Natti Natasha: Woman on the Move
Natti Natasha arrives at TIDAL’s New York City offices dressed in a custom emerald green and black Louis Vuitton leather jacket; she’s about to rip the runway at Custo Barcelona, her first show at New York Fashion Week for Spanish designer Custo Dalmau. Still, the Dominican born artist is far more ecstatic to share a few songs from her debut album: the diverse, enchanting ilumiNATTI.
It’s taken her almost a decade to overcome the pervasive stereotype that women can’t be successful urbano artists, but with her new album, she continues to defy the machista naysayers.
“In those years when I went from studio to studio, recording different songs, I got to appreciate my own color of voice,” Natasha, 32, tells TIDAL. “I appreciate myself more personally and as an artist. And obviously when everything comes together with yourself, you get the right team. And those people will help you grow.”
Beginning her career as a protégé of famed reggaetonero Don Omar in the early 2010s, Natasha finally came into her own in 2017 when she signed with Pina Records (Nicky Jam, Daddy Yankee). Once under new management, the hits began to flow — “Criminal” with Ozuna, “Amantes De Una Noche” with Bad Bunny, and one of 2018’s biggest Latinx songs, “Sin Pijama” with Becky G.
While all these songs highlighted Natasha’s sensuality and take-no-shit attitude —and helped her become the most viewed female artist on YouTube the past two years — her debut album shows her versatility. Take, for example, the lead single, “La Mejor Versión de Mi.” It’s a heartfelt ballad — no boom-bap-inspired reggaeton beats, no trap bangers made for pillow talk.
“I can enjoy the process because today I understand more what life is about,” she says. “I got to know myself so much over these years and I appreciate it. I need [music] to fulfill myself and share that with other people who support me. In that struggle, you will obviously find many people that don’t believe in you, but, as a woman, as you grow out of each situation you keep on doing better and better and getting to know yourself more — a better version of yourself.”
ilumiNATTI is already streaming at a high rate and being revered as one of the year’s best albums by the Latinx music industry. But more than anything, it’s an opus from a woman on a mission to inspire.
“The same way [my fans] admire me, whether they believe it or not, I admire them — because you can be a doctor, a housewife, there is so much that makes you empowered,” she says. “It’s not only me being in front of a camera…you strip it all away before all of that — that’s what makes us women powerful. Just being.”
Natasha rises from her seat in TIDAL’s conference room and gets a touchup from her makeup artist on her already immaculate eyebrows. She makes sure her jacket zipper is precisely halfway down. She’s about to walk the runway in someone else’s art, but, of course, Natasha is ready to give that catwalk la mejor versión of herself.
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