Meet Karol G, Colombia's Taylor Swift

Karol G, a Colombian singer, is often compared to Taylor Swift, and she has made a significant impact on the music scene. This summer, she performed four sold-out shows at the famous Bernabéu Stadium in Madrid, showcasing her immense popularity. While Taylor Swift has been a household name for years, Karol G has quietly risen to the top, becoming the most-watched artist on Vevo, the leading provider of official music videos on YouTube. In fact, her videos have been the most streamed globally for the past four years, with 2023 seeing her videos garnering an impressive 1. 96 billion views. Shakira, another Colombian superstar, followed closely with 1. 95 billion views, while Taylor Swift was just behind them. So, who exactly is Karol G, and what has contributed to her remarkable success? Born Carolina Giraldo Navarro in Medellín, Colombia, in 1991, Karol G has always had a passion for music. At the age of 14, she participated in the Colombian version of the talent show X Factor, but her journey to stardom was not immediate. By 2014, she had moved to New York City to live with her aunt, where she aimed to learn English and pursue her dreams in music. During this time, she faced challenges and even considered giving up on her music career. However, her father encouraged her to keep pushing forward. While in the US, she attended a music business conference in Boston, which proved to be a turning point in her understanding of the industry. In 2017, she achieved her breakthrough with the hit single Ahora Me Llama, a collaboration with Puerto Rican artist Bad Bunny. This success was followed by her first album, Unstoppable, and since then, her career has skyrocketed. Her 2023 album, Mañana Será Bonito, marked a significant milestone as it was the first entirely Spanish-language album released by a female artist. Karol G's music is often described as a fusion of hip-hop and Latin American sounds, with her singing and rapping primarily in Spanish. She is known for her hard work and ambition, and Rocío Guerrero, the head of Latin music at Amazon Music, attributes much of her success to the rise of streaming. Streaming has allowed Latin music to reach a global audience, breaking down barriers that previously limited its exposure. Guerrero explains, 'Streaming democratized the landscape,' allowing Latin artists like Karol G to gain recognition worldwide. Today, more than a third of Latin music is consumed outside of Latin America, and Karol G's listenership has grown by over 250% in the past three years. In the United States, Latin music has become increasingly popular, generating a record $1. 4 billion in ticket sales last year, with streaming accounting for an astonishing 98% of that revenue. Karol G's album Mañana Será Bonito was the most streamed album on Spotify this year, contributing to the success of her global tour, which grossed $307 million in ticket sales. While this figure pales in comparison to Taylor Swift's $2 billion from her Eras tour, it still represents the highest earnings for a female Latin artist. Carlos Balado, a professor at OBS Business School in Barcelona, notes that both Karol G and Taylor Swift have benefited from the growing trend of attending live concerts. He states, 'There's a growing trend where the public considers that part of their normal spending has to go towards concerts. ' Leila Cobo, chief content officer for Latin/Español at Billboard, believes that Karol G has played a crucial role in putting Colombian music on the global map. She asserts, 'I think music is the biggest ambassador for Colombia,' highlighting Karol G's ability to connect with a female fanbase that craved a relatable and fun artist. Cobo adds, 'Reggaeton is super danceable, it's super consumable, it's super youth-oriented. ' Despite her numerous awards and critical acclaim, Karol G has faced criticism for her lyrics, which some deem too explicit. Critics have also targeted her for using the slang term 'Bichota' in one of her songs, a term often associated with power but also with drugs and crime. Karol G defends her use of the word, stating that she repurposed it to signify empowerment. Supporters argue that her lyrics do not objectify women but rather give them a voice. By 2023, Karol G's estimated net worth had soared to $25 million, a figure likely to have increased following her recent tour. In addition to her music career, she has secured endorsement deals with brands like Crocs, Kappa, Smirnoff, and Loewe. Her name even appeared on the front of FC Barcelona shirts as part of a partnership with Spotify. Cobo remarks, 'She's branching out. She's a very bright, inquisitive person and always looking to grow. ' Karol G manages her business ventures through her company, Girl Power Inc. , which also oversees her charity, Con Cora Foundation. This foundation aims to improve the lives of underprivileged women and children in Latin America by providing educational scholarships to teenage mothers, supporting girls interested in STEM fields, and offering financial aid to children's football teams. In 2023, Karol G launched her own record label, Bichota, to gain more control over her music, which is now distributed by Interscope, a subsidiary of Universal Music Group. Despite her global success, there are still markets where she is not widely recognized, such as the UK. However, Guerrero believes that it is only a matter of time before Karol G breaks into the British market, stating, 'It's going to happen. It's just a matter of time.