Vidya Sethuraman
India Post News Service
American social media (Acom) held an online briefing on Oct 17th, inviting scholars and media people to discuss how Puerto Rican superstar Bad Bunny used music and cultural confidence to redefine Latino narratives in an era of rising discrimination and frequent deportations, becoming a symbol of ethnic resistance and self-identity.
In recent years, discrimination against Latinos has increased in American society, and even citizens may be interrogated or deported by ICE law enforcement officers. Against this backdrop, Bad Bunny is using his music and pride in his Puerto Rican identity to not only inspire the community, but also drive the local economy through his 30-day residency in Puerto Rico this year.
Senior entertainment reporter Antonio Mejías-Rentas recalled that in the past, if Latin artists wanted to enter the mainstream market, they often had to record English or bilingual albums. Bad Bunny was created entirely in Spanish, symbolizing cultural independence and resistance. He pointed out that in the current political climate, speaking Spanish is itself a form of resistance. What used to be seen as a language that identified outsiders is now a symbol of pride in identity.
Frances Muntaner-Negron, a Professor and Director at Columbia University, analyzed that Bad Bunny’s success was not accidental, but the result of the shift in demographic structure, technology and cultural centers. She pointed out that Latinos account for a very high proportion of the young population in the United States, and that technology allows artists to face audiences directly instead of relying on traditional media. She said that Bad Bunny’s works have gradually shifted from issues of gender and cultural identity to exploring social phenomena such as tourism capital, rising housing prices, and forced migration, making his works resonate globally.
Also Read: Here’s the complete list of Billboard Music Award 2020 winners
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