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Urbano Reached Critical Mass in 2018. Now Can It Be Normalized?

2018 was a blockbuster year for música urbana (or just urbano). Camila Cabello opening the 2019 Grammys, Cardi B, Bad Bunny and J Balvin’s “I like It” debuting 8th on the Billboard Hot 100, and nominated for Record of the Year at the 2019 Grammys, Nicky Jam’s and J Balvin X in high rotation on Y100, are just a few examples on how Urbano has made its way onto mainstream. Join Grammy Award-winning producer and engineer Paul Irizarry “ECHO”, Txema Rosique, Senior Director, A&R US & Latin America, and awarded producers Guillermo Lefeld and James Joubran (Hit Central Records) as they discuss how Spanish-language music is making it in the American mainstream and what it means for latin urban pop producers and artists



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