Mexico City was graced with the thrilling news that, alongside Medellín, it would become the second city J Balvin chose to launch his new album, Rayo. This event captivated his fans, opening a window into the creative world that José and his team have crafted for this project.
This album largely revolves around his first car, a symbol for all the unique experiences from his early performances, tours as well as moments with his loved ones. On Rayo’s launch, Hypebeast had the opportunity to chat with the artist to discuss everything from the concept to the creative process behind the new album.
How did the concept for Rayo came about?
JB: O ‘Neill was my right-hand man in creating Rayo. The album wasn’t really planned and the concept was more or less the last thing we thought of. Normally, I’d start with a concept first, but for this album, it was more about me going to the studio and simply enjoying myself. It reminded me of my beginnings — a time when I made music just for my family. During that time, Rayo was the name of my car and we paved a road that didn’t exist yet.
We performed in various places like clubs, schools and towns. I also sold CDs on the street and at events such as the Sonido Sobre Ruedas in Medellín. I felt nostalgic remembering the effort of selling music and clothes from my car. I’m also grateful to my father for his support and for his sacrifices during tough economic times.
“Normally, I’d start with a concept first, but for this album, it was more about me going to the studio and simply enjoying myself.”
There are a few eclectic names like Bad Gyal, Carín León alongside other emerging talents featured on this album. How did you decide on who to feature this time?
Since the album wasn’t planned, every track kind of called on a different artist when it was near completion. In the case of Carín León though, he actually came up with a proposal and I just took the liberty of suggesting doing a full beat. He was very open to the idea and at the same time, I’m delighted to have Carín involved because he’s a very talented, intelligent and visionary man. As a result, we made a song that wasn’t predictable.
If you analyze my discography, I’ve always worked with emerging artists, and it’s been a part of my process for a long time. When I first started, it was very difficult to get a bigger name to give me an opportunity like that. Yet, Joel & Randy and Zion were some of the first ones to work with me, which wasn’t easy and so, I don’t want to be selfish with the reach and platform I have now. In the end, it’s not a favor. I make music with all of these emerging talents because I like what they do, it’s truly genuine.
I consider myself good at A&R because I like to listen to what’s happening. I really listen to the complete albums of each and every one of the featured artists. Mexico’s scene is very interesting because it’s experiencing something that Colombia has already done, which is to venture into a genre from another country. There’s some incredible potential due to its population and demographics. If artists apply discipline, they can take the whole cake.
On stage, you wore shirts from Lil Mr. P, a Mexican designer, as well as the recent collaboration you did with Uzielito and Bogueto. With the work you’ve been doing all these years, do you see Mexico as a true powerhouse in every sense?
For me, Mexico is possibly one of the most influential in urban fashion. Perhaps it’s the proximity to the United States that led to a quicker connection than ours, given that we are further down in South America.
There is a beautiful influence and the way people incorporate cultural elements into fashion doesn’t feel forced. In fact, it’s very refined. There’s a fine line between something that seems pushed and something that simply exudes cool – they manage that line perfectly. So, when I’m here, I always ask about new brands and designers to look out for. Without a doubt, Mexico is a pillar in any creative industry.
“Carín León was very open to the idea and at the same time, I’m delighted to have Carín involved because he’s a very talented, intelligent and visionary man.”
In total, there are 15 tracks on Rayo. Was there a lot of music that didn’t make it into the album?
Of course, a lot of music was left out, but it’s music that we will release later. I didn’t want too many tracks so this is the right amount. 15 songs give people time to enjoy, digest, learn and find their favorites. This is an album that we are really going to promote and work on, so it’s not like the usual when an album drops and then that’s it.
People tend to like only one or two hit songs from an album, but here I think everyone will fall in love with a different song and that will become their favorite from the album – this is what sets Rayo apart in my opinion.
Is Mexico the only place where Rayo (the car) was built from scratch?
We made one in Medellín and another in Mexico, both of which are important to me. Medellín is my home and J Balvin wouldn’t be J Balvin without Medallo and my country.
Mexico has a huge cultural impact, it’s also the second place that welcomed me. In a way, Mexico City is like New York; if you make it there, you can make it anywhere. Culturally, it has a lot of power because there are so many cultures and people within one city. So, if the people here like what you do, you’ve made it. It’s similar to Medellín in reggaeton; we’ve been listening to it for so many years that people have given it its identity.
In fact, Rayo is going to stay here. I want it to be driving around the city for people to enjoy, to take photos with and to associate it with the album. My vision is to find the best creatives to keep it here. J Balvin has always been someone who loves to be creative and engage with culture in different ways, so having someone keep a car that means so much to me is really valuable. Shoutout to Juca, who was in charge of making it happen here in Mexico.
Your live shows have always been very special. How will Rayo look live? Have you started working on that yet?
We already have the entire concept for the tour, which will kick off next year in the United States and then move on to Latin America, God willing. I always like to raise the bar, but I’m not competing with other Latinx – I’m competing with the world. My vision has always been clear in terms of aesthetics. From the Energía Tour, Vibras to Arcoíris and Qué Bueno Volver a Verte – which tied into the alien aspect of the Coachella concept – this new one will undoubtedly surpass everything I’ve done so far. Generally, it’s getting simpler, stronger and less is more is what will make everything so visually powerful.
Do you consider J Balvin as a fully established artist, or do you think there’s still much more to explore?
Well, J Balvin is going to be J Balvin forever. I believe it’s impossible to erase the mark of the chapters we’ve written so far, but there are many things to unlock. I’m going to take on a creative director role for a big brand, but I’ll also be working on new collaborations similar to the one I did with G-SHOCK. We need to keep expanding in Asia too, as we’re gaining more strength over there, especially in India. I just got back from Jakarta in Indonesia and I think there are thousands and even millions of things to unlock in that market.
If you were in a cartoon, which character would you be?
Bart Simpson! Once someone gets to know me, they’ll see that I’m just like him.
