggaetón tracks and hard-hitting lyrics on his trap fare.

La Vida Es Una included collaborations with reggaetón giants like Ozuna, J Balvin and Daddy Yankee, who is featured on the first focus track, “Ulala,” which hit No. 1 on Billboard’s Latin Airplay chart. But the set’s biggest success has come not via a collaboration, but with a solo track — “Lala,” a lilting, romantic reggaetón whose chorus plays over a vocal loop of “Lala, lala, lala,” turning it into an irresistible invitation to dance.

So irresistible, in fact, that this week, a full four months after the album’s release, “Lala” surged from No. 13 to crown Billboard’s Global Excl. U.S. chart (dated July 22), becoming Towers’ first leader on the list.

The song’s rise has been remarkable in its swiftness. “Lala” entered the charts for the first time when it debuted at No. 25 on Latin Rhythm Airplay less than two weeks ago. Last week, it debuted at No. 50 on Hot Latin Songs, at No. 26 on the Billboard Global 200 and at No. 13 on the Billboard Global Ex-U.S. chart. Then, in a single week, it shot to No. 1 on the latter.

How did this happen? “Music discovery has no time frame, and once a track gets into the online conversation it’s our job to jump in and maximize that buzz to turn it into a hit,” says Alejandro Duque, president of Warner Music Latin America, who has oversight of the label’s U.S. Latin and Latin American operations. Duque, who took over the job two years ago after 19 years with Universal, is, at 40, the youngest head of a Latin multinational music company. He’s also been firmly embedded in the digital landscape, an area he’s worked in since the early 2000s when Latin music began its digital transition. That intimate knowledge has allowed him to deeply mine data to bolster hits.

“Everyone has the same data,” he told Billboard last year. “You have to know how to interpret it. Having experience in data tendencies and how consumers behave lets you apply that to marketing and release strategies.”

Duque’s successes interpreting data include Anitta’s “Envolver” and, most recently, Yng Lvcas’ “La Bebe Remix” featuring Peso Pluma, which topped the Latin and Latin Rhythm Airplay charts and has spent 20 weeks on the Global 200 chart, peaking at No. 2. In Towers’ case, the success is particularly sweet because the artist had three previous top 10s on the Global Ex-U.S. chart, all collaborations. To get to the No. 1 spot solo is a feather on Duque’s cap, in tandem with Towers’ joint management team, with Orlando Cepeda and Brandon Silverstein sharing duties through their separate offices. And it earns Duque the title of Billboard’s Executive of the Week.

Here, Duque spoke to Billboard about how this “Lala” of a love song became a global success in a single week.

La Vida es Una came out in March. Why is “Lala” rising to the top four months later? 

In mid-June, a micro-influencer posted a CapCut filter with “Lala’s” audio, which kicked things off. That post was organically picked up by a couple of major influencers, which led to even more users making their own creations with it — right now, we’re seeing thousands of creations daily. This was an enormous music discovery opportunity. People weren’t just listening to the snippet on social media, they started searching for the track on streaming platforms and fully engaging with it.

When did you realize “Lala” was a hit in the making?

We see tracks going viral on social media on almost a daily basis, but not all of them lead to an effect on streaming. The way we see it is that TikTok and other social media platforms help generate awareness and buzz around the songs — and it’s all about creating the curiosity that will get people wanting to explore more and listen to the music or watch the music video. Once people are exposed to the song, it becomes about whether they will like it, share it and keep engaging with it. Once we saw “Lala” started translating very quickly from TikTok creations to YouTube views and audio streaming, we knew people were connecting to the song itself and not just the trend.

Are there any specific countries that led the charge?

The micro-influencer that helped kick off the CapCut trend is from Chile, which was one of the key countries that led the initial growth. Spain has been a key country for the song since its release, and it was also one of the first countries to see the growth alongside the trend. After that, we started seeing numbers come up in Colombia, Peru, Mexico and then the U.S. We’re now seeing the track expand to other parts of Europe and gaining new chart positions in countries like Italy and Switzerland. We strategically use data to understand the growth trajectory and which countries we should impact next, as each song has its own trajectory and requires a customized strategy.

What exactly do you do?

Music discovery has no time frame, and once a track gets into the online conversation it’s our job to jump in and maximize that buzz to turn it into a hit. It’s a very similar strategy we used with Yng Lvcas and Peso Pluma’s “La Bebe Remix,” where we identified which countries were connecting with the song first — through consumption data, but also social listening and engagement — and kept expanding our targets until the track hit No. 2 globally.

Did you have a global strategy with the song?

Yes. We always approach key releases with a regional and global strategy, and we rely on data to adjust as we go. Our strategy here started before La Vida Es Una’s release, with teaser and album launch campaigns across countries where Myke has a strong audience, especially the U.S., Latin America and Spain. After release day, we’re constantly monitoring how fans are engaging with the music on different platforms. That’s why we were able to identify what started out as a small trend so quickly and were able to jump into action and maximize the growth as much as possible.

“Lala” is not simply reggaeton; it has a swaying island vibe, too. What does this signal in the evolution of urban Latin music?

For a while, reggaeton was the Latin genre dominating the global charts. This year, we’re seeing different types of Latin songs connecting with a global audience — from songs like “Lala,” which has a more island sound, to “La Bebe Remix,” which is a Mexican reggaeton track reaching No. 2 on Spotify’s Global Chart and the Billboard Global 200. The Argentinian urban movement is also making an impact. We have a massive record with “Los Del Espacio,” a song from Lit Killah with seven other key Argentine artists including Maria Becerra and Tiago PZK. The track reached No. 17 on the Billboard Global 200. People have talked about the explosion in Latin music for years, and rightfully so, but today we are really seeing an unprecedented diversity in the hits coming from across the region.

What comes next for Myke Towers?

We’re very excited, there’s a lot of surprises coming up. From big general market collaborations to a few Latin ones, we continue to focus on building his reach and audience and growing his fan base every day.