Music, globalization & internet

 Not only the Spanish language itself, but also the global interest shown by countries all over the world has brought significant profit to South America — in different ways, yet for the same reason: massive streaming numbers across all platforms (often topping the charts with the latest hits), worldwide tour date requests (sold-out events), and countless feature and remix collaborations with songwriters, singers, and DJs/producers — even indirectly.

A fan who becomes completely obsessed, playing the same song on repeat, inevitably starts to feel fascinated by the artist’s origins and culture. If the homeland is Puerto Rico, then, from our perspective — from the other side of the ocean — all of South America, especially Spanish-speaking countries, becomes the home of reggaeton. And generally speaking, these are attractive countries — I think we can all agree on that: music, sea, sunshine… just watching the videos makes you want to be there.

I can’t speak for everyone, but I believe this happens to others too, not just to me: sometimes we know about something, yet until something truly captures our attention, we don’t give it importance and almost forget it exists. It is thanks to music — and, of course, globalization with its superhero magic: technology. Her Majesty the Internet, and everything that allows us to access it — smartphones, computers, tablets, consoles — makes communication and the exchange of information faster than even those who live in the same house, connecting people from opposite sides of the world.

Globalization, with its powerful magic wand — the Internet — has united us more than any war, revolution, religion, or even the planet itself ever could. Today we can communicate with anyone, anytime; choose our (virtual) circles of people who share our interests; find friends, lovers, colleagues — and even “enemies”: people to argue with when we’re in a bad mood and just want to vent, often hiding behind fake profiles — the so-called “keyboard warriors” or haters who insult simply for the sake of it.

This creates virtual communities where we can see each other, hear each other, and do things together — like playing Call of Duty (something I personally enjoy).

When you share something that almost everyone loves — like music — it spreads much more naturally.

YouTube, for example, has revolutionized musical and visual art, giving anyone the opportunity to be seen and discovered. Of course, you are one among billions of accounts, but you are there — on display. You just have to find a way to stand out, the right strategy to gain more views so people can see your talent and your art. And perhaps find a record label willing to produce your album, play your best song on the radio — and, if you’re lucky, a couple more if they perform well. Then you hope to sell as many records and concert tickets as possible.

Competition is fierce — but may the best win.

On this matter, I can say that many people complain, blaming technology for taking away jobs, yet they fail to consider the ones it creates — and has already created. Influencers, bloggers, YouTubers are often mocked… but I still think it’s better than breaking your back eight hours a day in a factory. Today, some people earn good — even very good — money, as some would say, by doing or saying “nonsense,” but I still believe it is preferable to certain exhausting jobs.

I see it as a fair exchange.

It hasn’t gone so badly for us after all.

I choose the present.

Music, fashion & linguistics

 Have you ever noticed how—perhaps not as radically as religion or politics—music and style (by which I mean clothing) play a decisive role in shaping our identity? The way we dress and the music we listen to often go hand in hand. Together, they create a style that reflects and encompasses our mindset, political views, and lifestyle.

On average, most people tend to follow mainstream trends: they listen to commercial music—the kind played on the radio—and dress like the mannequins displayed in popular multinational retail stores. Then there are those whom some might label as “extreme,” “over-the-top,” or “radical”: punks, ravers, emos, clubbers, hip-hop or rap enthusiasts, gabbers, and so on. In fact, many subcultures take their names directly from the music they identify with: reggae, goa psy-trance, rock, rap, and others.

Some of these movements are constantly developing—or rather evolving—because music, like everything else, evolves, transforms, blends with other influences, and gives birth to new genres.

One of the most criticized—yet also one of the most widespread and rapidly growing genres—is reggaeton. It is opening doors on many fronts. Being primarily in Spanish—the fourth most spoken language in the world—it further strengthens the global presence of the language. Spanish is so influential that in certain areas where English is the official language, such as Florida in the United States—especially in Miami—it is spoken as much as, or even more than, English.

As a Romance language with Latin roots, Spanish is particularly well received in Europe and in countries with linguistic and cultural similarities, such as Italy, France, and Portugal. A similar dynamic can be observed in Brazil. Due to shared linguistic origins and comparable cultural mindsets, Spanish remains widely understood and continues to serve as an important bridge for socio-cultural communication between countries.

It is evident that the Spanish language is becoming increasingly prominent worldwide.