Rauw alejandro viceversa3/24/2023 “Todo De Ti” comes at a time when the sound of mainstream Latin hits appears to be loosening, slipping out from under reggaeton’s long shadow. “Every once in a while an artist comes and sets a trend,” Perez notes. Some artists and executives in the Latin music industry see Alejandro’s power-pop curveball, part of his new Vice Versa album, as more than just a hit. “It surpassed all expectations and went global immediately,” Perez says happily. Hear Jennifer Lopez and Rauw Alejandro Team Up on 'Cambia El Paso'īut any skepticism ultimately proved unwarranted: “Todo De Ti” has been a resounding commercial success, one of the Top Five most popular songs on Spotify’s Global chart for all of June, and a rising hit in the U.S. Rauw Alejandro Is Ready to Take on the World 'Dakiti' and Beyond: How House Music Infiltrated Reggaeton's Mainstream We said, ‘we’ll support you.’ But we have something different on our hands - I don’t like to use this word, but we were a little skeptical of how it would work out.” “With ‘Todo De Ti’ there was a chance it wouldn’t even make the album. Unlike “Fantasias” and “Reloj,” melodic reggaeton lay-ups that became charting hits for Alejandro, this was nu-new-wave it’s no surprise that members of the singer’s team were taken aback when they heard “Todo De Ti.” “Rauw was like, ‘I have this record, I feel it can be different, but I want to be ready with another one in case it doesn’t work out,'” recalls John Eddie Perez, senior manager of A&R and marketing at Alejandro’s label, Sony Latin. “Todo De Ti” also opens up with a sprightly synthesizer that wouldn’t be out of place at a local bar’s Eighties night. While reggaeton loops served as the jet fuel that helped launch Spanish-language pop into global prominence during the 2010s, the drums in Alejandro’s new single are flat and square, landing on the second and fourth beat and ignoring the lurching syncopation that makes reggaeton lethal on dancefloors. In March, the Puerto Rican singer Rauw Alejandro played “Todo De Ti” for his label for the first time. FOTO-AUTORIZADA-02c - Credit: 90th Shooter*
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