Ricky Martin - Livin' La Vida Loca

What this video is

Released in early 1999 as Ricky Martin's English-language debut single, 'Livin' La Vida Loca' is widely regarded as the ignition point of the Latin pop explosion that reshaped the American music industry. The single reached number one in more than 20 countries and topped the US Billboard Hot 100. Its crossover success demonstrated to major labels that Latin-flavored pop could be a dominant global commercial force,…

Why it matters

A landmark crossover single fusing Latin pop, salsa, surf, and ska with arena-pop production values. Its fully digital recording was among the first number-one hits produced without analog elements, marking a production inflection point. The video's rapid-cut theatrical aesthetic set a template…

The director

Wayne Isham (born December 2, 1958, Vinita, Oklahoma) is an American director who has helmed over 150 music videos for major artists since the 1980s, inspired by David Bowie's 'Ashes to Ashes.' He built his reputation directing arena-rock acts before…