Emerging product from Latin America: Narcoculture phenomenon
Narcoculture, a pop culture product originating from Latin America, is currently experiencing unprecedented success on a global scale. This cultural movement, which has developed alongside drug trafficking, is making waves across the world, reflecting acts of violence and organized crime through various artistic expressions.
One of the most notable examples of this trend is the Colombian actress Sofía Vergara's Netflix series "Griselda," where she portrays the "queen of coca." Meanwhile, on platforms like YouTube, TikTok, and Instagram, the corridos tumbados of Peso Pluma and other artists find their largest audience.
These corridos tumbados have become a powerful tool for drug cartels and other criminal groups, who use them to spread news, promote their heroes, and disseminate their values. Peso Pluma, a prominent figure in this genre, is set to perform at the legendary Coachella festival in California, making history as the first Mexican to reach number one on Spotify's Global Top Charts list.
However, the commercial success of narcoculture has not come without controversy. In Chile, Peso Pluma's performance at the Viña del Mar Festival ignited a heated debate, with sociologist Carlos Mayol penning a controversial opinion column about the artist's presence. The controversy reached the Chilean parliament, with discussions about apology for drug trafficking and censorship.
In Ecuador, the phrase "Andamo rulay" has emerged from a "narcobanda" song and is repeated in neighborhoods dominated by armed groups. The most famous drug trafficker in Ecuador, José Adolfo Macías Villamar (alias "Fito"), stars in a song that pays tribute to him from prison.
The phenomenon of narcoculture has been criticised for glorifying violence and crime. Laura Alicino, a researcher at the University of Bologna, has stated that violence has become a commodity, and narcoculture becomes the brand. In Argentina, there is a genre called "cumbia narco" with musicians who sing about the exploits of drug traffickers.
On these platforms, a phenomenon called "alucín," or "hallucination," accompanies videos where users display themselves in designer clothing, luxury cars, and with wads of cash and weapons. This digital display of wealth and power has been criticised for promoting unrealistic and dangerous ideals.
Despite the controversy, the commercial success of narcoculture shows no signs of slowing down. The commercial success of Netflix series like "Pablo Escobar: The Drug Lord" speaks to the global phenomenon of narcoculture. In Chile, "narcopop" is today the most listened to music.
As narcoculture continues to grow and evolve, it remains to be seen how it will shape the future of pop culture and what impact it will have on society.
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