Dura (song)

"Dura" was written by Daddy Yankee, Juan Rivera Vázquez ("Gaby Music"), Luis "Rome" Romero, and Urbani Mota Cedeño ("DJ Urba"), and was produced by Puerto Rican production duo Los Evo Jedis, composed by DJ Urba and Rome, who had previously worked with Daddy Yankee on "Shaky Shaky" (2016).{{cite news|url=https://www.vibe.com/2017/03/daddy-yankee-zumba-fitness-hula-hoop-dance/|title=Daddy Yankee Teams Up With Zumba For "Hula Hoop" Workout|work=Vibe|last=Imarenezor|first=Christine|date=March 8, 2017|access-date=January 19, 2018}}

On January 4, 2018, Suzette Fernandez of Billboard announced that Daddy Yankee's first single of 2018 would be "a new song called 'Dura'", scheduled to be released on the same month.{{cite magazine|url=https://www.billboard.com/articles/columns/latin/8092544/what-to-expect-latin-stars-2018|title=What to Expect From Latin Stars Jennifer Lopez, Maluma, Daddy Yankee and More in 2018|magazine=Billboard|last=Fernandez|first=Suzette|date=January 4, 2018|access-date=January 18, 2018}} The following day, Daddy Yankee posted on his Instagram account that he was "putting the finishing touches to [his] new single" and that "January will be interesting."{{cite web|url=https://www.instagram.com/p/Bdlwo1NgYxt/ |archive-url=https://ghostarchive.org/iarchive/s/instagram/Bdlwo1NgYxt |archive-date=2021-12-24 |url-access=limited|title=Dándole los últimos toques a mi nuevo sencillo. Enero va a estar interesante. reaDY!|publisher=Instagram|language=es|author=Daddy Yankee|date=January 5, 2018|access-date=January 18, 2018}}{{cbignore}} According to Daddy Yankee, it is "an amusing song" that includes "reggae and old schools sounds, and melts with the current musical influence."{{cite news|url=http://www.hoylosangeles.com/espectaculos/musica/hoyla-mus-la-nueva-propuesta-de-daddy-yankee-dura-hasta-que-te-canses-y-adelanta-su-lanzamiento-20180118-story.html|title=La nueva propuesta de Daddy Yankee "Dura" con firmeza y adelanta su lanzamiento|work=Hoy Los Angeles|language=es|date=January 18, 2018|access-date=January 18, 2018}} He wrote on an Instagram post that "the modern and the retro world collide on a song" and that it was inspired by his musical influences from the beginnings of his career.{{cite web|url=https://www.instagram.com/p/BeIvhpqgH5F/ |archive-url=https://ghostarchive.org/iarchive/s/instagram/BeIvhpqgH5F |archive-date=2021-12-24 |url-access=limited|title=El mundo moderno y el retro chocan de frente en una canción! #dura #dura #dura Inspirada por mis influencias musicales de mis inicios 🇯🇲🇵🇦🇵🇷 fueeegoooo!|publisher=Instagram|language=es|author=Daddy Yankee|date=January 19, 2018|access-date=January 19, 2018}}{{cbignore}} He also stated that the track "harks back to the rhythm and nostalgia for music of the late 1980s and early 1990s, that essence of reggae that inspired reggaeton."{{cite news|url=http://www.straitstimes.com/lifestyle/entertainment/daddy-yankees-new-hit-dura-inspires-videos|title=Daddy Yankee's new hit Dura inspires videos|work=The Straits Times|date=February 19, 2018|access-date=February 19, 2018}}

Shortly after the release of the single, Daddy Yankee initiated a campaign on Instagram named #DuraChallenge, encouraging fans to film themselves dancing to the track.{{cite magazine|url=https://www.billboard.com/articles/columns/latin/8098094/daddy-yankee-dura-challenge-videos|title=Daddy Yankee's #DuraChallenge Proves His Fans (Young & Old) Can Really Move: Watch|magazine=Billboard|last=Estevez|first=Marjua|date=February 5, 2018|access-date=February 19, 2018}} Puerto Rican newspaper Primera Hora reported that #DuraChallenge has inspired more than 82,000 Instagram videos as of March 6, 2018, starred by "aspiring dancers, children, top class models, and people of the Third Age."{{cite news|url=http://www.primerahora.com/entretenimiento/farandula/nota/peglacancinduradedaddyyankeeen18pases-1271519/|title=Pegá la canción "Dura" de Daddy Yankee en 18 países|work=Primera Hora|language=es|date=March 6, 2018|access-date=March 6, 2018}}

