We all know the main Latin king and Queen of crossing over to the English pop world and that is Pitbull and Shakira. Now, Prince Royce says he is ready for change and wants to be Latin’s next crossover king. The Bronx/Dominican star Prince Royce known as making his bachata tunes, Darte Un Beso and his rendition of B.B. kings Stand by Me is ready to change his voice (literally) and is officially up for the challenge. Meeting his vocal coach Mauli B. who has worked with Katy perry and Boyz II Men tells Royce to change every syllable with “nay” on his new single with Snoop Dogg, “Stuck on a Feeling.” Coach says, “and put your finger right here,” while Royce presses the tip of his nose.
Royce Rojas first language is English but is famous among spanish people and has four No. 1s on Billboard’s latin songs chart as well as being voted among the most beautiful by People in spanish. He has done all this and more, by singing bachata which is a Dominican folk style filled with acoustic guitars and lots of romance. This April coming up he will be releasing his first English language Pop album with his new label home RCA. He has confirmed to be involved with Chris Brown and Magic singer Nasri and al though a risky move that could upset loyal falls and fail to capture pop lovers, its one he is willing to take. “What i put out in English, that’s who most people are going to think I am – that’s why I’m being so careful,” said in a recent Billboard interview. “I love hip-hop, R&B, techno and Latin,” Which is what Prince Royce grew up listening to and what the album has an overall combination of.
People didn’t always agree with him starting off with Bachata as people warned him that singing pop and doing English joints was the way to go, but he didn’t listen and that was the best thing he could have done. He was first signed to Indie Imprint Top Stop by the Salsa legend Sergio George, who co- produced his first self titled album in 2010. His cover “Stand by Me,” racked up more than 70 million youtube plays and 471 million clicks for his single “Darte un Beso.” He knows crossing over wont be easy, and although artists like Ricky Martin have had a smooth transition going from Spanish pop to English pop, for Royce it’s a different rhythm and a different language which makes it twice the challenge for him.
RCA president Tom Corson knows the risk but he says, “You have to bring them along with you in that journey. Some artists can do it, some can’t – We’re convinced he can.” As far as I see it, he’s doing great so far as his new single “Stuck on a Feeling” is #17 on mainstream Top 40 chart. As a latin woman I am excited to see him on the rise as he begins his journey as an international global star and can’t wait to see what else he does in the near future!
Check out his latest single here