Within Latin Music
Why Despacito Changed Global Pop Listening
Despacito proved that a Spanish-language hit could dominate global pop listening without waiting for a traditional crossover path.
On this page
- The pre streaming crossover model
- How the remix amplified an already global hit
- What labels and platforms learned from Despacito
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Introduction
“Despacito” did not merely become a hit song. It became a turning point in how the global music business understood language, streaming, and audience behaviour. Released in January 2017 by Luis Fonsi and Daddy Yankee, the track demonstrated that a Spanish-language song could dominate mainstream pop consumption worldwide without first being converted into an English-language product. Its success challenged decades of industry assumptions about crossover strategy and showed that streaming platforms had fundamentally altered the route from regional popularity to global ubiquity.
By July 2017, “Despacito” had become the most-streamed song in history, accumulating 4.6 billion plays across streaming platforms in just six months, surpassing Justin Bieber’s “Sorry”, the previous record holder. The achievement was unprecedented not only because of the scale involved, but because it was achieved by a song whose core identity remained Spanish-language and Latin. [The Guardian]theguardian.comThe Guardian Despacito becomes most streamed song of all time, with 4.6bn playsThis feat surpasses Justin Bieber's song "Sorry," which previously held the record with 4.38 billion streams. Bieber, who is featured on… [Music Business Worldwide]musicbusinessworldwide.comdespacito breaks time streaming records 4 6bn plays 6 monthsMusic Business WorldwideDespacito breaks all-time streaming records with 4.6bn…Jul 19, 2017 — The track, signed to Universal Music Lat…
The importance of “Despacito” extends beyond chart records. It revealed how streaming platforms could bypass traditional radio gatekeepers, how bilingual and multilingual audiences could drive global consumption patterns, and how labels could use real-time listening data to accelerate international growth. In the story of how Latin music became a streaming power, “Despacito” stands as the clearest single-case demonstration of the shift.
The Pre-Streaming Crossover Model
Before streaming became dominant, Latin artists who wanted mainstream success in the United States and other English-speaking markets typically followed a crossover model. The industry expectation was that artists would either record English-language material or heavily adapt their image and repertoire for Anglo-American radio.
Artists such as Gloria Estefan, Ricky Martin, Shakira and Enrique Iglesias achieved major international success, but their breakthrough moments were closely tied to English-language releases and traditional promotional campaigns. Success depended heavily on radio programmers, television appearances, physical distribution networks and record-label marketing budgets.
This model created a hierarchy in which Spanish-language music was often treated as a niche category rather than part of mainstream pop. Songs could become major hits within Latin America or among diaspora audiences while remaining largely invisible to broader global markets.
Streaming began to weaken these barriers. Spotify, YouTube, Apple Music and other platforms placed songs from different languages side by side in playlists and recommendation systems. Discovery increasingly depended on user behaviour rather than radio programming. Listeners no longer needed to wait for local broadcasters to validate a song before hearing it.
“Despacito” arrived at exactly the moment when these structural changes were becoming powerful enough to reshape global listening habits. Its success was therefore not simply a reflection of the song itself; it was evidence that the underlying distribution system had changed.
How Streaming Made “Despacito” Different
The song’s rise was unusually rapid and unusually global.
Rather than depending primarily on radio airplay, “Despacito” spread through a combination of YouTube views, audio streaming, playlist placement, social sharing and algorithmic recommendation systems. Streaming allowed the song to gain momentum simultaneously across multiple territories.
The numbers were extraordinary. By July 2017, the combined original and remix versions had generated 4.6 billion streams, making it the most-streamed song ever at that time. Spotify and YouTube accounted for the overwhelming majority of those plays, illustrating how streaming services had become the primary engines of global music discovery. [Music Business Worldwide]musicbusinessworldwide.comdespacito breaks time streaming records 4 6bn plays 6 monthsMusic Business WorldwideDespacito breaks all-time streaming records with 4.6bn…Jul 19, 2017 — The track, signed to Universal Music Lat… [GBH]wgbh.orgWhile “Despacito” was a bona fide global …Read moreGBH'Despacito' Quickly Becomes The Most-Streamed Song EverJul 19, 2017 — According to analytics firm BuzzAngle, audio streams were up 58….
