Me, Scotra son Sonis, I'm gatta.

I'm an executive producer, Reggaton historian, Osa, the culture's favorite Regaton historian, lecturer, entrepreneur and recording artists.

And this is reggaetonta.

This is a space where I'll be interviewing artists on culture, music, politics, and sometimes we even get personal yaka flows spanguish Laan is that this is the language that best.

Reps Us Latinos by Akitamo every week right here.

Make sure that's happened.

Felis Annos mit Gora son Sons.

This is the first episode of the year, and I'm hyped twenty twenty six is gonna be a great year or else.

I know we're all in shock because Trump just unconstitutionally arrested Maduro and not Natan Yahoo.

But hey, Balante twenty twenty five was amazing for Latin music.

Five hundred million dollars was generated just in the first half of the year.

I'm still waiting to see what the second reporting was.

Maybe I missed it, which is faster anyways than the overall music market, which is my entire point, and that saying a lot in twenty twenty five for the first time in thirty five years hip hop wasn't in Billboard Hot one hundred's Top forty.

That both excites me and terrifies me because hip hop influences so much.

So kick into the sires.

There's so much going on in hip hop that is making people question what's up next.

I think of Cardi and her upcoming tour and the pressure she must be under.

I also think about the fall of Nicki Minaj, which, honestly, I know people making jokes at all, but to me, it's just really sad.

I don't relish and seeing a black woman fall.

Sorry, not sorry, That's just how I'm wired.

Granted, the things that she's doing is egregious.

I'm not saying that she doesn't deserve to fall.

I mean, they have to be consequences for your actions.

I'm just saying I'm not happy about it.

Okay, what that said.

There were a lot of wins for Latin, but Bunny brought in seven hundred and thirty million into Puerto Rico and is doing the Super Bowl next month, is nominated for I don't know how many Grammys at this Pointra Cattle, g Raao all had an amazing Your Thumbiang dambien, which honestly is capturing my attention right now.

It's that YouTube isn't reporting to the Latin well, oh, say to the Billboard charts anymore.

And I'll be honest, I'm curious as hell to see how that affects Latin music because saying the quiet part out loud is that subscription based music isn't bought in Latin America like it is in the United States.

I'm gonna repeat that subscription based music isn't bought in in America the way that's bought in the United States.

In other words, you know, us Latin, that's how we're doing metrics.

But Latin America people are watching YouTube, people are listening on audio mac, people are on Suncloud.

Those are like the main platforms for Latin Americans.

Why because they're free ten dollars is I don't know how many pessels in dr and then never mind Columbia, never mind Mexico o Gastan for them so and which is understandable.

It's a different economy, right.

So with that said, I'm very curious to see how this is going to affect the game.

And oh boy, the smoking mirrors of the industry, but I'll focus on the facts and what people are doing right like today's guests me, it's gottas and arts.

For all the reasons, I wanted to kick the gear off with an interview when Natalia.

She's an amazing fan, professional in Latin music, the CEO of a limited bass and has worked with talent from different backgrounds in the sense of management.

She's a star, extremely kind and a professional on the rise.

Let's get into what she has to say and some of my songs in the La La last segment afterwards, Aki, and.

That was Clevelander is up my rebeach ho to the Clevelander.

Hello, Hello, Hello, Ghatta by pin Alfinos and Towns.

Oh my god.

We've been playing like tag for like that's all yeah, but I finally got her in this trend.

I'm like so happy add those superbian supercon.

Experience, Yes, felty us and.

Like I'm so proud of you, like I want to like, your work is amazing, You're working with big artists.

Like lem.

Your programs momentos, but go to let's get it me and morn I mean, I will let you tell it.

And for those who are listening, Andre like what what does she do?

What's going on?

Let's get there.

She is the proud owner of a limited base.

Please tell us more.

In oa background, they're like, hey, it's okay, it's unlimited man so as who started started baby do a ya braso a limited comments so the management project management.

Rabo and ton says as Pierre m Paso e o em ca them said al comchos atta theat c C and praves gaps com como art type and dimipos externals.

You know, then you're keeping pelias know telra lok sa I.

The art gradigo I mean ar cradigos josea business a coon cradio pet.

Organisa, identify Gresa partnerships that you know, so through some management group.

Either most different services, the man o, the persona management team.

It's just one person.

It's not you have a social media manager, you have the buku manager, you have a brand manager.

Opinions for.

Medio Salusino, Bersona, thank you, Soto.

Arias not the projecto.

Oh my god, so much, so many layers, so important, fussy and.

Like the persona like it's like so many different titles that really like are behind the artists and that make it so that you know these schedules gonna happen.

But you see what you see, yes, that we can enjoy what we endure, so honestly you because it's not easy.

It's a lot of personality.

What's your personality?

