"Despacito" was just the beginning.
When the inescapable summer smash from Luis Fonsi and Daddy Yankee (and on the remix, Justin Bieber) finally fell from the top spot on Spotify's Global Chart, it was replaced by another unshakeable, Spanish-language, reggaeton pop hit, "Mi Gente" by Colombia native J. Balvin.
"Mi Gente" is the third-fastest-growing music video in YouTube's history, and the fastest-growing in Spanish. With a pop-radio-ready remix version reportedly on the way (allegedly featuring an English-singing A-lister), the song, and J. Balvin's popularity, are poised to get even bigger.
He ultimately proved he's ready for that moment at the Riverside Theater Saturday, although that wasn't readily apparent at the start of his 90-minute set.
Four dancers, wearing gas masks for little discernible reason, struck ominous poses during "Veneno," the sparsely-produced, ego-stroking opener off J. Balvin's latest album "Energia." The track was basically over by the time J. Balvin nonchalantly strolled onto the stage to pick up a few verses.
The mellowness continued on another "Energia" track, "Safari," a simmering dancehall swinger produced by Pharrell Williams. The dancing crew was still present (without the masks), but they still weren't dancing, but instead, mimicking J. Balvin's lazy, machismo-flaunting shuffling and head bobs.
There's a fine line between keeping it cool and being too cold, and J. Balvin too often resembled the latter Saturday. That was clearest during J. Balvin's sleepy "Latino Remix" of "Sorry," which was missing the regret and resonance Justin Bieber brings when performing the original.
J. Balvin did find ways to use a more reserved stage presence to his advantage, like when the five-piece band broke down "Bobo" and slowed down the beat, allowing J. Balvin's smooth vocals to casually take control. He strategically selected optimal moments to dial up the energy, calling for a countdown and clap along during early set highlight "Otra Vez"; and complementing crowd-consuming trap beats with low-key but effective swagger for back-to-back remixes of "La Ocasion" and "DM."
The biggest moments smartly came near the end of the show, the volume of voices surging across signature mid-tempo pop hits like "Ginza" and "Sigo Extranandote," building up to the main event, the Willy William-produced "Mi Gente." Its title translates to "My People" — "My music does not discriminate against anybody," J. Balvin sings in Spanish — and the unifying, mesmerizing beat by Swedish and Congolese artist Mohombi put those words into practice.
But halfway through, the music stopped, and J. Balvin froze, cheekily lifting his eyebrows. Starving for the beat, the crowd's roar was humongous, and J. Balvin, elated and overwhelmed, charmingly broke his composure, and obligated the demand with an exuberant finish.
More than just an exciting show finale, the "Mi Gente" performance seemed to symbolize an exciting new chapter ahead, where reggaeton's greatest songs are universally embraced, and J. Balvin, deservedly, becomes a crossover superstar.
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RISING STAR, LOW TURNOUT
Latin acts only started making a more concerted effort to tour secondary markets within the past few years, and we're seeing that play out in Wisconsin. An ambitious Latin music festival, Los Dells, took place outside Wisconsin Dells last month, while PTG Live Events — which manages the Riverside Theater, Pabst Theater, Turner Hall Ballroom and the Back Room at Colectivo Coffee — has doubled its Spanish-language offerings, from seven last year to 13 to 15 this year.
Considering the Hispanic population is the fastest-growing segment in the state and country, the instinct to book more Latin shows makes sense, but the demand for concerts at this point may not be there just yet. J. Balvin is the most "in" Latin artist PTG has booked so far, yet only a third of the Riverside, at most, was full, despite an optimal Saturday booking.
The show may have been too costly for consumers— $45 to $90 a ticket — and its possible PTG may have missed some marketing opportunities.
More On Music
Find out about the week's must-see shows, concert tickets and more in the newsletter "Piet Levy's Music Picks." Subscribe at jsonline.com/newsletters.
Piet talks about concerts, local music and more on "TAP'd In" with Jordan Lee, 8 a.m. Thursdays on WYMS-FM (88.9).
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