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 Meaningful cultural exchange English-speaking artists are recognizing the success of their Spanish, Korean, French, and Chinese-speaking peers and realizing the possibilities that open up. Before, it was incumbent on non-English-speaking artists to ask (and potentially pay) for a collaboration with an American star—now we’re seeing a reversal in that process. From Fonsi and Bieber to Billie Eilish and Rosalía and J Balvin and Beyoncé, many U.K. and U.S. acts are proudly placing these singers front and center of their own releases.

The streaming success of non-English-language music isn’t just contained to individuals, either. Two of the top five most-listened-to playlists on Spotify are ¡Viva Latino! and Baila Reggaeton, and they’re packed with artists such as Maluma, Karol G, and Rosalía, who have become a huge part of this new wave of Spanish-speaking singers. (The latter, who features on the January 2021 cover of American Vogue, won a Grammy last year for her critically and commercially lauded album El Mal Querer.) Maluma Meanwhile, Colombian star Maluma—who’s just released a visual EP called #7DJ (7 Days In Jamaica), inspired by reggae and dancehall—believes the secret is in the production. “I truly think it’s the feeling of our music and the rhythm,” he tells Vogue via email. “It’s a different vibe and feeling when you listen to our music. Everything in Spanish sounds much more romantic.” With 57 million Instagram followers, it’s clear that Maluma has global appeal—something he insists comes from sticking close to his roots. “It’s very important to stay true to who you are and not change just to fit in,” he explains. “Music is one of the elements in life that is universal—the language doesn’t matter. It’s the emotional tone to the lyrics and the beat.”

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