The New York Times - USA (2020-11-15)

THE NEW YORK TIMES, SUNDAY, NOVEMBER 15, 2020 AR 11

Pop

PHOTOGRAPHS BY JESSICA LEHRMAN FOR THE NEW YORK TIMES

Clockwise from top: Balvin

within the pumpkin whence

he emerged at the start of

the show; the concert was

created in “XR,” or

extended reality, which

required more advanced

technology than any

standard music-video

shoot; on set, Covid-19

safety guidelines were

enforced, including mask

wearing even if costumed

as a large eyeball; Balvin,

center, was prepped by a

makeup artist for his

Frankenstein mask,

foreground right.

‘I really wanted to be the first Latino to make this statement.

Elevate the culture, elevate the reggaeton movement and elevate

my brand as J Balvin, with such amazing technology.’