If you're an emerging artist today, you have tools that the pioneers didn't even dream of: social networks, streaming platforms and home studios. But to know where you're going, you have to know where you're coming from. The history of the urban Latin genre isn't just music; it's a master class of entrepreneurship, resilience and adaptation.

At Random Sounds we want your music to go far. That's why we analyze the evolution of the genre to learn the key lessons that will help you in your career.

The Beginning: It All Starts “Underground”

Before full stadiums, the genre moved from hand to hand. In the 90s, figures like DJ Playero and DJ Negro created the scene in Puerto Rico through home recordings, the famous “mixtapes” that were sold on the street.

The lesson for you: Don't expect to go viral worldwide overnight. Legendary artists such as Vico C they began by winning local competitions and recording in an “underground” way. Build your fanbase locally; that loyalty is the foundation of every empire.

Find your identity (and don't be afraid to change)

Did you know that Daddy Yankee Wasn't it always called that? In their first album, No Mercy (1995), introduced himself as “Yankee Man” and imitated American rap styles. It took him years and a lot of experimentation to get to Barrio Fino (2004), the album that finally opened the doors of reggaeton to the entire world.

The lesson for you: Evolution is necessary. If your first style doesn't work, keep working. Daddy Yankee is the perfect example of consistency beating talent: he became the most sought-after artist because all the producers wanted to record with him because of his work ethic.

Diversity is Key: Don't Be a Copy

In the history of the genre, those who stood out were those who brought something new to the table:

• Ivy Queen broke barriers in a world of men with In My Empire.

• Sandy & Papo they mixed hip-hop with merengue to create the “Merenhouse”.

• Tego Calderón and Don Omar they brought different social lyrics and melodies that changed the game in 2003.

The lesson for you: Don't try to sound exactly like Bad Bunny or Feid. The story rewards the originals. Find what makes you unique and exploit it.

Falling is allowed, getting up is mandatory

The artist's path is a roller coaster ride. Nicky Jam He had massive success in the early 2000s as a duo with Daddy Yankee, but personal problems took him off the map for years. However, in 2013 he achieved one of the most impressive revivals in history with I'm going to drink, regaining its place at the top.

The lesson for you: A bad streak, a bad pitch or a personal problem don't define your career. The industry respects those who, like Nicky, work hard to return

Adapt to technology and trends

The genre survived because it adapted. They went from the cassette to the CD, and from the CD to the digital era.

• In 2010, Don Omar boosted the movement with Kuduro Dance taking advantage of the YouTube era.

• Later, artists such as Bad Bunny, Anuel AA and Ozuna understood the power of Trap and streaming, dominating the Billboard charts and the most watched videos.

• The phenomenon of Despacito in 2017 he demonstrated that Spanish could dominate the digital world globally.

The lesson for you: Today, digital distribution is your best weapon. You don't need a multinational label to get started; you need good music and an intelligent distribution strategy.

‍

Conclusion

The history of the urban genre teaches us that, since Vico C upto Bad Bunny, success is not an accident. It is the result of Innovate, collaborate and never give up.

In Random Sounds we are ready to be part of your story. Are you ready for your music to be the next to mark a stage? Learn about our distribution plans

‍

‍