In the race to premiere new music, launch new tours and release new music videos in the Latin music scene, Maluma is at the forefront. The Colombian joined his compatriot Feid, and published a music video for "Mojando asientos," a single that exceeded half a million views on YouTube in just a few hours.

As was expected, a powerful reggeaton rhythm creates a proper base for lyrics of desire, lust and adventure. The clip, filmed in his native Medellín, starts with a careful shot in black and white, which evolves into color when the first chorus nears. The images, vintage cars, striking clothes and dances stand out, as well as a woman who becomes the center of the song.

“Tell me, what are you going to do? When another man touches your skin. Will she think of me being with him? Tell me, tell me,” the Colombian reggaetoneros belt in unison. The piece, with a remarkable film production, was directed and produced by Maluma himself, who recently launched his own company, Royalty Films. It was also co-directed by César Pimienta and Rayner Alba.

His goal was to create a visually poetic video, highlighting the beauty, innovative images and combination of different environments, colors and the abundant use of nature.

“I am happy to present my own production company, which will create videos for my music and my foundation, as well as other projects, including those of fellow artists. It has been a dream that we wanted to fulfill and now we have the experience, as well as the talent and the staff,” Maluma wrote on social media.

He added: "I am very grateful to all the directors who have worked with me in the past, from whom I have learned so much and have been a source of inspiration," naming Harold Jiménez, Jessy Terrero, Mike Ho, Carlos Pérez, Nuno Gómez and Fernando Lugo.

Juan Luis Londoño Arias (original name), considered by critics to be one of the urban music artists with the greatest international impact, aims to support Latino creatives in the music, film, television and advertising industries. At only 28 years of age, his hope is to promote young talents via his own foundation: El Arte de los Sueños.

The Colombian singer and actor rose to fame in 2011 with the release of his singles "Farandulera," "Obsesión" and "La Temperatura." After publishing his first album Magia (2012), he received his first Latin Grammy nomination for Best New Artist.

In 2015, he progressed with his second studio album, Pretty Boy, Dirty Boy, which was number 1 on the Billboard list of Latin albums. His most notable single was "Blackmail," in which he collaborates with Shakira.