POP’S NEW DIRECTION
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BLACK Eyed Peas
have turned to Latin music because it has become the new mainstream pop.
The I Gotta Feeling trio return with new album Translation tomorrow, featuring collabs with huge Latin stars like Shakira, J Balvin, Maluma and Becky G. For will.i.am it’s a natural progression for a band that always embraces different cultures. Will told me: “Latin music is the new pop. I’m so happy that Latinos and Latinas are shining their light and cultural colour on the whole world. “To have this opportunity to compete and have our songs played all over the world, especially in the Latin community, is special. Black Eyed Peas is all about cultural exchange.”
The album features Spanglish anthems like Vida Loca and Duro Hard, and the band insist this is no fad.
Will said: “If you think about Latin artists of the past, they had to change a lot of their culture to make it in America or Europe.
“That’s what I like about today, nobody is altering things for American success. When you think of global success you think it has to be through the gates of America, that is no longer a myth.
Volume
“Black Eyed Peas have known that as Americans. In 1998 we toured America but didn’t see success until we left America.
“We were doing what J Balvin was doing but on the flip side.
“Now you hear people like J Balvin everywhere – China, France, Australia – places that don’t speak Spanish, it is international.”
First single Ritmo with J Balvin became a Latin No1 and follow-up Mamacita just as big. Will explained:
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ROBBIE Williams is always proud to be a Brit – but even more so when he watches nude Channel 4 show Naked Attraction. Rob revealed on his wife
Ayda’s Postcards From The Edge podcast: “It wouldn’t and couldn’t exist in America.
★ “And in a strange way I sit there, watching it, feeling very proud of Britain when Naked Attraction is on.”
Is that with or without pants on, Rob?