从格莱美获奖到超级碗中场秀，Bad Bunny掀起了拉丁音乐席卷全球的浪潮。他是如何一步步打破拉美裔艺人记录，将拉美文化带向世界的呢？
These are the lyrics from Bad Bunny's "El Apagón, or the blackout, one of his most streamed songs from his latest album "Un Verano Sin Ti."
这是坏痞兔的歌曲《El Apagón》的歌词，歌名是停电的意思，这是他最新专辑《Un Verano Sin Ti》里播放量最高的歌之一。
In it, the Latin artist talks about Puerto Rico's power outages after Hurricane Maria decimated the island's power grid in 2017.
在歌词中，这位拉丁歌手提到了2017年飓风玛丽亚摧毁波多黎各电网后，岛上持续不断的停电情况。
But in one small part, he mentions the inseparable rights of reggaeton. But they lack seasoning, drums and reggaeton, If you're hearing that... how you could not want to move, right?
在一小段歌词里，他提到了雷鬼顿那不可分割的魅力。可他们就是少了点味道、少了鼓点，少了雷鬼顿，要是你听到这节奏......怎么可能不想跟着动起来，对吧？
It's such a universal beat.
这个节奏太能让人有共鸣了。
It's almost like your heartbeat.
差不多像心跳一样。
The rise in popularity of reggaeton and other Latin beats has made Bad Bunny a global superstar.
雷鬼顿和其他拉丁节拍的流行，让坏痞兔成了全球超级巨星。
He sold out arenas, top every music chart and made millions of fans across the world.
他的演唱会门票场场售罄，他的作品霸榜各大音乐榜单，在全球收获了数百万粉丝。
But that was not always the case.
但他的巨星路并非一帆风顺。
Human rights.
人权。
For years, Latin artists had to record their songs in English to cross over into the American mainstream.
多年来，拉丁歌手必须用英语录歌，才能打入美国主流市场。
Guys like Tito Puente, right?
就像提托・普恩特那样，对吧？
They had success with the mainstream.
他们确实在主流市场取得了成功。
Going into the '60s, a musician like Trini Lopez, Mexican American folk singer, he had success.
到了60年代，像特里尼・洛佩斯这样的墨西哥裔美国民谣歌手也获得了成功。
Santana came along in the '70s, but as we're seeing, it's mostly crossovers where the Latinos would cross over into the mainstream.
70年代又有了桑塔纳，但我们看到的是，大多数时候都是拉丁艺人主动跨进主流市场。
Artists were really expected to sing songs in English, to make English language albums, going back to even Selena.
市场期待拉丁艺人唱英文歌，出英文专辑，这种情况可以追溯到赛琳娜的时代。
I could lose my heart tonight.
今夜我或许会沦陷。
She's into new sensations, New kicks in the candlelight.
她沉迷于新鲜的刺激，烛光下的全新舞步。
That was the norm for decades, and then streaming changed everything.
几十年来，这都是行业常态，而流媒体的出现彻底改变了这一切。
We started to see a lot more artists who the views on YouTube alone were saying that this artists doesn't need to sing in English in order to be popular.
越来越多的艺人在YouTube上，用播放量证明了不用唱英文也能走红。
The music video by Daddy Yankee, a veteran reggaeton singer, has over eight billion views and counting.
雷鬼顿资深歌手洋基老爹的音乐视频，播放量已超80亿次，并且还在持续增长。
The Spanish language version, "Despacito, is the second most viewed YouTube video in history and it's way ahead of the one featuring Justin Bieber.
他西班牙语版的《Despacito》是YouTube历史上播放量第二的视频，远超贾斯汀・比伯参与演唱的版本。
Turn every situation into heaven, yeah.
每一段境遇都如身处天堂。
At the time, many called the reggaeton crossover a summer hit, comparing it to a set of hits and other one-hit wonders.
当时很多人把雷鬼顿的跨界走红称作夏日爆款，把它归为一时热门、昙花一现的单曲。
But then Bad Bunny came along.
