It’s safe to say that Urban Latin Music is at the seams of mainstream explosion. With diverse genres within the category, such as Latin Trap and Reggaeton to name the most popular, its concept is present at the epicenter of every market, and Spanish artist C.Tangana stands in the midst of its success.
Though the genre has evolved far beyond what it was during its initial days (think early 2000s) when stars – who are currently considered the legendary pioneers of its rhythms – such as Daddy Yankee, Wisin y Yandel and Don Omar were dominating the charts, the beats and versatility that C.Tangana brings to the new school of reggaetoneros and rapperos hispanos has catapulted the reputation and fandom of Urban Latin Music to what it is today.
When it comes to its universal appeal, and the many questions raised on Latino belonging, Antón Alvarez Alfaro, also known as C. Tangana, Pucho or El Madrileno’s success is not only proof of the strides these genres have taken, but he also continues to contribute and prove that there is more work to be done, and he plans on going for it all in 2020.
“We are bringing forward proposals to culture on a global scale making our music easily relatable to anyone who listens to it,” said the artist, who was born in Madrid, Spain where he was influenced by genres such as flamenco and boleros.
With his undeniable talent for merging the rhythms of these styles with deeply emotional lyrics, Tangana establishes a fresh array of proposals into what is the new form of Urban Latin Music – most specifically rap en español (rap in Spanish).
“I’ve always thought that deep down inside I am a poet. Whether in the studio or on stage, I’m known for spitting bars, and I’m just getting started. It obviously flatters me when my fans refer to me as the Spanish Jay-Z,” said Tangana, who became known for hits such as ‘Antes de Morirme,’ ‘Malamujer,’ and ‘Veneno.’
This year he surprised fans with songs such as ‘No te debí besar,’ and ‘Booty,’ and collaborations with artists on a global scale such as Becky G, Mc Bin Laden, Miguel, Paloma Mami, Alvaro Diaz, Darrell and his go-to Spanish producer Alizzz.
As for an explanation to his inspiration in art and curation, he gives credit to his life’s experiences, and therefore he puts his tracks in two different categories: “In general, I have the ones that excite you and make you want to make out with your crush, and then there’s the ones that hit you in the core bringing you into an overflow of nostalgia,” said Tangana.
The end of the decade drives a recollection of the work Pucho, has put in with the goal of leaving his mark in music, but especially to drive the concept of rap curated by a Spanish Artist, given that most Spanish artists recognized on a global scale are known for singing pop. Disrupting the industry and creating more opportunity for the genre is his definition of success.
“For me, success comes in influencing a culture and with that, leaving a legacy behind; basically inspiring others with your ideas and leaving a mark that remains even when we’re gone,” he said.
When asked how he was looking at the new year, and the beginning of a new decade, Tangana recalls his years of work, but looks forward to a new stage in his career as he prepares to move from Spain.
“It has been a long time coming and I truly had faith in all of this finally coming to fruition. I think urban culture, its appreciation and its reinvention, along with the acceptance of this concept into every country worldwide is what makes it the new pop culture,” said the artist who currently resides in Madrid but is preparing to drive his career to the next level and calling Los Angeles his new home in 2020.
