Reggaeton still evolving from hot new thing

By Leila Cobo

MIAMI (Billboard) - For a while, reggaeton was the new wunderkind on the musical block, a genre so different and powerful that it made the mainstream sit up and listen even if the lyrics were in another language.

Now, for the first time since 2005, reggaeton has seen its fortunes decline, although not nearly as dramatically as detractors suggest.

Reggaeton -- a mix of dancehall, tropical and hip-hop elements that began as an underground musical movement in Puerto Rico -- has remained a relatively stable niche within the U.S. Latin music marketplace. But a niche it is, with a market share far more modest than that commanded by regional Mexican music or Latin pop.

On the other hand, reggaeton is undergoing a musical change, from its straight-ahead street beat and raw production values into more hip-hop, pop and R&B realms. It's a mix that can no longer simply be called reggaeton.

In the process, it has opened the door for a fledgling Latin urban music movement that simply wasn't commercially viable before.

"What I see is an evolution of reggaeton, and those who stayed behind, stayed behind," said Edgar Andino, who handles Wisin & Yandel, one of the top acts in the market. The duo has recently recorded singles with the likes of David Bisbal and Gloria Estefan, among other mainstream acts, and is readying a new studio album for release in November.

FEWER BUT STRONGER

Labels aren't signing reggaeton acts or releasing reggaeton albums in the sheer numbers seen a few years ago, but those acts that have remained in the market, Andino said, are doing better than ever when it comes to earnings. "Our world is expanding," Andino said.