Fusing colombian folkloric styles with rock’n’roll, Juanes is Latin music’s most down-to-earth superstar. Across two decades, he has earned 23 Latin Grammy Awards and two mainstream Grammys, and has logged 33 entries on Billboard’s Hot Latin Songs chart, with eight of those reaching No. 1.
On Nov. 13, Juanes will be honored as The Latin Recording Academy’s Person of the Year during a tribute concert at the MGM Grand Convention Center in Las Vegas. He was chosen for his artistry, support for rising stars and humanitarian and philanthropic efforts through his Fundación Mi Sangre (My Blood Foundation) as well as the Paz Sin Fronteras (Peace Without Borders) project. He is the second Colombian-born artist to receive the award, following Shakira in 2011. Past recipients include Marc Anthony, Miguel Bosé, Vicente Fernandez, Juan Gabriel, Alejandro Sanz, Gloria Estefan and Maná.
The artist born Juan Esteban Aristizábal Vásquez in Medellín broke through during the “Latin pop explosion” of the late 1990s. Juanes’ debut album, Fijate Bien, was released in 1999, and he earned three Latin Grammys the following year, including best new artist. But unlike other Latin acts of his era, he chose not to sing in English, avoiding the English-language “crossover” album and foreshadowing the popularity of today’s streaming-era Latin stars, who are embraced globally without having to compromise their artistry.
While such classics as “A Díos le Pido” and “La Camisa Negra” have widened Juanes’ audience through streaming, the 47-year-old artist continues to expand his fusion sound on recent collaborations with Colombian urban/pop singer Greeicy and Canadian R&B artist Alessia Cara. His untitled eighth studio album is set for release in November.
Jesús López, chairman/CEO of Universal Music Latin America & Iberian Peninsula, considers Juanes to be the “best A&R” rep he knows. “He told me there was an artist I had to listen to: J Balvin. And then he did the same thing with Rosalía,” says López. “Juanes writes me every couple of months to suggest artists. Not to take credit, but because he likes it.”
Ahead of his recognition at the Latin Grammys, Juanes talked to Billboard about advocacy, his new album and touring in his golden years.
When did you first know you would become a musician?
In my house, my father always was singing. We all played guitar and sang in the living room. Literally since I can remember, I have had my guitar in my hands. Sometimes I would sit alone playing, and I felt like I was connecting with a higher power. When I was 13 or 14, I decided to seriously dedicate my life to music.
Can you pinpoint a defining moment in your career that has led up to this moment as The Latin Recording Academy’s Person of the Year?
It was [my second solo] album, Un Día Normal, definitely. When the single “A Díos le Pido” came out, things really started happening. At the time, I was traveling to five countries in one week for promotion, and it was playing on the radio in every country. That was when I realized my life was changing.
Many Latin pop artists of your era recorded English-language albums to cross over, but you never did. Why?
I always knew that, for me, singing in Spanish was the way to go, but it is now more than ever. There is no need to sing in English. I just did a song with Alessia Cara, and it was she who wanted to sing it in Spanish.
Today, streaming has brought Latin music to new heights globally. How has the definition of Latin music changed?
The definition always has changed depending on what’s trendy, but really, Latin music is way too varied and profound to give it just one name. Latin music encompasses everything, from reggaeton to death metal, pop, salsa, merengue. You can’t say Latin music is this and it’s not that.
Your new album will be released in November. What can we expect?
I have always tried to mix different musical worlds; rock with the music that I love and listen to: the music of Colombia, like cumbia, vallenato and guasca. Over the last five years, I’ve had the opportunity to collaborate with younger producers. It has been interesting to experiment with things like bringing the dembow rhythm into my songs. But more than trying to do reggaeton, what I can do is bring elements of that music to my songs in an organic way that works. I wanted to mix folklore and rock with some of what we’re hearing today — pop, urban rhythms. The album has a lot of that; it’s a record for dancing and having a good time.
You are an artist known for being true to your own musical style. Have you ever felt pressure to change?
Like other musicians, I have had my dark moments, but those are times that allow you to find yourself again. For a long time, I was working alone in my studio with my computer and my guitar. There were times when I was blocked creatively. I have passed through all kinds of moments, but the most beautiful thing is to look behind you and see everything fall into place. Right now, I feel super in sync with what I’m doing.
You started your Mi Sangre Foundation 13 years ago to support victims of landmine explosions in Colombia. You have organized Peace Without Borders concerts in Cuba and on the Colombian-Venezuelan border. Do you believe that with an artist’s fame comes a responsibility to speak out?
The responsibility falls on every individual [not just artists or celebrities]. What is happening in the world is so serious that every person has to be conscious, and everyone has to work together to help us go on. But it’s also very personal. Each person has to do what they feel they should.
The Rolling Stones invited you to open their show in Miami in August. Like them, do you see yourself performing when you’re in your seventies?
Yes. I always look at the example of Mick Jagger or Juan Luis Guerra, or other artists who have been doing this for so long and keep touring and recording. If the public lets me, I’m going to keep on going. It would be difficult for me not to.
This article originally appeared in the Oct. 12 issue of Billboard.