Getting a foot in the door in the music industry is nearly impossible. Making an actual mark in the pop world – even harder. As Latin trap and reggaeton continue solidifying their grasp in the mainstream, countless young artists and producers fight to make their places known in an increasingly saturated market. Why take a chance on an emerging artist’s single, when artists like Bad Bunny and Ozuna’s output consistently slaps?

But these fiercely competitive conditions only assure us that when a new artist does manage to cut through the fray, we really should pay attention. This is where 18-year-old Lunay comes in – one of the freshest upcoming Latin trap stars in the game.

Jefnier Osorio (Lunay’s real name) was born in Corozal, Puerto Rico, and has been making reggaeton records for less than a year (though this rare Youtube video of Osorio spitting fire at 15 shows his natural talent came early).

Loaded with smooth melodies, hot bars and one liners, listening to Lunay invokes the feeling of listening to someone with years of experience. “I’ve been making reggaeton for 10 months but I’ve been singing since I was 13. My first influences were Nicky Jam and Daddy Yankee. I feel reggaeton has grown a lot in recent years, it has become multi-faceted and I think the genre will continue to transcend,” Lunay told Remezcla.

“This is not so easy, if you want everything to go your way you have to be honest about what you want to bring to the public.”

The young urbano star signed a management deal with Chris Jeday and Gaby Music last year, and quickly landed features with some big names in música urbana, like Zion & Lennox, Ozuna, and just released a remix of his single “Soltera,” featuring Bad Bunny and Daddy Yankee.

Every single he’s released thus far has been a hit, which is not common and he knows it. “I know I have a hit when I have a show and the audience sings it all,” he says. “’Soltera‘ is the one they sing most, and I think it’s because it’s a song that has the essence of old reggaeton – old perreo. And I really prefer people sing my song over having many views.”

Courtesy Lunay

Lunay comes off fearless – handling press questions like a pro. His infectious laugh comes with each passing question, answering with the sort of ease many long-time, media-trained artists struggle to match. Lunay is having fun with this, and it shows. But he also knows how to work hard.

“This [career] involves sacrifices, it’s like a normal job, you can make a song with Anuel AA and if the vibes you transmit to the audience are not correct, you will not succeed. This is not so easy, if you want everything to go your way you have to be honest about what you want to bring to the public,” he says.

Lunay is a product of the social media age. He can’t remember the era when artists needed interviews, full albums, and radio stations promo to make it big. All Lunay needs to do is upload a clip of his newest song to his Instagram account and it pops off organically. But he takes nothing for granted. He’s got his feet on the ground, and that’s a remarkable asset for somebody his age. “Yes, social media is everything, I made myself known there, but there is something important that can not be forgotten: not everyone has social media, there is an audience that does not have access to this and it is also important to be on television and radio stations,” he says, showing what a level head he has.

For now, Lunay has no plans to release an album. He’ll continue dropping singles and features. Although he thinks that having an LP to his name is still important. “Albums are a vital part of the essence and culture of music. Look at Bad Bunny with X100PRE,“ he adds.

He released his first single 10 months ago. Now he’s got the potential song of the summer with Daddy Yankee and Bad Bunny, putting him on many people’s radar. “Every day I have to make a better song, there’s no other way. I think I’m taking very important steps, I’m only 18 years old and things are happening, thank God,” he says with a genuine sense of gratitude.

His boyish good looks and easy-going vibe, coupled with an undeniable natural talent shows why the young rapper – who could have easily opted for a career as a model – will likely go far.

At first glance, it seems Lunay has everything. But his urbano takeover is just beginning.

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