Emyl Rusev is rewiring the DNA of Latine music. Raised between Colombia and Bulgaria, the singer is breaking through with Latine pop that folds in Eastern European texture. During this year’s FIFA World Cup, his hit “Así de Rico (Va Uno a Ver y Ve Remizzz)” became a Colombian-pride soundtrack. He calls himself the “Euro-paisa,” a nod to growing up between Medellín and Bulgaria.
“My whole existence comes from a really weird mixture,” Rusev tells Remezcla. “There’s not really a lot of half-Bulgarian and half-Colombian people, so it’s just a huge blessing to have that mixture in me. I’ve been blessed with so much culture that inspires everything I do. I’ve always been proud to be Colombian and Bulgarian. I’ve always tried to show both countries the great deal of respect I have for them.”
Rusev was born in Medellín to a Colombian mother who performed in a choir and a Bulgarian father who played double bass. He credits his love of music to the moment his parents first crossed paths while touring in Cali. According to Rusev, they fell in love instantly when they met in an elevator. At the time, his mom didn’t speak Bulgarian, and his dad didn’t understand Spanish. “I don’t know how, but they ended up communicating with each other, and that’s how I’m here,” Rusev says. “The power of music ended up bringing them together. Literally my whole existence in this world is because of music.”
Growing up, Rusev took singing lessons from his mom and learned some music theory from his dad. He cites Justin Bieber and Post Malone as his biggest inspirations. In Rusev’s eyes, Bieber “has it all,” with a “cool voice” and musical talent to match his good looks. As a paisa pretty boy with impressive musical chops, 22-year-old Rusev feels he can relate. “I’ve always thought of myself as a Latino Justin Bieber,” he adds.
Rusev looks to Post Malone for the singer’s genre-bending sound and fashion sense. He prides himself on a personal style that isn’t dictated by gender. “The way you dress, the way you talk, the way you move, and your tattoos are how you can express yourself,” Rusev says. “Do you and be yourself.”
Earlier this year, Rusev’s music career started taking off after “Va Uno a Ver y Ve” went viral on TikTok. Around the same time, Ed Sheeran handpicked him to open for a concert in Bogotá. That’s also when Rusev began infusing his songs with his Bulgarian heritage. “There’s this choral melody that’s in a Slavic scale, which is really used in the Balkans,” he says. “People might not have noticed that, but there are a lot of Bulgarian elements.”
Another surprising fact about the song is that Rusev’s frustration with the gentrification of Medellín—and with foreigners coming to Colombia for sex tourism—inspired it. While in Provenza, he got upset seeing what appeared to be a man from the U.S. in his 60s kissing a young girl. In Colombia, the legal age of consent is 14. “Why the f–– would you come to my country and do what you cannot do in your own country?” Rusev says. “You’re not supposed to be here. Go back to your country and try to do that there, and you’re going to get handcuffed and sent to jail.”
“Va Uno a Ver y Ve” is also an anthem of Colombian pride. The song’s message was amplified in “Así de Rico (Va Uno a Ver y Ve Remizzz),” featuring Juan Duque and Juliana. Without any official FIFA affiliation, the remix was in heavy rotation among Colombian people during the World Cup, including Colombia’s national football team.
“I also wanted to put that feeling of how proud I am of being Colombian into the song, and if you want to be like us, you have to be born here,” Rusev says. “I’m just really happy that people have connected with my art. Now I can make a living out of my art, and I think that’s what most artists dream of.”
Rusev continues to push the boundaries of Latine music in his latest single “Ando (Bye, Ya Me Voy…)” where he sings in Bulgarian. “I’m trying to start placing my Bulgarian culture into my music,” he adds. “Bulgarian is my second language, and I’ve seen a lot of different cultures whenever I’m in Eastern Europe.”
As for his dream collaborations, Rusev lists this year’s Eurovision winner—also from Bulgaria—Dara, along with fellow Colombian singers J Balvin, Maluma, Karol G, Manuel Turizo, Beéle, and Nanpa Básico. He is also working on his debut album. “I’m cooking really good music, and there’s going to be a couple of features,” he teases.
Rusev is ready to spread his light. “I want to give my brightness to stadiums and the whole world,” he adds. “I’ve always dreamt about that, and that’s what I really want to do.”