J Balvin is ready for the ‘beautiful challenge’ of reinventing himself

Over a decade into his world-renowned career, J Balvin continues to evolve.

The Colombian singer began gaining popularity around 2014 and has since become one of the best-selling Latin singers around the world, winning five Latin Grammys, receiving four Grammy nominations, and collaborating with Beyoncé, Cardi B, Rosalía, Bad Bunny and many more.

Now, as he is set to release his new album “Rayo,” which translates to “lighting,” on Aug. 9, Balvin feels as curious and energized as he did when he started out.

“I always try to reinvent myself,” the 39-year-old artist tells TODAY.com. “I like to explore different sounds and (work with) people who are totally different from what I do, and make sense together. To me, it’s a beautiful challenge.”

In this upcoming album, Balvin, whose full name is José Álvaro Osorio Balvín, says he was “looking for that sound that makes me fall in love with reggaeton,” crediting Puerto Rican artists as his inspiration.

“The genre was created in (Puerto Rico), so it’s beautiful the fact that I’m a ‘foreigner’ that believed in adding something new to the game from a totally different place,” Balvin says, with softness and intention in his voice, his admiration for the genre shining through. “I feel grateful to make that difference because nowadays, I see a big movement from my country, with reggaeton, around the world.”

When asked if he can recall some of his first memories with reggaeton, Balvin eagerly smiles, takes a breath and says, “of course, of course,” going into full fan mode. He excitedly names legendary reggaeton records like Daddy Yankee and Nicky Jam's “El Cangri.com,” Tego Calderón’s “El Abayarde” and Wisin & Yandel’s “Pa’l Mundo” as pivotal in his early memories of the genre and formation as a musician.

Some of the features in “Rayo” include Colombian artist Feid, Puerto Rican rapper Luar La L, Spanish singer Bad Gyal and many more.

While music has been at the center of Balvin’s career, he has also been a part of community initiatives and founded “Fundación Vibra en Alto,” which works alongside other organizations in Colombia to give back to the community.

Most recently, Balvin has teamed up with Cheetos “Deja tu Huella,” which translates to “Leave Your Mark,” in the search to sponsor a “Deja tu Huella Ambassador” — someone who has positively impacted the Hispanic community “by pursuing their dreams and leveraging their talents through art, education, music, fashion, STEM or beyond,” according to the campaign.

The ambassador, chosen by the brand and Balvin, will receive $25,000, meet the artist during Billboard Latin Music Week in October, as well as gain visibility to their platform with a spot on the Cheetos Community College Tour in the fall.

Being a part of these efforts, Balvin says, is a “part of my DNA.”

“When I was growing up as an artist, I had a couple of people that mentored me and guided me in a certain way to make my life easier,” he says, naming his parents as some of the people who have dejado una huella, left the biggest mark in his life.

“My mom, she’s a warrior. She suffered from a sickness for so long, and she’s still smiling,” Balvin explains. “She’s still positive about life and inspiring me.”

“When I complain about things, my mom is the one who, just to talk to her and just to see her, makes me think, there are always things that are worse,” Balvin says.

“My dad, the way he helped me and the way he supported my family when we were so broke. I have a lot of respect for him because me, as a dad right now, I didn’t have to go through that. I’m in a really blessed position that I didn’t know I was gonna be in. (I look) back and see my dad, he struggled. I have so much respect for him and my mom.”

Collaborating with this initiative also comes from a personal place, with the snack also being a part of his everyday life.

“The last time I was watching a movie with my son and my wife, (my son) Río was stealing my Cheetos. So I had to get another bag for me and one for him,” Balvin says, later adding that they were watching “Madagascar.”

Balvin has been in a relationship with model Valentina Ferrer since 2018. The couple, who have not confirmed they are married, welcomed 3-year-old son Río in 2021.

Expressing gratitude for his family, Balvin emphasizes having the sentiment of paying it forward at the front of his mind.

“I think that if we can help each other... and make it from the heart, I think that's a big lesson. That’s what I’m doing right now with Cheetos, like, how can we find a new ambassador that we can make their life and their project come true.”

Being a staple in reggaeton and Latin music, his voice transmits a sense of maturity and focus with the projects he’s taken on. “I’m really grateful to have done what I’ve done.”

Balvin expresses confidently that Latinos are doing “things that the world didn’t see before,” adding, “But I knew it was coming.” He mentions his J Balvin x Air Jordan collaboration, as well as his and Bad Bunny’s guest spot at the 2020 Super Bowl halftime show with Jennifer Lopez and Shakira as proud accomplishments for the community.

“So many things that we did that no one had done before as Latinos and we keep proving (people) wrong, which I love,” he says. “And I love that that’s my legacy. I just want to (help) people do things for the first time.”

Thinking about what’s next, Balvin speaks with clarity about where he’s headed with his work.

“I just want to keep elevating myself,” he says. “Keep touching fashion, keep touching entrepreneurs, keep touching art. I want to keep touching music and finding new artists, and elevate our culture.”

This article was originally published on TODAY.com