The music industry is going increasingly global, with songs from artists like Peso Pluma, Shakira, Bad Bunny and BTS landing in the Top 10.
It’s a catchy pop tune powered by a killer brass solo. So catchy, in fact, that it’s been dubbed the song of this summer after being streamed some 367 million times on Spotify.
For Bad Bunny, cracking the top 10 is old news, of course. He’s done it nine times with Spanish songs that have caught the ears of plenty of non-Spanish-speaking Americans. The trend of non-English chart toppers in the U.S. has been some years in the making. Music-industry experts point to a few major moments that have led to the current wave, including the arrival of Korean rapper Psy, whose breakthrough 2012 hit “Gangnam Style” climbed to No. 2, and the runaway success — 16 weeks at No. 1 — of the 2017 Spanish hit “Despacito” from Luis Fonsi and Daddy Yankee, with Justin Bieber.
By contrast, listeners these days find music on their own via Spotify SPOT, +1.08%, TikTok or other sources. That’s especially true of Spanish songs, given the growing Latino population in this country: In 2000, Latinos accounted for 13% of the U.S. population; by 2021, that share had increased to 19%, or 62.5 million people. By 2060, it’s expected to increase to 28%, or 111.2 million people.
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