Daddy Yankee

WORDS Dana Shayegan PHOTOGRAPHY EstevanOriol.com
Though reggaeton has reached center stage in the States, Europe, and South America only in recent years, Daddy Yankee has been putting it down for over a decade in his native land of Puerto Rico. He has thus been at the forefront of this genre since its conception. With a catalog that boasts numerous albums, Daddy Yankee has become a power player of not just reggaeton, but the music world at large. His music is no joke, his message is no joke (well, except for maybe his endorsement of McCain), and his fan base is certainly no joke. The dude is so huge we could barely get through to him on a line that was constantly busy from a group of crazed fans that had somehow snagged his number. Despite his explosion into worldwide stardom, Yankee is of a rare breed of musicians that stay true to themselves and their roots. Rather than take the easy leap into the hands of greedy-ass managers and record labels that change their mind every time the wind blows, Yankee is dead set on handling all aspects of creative direction, marketing, and promotions himself. He makes it clear in his conversation with OYE that the thing that has gotten him this far, is the one thing he will not compromise: his music. Enjoy as we sit down and get an exclusive in-depth look into the past, present, and future of this Latino superestrella.
What were the contributing factors to your involvement in music and entertainment? At what point did you stop everything and devote your life to music?
Music has always been a part of my life. Since a very early age I sang for the family. My dad was a great percussionist for famous salsa stars like Ismael Miranda and Ismael Rivera and we have musicians that date back to the time of slavery, where our families would communicate with each other using African drums. Music is in our blood and it has always been a part of me. I was one of the very few pioneers in this music. We began composing with very limited resources; a mic, a turntable and that was it.
But I also had another passion: baseball. I love to play and follow the game and I was very good at it until one day almost 11 years ago. I was caught in the middle of an exchange of bullets between two gangs in the hood. I was shot in the leg. That ended all my opportunities to play baseball. So I dedicated all my efforts to my music and it paid off.
So getting shot was sort of like a turning point for your life and your career?
There really wasn’t any turning point. I’ll tell you what, there really was constant evolution that has brought me to this point in my career. It has been a long and treacherous road. I know I need to continue to struggle, and I know I will never be finished. There is always something that will need to be improved, and I have made the vow. You can see it in my music. I know I am much better than I was years ago, and I know I will be much better years from now.
What type of music were you making before reggeaton?
Before I did reggeaton I was doing hip-hop here in Puerto Rico.
What do you think sets reggeaton apart from other types of dance or club music?
What sets reggeaton apart is that it has other genres of music all incorporated in one. Reggeaton is a hot Spanish-language fusion of rap and reggae with roots in Puerto Rico. It’s fun, exciting, and very Latin. Reggeaton has everything in just one type of music: reggae, rap, hip-hop, and salsa at the same time. It is a force to be reckoned with.
With reggeaton taking over the charts, what do you think will happen to salsa and merengue’s popularity?
Every genre has its fans. Salsa and merengue are part of Latin music. In fact, reggeaton includes salsa and merengue rhythms.
Where do you think reggeaton is going?
I compare this genre to hip-hop. American hip-hop was a musical genre highly prejudged all around the world, and right now it is one of the most successful musical genres in America. Spanish reggeaton is on the same path. For many stateside Latinos, especially for the Hispanic youth, reggeaton has been a way of connecting to their culture. This genre is the bridge that was missing. A new generation is here, and they are looking for music innovation; reggeaton is giving them that.
How did your music first break in the States?
In the mid-nineties I started traveling to New York because there is a large Puerto Rican community there. They related to my music and little by little they began to share it with everyone. Suddenly you had everyone singing my music. I consider New York to be the bridge that took me to the rest of the world.
Why do you think America finally responded to reggeaton?
Because of the rhythms and because the American public can perceive what is real and what is not‚—and my music is real.
Do you change your music or songs when playing for American audiences as opposed to Puerto Rican or other Hispanic audiences?
Absolutely not. Even if you don’t understand the lyrics, you can feel the essence of the music. My music is pure.
Going on tour, what is the difference in reaction you get from performing in the U.S and in Latin America?
I really get the same reaction everywhere I go. I can feel my fans admiration and positive energy, and that is what makes me want to continue to give them everything I have and exceed their expectations every time I get on the stage.
Even though you landed a big distribution deal you still do your own marketing and promotion. Why is that important to you?
A long time ago I decided to do the work on my own, be my own boss. I do everything through my own label, El Cartel Records, and my own publishing company, Los Cangri, Inc. On a major label you let them have control of your career, which is dangerous because there is nobody better than you who knows how to control your career or knows what needs to be done. So I do it by myself and I love it. I was born to be a leader not a follower.
“Gasolina” blew up so huge on the charts and the club scene, but a lot of people don’t know what you mean by “Dame más gasolina.”
It refers to those who like to go out and have fun. It’s a famous Puerto Rican slang that our parents used to use a lot when there was a chick that liked to hang out and cruise the scene. They would tell her, you really like the gasoline (metaphor for the car and cruising).
What is the driving inspiration for your music now, and has that changed in light of your success?
My fans. They expect the very best, so I strive to give them only the best that I can give them. My success only makes me want to strive to fulfill their expectations.
Given the accomplishments you’ve made so far, we assume you have to find some new goals. What do you have your sites set on for the future?
I want to launch an apparel line under my label and continue to conquer the world with my music and rhythms.
What advice do you have for Latino men in the U.S.?
Be true to your roots and your heritage. That’s what sets us apart from the rest. And respect every time
**oyemag**