FARRUKO

When Farruko and I linked up, Latin music was still trying to find its digital identity and we built it from scratch. I brought that Bronx grit into the lens: textures, shadows, real light, no filters. He brought the sound of the island. Together we flipped the game.

From Chapi Chapi with Cardi B to Cositas Que Hacíamos, Titerito, Hola Beba, Nena Fichu, Va a Ser Abuela, and Su Hija Me Gusta, our visuals didn’t just play on screens they racked up billions of views across YouTube and reshaped how reggaetón looked online.

Back then, shooting super commercial videos guerrilla style was unheard of. We were out in the Bronx, in Puerto Rico, on rooftops and corners, turning DSLRs into movie cameras and flipping two- housand dollar budgets into six figure looks. The industry asked how we did it the answer was technology, hustle, and a whole lot of faith.

Farruko trusted my eye completely. From styling to visuals to background tour production, we built a visual identity that mirrored his sound raw, soulful, and rooted in the streets. Those visuals became blueprints. They helped define an era.

What started with two artists pushing boundaries turned into a cultural movement one that proved the world was ready to see our stories, our rhythm, and our reality in full color.