Bad Bunny may not be a household name in the English-speaking world. Yet the Puerto Rican rapper, whose verses are usually in Spanish (and, on one occasion, Japanese), was the most played artist in 2020 and 2021 for listeners on Spotify, the world’s largest music-streaming platform. Such success might have been harder to achieve 30 years ago when English was dominant. In the new digital era, it is becoming ever more common.