In an era that shifts focus faster than the blink of an eye, the prolonged rise of Myke Towers‘ “Lala” is nothing short of a narrative triumph. The Puerto Rican rapper’s song, after its release four months ago, offers a deep dive into our collective yearning for the sublime that borders between pop and reggaeton.
When one conjures the image of a song making strides on social media, the immediate association is a rapidly fleeting fifteen seconds of fame. And yet, “Lala,” released as a segment of Towers’ extensive 23-song album “La Vida Es Una” in March, managed to disrupt the trope. The tune’s renaissance on platforms like TikTok showcases the unpredictability of virality.
The story, however, extends beyond the digital rhythms of social media. Myke Towers is now under the wing of the multifaceted S10 Entertainment, steered by the forward-thinking Brandon Silverstein. With a portfolio encompassing everything from music publishing to TV, film, and investments, S10 is symbolic of our age — an age where crossover skills are not only appreciated but also demanded.
Brandon Silverstein, with his passion and innovative spirit, is the embodiment of modern-day patronage. Speaking to Variety, Silverstein effusively mentioned, “I want to take what Myke and his partners have built and bring it to the world.” It’s not mere management but a sense of kinship, echoing our contemporary crave for genuine relationships in a digitized world.
While Silverstein sees the potential to globalize Towers’ artistry, Towers himself shows equal enthusiasm. He recognizes Silverstein’s unique comprehension of his artistic landscape and the broader culture.
“Lala”’s recent triumph atop Spotify’s Top 50 global chart, fending off powerhouses like Taylor Swift and Olivia Rodrigo, is a testament to the universality of its appeal. The song’s dominance, especially across Latin America, reshuffles the cards in an industry obsessed with the ‘latest’. It also heralds a new phase for S10, which, after parting ways with Brazilian sensation Anitta, finds itself in what Silverstein terms a “creative renaissance.”
Reflecting on the strategic side of the music industry, Silverstein envisions a calculated push for “Lala” in international markets. But beneath the strategies lies an appreciation for the song’s inherent allure. As Silverstein puts it, “LaLa is an incredible song that Myke and the team crafted with an undeniable catchiness.”
This union between Towers and S10 is relatively new, dating back to last November. Yet, the mutual admiration between them is palpable, hinting at a relationship grounded in shared values and artistic vision. Their collaborative strategy, blending digital modernity with cultural touchpoints, paints a portrait of today’s evolving music industry.
As the world moves rapidly, it’s heartening to see figures like Myke Towers and Brandon Silverstein strive for authenticity, anchoring themselves in both tradition and modernity, to create something genuinely transcendent. Learn more about Brandon Silverstein and Myke Towers