Colombian singer J Balvin and French producer DJ Snake premiered this Wednesday, July 2, their new collaboration titled Noventa, a nostalgic single that mixes contemporary urban sounds with the explosive vibe of the 1990s. The song, which is already available on all digital platforms, will be part of DJ Snake’s upcoming album Nomad, scheduled for release later this year.
According to the official press release from its promoter, the track evokes the “colorful chaos” of the nineties, an era marked by pop culture, music television and an unbridled energy that many current artists are reinterpreting. With a strong rhythmic base and a production rich in retro synthesizers, Noventa seeks to connect with the audience that grew up in that decade and, at the same time, seduce new generations with a fresh and visually stunning proposal.
Videoclip with a nineties essence
View this post on Instagram
The music video for Noventa was filmed in the streets of New York, the birthplace of hip hop and urban dance.
Directed by a creative team with ties to the alternative visual scene, the video utilizes a VHS aesthetic, grainy filters, street choreography and direct visual references to MTV programming in its golden era.
Even the cover of the single pays homage to the retro logos of the music channel that marked an entire generation.
The images recreate the essence of impromptu parties in New York neighborhoods, graffiti, flashy sneakers and oversized fashion.
Everything is designed to transport the viewer back to a time when urban music was just beginning to go global.
Second collaboration between Balvin and DJ Snake
Noventa marks the second time J Balvin and DJ Snake join forces.
Their first collaboration was the track Loco Contigo (alongside Tyga), which since its release in 2019 has accumulated almost a billion plays on platforms such as YouTube and Spotify.
Buzzy
That song became a worldwide hit that helped consolidate Balvin as one of the main ambassadors of reggaeton on the global scene.
With Noventa, both artists reaffirm their interest in blending cultures and genres.
While DJ Snake continues to reveal snippets of his highly anticipated album Nomad, J Balvin continues to build an international career based on strategic collaborations.
This not only strengthens their presence in Europe and Asia, but also opens new doors for reggaeton and Latin pop in the Anglo-Saxon market.
Why is it relevant for U.S. Hispanics?
For the U.S. Hispanic audience, Noventa is not only an entertaining musical proposition.
It is also a reflection of how Latino culture continues to expand and influence global entertainment.
J Balvin, born in Medellín but artistically formed between Colombia and Miami, represents a generation of artists who have made bilingualism and cultural fusion their hallmark.
In addition, the focus on nostalgic sounds of the 90s connects with millions of Latinos who grew up in that era and lived through the transition from music television to streaming.
This single celebrates that past, but also looks to the future, paving the way for more proposals that integrate Latin cultural pride with international musical innovations.
The track evokes the colorful chaos of the 90s, an era marked by pop culture, music television, and an unbridled energy that many current artists are reinterpreting