The song also benefited from visual culture. The Puerto Rico-shot music video became one of the fastest-growing videos in YouTube history and later became the platform’s most-viewed video ever. Daddy Yankee explicitly linked the record-breaking performance to the changing role of digital platforms, arguing that “the rules of music have changed” and acknowledging YouTube’s influence in making the song a global phenomenon. [The Guardian]theguardian.comThe Guardian Despacito becomes most streamed song of all time, with 4.6bn playsThis feat surpasses Justin Bieber's song "Sorry," which previously held the record with 4.38 billion streams. Bieber, who is featured on…
What distinguished “Despacito” from earlier crossover moments was that listeners around the world embraced the song despite not necessarily understanding its lyrics. Streaming metrics showed that audiences increasingly responded to rhythm, melody, atmosphere and social visibility rather than linguistic familiarity alone.
The song became evidence that global listeners were more willing to engage with non-English music than many industry executives had previously believed.
How the Remix Amplified an Already Global Hit
A common misconception is that Justin Bieber’s participation created the success of “Despacito.” The historical record suggests a more nuanced story.
Before Bieber became involved, the original version was already a major hit across Latin America and numerous international markets. Streaming data had already signalled strong momentum. The remix expanded the song’s reach, particularly in English-speaking territories, but it amplified an existing global phenomenon rather than creating one from nothing. [IFPI]ifpi.orgArtist Case Study Luis FonsiIFPILUIS FONSIMarch 30, 2022 — The Justin Bieber remix was recorded on a Tuesday and released that Sunday. “The democratisation of consum…
The timing was crucial. According to an IFPI case study on Luis Fonsi, the Bieber remix was recorded and released with remarkable speed. The remix was completed within days, allowing Universal Music to capitalise on rapidly growing demand visible through streaming analytics. The label could see where the song was gaining traction and respond in near real time. [IFPI]ifpi.orgArtist Case Study Luis FonsiIFPILUIS FONSIMarch 30, 2022 — The Justin Bieber remix was recorded on a Tuesday and released that Sunday. “The democratisation of consum…
This represented a different way of building international success. Under older industry models, labels often spent months testing markets and organising promotional campaigns. Streaming allowed executives to identify organic audience growth first and then strengthen it with strategic interventions.
The remix ultimately helped propel “Despacito” to an extraordinary chart run. The song became the first primarily Spanish-language track to reach the top of the Billboard Hot 100 since “Macarena” in 1996. It remained at number one for 16 weeks, tying what was then the all-time Hot 100 longevity record. [Wikipedia]WikipediaOpen source on wikipedia.org. [Billboard]billboard.comDespacito Breaks Hot Latin Songs Record for Weeks at No1Feb 12, 2018 — Along the way, “Despacito” also made history atop the all-genre Billboard Hot 100 chart, ruling for 16 weeks beginning Ma…
Importantly, however, the song never abandoned its Spanish-language identity. Most of the lyrics remained in Spanish, and Daddy Yankee’s verses stayed intact. The remix therefore reinforced a new lesson for the industry: English-language participation could help broaden reach, but complete linguistic conversion was no longer necessary.
Why “Despacito” Became a Streaming Landmark
Many songs achieve large streaming numbers. Few become symbols of a structural shift.
“Despacito” became a landmark because it sat at the intersection of several changes occurring simultaneously:
Platform-driven discovery. Streaming algorithms rewarded engagement rather than language category. If listeners repeatedly played a song, saved it, shared it or completed it, platforms continued recommending it.
