As a fresh generation of artists elevates música urbana to new heights, two influential genre legends — Latin hip-hop’s “Rap Godfather” Vico C, and reggaetón hitmaker Chencho Corleone — are reasserting their dominance.

Vico C

After more than a decade away, the Latin hip-hop legend returned with new music — but the same strong ethos.

To a casual fan, it may have looked like Latin hip-hop legend Vico C completely fell off the map for the past 14 years. But he never stopped writing songs during that time, even if he couldn’t release new music due to business-related legal issues.

“Having faith that those issues would soon resolve, I just kept writing so that I would be prepared for when I could finally release something again,” says the 52-year-old artist, known as the Rap Philosopher. “I couldn’t visualize what that ‘comeback’ would be like, but I just knew that I couldn’t die without releasing new music ever again.”

The socially conscious lyricist, born Luis Armando Lozada Cruz in Brooklyn, gained fame in the 1990s thanks to his vivid, thought-provoking storytelling that addressed topics such as faith and societal values. His sound, a melodic take on rap that fused reggaetón and hip-hop, was similarly bold.

Vico C returned in May with Pánico, a 13-track set released by his new label, Nain Music (a subdivision of Rimas Entertainment), and his first album since 2009’s Babilla. But he’s still reluctant to describe this stage in his career as a comeback. “It’s hard for people to follow a weird career like mine that isn’t super consistent. There have been controversies,” he explains, nodding to a turbulent past — which includes a near-fatal motorcycle accident in 1990 that led to drug addiction and six months in jail for drug possession — that precipitated a spiritual journey to recovery. “But I never stopped creating music or performing. It was just not being able to release a new album, and for many, no new albums means no career, period.”

His resurgence comes as música urbana has taken over the global charts thanks to a new generation of acts — many of whom have credited the wordsmith as a foundational influence. In the crowded field of urbano artists, Vico C has stuck to his values, sharply criticizing oversexualized, violent and materialistic lyrics.

That industry outlier status drew Nain Music to sign him earlier this year. “He’s fresh air to the genre,” says Nain CEO Fidel Hernández, calling Vico C the label’s “flagship” artist. “From an audience perspective, he represents that option to hear deep lyrics that transcend simple entertainment, with impeccable interpretation paired with contagious and creatively unlimited urban rhythms.”

And as Vico C sees it, his unique perspective explains his staying power. “My lyrics aren’t the type that typically sell in my genre. And I don’t want people to think that because I don’t have that sexual element in my music means that it will be out of place. That’s why I’m working hard to polish my lyrics, make them shine thanks to all I’ve learned as a producer. I feel calm and prepared. I’m not reinventing myself here. It’s a matter of just commercializing what I want to give to people.”

Chencho Corleone

On the heels of mega collabs, the Puerto Rican hit-maker arrives as ‘a new artist.’

After nearly 20 years as half of the reggaetón duo Plan B, Chencho Corleone will release his first solo album through his new label, Sony Music Latin, by the end of 2023. The highly anticipated set — Chencho’s first since going solo in 2018 — follows several big collaborations for the Puerto Rican hit-maker, including the blockbuster “Me Porto Bonito” with Bad Bunny, which peaked at No. 6 on the Billboard Hot 100.

“Once I started collaborating with all these artists, I saw that people wanted more from me,” says Chencho, 44. “There came a moment, after teaming up with Bad Bunny, Rauw Alejandro and they were all becoming hits, when I said, ‘OK, it’s time to give fans a more complete project.’ God’s timing is always perfect, and I’m ready to give it my all.”

Chencho laid the foundation for his solo career with Plan B. Alongside partner Maldy, the iconic two-piece rose to fame in the 2000s with reggaetón anthems such as “Mi Vecinita,” “Frikitona” and “Fanática Sensual,” ultimately placing 11 songs on Billboard’s Latin Airplay chart and 10 on Hot Latin Songs. Plan B’s highest-peaking album was also its last: 2014’s Love and Sex, which landed at No. 3 on Top Latin Albums.

But Chencho prefers to enter this new era with a clean slate. “When I started this journey alone, I didn’t want to live in the past. I never want to enter a space and say, ‘I’m Chencho, and this is everything I was able to do with Plan B,’ ” he explains. “I have no ego when I go into a studio with someone else. I consider myself a new artist, and I’m here to prove that just how I was there before, I am here today.”

Since going solo, he has scored two No. 1s on Latin Airplay: “Desesperados,” with Rauw, and “Me Porto Bonito,” which ruled Hot Latin Songs for 20 weeks. But Chencho’s collaborations hint at what fans can expect from his new album, which he promises will stay true to his reggaetón roots. “It’s what my fans know me for,” he says. “My style is singing songs that people can identify with but still dance along to and be transported to a specific time in their lives. The album is everything Chencho Corleone is known for, but amplified.”

Vico C and Chencho Corleone will speak at Billboard Latin Music Week, taking place Oct. 2 – Oct. 6. To register, click here.

This story will appear in the Sept. 23, 2023, issue of Billboard.