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Reggaeton star J Balvin says Latino roots are essence of his work

Reggaeton star J Balvin says Latino roots are essence of his work

Posted by PanamericanWorld on October 11, 2016

Colombian reggaeton star J Balvin noted in a conversation with EFE that Latinos treasure their "roots," are "proud" of who they are and he's making that the essence of his work.

The artist made that remark while dishing about the "Es Nuestro Momento" (It's Our Moment) ad campaign he launched recently for Buchanan's Scotch Whiskey and which builds on the identity and strength of a new generation of Latinos.

"We Latinos have got more standing in the world," J Balvin said. "Were growing, we're strong and our race is our prestige."

"Like we say in Colombia, Latinos are identified as being pushed ahead by circumstances, then being resilient, adapting quickly to abrupt changes and coming out on top," he said.

In the campaign being rolled out online and in traditional media, J Balvin will debut in early 2017 "Es Nuestro Momento," the song.

Later, music fans will have the door open to creating mashups with the number and also to meeting the reggaeton master in person.

The Colombian is gradually getting back to his normal activities just a month and a half after being in an airplane accident in the Bahamas - from which he fortunately escaped unhurt.

"Imagine, my life passed before my eyes in one second. But never mind, we're here now and I believe it's important to appreciate what we have and to be thankful for it every day," the singer said in a telephone conversation with EFE days after the accident.

"I'm still in shock, it's true. But I'm super thankful to God that we got out unhurt with not a scratch from a really deadly accident," Balvin said at the time, calling what happened a "miracle."

On strictly musical matters, J Balvin said he was very proud of his collaboration with Pharrell Williams on the single "Safari": "It was a blessing, he's like a musical godfather to me.

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