Learning curves via shady characters aside, Trueno is positive about the direction of the industry. ”We're in a very good moment where each country is putting out very good artists doing very good things,” he asserts. A willingness to collaborate across borders, salute each other’s work and build together to get their dues in this rapidly growing industry is a common goal of artists we speak to. J Noa recently headed up out to a writing camp in Madrid and linked up with Spanish rapper Israel B on a new single, while Luck Ra’s collaboration with Colombian giant Maluma ‘Hola Perdida Remix’ was one of the biggest tracks of the year, and he has high hopes for the connections it formed. "We made that song with Maluma, one of my favourite artists in the world, then my producer became producer for him. It's an honour for me,” he says. “Maybe Maluma can help caurteto expand to other places and countries. I think it was a very important collaboration.”
Colombia has produced some of reggaeton’s biggest stars in recent years, such as J Balvin, Karol G and Feid. Its producers are also becoming more in-demand internationally, such as Medellín duo The Prodigiez, whose beat-making spans major Colombian artists like Maluma, Blessd and Ryan Castro to international stars such as Spaniard Saiko and American Nicky Jam. “We always try to be on the radar for important people so we can keep going with our work,” says member J. Cortés.“In Medellín people like to work 24/7,” adds his production partner Young Crunky.
Read this next: Reclaiming Medellín from gang rule has transformed the Colombian city's music scene
New York-born artist Paloma Mami was nominated as Best New Artist at The Latin GRAMMYs in 2021, three years on from becoming the first Chilean to sign to the Sony Music’s Latin division. “I'm so honoured to be able to be where I am representing my country. We're still growing as an industry over there, so it's really inspiring to see how it's gotten even bigger,” she says. She sings in a Spanglish style which reflects both her upbringing and heritage, and blends sounds such as dancehall, trap, soul and R&B. “I'm super inspired in doing things that haven't been done before,” she says. “I love mixing everything, hybrid, I feel like that's what I am, it's being true to myself in that way.”
“Spanglish is what I always communicate in,” she adds.“It definitely gave the opportunity for the more Anglo-American world to be able to hear something Latin and still understand it. I feel like it's so cool when you're listening to something and don't expect it to come into English, it's very natural, and it's a nice little surprise.”