Bizarrap’s meteoric but unconventional rise signals a shift in the music industry, proving that newcomers don’t have to follow a certain path to find their audience. Find out why he is part of TIME's newest class of Next Generation Leaders
izarrap cultivates an air of mystery, so much so that when he first started gaining popularity, people questioned whether he was a real person. The Argentinian producer and DJ can usually be spotted in the background of his videos, back to the camera, shades obscuring his eyes, giving the floor—or, more accurately, the mic—to the artists he invites on the mega-popular YouTube music video series he started four years ago. “What I like most is that people get to know my music,” he says., 41.
Still, the artist has continued to cede the limelight. “I make music every day,” he says. “I like thinking about ideas for my videos, making teasers. I’m always thinking about the next step.” He leaves clues on social media as to what those steps might be, and who he might collaborate with—although he’s worked with some of the biggest names in the Latin music scene, there are still several on his wish list.
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