In the 1990s and into the early 2000s, the U.S. experienced what it then called a “boom in Latino music.” Artists like Shakira and Ricky Martin topped U.S. Billboard charts for songs like Whenever, Wherever and Livin’ La Vida Loca. But Latino artists had to cater to an American audience. Meaning, they had to sing in English. “ That was the case all the way until Despacito,” said Manuel Abud, CEO of the Miami-based Latin Recording Academy.