J. In J. Balvin’s story, success follows success – he is the new superstar of the international music scene and co-founder of a new second wave of reggaeton, which with its irresistible rhythm is once again reaching Europe. He has been supplying Colombians with catchy tunes since 2010, and five years later he is singing to half the world. Today, J. Balvin belongs to the ranks of world stars of music. According to Spotify, with over 55 million listeners per month, he is the most streamed artist in the world. And with almost 12 billion views on YouTube, he also occupies 1st place. In contrast to many urban artists, José Álvaro Osorio Balvín initially grew up in a prosperous environment in the capital Bogotá. Born in Medellín on 7 May 1985, the Colombian spent a sheltered and happy childhood until former business partners cheated his father and his marketing company went bankrupt. The family was confronted with its shattered remains and has to move to a poorer area. From now on Balvin lives there between two worlds, because nowhere is he accepted anymore. For his former friends, he is now a ghetto child, in the new residential district he remains the spoiled big shot. So Balvin takes refuge in music. He is not only interested in traditional cumbia but also in American bands like Metallica and Nirvana. When he gets an electric guitar from his parents, there is nothing else for him anymore. After a first overseas stay in Oklahoma, Balvin moves on to New York City to study English and music. It’s a hard time for the young Colombian, who lives with his aunt in Staten Island and just keeps afloat with low-paid part-time jobs. Two years later, the now 19-year-old returns home, where he takes courses in international marketing. The knowledge gained helps him use his music and his performances in clubs in order to increase his presence and reach in social media. Then his tireless work is rewarded in 2009 with his first recording contract, with EMI Columbia. A year later, his debut album “Real”, already celebrates national success.
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With his third album in the autumn of 2013, “La Familia”, Balvin achieves his breakthrough in the USA. The hit single “Yo te lo dije” hits the US Latin Charts and is awarded double platinum. Thanks to the collaboration with the Romanian singer INNA and her “Cola Song”, the South American is able to enter the European charts for the first time and establish his first Spanish-speaking fan base. However, Balvin has only been among the international superstars since his album “Energía” (2016), which was rewarded with diamond, platinum and a Grammy award. Collaborations with international artists like Daddy Yankee, Pharrell Williams, Pitbull, Camilla Cabello, Nicky Jam etc. followed. The remix of “Mi gente” with Beyoncé is number 1 on iTunes in over 50 countries. Together with Cardi B and Bad Bunny, Balvin lands the summer hit of the past year with “I like it”. Thanks to his popularity and reach – his video clips sometimes reach over a billion views – Balvin has become a valuable brand ambassador for many labels. For Jean-Claude Biver, CEO of TAG Heuer and President of the LVHM Watch Group Division, the young artist is a “game changer“ who became the ambassador of TAG Heuer in Latin America in 2017 / 18 as the shining example of a new generation. In collaboration with the luxury label GUESS, the fashion-conscious Balvin 2019 contributes to its summer collection.
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VIN Thanks to his upbringing and positive attitude, José Álvaro Osorio Balvín has always remained down-to-earth, despite the fame and hype surrounding him. Especially after the plane crash in the Bahamas in August 2016, where his private jet crashed shortly after take-off. Miraculously, Balvin survives the tragic incident unharmed. Since then he has gratefully celebrated his life – without drugs, cigarettes or excessive alcohol consumption. He much prefers to enjoy his wealth with exquisite watches and expensive cars and enjoys what he has achieved: being a role model that inspires people to change their way of thinking. For example, the young people in Colombia who, thanks to him, would now much rather become reggaeton stars than dreaded drug bosses or mafiosi.
Autor_Boris Jaeggi
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