Tuti Bou, of Sony Music: “Reggaeton Is Here to Stay”

Maricarmen “Tuti” Bou, Vice President of Sony Music Entertainment, asserts that “reggaeton is here to stay” and emphasizes that the genre will continue to evolve with new sounds, “growing more and more.”

“I don’t think it has reached its peak; I think it will continue evolving. Reggaeton is here to stay, and it is being passed down from generation to generation,” Bou said in an interview with EFE. She oversees Sony Music’s operations in Puerto Rico.

Bou recently participated in a panel on the evolution of urban music at the forum “Puerto Rico as a Global Engine of Music and Entertainment,” organized by GFR Media and EFE in San Juan.

In her view, reggaeton is a genre that “has many facets, many different sounds; now with afrobeat, trap, and other influences, it will continue to grow.”

“It will keep evolving and growing more and more, and now you combine it with Mexican music, flamenco,” Bou added. Over her 38-year career at Sony Music, she has helped launch the careers of artists such as Shakira, Ricky Martin, Chayanne, and Elvis Crespo.

Fusion with Other Genres

One of the latest artists to blend reggaeton with salsa and plena—a traditional Puerto Rican rhythm known for its powerful percussion—is Bad Bunny, whose album ‘Debí Tirar Más Fotos’ has become a global success.

Music That Speaks for Itself

For Bou, the key to urban music’s success is “the sound,” which she describes as “cadenced,” making it enjoyable for listeners.

“Language doesn’t matter; this music speaks for itself anywhere in the world—in Japan, Italy, Germany, France,” she noted.

The veteran Sony Music executive emphasized that global music charts, particularly the top 50 positions, include 10 to 15 urban tracks.

“It definitely has a lot to do with the rhythm and that feeling of dance and happiness it gives you when you listen to it,” Bou said. She currently manages the careers of Kany García and Pedro Capó.

Puerto Rico: A Hub of Talent

Many urban music artists hail from Puerto Rico, an island of just over 3.2 million people that has exported a wide range of musical talent—from reggaeton superstar Daddy Yankee to salsa legend Gilberto Santa Rosa.

“I feel it’s in the DNA of Puerto Ricans because we don’t just have these great artists; we also have great athletes, doctors, engineers,” Bou said proudly.

In addition to local talent, Bou highlighted the importance of international urban artists from countries such as Spain, Argentina, Colombia, and Mexico gaining worldwide recognition.

She also celebrated reggaeton’s evolution from an underground movement in Puerto Rico, with albums by DJ Playero and DJ Negro, to achieving overwhelming international success.