“One day I realized that in Colombia, shakira is the face of pop, juanes is rock, CarlosVives is vallenato... but we’re missing the urban genre. From that moment, I decided to do this. I said, ‘Let’s take on the world.’' Read JBALVIN's cover story:
and Bad Bunny. Then, in 2019, he became the first Latin act to headline Coachella and was the second-most-viewed artist on YouTube in any language . He currently ties fellow Latin staras the artist with the most videos in the billion-views club, with eight videos as both a lead or featured artist.
But the halftime-show gig, which offers huge streaming, sales and tour boosts to even the most well-known stars, is still something of an introduction to mainstream U.S. audiences for Balvin, who despite his chart successes is not yet a household name — and not shy about wanting to become one. Last fall, after amicably parting ways with longtime manager Rebeca León, he joined Scooter Braun’s SB Projects, where he’s now managed by both Braun and Acosta.
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