But “Despacito,” which was undeniably a great pop song, also arrived at a time when streaming services truly came of age. By the time “Despacito” came along, the global appeal of Latin music in general, and reggaetón beats in particular, had been proven time and time again. Today we no longer talk about the next “Despacito,” but about an ongoing Latin music movement.ĭespite the seemingly immediate cause-and-effect proposition of “Despacito,” the song and its impact - after all, this book is partly inspired by it - were the result of a long slow boil that was years in the making, both musically and culturally. More importantly, it would open the floodgates for a wave of Spanish-language and Latin-themed tracks, which would permeate not just the Billboard charts but global awareness as a whole. “Despacito” would become the most listened-to song in the world and the original video (one with Bieber was never filmed) would go on to become the most viewed ever on YouTube. In the summer of 2017, this juggernaut of a song reigned at #1 on the Billboard Hot 100 chart for an astonishing sixteen weeks, tying the record for most weeks at #1 that had been long held by Mariah Carey and Boyz II Men’s “One Sweet Day” (the record was finally broken in 2018 by Lil Nas X with “Old Town Road”). And yet many of the recent developments in Latin music are labeled pre- or post-“Despacito.” Movements are never the product of a single action.
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