Working without deadlines was the only way J Balvin could find the time and mental clarity to create his latest album, the 15-song “ Rayo .” This collection of reggaeton, pop, and EDM marks the Colombian rapper's first original release since 2021, shortly after which he stepped back from the entertainment industry and social media to focus on his newborn child.

After making a splashy debut in 2014 with the single “6 AM,” and in the lead-up to his break, Balvin became a ringleader in Latin music with major collaborations and partnerships with other global stars, brands and music companies. Ten years later, it’s clear Balvin’s priorities have more than shifted: he recently signed a record deal with Interscope , ending his 10-year contract with Universal Music Latino, and joined Roc Nation as a management client. He’s been on the road for his European “Que Bueno Volver a Verte” tour, where he delivers blood-pumping reggaeton to audiences in unlikely places from Belgium to Copenhagen.

“I wasn't focused on making an album, but I never stopped creating music,” Balvin tells Variety about “Rayo.” “Whenever I had free time, after I finished everything else for the day, I would record music — without any restrictions from labels or anyone else — just for fun. I began to feel the nostalgia I had as a kid, dreaming of being where I am now, without any real expectations about what might come next.”

Conceived in Miami and recorded in locations spanning Sweden, Puerto Rico, New York, London, and Balvin's native Colombia, “Rayo” pays homage to reggaeton's new wave of artists, including breakout star Feid, featuring verses from Bad Gyal, Saiko, Ryan Castro, Blessd, and more. Two of the genre's early pioneers from the 2000s, Zion and Chencho Corleone, also contribute to the album's more straightforward, club-ready tracks.

Below, Balvin offers insights into what to expect from him in 2025 and shares personal background on “Rayo.”

What was stopping you from releasing music or from promoting yourself online prior to “Rayo”?

It was a difficult decision to make because I'm a competitive person in many areas of my life, and giving up music, which I love, was hard. Stepping away from social media was equally challenging because I was on tour and not posting anything. I was performing at festivals, constantly on the go for a while, and needed to recharge. I did and then found myself eager to get back on the court.

What reservations do you have now or what did you learn after taking that time off?

I [was feeling] pretty misunderstood before this; I felt like my world was sort of crashing down and I didn’t have any control over it. That was a really dark moment. I was on the receiving end of hate and there were a lot of stories coming out about me as a person that were false. I wasn’t prepared for those moments and I didn’t know how to handle it all. I’m grateful for those lessons because I’m stronger than ever. What doesn’t kill you makes you stronger. That’s what happens.

What’s different now?

My career wasn't fulfilling me in the way I desired. I became overly focused on numbers, and that's something I had to consciously unlearn and am still working on. My mind always urges me to check the charts. Achieving the number one spot became... I simply wasn't gaining anything from that cycle. I wasn't even allowing myself to celebrate the joy of releasing music and having people connect with it. I was just a slave to my career—my own decision, of course, being a grown man. But now it's like, "Yes, I want to." I want to keep going. But now it all stems from what my inner child wants to do.

It's all about finding the right balance now. It's a real challenge — not focusing on the numbers — because it's like someone telling you to forget how to walk. But I'm ready and excited for what's next.

You have an interesting mix of artists on this record — the collaboration between you and Feid, who is also from Colombia, was highly anticipated; and notably, you’ve got a regional Mexican singer, Carin Leon, on the Afrobeats-inspired “Stoker.” What went into curating this mix?

There wasn't much deliberate 'curation' involved. When I finished the album, it felt so clear - the songs practically demanded the specific artists who ended up on them. I was trying out a lot of different sounds; we even made a salsa song that didn't make the cut, but I'll release it later.

“Stoker” I think was a more deliberate choice because I met Carin at Coachella, and we both performed on the same day. We connected, had some drinks, and I knew I didn't want to be predictable with my next song. I asked Carin for his thoughts on “Stoker” and the shift in sound, and he was incredibly enthusiastic and immediately said yes. I really appreciate and admire that.

You were performing in Europe earlier this year. How important is international touring for you at this point in your career?

It's incredibly important. One of my goals has always been to break down the stereotypes that mainstream culture places on Latinos and show the world that we're global citizens. We went to so many countries that had never hosted a Latino artist before – places like Lithuania, Copenhagen, Vienna. They'd never had a Latino act, but these shows were packed and sold out. These fans don't speak Spanish but know every word to my songs, just like I knew every word to hip-hop songs when I was in Colombia.

What was behind your recent move to Interscope and Roc Nation?

I'm incredibly grateful for Universal Music Latino. Everyone at Universal believed in me and my career from day one. I wouldn't be where I am without their support, but it was time for a new chapter. I wanted to feel like a kid again, signing with a new label and developing a fresh strategy.

Even when I wasn't officially with [Interscope], when I was with their competitor [UML], Nir [Seroussi, Executive VP of Interscope Capitol Labels Group, formerly Interscope Geffen A&M] was open to helping me. One of the best things that happened to me this year was getting the chance to work with him officially, and with his team. Nir is the reason why I feel so energized about this new chapter, because he knows my potential. I always tell him, “This is the perfect time in my life and career to grow with someone like you.” I have a lot going on at once. My priorities as an artist have shifted and Nir understands and values that. Jay Brown has become a mentor. He’s a true veteran, and I love his approach to music and business.

What aspirations or ideas are in store for J Balvin the entrepreneur?

I see a lot of opportunities for us Latinos in every field, but personally, I want to be a creative director at a fashion house, like what Pharrell has done with Louis Vuitton. I'd love to design furniture. I'm also interested in learning more about production companies.

I've started acting—real acting, not just cameos—and I just finished filming a movie that will be released next year. I love this side of myself. One of my biggest aspirations is to play one of history's most despised villains. I want to be like Negan in “The Walking Dead.” I want people to yell “I hate you!” at me on the street because that's how good of an actor I am ( laughs ).