bad bunny did not have to change his language, adapt his speech or manipulate his pace to become the Artist of the Year of the MTV Video Music Awards 2022. Benito Antonio Martínez Ocasio rises with this recognition by staying true to himself and his culture, making history by becoming the first Latin artist to receive this award.
Puerto Rican singer who intrigued his fans with a huge heart on the roof of the Coliseo de Puerto Rico, enters the musical world hand in hand with Latin trap and reggaeton, and used his intuition to break standards, building his own style that defies the stereotypes of sound, image and themes of the urban genre. His music is versatile and can well flirt with the influence of dembow, as with the cadence of merengue or bachata.
Bad Bunny’s rise was vertiginous, and in a short time he went from supermarket packer to being part of the list ‘Billboard Hot 100’and later winning the Latin Grammy for Best Urban Music Album in 2018. He was a guest at the 2020 Super Bowl halftime show led by Shakira and Jennifer Lopez, later starring on the cover of Rolling Stone magazine.
singer’s career, who kicked off his US tour to a sellout at Camping World Stadium in Orlando, has been a chain of successes, leading him to be successful in everything he touches. Proof of this was his recent world record for raising 11.5 million dollars at the concert of his tour ‘World’s Hottest Tour’ at the Hard Rock Stadium in Miami, taking the title of highest paid Latin artist in history. In addition, he is the king of Spotify, accumulating the highest number of reproductions on that platform for three years.
The Bad Bunny phenomenon not only came to refresh Latin popular music, but also to break barriers between the Hispanic and Anglo-Saxon markets with memorable collaborations with artists like Drake, Cardi B and Nicki Minaj, without having to resort to English to achieve it.
Benito thanked in Spanish the work of all those who made his presence possible on the stage of the MTV VMA’s to represent their language, their culture and their gender.
“The love of the public is the real prize that I take away”, were the words that resonated in the totally packed Yankee Stadium in New York, on the night of Sunday, August 28, when receiving the award as ‘Artist of the Year’sealing Bad Bunny’s mark as a benchmark for Latin music and fashion, by recently grabbing the cover of Harper’s Bazaar magazine in a white dress.
“Here nobody goes up alone… one always needs help from people”, Benito, in his own words, recognizes the importance of collaboration to achieve success, and thanked his team and his family for being the voice of a generation today of changes, and a cultural phenomenon that puts the name of Puerto Rico and the Spanish language on everyone’s lips.
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His most recent experience and contribution lies in the production of daily live shows from the operational and technological fields. He is currently part of the 2022 Digital Immersion Program, capturing experiences and supporting Telemundo’s evolution in the digital ecosystem.
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Bad Bunny: the worldwide Latin phenomenon that breaks schemes