La Calle Pura

“La Calle Pura” looks at change in Cuba through the lens of Reggaeton, the soundtrack of the suburbs. Reggaeton is a mix of hip hop and Caribbean music, born in Puerto Rico in the late 90’s. In Cuba, it has turned from an underground culture into a way of life: right outside of Havana’s city centre, where old musicians entertain tourists playing salsa and other traditional Cuban rhythms, shop owners blast Reggaeton from their stereos.

Reggaeton is banned from Cuban national media, blamed of portraying ideals and customs that are not in line with the country’s history and identity — especially when it comes to showing off riches and women, who are sexualized and often objectified in music videos.

My aim with this project is to go beyond the stereotyped vision of Cuba we’re used to seeing — old cars and old men smoking cigars — and focus on what the country could become in the next future. Reggaeton is key to understanding many elements of change at this time in the country’s history: the media and its role in the digital revolution; the birth of a new Cuban identity and social norms guiding the daily life of Cuban women and the youth; the role of the state and its grip on society, as well as the end of restrictions. In Cuba, the hope is that loosening restrictions will help it catch up with the 21st century.

See the complete story at Institute for Artist Management