I think that's the main laria the control.

Control and the momento cassos kail.

We probably manhwere.

Can not.

Relasium easy and your party for the person and personally to.

A b.

A lot of like emotional intelligent we see and okay, like awareness to be no like no can can know.

And it's like time that's money is ment like kulas affects of like of of this process the processor or the luce lota my process me processor.

Pmener driven canto nulla music musical.

Like a equand musicao.

Min can vio como to parametromparadi the opportunia but as a moment documents so salito o l big big bank called ok elbla musica Latino port baboni, the ba being to influence at the the art Latino co Indiana represent them.

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In and taste and tango dramas and dutri I me Andy processo I past main canto there Sergio then travel nevosiel jonasona persona Como corporate style.

Me not the persona and Pu then contra unhappy medium and loke persona and neoso local.

Canta il Brasiloa medicina eramienta o yo persona.

Difficas a different momento partientific no wow cosona concerto as process of way, so ja persona.

Tantas arias where DEMI process process.

It's still going.

Yeah, I love that.

I love that.

We'll be right back with more after these messages, as you can know, same way.

One thing I do want to know and make very clear is that and Mendos and Londe don't know luga right.

Likenantees it's here to stay, Yes, Boso yoo is one dame, I like you.

Know coming was like I don't know.

I would just love to hear like your take on like how how that is now because this is very different from what it was even ten.

Years ago, or you know, you know you experience yeah in La barde actual, but.

Jobuka I didn't have a joe is at first over the from Puerto Rico com.

Music that was not past com don me miraj a I rentef and it is a moment co India now and.

Esp as a momento a e c F Joe prea look at Urica, j Condra, I can beat it to I should be.

There, Yola the yeah, the problem.

Okay, p and sola musica whereas you will need choke other persona reto o endava.

That's gonna stay forever in la Sandre, Ladino, in Ladino, and that's always gonna be there.

To sa.

Mas de la musica, Loo explorera cosa perros.

It's gonna be in your blood forever, you know.

Yeah, al Lamia, I think renam bim.

So esperto Ricana Orlina you met here like you know Senator Base and.

Senator nodded Base ANDAs and I was like, what does a conversation But commun like that has been coming up a lot.

It's like the seal come ma.

Andasio that has been noted shout out to for harmony.

Okay, okay, you know.

Like there's like this this there's like a disconnect on the can that's connect okay, okay, okay, Star and and then movie mento star No I see bloom, it's.

Not helping the movement, Okay, So like I don't know, I want to see elimited beers in these areas because yeah, I feel like you can fix it.

Girl.

Yeah, yeah, yeah, I think.

Perspective hydque no no nothing, no no.

Joe conto person Joe to person joke and.

The guitar com bien tien vercho.

That's musica yea musica gave marais So what do you say that in mass mass artista the sua a e s part dela persona and on controls in controls, So pick to supersona com com b persona.

Am corrio pero ky okay, so must be and loke.

Lady no carola no okayami al goo okay, Baba sahands damasi areta.

Lata i guando give a lot ya not ferencia a tak you know sa movies di jo and I groy misses l mi personae bl como you know regnant yeah.

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M I'm living I'm living my dream by my flas No it's honey miss any you know or know and contronto many Yeah, okay, that that's something good sale.

Person secause it was a refectmino okay, can cannot.

But can Lutria and like your less.

Super Kira mass by Lutria Ma personas ann and yeah Utriasi complementary ka okay okay, well Joseph and pro limited this and banam and is plant Michael is what you is the man i jo not project Musica Momento and musa.

M posies mucho balor musical.

Not not no u to.

Puerto Rico.

Americano is the central catam and get part oula plata forma italy ito a sa plata forma and p in perto Rico and don't says a ready.

Conversa and wow c como.

And yeah qu implemented it can that's going to be my second market limited yatas Puerto.

Rico serviceius where then Tro Puerto Rico.

And Puerto Rican Plano, the trol Grupo.

West Nottro Proximo America Explorer.

I know.

Late last week she's one of my favorite creators.

A dam being maspect Merca and Renana beats shout outs to to two beats is Amo and Colombia Come America America.

Yeah, it's exciting.

No, yeah, I'm excited to see that, like s you can to me come Opa and all togethers.

The knowers and business woman and like all of that was desperately needed, like for the people to hear and to learn from.

But it's like like, okay, Natalia, we literally been playing tag for a year, like a year, Soto.

Natalia, Like, how do you take care of your mental oof?

I wake up early, Okay, I wake out.

That's my medicine.

Okay, hell set, heart set, soul set, mindset.

So I like that hell heart mind sad So okay, I'm adopting this.

Yeah yeah, I I learned that from a book.

It's called The Five Okay, okay, the next.

Lamp and saw.

