Hitmakers like Bizarrap, Edgar Barrera, Ovy on the Drums and Tainy are becoming more prominent than ever before — and are building brands for the long run.
“It shows you in today’s world that consistency is more important than just a hit,” says Lex Borrero, Tainy’s longtime manager. “[Bizarrap] created a loyal fan base that led him to having the No. 1 record.” Bizarrap launched his music sessions series on YouTube four years ago, establishing a format as well as his signature look . Each session was bigger than the last, as his YouTube subscriber count grew from a few hundred thousand to over 15.6 million.
The most veteran of the group is Puerto Rico’s Tainy, who trained under the wing of reggaetón pioneers Luny Tunes and has spent over 100 weeks rulingchart. Among the long list of artists he has produced hits for are Bad Bunny, Kali Uchis, J Balvin — and, increasingly, himself. Since 2019, the superproducer has been billed on a handful of tracks, six of which have landed on the, including the Grammy-nominated “Un Día ” by Balvin featuring Dua Lipa and Bad Bunny.
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