Global simultaneity. Fans in Puerto Rico, Mexico, Spain, Colombia, the United States and Europe could all contribute to the same momentum cycle at the same time.
Playlist culture. Streaming playlists increasingly mixed genres and languages. Songs no longer needed to fit neatly into national radio formats.
Diaspora amplification. Large Spanish-speaking populations in the United States helped generate early momentum that then spread outward to non-Spanish-speaking listeners.
Video-streaming convergence. YouTube and audio streaming platforms reinforced one another, creating a feedback loop of discovery and repeat listening. GBH [Time]time.comLast month, "Despacito" also became the most-streamed song of all time with over 4.6 billion streams across platforms. Daddy Yankee ackno…
The speed of the song’s ascent also reflected broader industry trends. Streaming itself was expanding rapidly during 2017. US music consumption data showed enormous growth in streaming activity, and “Despacito” became one of the clearest beneficiaries of that transformation. [GBH]wgbh.orgWhile “Despacito” was a bona fide global …Read moreGBH'Despacito' Quickly Becomes The Most-Streamed Song EverJul 19, 2017 — According to analytics firm BuzzAngle, audio streams were up 58….
What Labels and Platforms Learned from “Despacito”
The music industry drew several important lessons from the song’s success.
First, labels gained evidence that language was becoming a less significant commercial barrier in the streaming era. A hit no longer needed an English-language version to attract massive global audiences.
Second, executives learned the value of data-driven international strategy. Streaming analytics provided immediate visibility into where songs were growing. Rather than relying on intuition or slow market research, labels could identify emerging demand and invest accordingly. The IFPI case study on Luis Fonsi specifically highlights how streaming transparency allowed teams to position the song differently across markets according to local performance patterns. [IFPI]ifpi.orgArtist Case Study Luis FonsiIFPILUIS FONSIMarch 30, 2022 — The Justin Bieber remix was recorded on a Tuesday and released that Sunday. “The democratisation of consum…
Third, platforms recognised that non-English music could drive mainstream engagement. “Despacito” helped validate global playlist strategies and encouraged greater investment in international music categories.
Finally, the success encouraged artists to remain authentic to their linguistic and cultural identities. Rather than treating English-language recording as the inevitable destination of commercial success, many artists increasingly viewed global growth as possible while remaining rooted in Spanish-language music.
The Legacy for Spanish-Language Pop
The significance of “Despacito” becomes clearer when viewed through what followed.
The song did not create Latin music’s global rise on its own, but it accelerated confidence across the industry. It demonstrated that a Spanish-language track could become the world’s dominant pop song in an environment shaped primarily by streaming rather than radio.
Its chart achievements remain remarkable. The song spent 16 weeks atop the Billboard Hot 100, became the most-streamed song in history at the time, and established records across YouTube, Spotify and Latin charts. [Grammy More importantly]grammy.com“Despacito” Ties Billboard Hot 100 RecordWith 16 weeks to its name at No. 1, "Despacito" is tied for most weeks ever in the top spot with…, it changed expectations. Before “Despacito,” a Spanish-language global smash was often viewed as an exception. After “Despacito,” it became easier for industry executives, streaming services and audiences to imagine Spanish-language music as a permanent part of mainstream global pop culture.
That shift in perception may be the song’s most enduring achievement. “Despacito” proved that streaming had created a new route to worldwide success—one in which a Spanish-language hit no longer needed to cross over into global pop. It could simply become global pop.
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Further Reading
Books and field guides related to Why Despacito Changed Global Pop Listening. Use these as the next step if you want deeper reading beyond the article.
The Latin Beat
First published 2003. Subjects: History, Latin American influences, Popular music, History and criticism, Music, latin american.
Decoding Despacito
First published 2020. Subjects: Latin pop (Music), History and criticism, Popular music, Musicians, Interviews.
Reggaeton
First published 2009. Subjects: Reggaetón, History and criticism, Reggaetón, Reggae music, Reggaeton.
