Cuban reparto took the stage at Billboard Latin Music Week 2026 on Tuesday (Oct. 20) during the panel “Reparto: Cuba’s Modern-Day Soundscape,” presented by EMM, Rami Records and Plus Media Music. Moderated by Billboard associate editor Jessica Roiz, the conversation brought together Bebeshito, Wow Popy, Helabusador, Rey Tony and DJ Conds at the Faena Theater in Miami Beach.
The panel opened with a tribute to Elvis Manuel and El Taiger, two foundational figures in the movement who died in recent years. For the artists onstage, both were pioneers of a genre born in Cuba’s neighborhoods that, against all odds, is now reaching audiences around the world.
“They always fought for this,” said Bebeshito, who worked with both artists. “I imagine they’re extremely happy and proud of what’s happening, because this was necessary and important for the genre.”
A significant part of the conversation focused on what separates reparto from cubatón. “It’s a fusion of salsa and reggaetón, but you take out the traditional dembow and add a pedal,” Helabusador explained. The artists said that element gives reparto a strong connection to Afro-Cuban salsa.
Reparto’s growth has also prompted its artists to think about how they want to represent the genre to new audiences.
“I’m not saying we need to change it overnight,” Bebeshito explained. “But over time, little by little, we should clean up the lyrics a bit — thoughtfully — because that’s what draws people in.”
Rey Tony agreed, saying he has also started thinking more carefully about his lyrics. Helabusador noted that more explicit language can be part of reparto’s authenticity, but acknowledged that the genre needs to find a balance if it wants to enter more spaces and reach a global audience.
Wow Popy brought that conversation to his upcoming album, Mundial, which features collaborations with international artists including Nelly, Farruko, Tito El Bambino and J Balvin. “I spent more than a year making the album,” he said. “We usually make an album in three days, but this was a completely different way of working.”
Rey Tony and Helabusador also discussed the organic success of one of their songs, which climbed charts in several countries without a traditional promotional campaign. The track reached No. 1 in Chile, Ecuador and Peru, No. 2 in Colombia and Bolivia, and also charted in Spain, Argentina and the United States.
“We didn’t know it was going to turn out this way,” said DJ Conds. “Normally, you work on a song, create a marketing strategy and launch a campaign. But we couldn’t do that. There was no campaign, nothing.”
Rey Tony described the song as having a certain “magic” that allowed it to grow organically.
“Everyone making reparto is contributing their little piece to help this become a reality,” he said.
“Reparto is here to stay,” he added.
