by: VsmartLab • 432
With more than eight million albums sold, five No. 1 hits on Billboardʼs radio charts a blockbuster film and four chart topping albums to his name—including the top-selling Latin album of the decade and the top-selling Latin urban artist of the decade according to Billboard Magazine (2010), Daddy Yankee is the single most relevant Latin urban artist in the world. A multiple Billlboard and Grammy award winner who has been named one of the most influential people in the world by both CNN and Time Magazine, Yankee is widely regarded as the artist who spearheaded the popularity of Latin Urban music worldwide. A constant innovator who has expanded beyond the confines of his genre to become a leading figure of urban music, Yankee not only popularized a revolutionary musical style but also redefined the role of the artist as the architect of his own destiny. As the founder and CEO of his own label, El Cartel Records, Yankee single-handedly thrust Latin urban music into the world arena, long before any major label dared take a risk on a musical genre whose appeal was untested. Yankeeʼs maverick approach revolutionized the way Latin music was marketed, promoted and distributed, and his business model has served as the blueprint for countless acts who now helm their artistic and business ventures. Today, Yankee presides over an empire that includes El Cartel Records; a production house; his award-winning publishing; his fragrance deal (Falic); his TV show (with TV Azteca in Mexico); his philanthropic ventures; and his multiple sponsorship deals. Aside from having had his own, successful line of footwear (with Reebok) and having starred in “Talento de Barrio,” the highest-grossing film in Puerto Ricoʼs history, Yankee has also had major branding deals with the likes of Pepsi, Movistar (Chile), ABC and Coors Light.
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