From Japan To Puerto Rico: The Impact of Anime Culture on Reggaetón
Anime is having an unexpected moment in reggaetón culture. Artists are showing us that a powerful audio-visual synthesis is at play when iconic reggaetón beats are accompanied by anime’s striking and unique visual code.
Anime and reggaetón have experienced significant international growth and recognition in recent years. Anime, once regarded as niche geek entertainment in the Western world, has attained mainstream success and attracted diverse audiences. Simultaneously, reggaetón, a music genre popularized and crafted in Puerto Rico [a small island in the Carribean], has experienced a global resurgence, captivating more listeners than ever before.
Artwork by Hiromasa Ogura, Art Director of ‘Ghost in the Shell (1995) for Tainy’s album DATA
Both share a common thread - they have defied expectations. Through their explosive growth, they have become symbols of cultural diversity, and a growing openness to new influences. It is fascinating to observe how these two seemingly disparate worlds have begun to merge unexpectedly. In light of the release of Tainy's new album DATA, sabukaru explores the sphere where anime and reggaetón have merged, pushing the boundaries of creativity.
Artwork from the music video for Spiff TV’s ‘Thinkin’
The roots of anime's influence in Latin America can be traced back to the late '90s. Anime and Japanese culture have always had a strong presence within certain communities, as countless individuals grew up watching anime classics such as Dragon Ball Z, Sailor Moon and Pokemon. Much of this exposure can be attributed to the impact of Locomotion, a Latin American cable channel dedicated to anime and animated shows. From 1996 to 2005, Locomotion served as a platform for groundbreaking series like Serial Experiments Lain, Neon Genesis Evangelion, Super Milk Chan, and Cowboy Bebop. It provided a gateway to a realm of experimentation and unparalleled creative expression, akin to how Toonami captured viewers in the United States.
In recent times, reggaetón has transcended borders, even in unexpected places like Asia - this influence can even be observed in the realm of K-pop, with artists incorporating reggaetón elements into their music. "ANTIFRAGILE" by South Korean girl group LE SSERAFIM features production credits and vocals from Isabella Love Story, a pop and reggaetón artist from Honduras.
Music Video for Bad Bunny’s ‘Bichiyal’
The impact of reggaetón goes beyond collaborations. The acclaimed Japanese singer-songwriter Utada Hikaru, widely recognized for their iconic opening songs in the Kingdom Hearts video game series, even delivered a rendition of Bad Bunny’s "Me Portó Bonito," exemplifying the genre's reach.
Other established Latin artists like Bad Bunny and Rauw Alejandro have incorporated anime inspirations into their work. Bad Bunny's hit song "Yonaguni" [produced by Tainy] not only includes his final verse in Japanese but also integrates anime visuals into his music video. The video for his song 'Bichiyal,' set in the ports of Yokohama, provides a glimpse into Japan's vibrant drag racing culture.
Due to the nature of the medium, this phenomenon is particularly evident in videos. A prime example is the famous anime-inspired music video for "Thinkin" by Spiff TV, which features Anuel AA, Bad Bunny, and Future. Likewise, Ozuna's music video for "Siguelo Bailando" captures the essence of Japan as his bear mascot navigates the lively streets of Shibuya and Akihabara. Rauw Alejandro also stands out as one of the artists in the genre who consistently incorporates anime visuals into his music videos and artwork.
Although some references predate these, there is a noticeable shift in tone. Older references often perpetuate outdated stereotypes, whereas newer artists, who likely grew up watching anime, pay homage to its visual style with admiration and respect. Whether it's through countless Dragon Ball Z custom cars, chains and clothes; Naruto references in songs; or the growing anime-style visuals use at concerts, the influence is becoming more prevalent and appreciated.
Visuals by Deadperrx
In more underground circles we see artists redefining boundaries. Among them is Deadperrx, a Puerto Rican artist who skillfully weaves Japanese visuals and style into their music and visuals, resulting in a captivating fusion. With their debut EP, aptly titled "HARAJUKU," Deadperrx delivers a mesmerizing blend of hyper-pop dreamy sounds. Tracks like "GAS" showcase a vibrant fusion of reggaetón and hyper-pop, offering a refreshing and unique sound to the island's music scene.
In the digital space, artists like Boriwave have been at the forefront of bridging these two separate worlds. Boriwave, a visual artist from Puerto Rico, showcases a remarkable enthusiasm for the fusion of Japanese and Puerto Rican culture. Through their artistry, Boriwave exemplifies the harmonious coexistence of these two rich cultures, creating a visual language that resonates with audiences on a deeper level. Together, these artists are paving the way for an exciting new era of artistic expression.
A Boriwave edit of Antonio Lopez, a Puerto Rican fashion illustrator who is cited as an influence on Jojo's Bizarre Adventure.
While reggaetón is commonly associated with repetitive dancehall beats, there are songs and producers within the genre who have ventured into experimental realms since its 90s roots. From the early days, reggaetón has incorporated samples from the Belgium coldwave and elements of Ballroom and House music, as well as blending Ambient, Pop-punk and Drum & bass influences with its sound, something that throughout the years has only gotten more diverse and eclectic. One of the main producers responsible for this has been Tainy.
