Sua Cara is the latest Latin video taking YouTube by storm


Move over ‘Despacito’ and pack your bags ‘Mi Gente’ – there’s another Latin-infused track blowing up on YouTube.

We say ‘infused’ because the main artist, Major Lazer, isn’t from Latin America. However, the featured artists on their ’Sua Cara’ track are Brazilian singers Anitta and Pabllo Vittar.

YouTube announced yesterday that the official video notched up more than 20m views in its first 24 hours on the service, with more likes in its first day than any music video in YouTube’s history. The video has since climbed to more than 70.5m views on YouTube.

Interestingly (for us at least) YouTube’s press release about the first-day stats of ‘Sua Cara’ also makes space to mention that the song “reached #1 on Spotify in Brazil within hours of its release” – part (we suspect) of YouTube’s wider pitch for its role fuelling the wider music-streaming ecosystem rather than cannibalising it.

‘Sua Cara’ remains the top track on Spotify in Brazil, where it’s doing more than 500k daily plays, although it has yet to break into that service’s Global Top 50.

Stuart Dredge

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