San Juan urban music spotlighted at tourism fair in Spain

San Juan Mayor Miguel Romero Lugo highlighted iconic figures in Puerto Rican music such as Héctor Lavoe, La India, El Gran Combo, Gilberto Santa Rosa, Miguel Zenón and, more recently, Bad Bunny, Vico C, and now Arcángel, at left, who has become the spokesperson for the “Déjate Llevar” campaign. (Facebook via Miguel Romero)

By The Star Staff

Renowned urban music artist Arcángel has joined the new tourism campaign “Déjate Llevar” (Let Yourself Go), presented by the Municipality of San Juan and led by Mayor Miguel Romero Lugo during the International Tourism Fair (FITUR by its acronym in Spanish) in Madrid, Spain, the most important global tourism promotional event of the year.

The “Déjate Llevar” initiative seeks to position San Juan and Puerto Rico as a “Global Stage for Music and Entertainment,” highlighting their cultural, artistic and creative wealth.

“We all know San Juan as a tropical destination, with beaches, natural beauty, world-class gastronomy, culture and more than 500 years of history,” Romero Lugo said Thursday in Madrid. “However, few know that we are also a global epicenter of music and entertainment. San Juan, Puerto Rico – per capita and per square meter – produces and exports more music and talent than any other destination in the world. We are the birthplace of genres such as salsa, Latin jazz, bomba, plena and urban music.”

At the International Tourism Fair in Madrid on Thursday, Gov. Jenniffer González Colón signed a promotional agreement between the Government of Puerto Rico and Iberia Airlines representing an economic impact of some $29 million. (Facebook via Governor Jenniffer González Colón)

The mayor highlighted iconic figures such as Héctor Lavoe, La India, El Gran Combo, Gilberto Santa Rosa, Marc Anthony and Choco Orta in salsa, and cellist Pablo Casals and saxophonist Miguel Zenón in classical music and jazz, respectively. In urban music, he noted Daddy Yankee, Bad Bunny, Ivy Queen, Vico C, and now Arcángel, who has become the spokesperson for the “Déjate Llevar” campaign.

As part of his commitment to economic and cultural development, the mayor announced the creation of the first municipal recording studio, which will be housed in the emblematic Plaza del Mercado in Río Piedras. The project will be accompanied by a special fund, intended to support small business owners in the music industry.

“We want to open the doors of our Capital City and generate opportunities for new talents who can launch their careers from San Juan to the world,” Romero Lugo said. “These initiatives seek to position San Juan as an epicenter of creativity and entrepreneurship, strengthening the music industry and contributing to the development of the local economy.”

Also on Thursday, Gov. Jenniffer González Colón inaugurated the Puerto Rico pavilion at FITUR and signed a promotional agreement between the island government and Iberia Airlines representing an economic impact of some $29 million.