Latin Music Week

Maluma's 'Borro Cassette' Music Video Tops HTV's Most-Viewed Chart

Courtesy Photo
Maluma in the video for "Borro Cassette."

It's easy to measure a music video's popularity these days: Simply look at the number of views on YouTube and you get an idea. In Latin America, the story is a little different. There, fans in many countries still watch music videos on television, a la the MTV days of yore.

So why do some people still watch music videos on TV?  According to Demian Cortizas, programming director of Latin American music channel HTV, many people turn on the channel just to listen to the music. “A music video is not on air only because of its visual component; that's just a complement. The actual song is the key.  If someone loves the song then they look for the video,” he said.

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For that reason, Cortizas programs using different reports in each country as a guide. However, viewers have an impact too, as they can request videos through many different platforms. 

HTV has exclusively revealed and shared with Billboard the list of its most popular music videos  in Latin America so far for 2016. The list is based on fan requests through an interactive system on its website, social media networks and ratings according to video rotation.

Colombian heartthrob Maluma leads the list with “Borro Cassette," followed by Nicky Jam's "Hasta el Amanecer," and in third place, Farruko’s "Sunset."

Check out HTV's top 10 (including a tie for No. 10):

#1 Maluma - "Borro Cassette" (498 plays)

#2 Nicky Jam - "Hasta el Amanecer" (475 plays)

#3 Farruko feat. Shaggy & Nicky Jam - "Sunset" (440 plays)

#4 Gente de Zona feat. Marc Anthony - "Traidora" (421)

#5 J Balvin - "Ginza" (415 plays)

#6 Pitbull feat Mohombi & Wisin - "Baddest Girl in Town" (399 plays)

#7 Tito El Bambino - "Me Quede con las Ganas" (397 plays)

#8 J Alvarez - "Quiero Olvidar" (387 plays)

#9 Los Caligaris - "Aunque No Quiero" (385 plays)

#10 Alkilados feat. Mike Bahia - "Magdalena" (381 plays)

#10 Tomas the Latin Boy feat. Maluma - "Aventura Remix" (381 plays)