But Balvin,like others of his generation,wanted to sing in his own language and refused to conform.
“I’m not gonna record my songs two times,” he says. “One in English,another in French,another in Portuguese,or another in Arabic,just to cross over. That’ll drive me crazy. It’s not going to be the same feeling,it’s not the same as the one you’ve recorded in your language,with your slang.”
A key difference between the era of Iglesias and Martin and the contemporary music industry,according to Balvin,is social media. From MySpace to YouTube,artists in recent decades have been able to leverage the internet to build audiences locally,and then find receptive listeners around the world,bypassing sceptical music label executives.
Balvin has released five records,with a sixth on its way.Credit:Justin McManus
Balvin also points to a curiosity among younger listeners. “The new generation are way more open-minded and more curious,” he says,while acknowledging that his success was only possible thanks to the pioneers of the genre,like Daddy Yankee.
Balvin has released five records and a collaborative EP with Bad Bunny,collectively selling more than 35 million units,but despite already conquering the charts,racking up awards,and working with pretty much every major star there is,he is far from done.
His upcoming sixth solo album features a sample of Usher’s generation-defining 2004 hitYeah!,complete with a guest spot from Usher himself. But that’s not all. Next year he will release a collaboration album with Ed Sheeran,recorded in Paris.
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“We met at a hotel,I was in the gym,he was in the gym,” Balvin says. “I saw a guy on the treadmill,and I was like ‘Is that Ed Sheeran?‘. So,I saw his left arm and I Googled his left arm,and he also was Googling me and my tattoos. So,then he got off the treadmill,and I was in one of those spinning bicycles And he’s like ‘J?’,and I’m like,‘Ed?’ And he was so cool,we had this immediate connection.”
Balvin is coy on what exactly is in store on the album,but promises it will be special and fans of Sheeran’s previous collaboration with Cardi B and Camila Cabello,South of the Border,won’t be disappointed.
So,who does the man who has collaborated with everyone from Beyonce to Usher to Ed Sheeran want to work with next?
“Rihanna,Drake,I haven’t worked with The Weeknd,he’s really dope,” he answers. “They’re like me and you,talking,vibing you know. It’s not like it used to be with labels sending you the song,it’s much,much more like ‘Oh let me get to know the person,let me vibe with it’.”
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