Baby Boy

Earlier this year, Baby Boy scored a hit with Ya No Llores (Let Me Love You), a romantic style reggae track that propelled the 27-year-old near the ranks of Flex, Eddy Lover and fellow Boricua MJ.

We recently caught up with Baby Boy, aka Roberto Borrero, to talk about his days in a bachata group, his new record company and what he's got in store for the future.

There are lots of romantic reggae artists these days. How do you distinguish yourself from the pack?

Well, my first solo album doesn't have any reggaetón in it, which definitely makes me 100 percent different than the new talent reggaetón has. Reggaetón is still very popular within the Latin urban scene and hopefully will only become more popular as time passes, as it is truly awesome music. But as I have always said, my personality is to always be ahead of the curve in all I do. So I consider my first album to be not only the newest sound of Latin music, but one with no true "Latin" classification in terms of a genre. I lean more towards the urban pop style, but I'll let my fans classify me, lol!

How has American music influenced your current style?

Well, it has not only influenced me but it has created who I am today. My music is 100 percent American in terms of musical production. It follows all the patterns of today's American music, just with the artist being 100 percent Latin American! I feel that with my Puerto Rican roots and love for my traditional Latin music – combining it with the musical knowledge I have from the Anglo world – is what allowed me to put together this unique Latin American sound! If you truly listen to it carefully, its resembled throughout the album in one way or another.

How do you do it without sacrificing your "Latino-ness"?

I'll never sacrifice my true identity for anything in this world! It would make me fake and people don't want to love someone fake! The album is 100 percent bilingual and that's who we are as Latin Americans in this country, dominating both languages and inheriting both traditions and heritages to make us one person, a proud Latin American. I feel I did a great job expressing that in my album and hope to see millions of followers soon. It's truly a privilege to share both heritages and to be able to be identified as such.

You were a successful entrepreneur with a chain of cell phone stores and restaurants. Which one is harder, juggling various businesses or juggling your music career?

They are both full-time jobs and truly difficult! I think that owning my stores and restaurants was probably a little harder since I had to make every executive decision in our day-to-day operations. But I have a record label to handle my music and the best manager in the world to guide them in case they are caught slipping, lol. But I must say I stay on top everything, so it's still time consuming. It's good to relax a little from behind the scenes day to day operations though my vacation will end soon as I plan to launch my record label within the next year.

You were in a Bachata-tropical boy band before bachata was popular, right?

Well, Afixiao was my creation at that time and as I mentioned previously, it was really me being me. I knew that it could work if done correctly and if the right team backed it up. So I was just trying to be ahead of the curve. If I had to do it today, I'm sure I would be creative enough to do something that hasn't been done yet. With the creation of [my own label] Chanteo Music Records – I'll leave the details out, so no one steals them – I'll give the fans a new version of Afixiao soon.

Would you have changed anything?

At that time, yes. I would have never signed to the label I did. They destroyed my album with out my consent and five years of my career. Music changes day to day and a successful artist must adapt quickly or he and/or she will be left behind!

What are your working on for the future?

I'm releasing my clothing line soon and opening a full production company within the next year. I've just opened my own publishing company, Chanteo Music Publishing, and have signed a few writers to further develop my company in the entertainment industry! I'm currently laying the foundation for Chanteo Music entertainment, which should be releasing its first artist in less then a year with the partnership of Pietro Carlos, president and CEO of 786 Music, my current and last record label! Without his mentoring and direction I wouldn't have done so much in music. He is truly the best at what he does and I owe much of my success to his faith in me as a person, artist and business man.

I'm also working on a TV series and a music reality show. I'm engaged in conversations with very important people in the acting field and I hope to be on several upcoming projects. So to all my fans, Baby Boy will soon be at a theater near you! With the amazing support from all my fans I'm sure it will all be accomplished! Much love to all and always remember, Baby Boy es tuyo! Baby Boy is yours!