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'Despacito' Sets Record 4 Billion YouTube Views | Forbes

Dr. Nelson Granados analyzes the popularity of the YouTube's most viewed video.

October 12, 2017  | 1 min read
Dr. Nelson F. Granados of the Pepperdine Graziadio Business School pens a column in Forbes on the record breaking 'Despacito' YouTube video. With the latin song becoming the first YouTube video ever to reach 4 billion views, Dr. Granados – an Associate Professor of Information Systems and Director of the Center for Applied Research at the Pepperdine Graziadio Business School, and Co-Director of the Institute of Entertainment, Media, and Culture at Pepperdine University – explores the phenomenon of its massive appeal. Dr. Granados describes "Despacito" as a "romantic reggaeton song with a global appeal because this genre is a mix of hip-hop and Caribbean rhythms." This means listeners and viewers need not speak the same language to appreciate the song's meaning.
 
Dr. Granados also compares the song's YouTube success with that of Taylor Swift's "Look What You Made Me Do," which broke records of its own, but was surpassed by "Despacito" in overall views. Dr. Granados credits some the success of "Despacito" with its Latin American roots, quoting Oscar Castellanos, the CEO of Deezer for the Americas.