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Bad Bunny
Bad Bunny became the most-streamed artist in the world on Spotify for multiple consecutive years, an unprecedented achievement for an artist recording almost entirely in Spanish, reflecting reggaeton and Latin trap's massive global commercial growth during the 2020s. His willingness to blend reggaeton and Latin trap with genre-crossing experimentation, incorporating everything from bossa nova to punk influences across his catalog, distinguished Bad Bunny from more genre-consistent reggaeton contemporaries. Bad Bunny's explicit gender-nonconforming fashion choices, including painted nails and skirts worn during public appearances and performances, made him a significant figure in broader conversations about masculinity and gender expression within Latin music's traditionally more rigid gender presentation norms. His combination of unprecedented global streaming dominance and his genuine genre-blending artistic ambition has made Bad Bunny the most commercially significant reggaeton and Latin trap artist of the genre's current global mainstream era.
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J Balvin
J Balvin, from Medellín, Colombia, became one of the most commercially significant reggaeton artists to emerge from outside reggaeton's traditional Puerto Rican origins, helping establish Colombia as a major secondary hub for the genre's continued global growth. His 2019 collaborative album Oasis with Bad Bunny reflected the close collaborative relationships among reggaeton's biggest contemporary stars, and Balvin's numerous crossover collaborations with major English-language pop artists helped extend reggaeton's reach into mainstream American and European pop charts. Balvin's bright, colorful visual aesthetic and his genuine pop songwriting sensibility within reggaeton's rhythmic framework gave his music broader mainstream accessibility, and his commercial success helped demonstrate the genre's viability for artists from Latin American countries beyond Puerto Rico specifically. His combination of establishing Colombia as a significant reggaeton hub and his numerous high-profile international crossover collaborations has made Balvin one of the most commercially and geographically significant figures in reggaeton's global expansion beyond its Puerto Rican origins.
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