Tainy is renowned for his fearless exploration and boundary-pushing approach within the mainstream reggaetón scene. Since the age of 15, the Puerto Rican producer has been the mastermind behind numerous anthems and albums for some of the genre's most influential artists such as Bad Bunny, Rauw Alejandro, Daddy Yankee, and Wisin y Yandel. Unlike many other reggaetón producers, Tainy has also stepped out of the genre to experiment with other artists such as Kali Uchis and Rosalía.
Artwork by Hiromasa Ogura, Art Director of ‘Ghost in the Shell (1995) for Tainy’s album DATA
Tainy's distinct style revolves around his aptitude for blending fresh and innovative sounds with the occasional atmospheric, synth-based melodies that evoke a sense of melancholy with their lingering outros. His willingness to push the limits of what is considered conventional has earned him a well-deserved reputation as a trailblazer in the reggaetón industry.
With the recent release of his new album DATA, Tainy skillfully weaves his signature experimental style into a captivating concept record. Notably, the album features artwork by Hiromasa Ogura, the acclaimed Art Director of Ghost in the Shell. This release marks an unprecedented merging of the anime and reggaetón worlds on a global scale, showcasing a synergy that has never been seen before.
Hiromasa Ogura in his studio
The long-awaited 19-track album features contributions from Bad Bunny, Arca, Four Tet, Skrillex, Rauw Alejandro, and many others. DATA tells the story of an Android called Sena - and Tainy revealed that the album “serves as a series of uploads that ultimately bring a cyborg named Sena to life.”
Tainy creates Sena with the goal of making her as human as possible. He uploads emotions and memories to her mind through his music, which represents the story of our lives by connecting our experiences, emotions and memories. The process of uploading songs into Sena’s computerized mind is a metaphor for becoming human. Each song on the album represents a feeling or memory that Sena experiences. As we witness Sena’s cyborg-human transformation, we reflect on what it means to be human.
DATA embarks on a cohesive and mesmerizing sonic exploration, with bold, ecstatic moments, and intriguing and unexpected beat switches, where glitchy elements intertwine with smooth melancholic songs, evoking a sense of nostalgia while embracing a futuristic sound. It is a journey that is sure to surprise and captivate you at every turn. It showcases Tainy's distinctive style within reggaetón, with the addition of atmospheric soundscapes. Particularly notable are the aggressive, glitchy synthesizers that create nocturnal atmospheres. These elements are most prominent in the perfectly sequenced latter half of the album, where the strongest moments effortlessly weave together and transition seamlessly. Notably, tracks like "Paranormal" and "Sci-Fi" serve as the thematic core, playing to Tainy’s strength as a producer. The overall experience of listening to this album is akin to taking a late-night drive or strolling through wintry Japanese alleys.
sabukaru had the privilege to talk to Tainy about the fascinating story behind its creation.
It's quite unusual to see a concept album in this genre, especially one accompanied by such striking visuals. What inspired the decision to work with Hiromasa Ogura on the album artwork?
As a kid, I remember the first films and shows I watched were all anime. I fell in love with the art form. Everything from the storytelling, the colours, the music. It’s been a part of me and has influenced a lot of my entire life, especially my own art. Seeing as DATA is my first album, I wanted it to be special and true to me. That’s why it was such an amazing experience to work with Hiromasa Ogura, the Art Director from Ghost In The Shell, to create the album cover and supporting visuals. The album narrative of DATA is also inspired by the film to pay homage to Ghost In The Shell.
Other than the influence of Anime and setting the mood for the album, was there another reason for recording in Japan? How did this experience differ from recording and working on albums in Puerto Rico, or in the US?
The album process took roughly 3 years and was worked on all over the world. From Miami, to LA, to Puerto Rico. Being such a fan of anime and Japanese culture, it only made sense to travel to Japan to not only work on a portion of the music but to create all the supporting visuals for the album with local collaborators. For me, growing up with such respect and gratitude for the culture, it was a dream come true to have worked with so many talented people from there.
Could you share the creative process behind the development of this album and how it came to fruition?
The process ranges a lot depending on the idea. Sometimes I’ll be inspired by a random sound or even a machine. Walking through the streets of Tokyo and Kyoto, I heard so many unique sounds that I recorded, some of which have made their way into the album. It’s been a blessing to have worked with so many incredible musicians and collaborators, so oftentimes I’ll make a beat or have an idea then run it by a few artists I feel would love it. From there the process to completion is different per artist but the collaboration is always amazing and what makes each track special.
Besides artists who are friends, most of which you have worked with before, this album stands out due to the collaboration with other non-reggaetón female artists such as Arca, The Marias, Kany Garcia, Judeline and Julieta Venegas. How was the experience of mixing them into the formula?
I’ve always been a fan of their music. Having the opportunity to work with them always exceeds my expectations, they’re just amazing. Each one has such a unique perspective, style, and texture to their voice which truly makes this album special since each track features someone new.
There's also an important step in this album to showcase other artist-producers such as legendary producers Four Tet and Skrillex, but most surprisingly Arca. How was your experience working with them and can we expect more collaborations of this style?
These artists are not only talented musicians but also amazing people. They've inspired me in so many ways so it was very special to have the opportunity to collaborate with them. They really take the work and bring it to another level. I’m always open to collaboration, I’m such a fan of art in general. I'm always looking forward to working with new people and allowing the art to guide me to where it needs to go.
Written by Carolina Mercado.
