José immediately demonstrates unforeseen skill as a rapper with an understanding of his place in musical history. Who is the man behind the hits? The songs on the album paint an expansive portrait. More than a powerful confirmation of his continuing ability to produce hits, Balvin’s latest project takes him in surprising musical direction by foregrounding what his previous records sidelined: his own personality. It’s telling that the title of the project spells out Balvin’s first name, rather than the usual anonymizing initial. 10, with the release of his latest album “JOSE,” Balvin reversed his prior commitment to aesthetic over substance. For proof, look no further than Balvin’s phenomenal 2020 concept album “Colores,” where he named each song after a color of the rainbow. Instead, the catchy beats, booming production, and over-the-top aesthetic took center stage. His early songs told stories of partying, desire, and seduction from such a generic perspective that it was hard to find a hint of individuality in the lyrics. Amid this meteoric rise, J Balvin seemed not so much a reggaeton singer as the genre’s mainstream embodiment. In 2018, he replaced Drake as the most-streamed artist on Spotify. Ever since the 2017 worldwide sensation of his and Willy William’s “Mi Gente,” the Colombian reggaetonero has notched hit after hit. No artist epitomizes the last four years of Latin pop like J Balvin.
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