"Every six months there's a pivot in the industry, and I see it coming," says the Rimas Entertainment founder and CEO Noah Assad fell first for the voice: a deep bass with the ductile consistency of brown taffy, rapping over sparse trap beats.
Then he discovered the voice belonged to a grocery bagger who called himself Bad Bunny. "Just from the name, I wanted to sign him," recalls Assad, 29, speaking to Billboard from his airy home on the outskirts of San Juan, Puerto Rico, where he is sheltering in place with his wife and daughters, ages 6 and 2. "I loved the name." So does everyone else.
Three years after charting on Billboard for the first time, Bad Bunny is the most successful Latin music artist on the charts today, with 3.8 billion