My body is like on Caribbean time and like I'm like, okay, six sixteen.

Every freaking day, it's annoying.

You've got sorry.

Almi al Mundo as a quart check marks par me okay.

The area, Joan, I want to look at the annex guild Rabbio and Trinard.

Mimo.

Then you understand.

Lab look and cala is domas call lad Heart said, my familia.

Look at you.

Then then Abarte.

S the facsa perrow.

Fuzzy and until you scarve, you're you're never gonna know.

So my simple songs that check my aunt that al Oh my god, I'm learning so much and I'm definitely stealing that like it's it's mine.

Now what's anomeother book?

Five pm plug I'm buying.

Oh my god, we don't how much sand loss, but I mean we're in a world right now where you know, I don't bando side.

And like one thing that's like running through my mind is not just how we take care of each other, but like also how we put our best for forward Puerto Rico, of course, and.

I was very much.

I want to buy one way going back Pero no and Puerto Rico and themo of like progress.

And you know where you are with that because Alexi Panzai Guisano said, La peru loo.

Is ca.

Math and not you take and sarke a Puerto Rico and Puerto Rico, controlla intellmente mocha person and Puerto Rico and song we'll be back with after these messages.

Do not move not.

Just bestest benoltica como tila persona, no represent an.

Undesa gonna do vento in Puerto Rico, ke quy song and tales.

Now affected affectors you know affecto and I mean Ltica Puerto Rican super There is no power at d n a so I tita so so musico so coreo the musica so as a's a the grog influence a mutual Puerto Rican You log pienza a jog bien proxima and na the mucha musica k Q Puerto ricohomas and alto croke and.

Know not coming contral.

Mungo il calor s local in Puerto Rico creoke No, the perspective alves the persona sientif meets the the American ladino croque, the moss loperto musica con para para erfic persona barake.

Tail.

Okay yo, you're playing like like I have learned so much from you, Like like I am so proud of you.

I am ruining for you.

You're stuck with me.

I hope you know that mihn Wow.

Natalia is really a gam There's so much to take away from this.

I'm particularly stuck with her business acumen.

It does have a me hand.

And with that said, persona, I I I don't care.

I have a litmus test about people because and persona with that sign, Nataria is a super super heavy panos through the great point of my amazing friends shout out to Stephanie, and I think that, honestly, she's someone that I admire very much.

I love what she's built.

I love what she's building, I love how.

She carries herself.

She's someone who I respect, and I don't say that about a lot of people in this industry.

With that sign, it and the Latin boom ya aki and it's la.

La la.

Way la la la.

Two episodes ago, I did my.

Reggaeton Christmas wishes were I went off on what it is that I want to say for the New Year.

So I'm not gonna do that to you.

You want to hear my wishes, go listen to the episode.

It's kind of bombed.

I went off like they're really good wishes.

I promise.

What I do want to talk about is this Latin boom because no, it's no exaggeration.

YouTube will not be reporting to the Billboard charts.

So I just want to say this.

This is I guess my analysis of that and also my.

Because I know I've been talking about dropping my music throughout this whole podcast.

Y'all don't listen, y'all don't believe me at this point, but guess what, your girl got a manager.

It's happening.

I'm excited.

We had a plan, we got the music videos, we got the visuals for the girls, and the girls I'm excited.

So really I'm projecting.

But also I hope that I parted me listens to this advice that I'm about to give because I'm gonna need it myself and every grain of good advice that I can come across.

With that said, this Latin boom miscod has some Sonys.

Music is not what it used to be.

Back in the day, there used to be an rs artists and repertoire people who literally were dedicated to making sure that an artist has what they may need, whether it's hair, makeup, styling, a publicist at a videographer at the and the music aspect of things, organizing the split sheets, organizing who's gonna go on the track, organizing at their you know, like.

Who's producing part of the whole shebang, right, A and RS.

Really deserve all the credit that they can possibly get because they in a sense are like executive producing an artist.

And from experience and observation and a lot of my friends we are rs.

There's like so much that goes into it.

It's like insane that they're not considered managers because in my eyes that's what that's a part of what they do.

No disrespect to managers though with last said, there is no A and ring in.

Music now.

For you to make it, you have to go viral and a label sees you.

Oh my god, that's great.

Uh, let's talk something out.

Maybe I am.

Maybe there's an advance, Maybe there's no advance.

Maybe it's marketing support.

Guess say there's some sort of contracting.

And the entire point is the artist has to be prepackaged, like made into a product of their own doing in order for a label nowadays to even want to get involved.

And that's okay.

So the other thing that's going on right now is that more and more artists are choosing to be independent.

It's not popular to sign to labels anymore.

In fact, it's like, if they're gonna sign, it has to be worth it.

So I kind of love, not gonna lie this whole new realm of transparency.

