Creativity and visual aesthetics of the reggaeton music video

(i)The majority of studies on reggaeton have been discussed primarily from its linguistic content, but this analysis focuses on the aesthetics of the video clips of this genre, produced in the city of Medellin-Colombia, as a mass consumption product. (ii)The objective of the research focus in the importance of a trained consumer creates strong links with artists, stimulating sensitivity and contributing to the consolidation of new ways of communicating from visual narratives. (iii) The research was conducted within the interpretative paradigm. (iv)The semi-structured interview consisted of twenty questions based on three areas of the study analysed in the state of the art: aesthetics, consumption and the social context of reggaeton. (v) About the results, what makes this musical genre so attractive is the arrival of reggaeton to the city's streets, as an affirmation of a recent historical context of major drug traffickers, hitmen and political control, lived in the locality in the 1980s and early 1990s. (vi) The most important conclusion is urban genre is increasingly part of our everyday life and is consumed daily on different platforms, but undoubtedly one of the most important products of this is the videos that promote their songs; almost as if its mass reproduction depended on them.