Maluma posted on Instagram from the American Music Awards this week with a short caption celebrating his Colombian identity.
He wrote “Latino Flavor en Los @amas” alongside a Colombian flag emoji. He signed off with LxV, his personal motto. It’s been a fixture in his public communication for years.
Maluma, born Juan Luis Londoño Arias in Medellín, has been one of the most internationally recognized Latin artists of the past decade. He first broke through in the early 2010s with tracks like “Felices los 4” and “Borró Cassette.” Those songs built him a strong following across Latin America and in U.S. Latin markets.
Latin music moves fast. Maluma has stayed relevant through several cycles. “Hawái,” released during the pandemic in 2020, gave him one of his biggest crossover moments. The song topped charts in multiple countries and crossed into mainstream streaming beyond the Latin lane. A remix featuring The Weeknd extended it further into pop radio.
He followed that run with a film debut in “Marry Me” alongside Jennifer Lopez. The 2022 Universal release introduced him to audiences outside of music. He also released the album “Don Juan” that year. The two projects together marked a busy professional stretch.
Collaborations have been central to his global profile. He’s worked with Madonna and Marc Anthony, among others. Those moves put him alongside artists with reach well beyond reggaeton.
LxV has been part of his brand for years. The motto shows up on merchandise and in public posts.
For longtime followers, it’s immediate shorthand. He has tens of millions of them on Instagram.
Colombian identity runs through how Maluma presents himself publicly. In past interviews, he’s been specific about representing Medellín rather than speaking for “Latin music” as a broad category. The flag emoji in his AMA caption fits that pattern.
He isn’t the only Colombian artist working at this level. Medellín has become one of the more significant music cities of the past decade. J Balvin and Karol G are both from there. Along with Maluma, they’ve been part of a broader shift in how Latin music from Colombia reaches global audiences. The city’s artists now rank among the most-streamed in the world.
The AMAs have reflected that shift. The show has included dedicated award categories and performances from major Spanish-language artists in recent years. Maluma has appeared at the ceremony before. His attendance this week continues that relationship.
His post didn’t specify his role at the show. The caption was a statement of identity. For Maluma, “Latino Flavor” is a short phrase. It sums up over a decade of work making Colombian culture visible on major international stages.
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