Photo: pexels
Favourite new release shaking and shaping the world lately
Although 2025 has just started, Bad bunny has already gifted the world with a potential album of the year: DeBÍ TiRAR MáS FOToS. As a Latin immigrant, this album resonates deeply with me and fills me with a lot of nostalgia, due to ts sounds, visuals and themes.
The Puerto Rican superstar's sixth album was the ground breaking moment that turned me into his fan the same way that Lemonade and RENAISSANCÉ made me a big Beyoncé fan.
Despite both artists sounding completely different, they have similar purposes and visions: both innovate by experimenting/blending distinct music styles in conceptual albums that honour their culture, as well as use musical genres as political tools that become turning points not only in the music industry but also in history and have done it consistently in the recent years.
In a time when Latin Music is hitting major global stages, instead of partnering with other global stars to expand his audience even more or to explore genres that are popular right now, Bad Bunny turns his back to the music industry and to what is expected of him.
Instead, he turns to himself, in an introspective look at his life and homeland, paying homage to his origins and culture and innovating his own sound.
By partnering with local artists from a San Juan music conservatory to play on the album, as well as top talents from the island, Benito takes us on journey exploring and merging traditional Caribbeans styles such as Salsa and Plena with Reggaeton and themes that celebrate the simple and beautiful moments of everyday life in Puerto Rico.
With the album, the artist evokes fond memories and immerses fans in the island's landscapes and culture, as well as touches deeper topics about the joys but also sorrows of seeing not only himself change, but the place he loves most. More than a love letter and tribute to his home, the album is a manifesto.
Another innovation of this work is that Benito teamed up with historian Jorell Meléndez-Badillo to unpack Puerto Rico history and create a historical guide about the island and its economic and cultural exploration (and its resistance!), accompanied by visualizers and a map that connects each song to a historical or cultural place in Puerto Rico, creating a sonic and visual journey to his birthplace that allows fans to connect with it.
By turning back to himself and to his homeland with his heart open and no expectations other than honouring his culture, denouncing its exploration and delving into his feelings, Benito ends up achieving unprecedented success. Several of the album’s songs topped charts around the globe, including in countries and markets that he could not reach before such as Germany and Brazil, as well as viral TikTok trends being created with his songs.
Music predictions for 2025
Music will continue to play a big role in advertising
Last month I wrote a recap of 2024 and dove into why and how music is becoming bigger than ever, including in advertising. This year this tendency will most likely continue and we can expect more iconic collaborations between brands and artists.
In fact, one of my favourite collabs this year is between TikTok and NYX partnering with independent up and coming female artists, producers and songwriters to create a beauty mixtape for NYX Professional Makeup with original songs inspired by their latest makeup products and the brand sound, empowering female representation in the music industry. The NYXtape songs are already out on Spotify and each of them accompanies a music video which can be seen here.
Folk, soul, punk and rock revival
Folk
With the rise of country globally in 2024, I think we will see a big expansion of Americana in general jumping on the bandwagon around the world, including a folk comeback of major artists such as Mumford and Sons, potentially releasing new songs going back to their roots, as well as new artists exploring and reinventing the genre, which can already be heard in Bren Joy’s new single NEVER WANNA LET YOU GO and artists such as Clairo, MJ Lenderman, Beabadoobee and Mustafa, for example.
Another reason why I think folk might experience a comeback is due to the advancement of AI and the collective longing for human touch, raw emotions and storytelling, genuinity and heartfelt comfort that are embodied in folk music.
Additionally, countercultures usually happen in difficult times and with the rise of extreme right wing around the world, we might experience an Americana leaning more towards left, which many modern folk, including protest songs, represent. Folk also brings deep comfort with a tradition of storytellers who turn the struggles of life into soothing melodies. Not to mention that Bob Dylan’s new biopic starring Timothée Chalamet was just released last year as well.
