Did you know how Reggaeton is transforming the global music industry?
A hint: Collaborative networks 😉 Let's take a look
2nd highest video streaming in the history (Despacito)
95% of all consumption of Latin music came from streaming (only 5% in sales)
45 new entrants in the top 100 charts
5th largest music genre in USA
Background
The increase in streaming revenue for the music industry compared to traditional album sales revenue significantly impacted the growth in urban latin music (Reggaeton) and music industry as whole. Reggaeton contributed to Latin American revenues growing by 17.7% in 2018 compared to 8.5% growth in previous years. In 2018 Latin America region has shown the highest level of growth globally, with 48.9% increase in streaming revenues that helped offset a 41.5% decline in physical revenue. This was the post Despacito effect, and resulted in increased collaboration between latin and rest of the world.
Background
The increase in streaming revenue for the music industry compared to traditional album sales revenue significantly impacted the growth in urban latin music (Reggaeton) and music industry as whole. Reggaeton contributed to Latin American revenues growing by 17.7% in 2018 compared to 8.5% growth in previous years. In 2018 Latin America region has shown the highest level of growth globally, with 48.9% increase in streaming revenues that helped offset a 41.5% decline in physical revenue. This was the post Despacito effect, and resulted in increased collaboration between latin and rest of the world.
The Post-Despacito Boom
In 2018, the Despacito original and the Justin Bieber-featuring remix had been streamed 7.5 billion times between them ( 1.9 billion times on Spotify and 5.6 billion views on YouTube). “Exist a focus on finding strategic collaborations between Latin and non Latin artists. What we know for sure is that Despacito is not a one hit wonder, it’s the highest profile signifier of a major trend and that trend is supported by data from all over the world.”
Jesús López, CEO of Universal Music LatAm & Iberian
The Post-Despacito Boom
In 2018, the Despacito original and the Justin Bieber-featuring remix had been streamed 7.5 billion times between them ( 1.9 billion times on Spotify and 5.6 billion views on YouTube). “Exist a focus on finding strategic collaborations between Latin and non Latin artists. What we know for sure is that Despacito is not a one hit wonder, it’s the highest profile signifier of a major trend and that trend is supported by data from all over the world.”
Jesús López, CEO of Universal Music LatAm & Iberian
The Evolution of Reggaeton
Number of collaborations per artist
The Evolution of Reggaeton
Number of collaborations per artist
2008
In 2008 Latin music was dominated by the romantic ballads of bands and individual artists, mainly from Mexico 🇲🇽. Reggaeton was relegated to a secondary place, but already showed signs of growth with Wisin & Yandel from Puerto Rico 🇵🇷 entering the Top 20 of that year, accompanied by Angel & Khriz and Alexis & Fido in the Top 100. They were not very collaborative times.
2008
In 2008 Latin music was dominated by the romantic ballads of bands and individual artists, mainly from Mexico 🇲🇽. Reggaeton was relegated to a secondary place, but already showed signs of growth with Wisin & Yandel from Puerto Rico 🇵🇷 entering the Top 20 of that year, accompanied by Angel & Khriz and Alexis & Fido in the Top 100. They were not very collaborative times.
2015
It was the time before the world knew Despacito. American artists 🇺🇸 with Latin origin stand out in the first places like Nicky Jam and Romeo Santos, but it is Puerto Rico 🇵🇷 with Daddy Yankee, Wisin, Farruko who take over the Latin Billboard Ranking, displacing Mexico 🇲🇽 to the latest positions. Reggaeton duos become the norm and collaborations between countries are already appreciated as a sign of success. Colombia 🇨🇴 already obtains a good position by placing itself in the top of the lists with J Balvin, Shakira and Carlos Vives.
2015
It was the time before the world knew Despacito. American artists 🇺🇸 with Latin origin stand out in the first places like Nicky Jam and Romeo Santos, but it is Puerto Rico 🇵🇷 with Daddy Yankee, Wisin, Farruko who take over the Latin Billboard Ranking, displacing Mexico 🇲🇽 to the latest positions. Reggaeton duos become the norm and collaborations between countries are already appreciated as a sign of success. Colombia 🇨🇴 already obtains a good position by placing itself in the top of the lists with J Balvin, Shakira and Carlos Vives.
