Reggaeton pioneer Fariana talks new album ‘Underwater,’ how genre has changed for women

If it’s sink or swim, Fariana knows how to stay afloat.

Born Farina Pao Paucar Franco in Medellín, Colombia, the Latin singer and rapper rose to fame in 2005 as a contestant on the reality singing competition “El Factor X” – the Colombian version of Simon Cowell’s “The X Factor” – where she came in third place.

When it came time to launch her solo career, Fariana went against the grain with a series of reggaeton singles, including “Sólo con Palabras,” “Será” and “Regresa a Mi.” At a time when male superstars such as Daddy Yankee, Don Omar and Wisin & Yandel were leading the genre’s mainstream explosion, Fariana made history in her native Colombia as one of the first female reggaeton artists.

Looking back, being a trailblazer was a double-edged sword for the then-19-year-old. “There were a lot of people talking, and they didn’t understand what I was doing. A lot of people saying very negative things,” Fariana, 38, tells USA TODAY in Spanish.

“But at the same time, it was easy to be the only one because I achieved this position with my talent and gained the respect of many men” in the genre.

Fariana channels the same potent mix of resilience and dedication on her latest album “Underwater” (out now). Aside from her love of the ocean, the album’s title is a nod to Fariana’s experience of tuning in to her inner voice.

“A few years ago, I was listening to a lot of comments from people in the industry who were telling me what I needed to do: to rap, to sing … until I said, ‘Stop.’ I’m going to cover my ears, I’m going to submerge myself in my own world and do what I know how to do, which is make music,” she says.

Fariana on the significance of working with musical hero Sean Paul

“Underwater” boasts a star-studded roster of collaborations for Fariana, from Flo Rida and Sean Paul to El Alfa and Snow Tha Product.

Fariana’s song with Paul, the dancehall-inflected “El Vibe,” marked “a dream come true” for the Latin Grammy-nominated singer, who says the Jamaican emcee is one of her biggest musical influences. “From an early age, I’ve been listening to him, and part of my sound is thanks to him,” Fariana says.

“El Vibe” is one of the “most special songs” on the album, she says, because it marked the beginning of her “Underwater” era. “It was what I needed to say, ‘I’m going to give everything to my project, and I’m going to put out the album,'” she adds.

Fariana met Paul, who she described as a “very kind person,” while filming the song’s music video. “He behaved like a gentleman on the video. I still can’t believe I have a song with him, but I do.”

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Fariana pushes for versatility with ‘Underwater’ sound

Fariana has reggaeton roots, but she’s ready to plant some new seeds in her musical garden.

Exploring a wide range of sonic styles on “Underwater,” the singer dexterously fuses her Latin urbano sensibility with genres including dancehall (“Booty Killa” feat. Mr. Vegas), dembow (“Dora” feat. El Alfa), merengue (“El Caballito” feat. Oro Solido) and electronica (“Voy Rapido, Tu Lento”).

“I wanted to maintain my essence and expand my sound to different cultures, to different ears,” Fariana says. “That’s why you see me rapping on a guaracha, on an Afrobeat, on a dembow, a merengue. I was simply myself, and I navigated in different waters.”

The album’s eclectic sound isn’t the only experimentation featured on “Underwater.” Fariana also pushed herself lyrically, showing off the different sides of her personality through the various moods captured on the 19-song LP.

“There are sexy songs, there are powerful songs, there are funny songs … and very personal romantic songs,” Fariana says. “I feel like I achieved that perfection that I wanted to give my fans.”

Female representation in reggaeton makes Fariana feel ‘powerful’

The faces of reggaeton look much different than when Fariana got her start.

The once male-dominated genre has seen a dynamic crop of women – from Natti Natasha and Becky G to Anitta and María Becerra – achieve commercial success and spark fan fervor. In 2021, the singer collaborated with Natasha alongside female emcees Cazzu and La Duraca on the girl-power party anthem “Las Nenas.”

“We are the ones opening the next paths for the new generations, and that makes me feel very proud,” Fariana says. “I feel very powerful when I feel a woman by my side because together, we are more. Women represent me in every way because I’m sure that all of them have fought for the positions they have.”

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Why don’t they question men as much?’ Fariana asks of the music industry

But while female representation in reggaeton has “evolved a lot,” Fariana would like to see less scrutiny of female artists in the genre and music industry.

“We need to stop demanding so much from women, questioning them so much for their lyrics and how they express themselves. I always ask myself, ‘Why don’t they question men as much for their lyrics and what they do?,'” she says.

But one thing is certain: Fariana won’t be fighting the battle alone.

“We are going to make an army,” Fariana says. “I feel very proud to be part of that process, that book, that history because we are showing all those girls who are watching us that it can be done, that it’s not impossible.