HYBE Latin America makes waves with Daddy Yankee; unveils new series
HYBE Latin America, the regional arm of HYBE - the powerhouse behind BTS, KATSEYE, SEVENTEEN, and ENHYPEN - is making major moves with two high-profile launches. First up, Daddy Yankee (now going by DY) kicked off summer with the upbeat, feel-good single
, released on Thursday (July 10).
Following that drop, the agency also announced
DY’s latest single is a vibrant merengue track that blends infectious energy with an uplifting message of gratitude and resilience. Over a hip-swaying beat, he sings, "Give me a smile. Smile at life - joy heals the soul. Give thanks to the one above for waking up to another day, and let the bad things go."
The release was teased with a video featuring actor Anthony Ramos, who asks DY if he’s ready - to which he confidently replies, "I’m back."
Though DY announced his retirement in 2022 after shaping the global reggaetón scene with his 2004 breakout
, he has continued to drop select singles like
and
. The music video for
was shot across three locations, including Bushwick in New York City - a neighborhood he once called home.
This show will bring together 16 rising Latin talents from Mexico, Colombia, Brazil, Venezuela, Argentina, Peru, Spain, and the United States, who will compete for a chance to debut in a brand-new Latin pop group - showcasing their skills, ambition, and star potential.
In August, the 16 hopefuls will enter an intensive creative boot camp designed to challenge and refine their musical, emotional, and performance abilities. Their journey will be captured through an interactive, digital-first format, along with long-form episodes offering an intimate look at their development.
Conoce el bootcamp de #SantosBravos donde los 16 candidatos lo darán TODO por un lugar en la banda. 🎤🔥
— Santos Bravos (@santos_bravos) July 9, 2025
¿Quién va a romperla primero?
Dale like, comenta y síguelos paso a paso.#SantosBravos #HYBELatinAmerica #BandaPopLatina #HYBE pic.twitter.com/qFZgLROLA0
"Santos Bravos is about authenticity, emotion, and connection," said HYBE Chairman Bang Si-Hyuk. "Our goal is not just to create a group, but to guide young Latin artists through a real transformation — both artistically and personally."
Guiding the contestants is a powerhouse creative team:
director Kenny Ortega will serve as Creative Director; Johnny Goldstein - known for his work with Shakira and Daddy Yankee - joins as Music Director; and RAab Stevenson, vocal coach to stars like Justin Timberlake, Rihanna, and SZA, will lead vocal training. The series is helmed by showrunner Jaime Escallón, whose credits include The X Factor, Survivor, and Vix’s Wendy, Perdida pero Famosa.
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