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Endnotes
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Source: time.com
Link: https://time.com/4888128/youtube-most-viewed-video/Source snippet
Last month, "Despacito" also became the most-streamed song of all time with over 4.6 billion streams across platforms. Daddy Yankee ackno...
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Source: ifpi.org
Title: Artist Case Study Luis Fonsi
Link: https://www.ifpi.org/wp-content/uploads/2022/04/Artist_Case_Study-Luis_Fonsi.pdfSource snippet
IFPILUIS FONSIMarch 30, 2022 — The Justin Bieber remix was recorded on a Tuesday and released that Sunday. “The democratisation of consum...
Published: March 30, 2022
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Source: Wikipedia
Link: https://en.wikipedia.org/wiki/Despacito -
Source: billboard.com
Title: Despacito Breaks Hot Latin Songs Record for Weeks at No
Link: https://www.billboard.com/pro/luis-fonsi-daddy-yankee-despacito-hot-latin-songs-record-number-one-justin-bieber/Source snippet
1Feb 12, 2018 — Along the way, “Despacito” also made history atop the all-genre Billboard Hot 100 chart, ruling for 16 weeks beginning Ma...
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Source: grammy.com
Link: https://www.grammy.com/news/despacito-ties-billboard-hot-100-record/Source snippet
“Despacito” Ties Billboard Hot 100 RecordWith 16 weeks to its name at No. 1, "Despacito" is tied for most weeks ever in the top spot with...
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Source: guardian.ng
Title: despacito declared most streamed song ever
Link: https://guardian.ng/life/music/despacito-declared-most-streamed-song-ever/Source snippet
'Despacito' declared most streamed song everJul 19, 2017 — Puerto Rican singer Luis Fonsi's “Despacito,” whose reggaeton beat has swept t...
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Source: billboard.com
Link: https://www.billboard.com/pro/despacito-hot-100-number-one-15-weeks/Source snippet
'Despacito' on Hot 100: Second Song Ever to Lead for at...Aug 21, 2017 — 'Despacito' is Second Song Ever to Lead Hot 100 for at Least 15...
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Source: billboard.com
Title: [bad bunny]({{ ‘bad-bunny/’ | relative_url }}) dtmf breaks record despacito hot latin songs 1236232812
Link: https://www.billboard.com/music/chart-beat/bad-bunny-dtmf-breaks-record-despacito-hot-latin-songs-1236232812/Source snippet
Bad Bunny's 'DtMF' Breaks Record Set by 'Despacito' for...Apr 27, 2026 — Bad Bunny sets a historic milestone as “DtMF” adds a 57th week...
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Source: billboard.com
Title: luis fonsi daddy yankee despacito most streamed song 2017 nielsen
Link: https://www.billboard.com/pro/luis-fonsi-daddy-yankee-despacito-most-streamed-song-2017-nielsen/Source snippet
Despacito' Most Streamed Song of 2017Jan 3, 2018 — “Despacito” was also the most-streamed song both in audio-only and video-only streams...
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Source: billboard.com
Title: luis fonsi daddy yankee justin bieber despacito latin songs record
Link: https://www.billboard.com/pro/luis-fonsi-daddy-yankee-justin-bieber-despacito-latin-songs-record/Source snippet
Despacito' Ties Hot Latin Songs RecordFeb 5, 2018 — “Despacito” then returned for another six weeks at No. 1 (so far). On the all-genre B...
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Source: Wikipedia
Title: List of Billboard Hot Latin Songs chart achievements and milestones
Link: https://en.wikipedia.org/wiki/List_of_Billboard_Hot_Latin_Songs_chart_achievements_and_milestonesSource snippet
List of Billboard Hot Latin Songs chart achievements and...As of 2021, "Despacito" by Luis Fonsi and Daddy Yankee featuring Justin Bi...
