From career milestones and new music releases to major announcements and more, Billboard editors highlight the latest news buzz in Latin music every week. Here’s what happened in the Latin music world this week.
A sweet serenade by Luis Fonsi
Nonprofit Musicians on Call and Gibson Gives partnered this week to bring live music to the bedsides of patients in healthcare facilities. Launching the partnership, both organizations invited Luis Fonsi for a special virtual concert, where he crooned his younger fans with hits such as “Perfecta,” “Echame La Culpa,” Despacito,” and “No Me Doy Por Vencido.” The performance was broadcast directly to the rooms of pediatric patients at children’s hospitals across the country, according to a press statement.
Anuel launches underwear collection
Anuel AA teamed up with lifestyle brand Ethika for the release of his first-ever underwear collection. This also marks the first time the brand partners with a Latin artist. Inspired by his upbringing in Carolina, Puerto Rico, the collection pays tribute to the facade of his community called “Torres de Sabana Towers” and his “Real Hasta La Muerte” phrase. The line includes male boxer briefs, female sports bra, and boy short briefs made in a soft 4-way stretch fabric and is available on Ethika’s website and FootAction stores throughout the United States.
“I’ve always wanted to make more and more businesses that have nothing to do with music,” the reggaeton and trap artist tells Billboard. “That’s when I started to create the idea in my mind of being the first Latin singer to do a collaboration with Ethika and I called Spiff TV to make this happen.” As the brand’s Latin curator, Carlos “Spiff TV” Suarez will be at the helm of Ethika’s expansion into the Latin market.
Carlos Santana’s scholarship
Carlos Santana’s Milagro Foundation has partnered with 10,000 Degrees for a renewable Santana Scholars Program, providing grant funds of $100,000 to Bay Area-based students from low-income communities, who are the first in their family to attend college. “Whether at home or in school, you are being given a menu to learn who you are already … wisdom, brilliance, elegance, decent with impeccable integrity, in other words, you are the bright shining future,” the renowned guitarist said in a statement.
J Balvin drops an exclusive song
J Balvin has teamed up with McDonald’s once again but instead of launching a meal, he dropped a new song. “Dorado” debuted in a commercial during the Latin Grammys night (Nov. 19), showing Balvin at a McDonald’s restaurant and portraying various characters. “It’s meant to empower our community and send the message that dreams can come true regardless of the circumstances,” he said of the exclusive song for McDonald’s. “We have always faced tough challenges, but through hard work and consistency, we can overcome them. I always tell my fans that we must remain positive and optimistic.” “Dorado,” available only on the McDonald’s App, was inspired by Balvin’s Latin Grammy-winning album Colores and the fast-food chain’s Golden Arches.
Guerrera Marketing & PR drops merch for a cause
Guerrera Marketing & PR, whose roster includes Jessie Reyez, Kali Uchis, and others, along with owner Loren Medina’s non-profit organization, Travel with Purpose, partnered with Latinx-owned apparel brand, Viva La Bonita, for the launch of a scholarship program to empower girls from Latinx, Black and Indigenous communities. “We are inspired that for the very first time in our nation’s history, both women and girls of color are able to see themselves in the highest positions of our land,” Medina expressed in a statement. The exclusive merch, which includes the Guerrera x VLB x TWP tee, will donate 60 percent of the proceeds to the scholarship fund. For more information on the program, click here. To purchase the tee, click here.