In this sense, on a more commercial level, Clairo, Beabadoobee and MJ Lenderman are the strongest artists to watch this year, bringing a contemporary approach and distinct influences that are completely revitalising the genre, while Mustafa is probably the most exciting not only because of his unique sound - creating his own folk music with soulful melodies and sensibility from a pot of influences from around the globe - including his Sunadenese heritage - but also for his lyrics exploring and criticising the world in all its flaws, such as brutal violence and gentrification.
Punk
Punk, especially female fronted punk rock bands with sociopolitical commentary will continue to grow for the same reason. This is something we have recently experienced and the new music of bands such as Lambrini Girls proves the point. Their debut album is predicted to reach top 3 in the UK charts and achieve global success as well.
Soul/Neo-soul
In recent years we have experienced an exciting wave of soul revival with talented artists such as Jalen N Gonda, Aaron Frazer and Thee Sacred Souls expanding their audience and reaching success on global levels. With the advancement of AI, especially in music, I also believe soul and neo-soul will continue to grow and the scene will flourish with more talents.
Rock
In 2025 we might experience a rock n roll, blues and funk comeback and innovation, but this time it might be big. I think this is possible due to several reasons. First, in 2024 we finally had a guitar comeback with the emergence of a dynamic alternative/indie scene and artists such as Mk.gee reshaping the way we hear the instrument with unexpected tones, as well as Montell Fish and Circa Waves gaining more fans, not to mention WILLOW exploring progressive rock and punk rock continually growing.
However, this prediction gets even more serious with the theory that Beyoncé act III will be indeed a rock/blues/funk/gospel album.
There are several clues that indicate it might be a rock album paying homage to African-American artists, including women that are pioneers and/or reshaped the genre, spotted on several occasions, including Beyoncé dressing up as Prince and Betty Davis for Halloween in 2024.
Besides, amid the female pop dominating the charts in 2024 and last year’s Coachella lineup, we have seen a growing nostalgia for rock, especially 90s rock, with bands such as No Doubt, Oasis and Bush announcing shows and promising new releases such as the upcoming For Ya Love by Cruz Beckham going viral.
Electronic Music
Electro pop, energetic hyperpop and House will probably continue to grow, blending other genres and we can expect fun dance music, especially when the world had a blast with brat Summer last year. Perhaps in 25 our club banger electropop albums will be from Kesha, Lady Gaga and JADE, just to name a few.
Local/regional traditional music and genre blending
In 2023 and 2024 I wrote about the exponential rise of genre blending, including artists such as Peso Pluma and Karol G exploring Regional Mexican Music, Merengue and other sounds blending into their songs that became global hits.
This year, especially with Bad Bunny incorporating Salsa and Plena into reggaeton, we probably can expect a continuous resurgence of these rhythms and growth of more traditional local/regional music with artists blending these sonic elements into more contemporary songs, shifting listeners preferences and reaching global audiences.
As 2024 was the year of Brazilian samples and interpolations being used on songs around the world, this year, perhaps we will see Folclore Brasileiro, Regional Brazilian, Samba samples and the continuous influence of Brazilian music around the world (something I also predicted in 2023), as well as new Latin Pop forces such as Ludmilla, Tini, Bad Gyall and Young Miko growing even more and we will see more up and coming gaining spotlights.
Pop girls
2024 was marked by the renaissance of pop with female stars and their distinct sounds such as Tyla, Rosé, Sabrina Carpenter, Charli XCX, Billie Eilish, Chappell Roan and Lola Young just to name a few. 2025 will likely continue to be dominated and innovated by these and other female artists, including Doechii having more songs on the charts and bringing fresh perspectives to pop/hip-hop music with her unique flow, vocal versatility, commentary and cheekiness.
Bruno Mars
Going against this tendency, we can probably expect a new solo album by Bruno Mars this year and him dominating the charts again. In fact, last year he already experienced a major comeback with his debut album being back on the charts, a successful tour, as well as his two new songs with Lady Gaga and Rosé becoming major hits reaching top 10 globally.
US West Coast Rap
Last, but not least we might see a comeback/dominance of West Coast hip-hop/rap male artists with Kendrick, Tyler the Creator, Dr Dree, Snoop Dog, as well as newer ones such as Zoe Osama, Fase1 and Blxst, just to name a few.