'Despacito' Sets 4 Billion YouTube Views | Forbes

Dr. Nelson Granados comments on the popular song 'Despacito' and its YouTube record-breaking views of 4 billion

October 11, 2017  | 1 min read
Dr. Nelson F. Granados of Pepperdine Graziadio pens a column in Forbes on the record breaking 'Despacito' YouTube video. The latin song became the first YouTube video ever to reach 4 billion views. Dr. Granados – an Associate Professor of Information Systems and Director of the Center for Applied Research at the Pepperdine Graziadio Business School, and Co-Director of the Institute of Entertainment, Media, and Culture at Pepperdine University – explores the phenomenon of the song's massive appeal. He describes "Despacito" as a "romantic reggaeton song with a global appeal because this genre is a mix of hip-hop and Caribbean rhythms." This means listeners and viewers need not speak the same language to appreciate the song's emotional core.
 
Dr. Granados also compares the song's YouTube success with that of Taylor Swift's "Look What You Made Me Do," which broke records of its own, but was ultimately surpassed by "Despacito" in overall views. Finally, Dr. Granados credits some the success of "Despacito" with its Latin American origins, quoting Oscar Castellanos, the CEO of Deezer for the Americas.