2018
After Despacito, everything changed. Reggaeton went from being a froward style of music towards a more than accepted evolution of pop. Artists like J Balvin 🇨🇴, Daddy Yankee, Bad Bunny and Ozuna 🇵🇷 (these last 2 didn’t “exist” in 2015) generate worldwide success thanks to collaborations with leading artists of the international rankings (David Guetta, Beyoncé, Drake). “Reggaetoneros” became the Midas kings of the global music industry.
Bonus track: Curious is the case of the evolution of Enrique Iglesias 🇪🇸 that has remained for 10 years in the top 30 of the lists, moving from romantic ballads to collaborative reggaeton.
1
Bad Bunny – 13 collaborations
2
Ozuna – 13 collaborations
3
J Balvin – 12 colaborations
4
Daddy Yankee – 11 collaborations
5
Anuel AA – 7 collaborations
6
Nicky Jam – 6 collaborations
7
Wisin – 6 collaborations
2018
1
Bad Bunny
2
Ozuna
3
J Balvin
4
Daddy Yankee
5
Anuel AA
6
Nicky Jam
7
Wisin
After Despacito, everything changed. Reggaeton went from being a froward style of music towards a more than accepted evolution of pop. Artists like J Balvin 🇨🇴, Daddy Yankee, Bad Bunny and Ozuna 🇵🇷 (these last 2 didn’t “exist” in 2015) generate worldwide success thanks to collaborations with leading artists of the international rankings (David Guetta, Beyoncé, Drake). “Reggaetoneros” became the Midas kings of the global music industry.
Bonus track: Curious is the case of the evolution of Enrique Iglesias 🇪🇸 that has remained for 10 years in the top 30 of the lists, moving from romantic ballads to collaborative reggaeton.
Collaboration between countries in 2018
In a macro overview of the Reggaeton industry, few things can be highlighted:
-
15 Countries spread over 3 Continent (North America, South America and Europe).
-
Puerto Rico is the most collaborative country (collaborating with 11 other Countries).
-
Although Latin American music had roots in Panama, Spain and Portugal, the most important nodes in the industry now are Puerto Rico, USA and Colombia.
Networks behaviour
Network
level measures
Degree centrality & betweenness
Histogram of degree centrality of 2018 reggaeton music
Networks behaviour
Network
level measures
Degree centrality & betweenness
Histogram of degree centrality of 2018 reggaeton music
One more thing…
The network analysis identifies Bad Bunny and Ozuna as the most important nodes within the reggaeton music industry based on their number of collaboration. However, upon doing a regression analysis, J Balvin becomes the most important node for collaboration. A collaboration with him results in a 12.5 increase in rank of the song. Collaboration in general within the regression analysis showed a 14.2 increase in ranking of a song.
One more thing…
The network analysis identifies Bad Bunny and Ozuna as the most important nodes within the reggaeton music industry based on their number of collaboration. However, upon doing a regression analysis, J Balvin becomes the most important node for collaboration. A collaboration with him results in a 12.5 increase in rank of the song. Collaboration in general within the regression analysis showed a 14.2 increase in ranking of a song.
Well, 2019 you are doing well
Bad Bunny
J Balvin
At the end of june 2019, J Balvin and Bad Bunny launched a special collaborative album with 10 songs developed between them called “Oasis”.
The album managed to place all eight tracks in the Spotify Global Top 100. In addition, it positioned itmself in the Top 50 of Colombia during the first 24 hours after its premiere, on Friday, June 28. The release broke the record for more streams for an album in one day in the country, as well as in Mexico and Chile.
This is the first time that all the songs on a Latin artist’s album appear in Spotify’s Top 100 Global in their debut. The rapid success of the album is a testament to the power of both artists in current music with J Balvin, who currently has almost 52 million monthly listeners, and Bad Bunny that records more than 37 million. The Duo also made history with their presentations at the Coachella festival.
Sources & References
Data source
Hot 100 latin songs – Billboard Chart: 2008, 2015 and 2018.
https://www.billboard.com/charts/year-end/hot-latin-songs
References
BuzzAngle Music 2018 U.S. Music Industry Report: https://www.buzzanglemusic.com/
Forbes 2018: https://www.forbes.com/sites/jeffbenjamin/2019/01/04/latin-music-in-2018-album-song-sales-consumption-buzzangle-report/#3aad3795adde Hot 100
International Federation of the Phonographic Industry 2018: https://www.ifpi.org/our-industry.php Statista 2018 https://www.statista.com
The A-team
Cristobal
Matte
Clara
Ndanu
Solomon
Olaleye
Cristobal
Matte
Clara
Ndanu
Solomon
Olaleye