At the same time, I'm just kind of like, oh my god, artists have to figure out their resources.

On their own.

So artists who really want it are the ones who are really gonna get it.

And that's something that I've been observing as I've been cultivating my own path.

You know what really blew my mind the other day I learned this, like the other day that Kolani.

We all know who.

Kilani is, right, shout out to Khlan.

I hope I knew her one day and interview her one day or create something with her one day.

But Kialawnie, who's an amazing artist.

She's on Cardi B's newest album at the you know, she charted for the first time ever, and I've known who she is for at least ten years, And like this, I think is a great testimony for example, Okay, study guess so you don't know the perfect words like what it is that it takes for an artist to like really get in not just into their craft, but into like the mainstream and have to stick it out.

That's a level of I don't know if it's not just dedication, it's just a matter of like wanting it that is necessary, that's required at this point in order for an artist to like even engage and not just for the public to take them seriously.

But the industry that I'm being so like, that really blew my mind because I'm.

Like, oh, she got sounds it.

I think I met her or was aware of her artistry with that song that she has Chance the Rapper.

I was in college.

That was a long time ago, and so for the fact that she just charted now, I mean, and I thought she was like famous, famous, famous, I mean she is famous, famous, famous.

Do you see where I'm going with this?

It's got sons so nice.

This Latin Boom, which let me also make a joke off of that we've been booming for years twenty twenty Latin Boom, twenty twenty one, Latin Boom, twenty twenty two, Latin Boom, Dantos booms, your smeal, I don't know why that's a term in the industry.

It kind of like makes me laugh kind doesn't understatement.

This should be killing me, y'all killing me?

Dumbo booming and don't say I would get Tamba booming and ben right the lane passau I am, you know, piggybacking off of that episode where I listed my wishes, which I still encourage you to listen regardless of what I'm saying right now.

These are some reflections of the industry that I honestly I I give me anxiety as we're booming, right, We're booming and the dollars getting bigger, but the representations an't getting better.

I see more black women in music videos.

I love that than because how are we the muse for this genre but we're not seen visually?

The fuck out of here?

That's crazy.

There's that, But what I'm speaking to specifically is that there aren't a ton of black and that makes me cry inside and outside.

I don't intend to save any industry.

I don't intend for none of that.

I will shut out Gladly should pay attention to Lacely, shut out to Lacey.

She's a very cute Dominican girl artist from the Bronx and her music slaps.

She has a song with Sista.

And the next is an artist that I've been paying attention to, I guess, but.

I like her.

She just did a show sold out in Solbs.

That's something paying attention.

I'ma I'm gonna keep it real with you, chief.

That's it because again, what I just said was reggaeton.

Now, if I was to mention other artists of other genres, of course, shout out to Goyo, shout out to Pame, Shout out to Yendri.

Black girls, black girls, black girls, not an artist but a DJ.

Shout out to DJ and Bona, which I mean, we need more after latinas in DJing as well.

On that note, Dana Lu did a cosmic Dios black Daria, Oh my God.

In sequest, Courtney so freaking talented.

I'm obsessed.

I met her in La.

They don't aga.

I love your girl, You're really sweet and talented.

Most important, it's.

Gotta son sonas as the Latin boom is booming, get over because he can do, especially in this genre, especially in this genre.

In twenty twenty six, I want to see more black girls.

I want to see more, even more dialogue with the producers who make our music come to life.

I think people are genuinely frustrated with this whole dichotomy of like artists not using their voices for topics.

But I'll be honest with you, I don't I've said it before jokingly, I don't know how many times, but I'll say it again.

I don't want to see Bob Been talking about a latinida.

I don't want to see these blank ethos talking about that.

I do want to see them use their platforms for good and what does that mean passing the mic bro I don't know how many sound bites exist with me saying these type of things, but I know.

It's a it's a lot.

At this point, I need to like organize a real but as we're booming, I want us to not lose sight of the roots.

I want us to not lose sight of who's getting the dollars, of who's representing.

I want us to make light of the amazing business decisions that are being made by people who are not always in the mainstream.

One of the favorite components or aspects of my Top Reggaeton Songs of the Year list is that I feel like not nearly half of them even charted bro and by that are they considered underground.

I think there's levels to underground.

I wouldn't necessarily call them that, but my point is that there's so much talent and I feel like we ought to be paying attention.

With that said, that's really all I have to say.

Let's boom, and let's boom correctly, and let's look out for each other.

You see it's Goda Son Son Is that's it for this week?

Mascottas on Sons.

You know what time it is.

It's time by Las Flores Regata Go.

Lagata is an Heart Media production co executive producers Media shout out to my production assistants Nao and Kayla Ecleston, my composer Habbi Vibes.

I'm your host and co executive producer Lagata.

See you right here next week and Regatallagata thank you for listening.