The rise of Latin music into the Western mainstream is the clearest example of this, a phenomenon that has irreversibly changed the global music business in only a few short years.
Altur Santos
Reggaeton, a cross between reggae and rap, is a music genre with Spanish-language verses and Caribbean style that has swept Latin America, the USA, and the rest of the world.
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The growing emergence of fusion genres like reggaeton shows that today's music scene is evolving into a truly global one. Forms and genres that may have stayed within their local community before are now expanding far and wide thanks to increased technological access, globalization, and immigration.
The rise of Latin music into the Western mainstream is the clearest example of this, a phenomenon that has irreversibly changed the global music business in only a few short years. The internet has brought diversity and freedom to the music industry since the turn of the millennium, enabling self-reliant artists, and experimental music to develop and flourish like never before. Because of the simplicity with which music can now be discovered and transmitted, the artistic landscape of the twenty-first century has become truly global, with audiences from all over the world connecting with artists from all over the world. This rise is mostly responsible for the surge in popularity of Latin music.
Superstars like Daddy Yankee, Don Omar, and Ivy Queen are well-known around the world while aspiring musicians use new technologies to produce and distribute their music. One aspiring new musician who emerged from nowhere and has taken Reggaeton music by storm is Robert Arturo better known by his stage name Altur Santos, is a Dominican Reggaeton singer and lyricist. He composes optimistic, upbeat, soothing music that motivates people to pursue their dreams.
At the age of 11, he started learning music, particularly the saxophone, and by the age of 15, he was already performing and recording music. He started writing and releasing reggaeton music at the age of 21. His mother, Ana Gil, was a huge inspiration for him and was an acknowledged trumpet player who performed with many talented Dominican Republic bands.
Altur Santos’s musical talents were highly sought after in the Dominican Republic early in his career, and he performed his saxophone talents through a number of resorts in the Dominican Republic. He is also known by his stage name "Robert Sax".
In November 2019, Santos released the song "Amore Criminal" along with a music video of his own which become rad among his fans. The album combines POP and Reggaeton styles. His other songs Baby love and Solita proves that it was not a beginner’s luck of a work of sheer talent and hard work. He has grown immense popularity on various music streaming platforms and social media.
Altur Santos' music is described as "Latin Reggaeton and Urbano." He combines pop and trap elements in his music. Justin Quiles, Mozart Lapara, Faruko, J Balvin, Ozuna, and Maluma are among the people who have influenced him.
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