但后来，坏痞兔横空出世。
Bad Bunny only wanted to make music and really, really held on to that,
坏痞兔只想专心做音乐，并且始终坚持这一点，and I think was really steadfast in the fact that he could reach global audiences if he was singing in Spanish.他无比坚定地相信，就算只用西班牙语演唱，也能走向全球。
So he keep doing that, and now he's the most streamed artists for three consecutive years in a row.
他一直这么做，如今已经连续三年成为全球播放量最高的艺人。
Streaming provided access to a whole new audience.
流媒体为他打开了全新的听众市场。
It was the key ingredient for Latin music, especially Bad Bunny, who has more than 18 billion clicks just on Spotify.
这是拉丁音乐崛起的关键因素，对坏痞兔而言尤其如此，他仅在声田平台的播放量就超过180亿次。
Who is this year's top global artist?
谁是今年全球最火的艺人？
But his artistic evolution, collaborations and the things he talks about in his music, from highlighting the effects of machismo.
但真正让他站稳脚跟的，是他在音乐上的成长、合作，以及音乐里探讨的话题。
It's 4 in the morning, and Andrea is leaving La Perla, Many criticize her without knowing her.
凌晨四点，安德烈娅离开拉佩拉，很多人不认识她却对她指指点点。
From gating and talking about your WhatsApp status.
从批判大男子主义，到调侃社交动态、感情状态。
WhatsApp without your profile, She doesn't save my number.
WhatsApp没有你的头像，她没存我的号码。
Topics that have placed him in the American mainstream.
这些日常话题让他真正进入了美国主流视野。
With Bad Bunny's music, there's also a message and an intention behind it and a need to empower the place where he's from.
坏痞兔的音乐背后，总有态度与深意，也带着为家乡发声、赋予家乡力量的初心。
Throughout his rise, he's been firm on one thing -- to always sing in Spanish.
从出道至今，有一件事他从未改变，那就是坚持用西班牙语演唱。
Puerto Rico!
波多黎各！
He told his base that it's a source of pride for him.
他告诉歌迷，这是他的骄傲。
We're doing things in our language, controlling the world from Puerto Rico.
我们用自己的语言闯荡，从波多黎各走向世界，掌控潮流。
But of course, his stage name is in English, something Puerto Ricans feel as an adaptation to cultural norms.
当然，他的艺名是英文，波多黎各人认为这是对主流文化习惯的一种迁就。
But more than fitting in, Bad Bunny has made trends.
但比起迎合潮流，坏痞兔更多是在创造潮流。
This Burberry.
这是博柏利。
From wearing skirts and acrylic nails to dressing up in drag.
穿裙子、戴美甲，用第二性装束表演。
If I like it a lot, I'll use it.
我喜欢就会去尝试。
If I like it, I'm going to use it.
我喜欢，就会去做。
Bad Bunny continues to break gender norms.
坏痞兔不断挑战传统性别规范。
I think there's a lot of entry points for people to become interested in his music, and once he sort of grabs you, it's just really, really good music and it's really fun to listen to.
我觉得他的音乐有很多让人喜爱的理由，一旦被吸引，你就会发现，他的音乐真的很棒，听着特别开心。
One of those entry points is TikTok where he's become even more famous.
TikTok是接触他的音乐的其中一个窗口，他在上面的人气越来越高。
In 2023, Bad Bunny will be the first Spanish-language artists to headline Coachella, and he's also nominated for Album of the Year at this year's Grammys.
2023年，坏痞兔将成为首位登上科切拉音乐节主舞台的西班牙语歌手，同时他也获得了本届格莱美年度专辑提名。
"Un Verano Sin Ti" by Bad Bunny.
坏痞兔的《Un Verano Sin Ti》。
It's, historically, he's the first artist who does not perform in English to get this nomination.
他是历史上第一位不用英语演唱却获得该提名的艺人。
It's a significant moment for the music industry in the United States.
这对于美国音乐行业而言，是意义非凡的时刻。
I think that he's already proving himself to the people, the music business.
我认为，他已经向所有人、向整个音乐行业证明了自己。