Hits are fleeting, but Colombian rapper Crudo Means Raw makes messages that last. He's our latest Artist You Need to Know
radio. The hybrid reflects Bustamante’s passion for New York rap’s so-called golden age in the late Eighties and early Nineties — A Tribe Called Quest, Gang Starr. “Colombia loves old school hip-hop,” Bustamante says. “Tribe said they made music so people could dance while they used their minds at the same time. That’s the objective.” And that’s “La Mitad De La Mitad” — protest music you can dance to.
When Bustamante got to high school, he began to rap in earnest with classmates; one of them was José Balvin, now known simply as, one of the most popular singers on the planet. Even back then, “he was the man for the catchy hooks,” Bustamante remembers. “I was doing the MCing; the lyrical part.” Bustamante’s message resonated with manager Rebeca León. “[The producer] Sky [Rompiendo], who I work with, came over to my house and put on ‘La Mitad De La Mitad,'” León recalls. “I lost my mind. It became the song I listened to most in 2018 on Spotify.”
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