Daddy Yankee launches new single, “Dura”, which picks up reggaeton beginnings

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Puerto Rican reggaeton Daddy Yankee, self-styled “the boss” of the urban genre, today released his new single, “Dura”, on the radio waves, which takes up the roots of reggaeton.

The new theme of the global icon of the urban genre is now available on all digital platforms, the representatives of the artist said today in a press release.

Billboards’ 2017 Latin Airplay Artist describes “Dura” as “a fun song that feels good and includes old school reggae sounds and blends with the current musical influence.”

Daddy Yankee, the first Latin artist to reach Spotify’s first spot and named Billboard’s best Latin artist of 2017, also presented the official music video for the single today.

The video, filmed in Los Angeles, was directed by Puerto Rican Carlos Pérez, of Elastic People, who also directed the videos of “Despacito” and “Gasolina.”

The video “tries to project images on top fashion, individualistic dance style and beautiful and sincere personalities,” according to the press release.

In the video, also, the message evolves “and becomes a call to action for women to reclaim their space on the dance floor and within society itself,” the text adds. (efeusa)

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