La Gata x J Balvin — Cultural Consulting Following the “Perra” Controversy
Quick Overview
Client: J Balvin
Project Type: Cultural Consulting / Crisis Advisory
Context: “Perra” Music Video Controversy
Services: Cultural Education, Narrative Reframing, Creative Advisory
The Objective
Following widespread backlash to the “Perra” music video—featuring Tokischa—which depicted Black women as dogs and evoked harmful historical power dynamics in Latin America, J Balvin sought to understand the cultural implications of the work and how to move forward responsibly.
The Approach
Through Pollen, La Gata was brought in to provide direct cultural consultation rooted in the history of Afro-Latinidad and the socio-political dynamics shaping Reggaeton. The approach centered on clarity, accountability, and education—breaking down why the imagery was harmful, how it connected to broader systemic issues, and what responsible artistic expression could look like moving forward.
Execution
Delivered cultural education sessions on Afro-Latinidad and its historical context
Explained power dynamics in Latin America, particularly regarding race, gender, and representation
Analyzed why the video’s imagery was harmful and socially inappropriate
Provided guidance on accountability and public response
Advised on how to maintain artistic edge and aesthetic without reinforcing harmful narratives
Offered frameworks for more responsible creative direction in future projects
Results
Increased awareness of racial and cultural dynamics influencing global audiences
Established a foundation for more informed creative decision-making
Reinforced the importance of cultural consultation in high-visibility projects
Cultural Impact
This moment underscored the necessity of cultural accountability within Reggaeton and global pop. By engaging La Gata, J Balvin took a step toward understanding the deeper implications of representation—highlighting how education and consultation can play a role in shifting industry standards toward more responsible storytelling.