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Source: youtube.com
Title: How Despacito Changed the Music Industry
Link: https://www.youtube.com/watch?v=F00sS3k1kZgSource snippet
The Streaming Revolution: How Despacito Conquered the World...
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Source: youtube.com
Title: The Streaming Revolution: How Despacito Conquered the World
Link: https://www.youtube.com/watch?v=uD5o6n9z458Source snippet
Why Despacito is the Most Important Song in Streaming History...
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Source: youtube.com
Title: Why Despacito is the Most Important Song in Streaming History
Link: https://www.youtube.com/watch?v=TfL_348T8f4Source snippet
How Despacito Broke Down Language Barriers in Global Pop...
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Source: youtube.com
Title: How Despacito Broke Down Language Barriers in Global Pop
Link: https://www.youtube.com/watch?v=kYJv8P-XG-gSource snippet
The Impact of Latin Music on the Digital Streaming Era...
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Source: youtube.com
Title: The Impact of Latin Music on the Digital Streaming Era
Link: https://www.youtube.com/watch?v=cQ1308V1y3Q -
Source: theguardian.com
Title: The Guardian Despacito becomes most streamed song of all time, with 4.6bn plays
Link: https://www.theguardian.com/music/2017/jul/19/despacito-most-streamed-song-of-all-time-luis-fonsi-daddy-yankee-justin-bieberSource snippet
This feat surpasses Justin Bieber's song "Sorry," which previously held the record with 4.38 billion streams. Bieber, who is featured on...
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Source: musicbusinessworldwide.com
Title: despacito breaks time streaming records 4 6bn plays 6 months
Link: https://www.musicbusinessworldwide.com/despacito-breaks-time-streaming-records-4-6bn-plays-6-months/Source snippet
Music Business WorldwideDespacito breaks all-time streaming records with 4.6bn...Jul 19, 2017 — The track, signed to Universal Music Lat...
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Source: theguardian.com
Title: despacito becomes most viewed video in youtube history
Link: https://www.theguardian.com/music/2017/aug/04/despacito-becomes-most-viewed-video-in-youtube-historySource snippet
The GuardianDespacito becomes most-viewed video in YouTube history4 Aug 2017 — In June his video also became the most-streamed song of al...
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Source: theguardian.com
Link: https://www.theguardian.com/football/copa90/2017/jul/15/despacito-luis-fonsi-song-took-justin-bieber-football-anthemSource snippet
The GuardianDespacito: how a Puerto Rican pop song became a global...Jul 15, 2017 — Over the last seven months, Luis Fonsi's song Despac...
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Source: theguardian.com
Title: sdespacito classic summer hit or new mambo no 5 justin bieber
Link: https://www.theguardian.com/music/shortcuts/2017/jul/19/sdespacito-classic-summer-hit-or-new-mambo-no-5-justin-bieberSource snippet
Despacito becomes most streamed song of all time, with 4.6bn plays. Read more... It has been played 4.6bn times across all streaming ser...
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Source: theguardian.com
Link: https://www.theguardian.com/music/2020/nov/02/baby-shark-becomes-most-viewed-youtube-video-ever-beating-despacitoSource snippet
Baby Shark becomes most viewed YouTube video ever...2 Nov 2020 — At 7.04bn views, it edges past Despacito, the 2017 single by Puerto Ric...
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Source: theguardian.com
Title: 200m royalty deal struck for song [catalogue]({{ ‘catalogue/’ | relative_url }}) including justin bieber remix
Link: https://www.theguardian.com/business/2018/nov/16/200m-royalty-deal-struck-for-song-catalogue-including-justin-bieber-remixSource snippet
Justin Bieber remix of Despacito part of £200m song...16 Nov 2018 — A London-listed firm offering investors the chance to cash in on the...
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Source: instagram.com
Title: The top 5: #1 Luis Fonsi
Link: https://www.instagram.com/reel/DXXkwipD8Ro/?hl=enSource snippet
Billboard Latin on Instagram: "The tracks share the record for...Despacito alone has nearly 9 billion — almost double the next Latin track...
