X

We say

Early contender for this summer's ‘impossible to ignore’ smash hit is set to be this sexy slice of reggaeton and afrobeat infused pop from urban Latin pioneer Nicky Jam and Colombian singer J Balvin. In its original form, this infectious and Caribbean tinged gem is already a massive and universally adored hit in the Spanish-speaking world. It has so far amassed over 600m YouTube views, over 170m Spotify plays, including reaching number 3 on their Global Top 50 Chart and is currently sitting at number 1 in 10 countries on Apple Music, plus its the most Shazamed track in the world. The track is also responsible for creating its own international viral campaign, the X Challenge that has seen millions of people, including the actor Will Smith, reenact the choreographed dance routine from the slick and vivid Jesse Terrero directed music video. This Spanglish version of X, released today, will further power this track to total global dominance and is destined for UK radio airplay and summer playlists everywhere.

Contact

Label: Hannah Colson, Relentless Records
Publishing: Sony/ATV Sounds LLC (SESAC) o/b/o itself and La Industria Music
National Radio: Leighton & Woolfie, Sony
Regional Radio: Martin Finn
Press & Online: Jack Delaney, Outside Organisation
TV: Claire Close, CCTV PR
Club: Tracey Webb, Power