Additional References
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Source: instagram.com
Link: https://www.instagram.com/p/DYmzQRINqI3/Source snippet
0%, Vibing: 100% 🔥 Song: Luis Fonsi, Daddy YankeeDespacito was moderately successful before the Justin Bieber remix, reaching no. 44 on t...
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Source: facebook.com
Title: 9 years ago today justin bieber joined luis fonsi and daddy yankee on the remix
Link: https://www.facebook.com/PopCultureUpdates/posts/9-years-ago-today-justin-bieber-joined-luis-fonsi-and-daddy-yankee-on-the-remix-/982453034136376/Source snippet
9 years ago today, Justin Bieber joined Luis Fonsi and...In 2017, Luis Fonsi's “Despacito” with Daddy Yankee ft. Justin Bieber was named...
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Source: pitchfork.com
Title: people paid for music in 2017 streaming subscriptions and [vinyl]({{ ‘vinyl/’ | relative_url }}) sales rise
Link: https://pitchfork.com/news/people-paid-for-music-in-2017-streaming-subscriptions-and-vinyl-sales-riseSource snippet
Vinyl sales also grew by 20%, making up 10% of all physical album sales. In contrast, music downloads continued to decline, with only 563...
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Source: theverge.com
Title: despacito song luis fonsi daddy yankee justin bieber most streamed
Link: https://www.theverge.com/2017/7/19/15997816/despacito-song-luis-fonsi-daddy-yankee-justin-bieber-most-streamedSource snippet
Luis Fonsi and Daddy Yankee's Despacito is the most-...Jul 19, 2017 — Luis Fonsi and Daddy Yankee's “Despacito” has racked up a total of...
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Source: musictimes.com
Title: despacito stayed no 1 on billboard hot 100 for 16 weeks just like one sweet day
Link: https://www.musictimes.com/articles/75789/20170830/despacito-stayed-no-1-on-billboard-hot-100-for-16-weeks-just-like-one-sweet-day.htmSource snippet
Daddy Yankee still reigns in the No. 1 spot in its 16th week on Billboard Hot 100, the same way that "One...Read more...
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Source: universalmusic.ca
Link: https://www.universalmusic.ca/press-releases/luis-fonsi-daddy-yankees-despacito-remix-featuring-justin-bieber-makes-history-first-spanish-language-song-reach-1-spotify-global-chart/Source snippet
made history, becoming “the first Spanish language song to reach #1 on...Read more...
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Source: guinnessworldrecords.de
Link: https://www.guinnessworldrecords.de/world-records/83385-longest-stay-at-no-1-of-the-us-top-latin-song-chartSource snippet
ly William and Beyoncé, on 21 October 2017 before reclaiming top spot...Read more...
Published: October 2017
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Source: facebook.com
Link: https://www.facebook.com/BillboardCharts/posts/bad-bunnys-dtmf-dethrones-despacito-as-the-longest-leading-no-1-hit-in-the-histo/1557238536403085/Source snippet
1 hit in the history of the Hot Latin Songs chart. The song sounds a...Read more...
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Source: facebook.com
Title: 🎹 A song recognized around the world within seconds
Link: https://www.facebook.com/MelodiesinMotion634/posts/-a-song-recognized-around-the-world-within-secondsdespacito-was-released-in-2017/122116885941038253/Source snippet
Justin Bieber was named the most-streamed track of all time! In 2017 Luis Fonsi's "Despacito" was streamed 4.6 billion times across all m...
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Source: cbsnews.com
Title: despacito becomes most streamed song of all time
Link: https://www.cbsnews.com/news/despacito-becomes-most-streamed-song-of-all-time/Source snippet
“Despacito” becomes most streamed song of all time19 Jul 2017 — SANTA MONICA, California -- "Despacito" has become the most streamed trac...
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