"Dura" is an uptempo reggaeton song with a length of three minutes and twenty seconds, and uses 50s progression. Billboard{{'}}s Marjua Estevez described the lyrics as "a tender-yet-thirsty ode to the girl Daddy's got his eyes on."{{cite magazine|url=https://www.billboard.com/articles/columns/latin/8097428/daddy-yankee-dura-lyric-translation|title=Daddy Yankee's 'Dura' Lyric Translation Reveals He's Got a Hard, Hard Crush|magazine=Billboard|last=Estevez|first=Marjua|date=January 31, 2018|access-date=February 19, 2018}} She wrote about the song as "Daddy Yankee [kicking] it old-school while singing praises to a love jones."{{cite magazine|url=https://www.billboard.com/articles/columns/latin/8095167/new-music-friday-j-balvin-cnco-daddy-yankee|title=This Week in Latin Music: J Balvin, CNCO, Daddy Yankee & More Bring New Heat|magazine=Billboard|last=Estevez|first=Marjua|date=January 19, 2018|access-date=February 21, 2018}} Estevez also clarified that the word "dura" (Spanish for "hard") refers to "a way of saying someone looks hot" in the context of the song.

"Dura" was made available for digital download on January 18, 2018, by El Cartel Records under exclusive license to Universal Music Latin.{{cite news|url=https://music.apple.com/us/album/dura-single/1334615059|title=Dura - Single by Daddy Yankee on Apple Music|publisher=Apple Music|access-date=January 18, 2018}} Due to the song having been filtered on the Internet, Daddy Yankee was forced to release it ahead of schedule.{{cite magazine|url=https://www.billboard.com/articles/columns/latin/8095015/daddy-yankee-dura-video|title=Daddy Yankee Goes Back in Time With New Single 'Dura': Watch the Video|magazine=Billboard|last=Fernandez|first=Suzette|date=January 18, 2018|access-date=January 18, 2018}}{{cite news|url=http://www.oxigeno.fm/2018/filtran-dura-la-nueva-apuesta-musical-daddy-yankee-193317.html|title=Filtran el audio oficial de 'Dura', la nueva apuesta musical de Daddy Yankee|publisher=oxigeno.fm|language=es|date=January 18, 2018|access-date=January 18, 2018}}{{cite news|url=http://www.primerahora.com/entretenimiento/musica/nota/daddyyankeelanzavideodeltemadura-1264444/|title=Daddy Yankee lanza vídeo del tema "Dura"|publisher=primerahora.com|language=es|date=January 18, 2018|access-date=January 18, 2018}}

Writing for Billboard, Suzette Fernandez described "Dura" as a track that "takes you back to the old reggaeton." An editor of The Straits Times stated that the song "returns to early reggaeton without the pop melodies that mega-stars such as Shakira, Enrique Iglesias or 'Despacito' co-writer Luis Fonsi deployed to bring the genre to the Anglo pop world." Writing for Cosmopolitan France, Loïse Delacotte described the song as having a "fast and nagging rhythm, dancing, viral choreography, a 90s-style pop music video, and lyrics relatively easy to memorize," and also added that "you will love and then hate it."{{cite news|url=http://www.cosmopolitan.fr/apres-despacito-daddy-yankee-presente-le-nouveau-tube-de-l-ete-dura,2015777.asp|title=Après Despacito, Daddy Yankee Présente Le Nouveau Tube De L'été: Dura|work=Cosmopolitan France|language=fr|date=February 21, 2018|access-date=February 22, 2018}}

In the United States, the single peaked at number two on the US Hot Latin Songs chart on March 10, 2018, becoming Daddy Yankee's 15th top five and 23rd top 10 title on the list.{{cite magazine|url=https://www.billboard.com/charts/latin-songs/2018-03-03|title=Latin Music: Top Latin Songs Chart – The Week of March 3, 2018|magazine=Billboard|access-date=February 27, 2018}}{{cite magazine|url=https://www.billboard.com/articles/columns/chart-beat/8098847/daddy-yankee-23rd-top-10-hot-latin-songs-dura|title=Daddy Yankee Collects 23rd Top 10 on Hot Latin Songs With 'Dura'|magazine=Billboard|last=Bustios|first=Pamela|date=February 8, 2018|access-date=February 19, 2018}} The song also peaked at number 43 on the Billboard Hot 100 on May 15, 2018, becoming his ninth entry and fifth highest peak on the chart. It also peaked at number one on the US Latin Digital Songs and Latin Airplay charts, and at number three on the US Latin Streaming Songs chart.{{cite magazine|url=https://www.billboard.com/artist/daddy-yankee/chart-history/ldt/|title=Daddy Yankee Dura Chart History: Latin Digital Song Sales|magazine=Billboard|access-date=February 19, 2018}}{{cite magazine|url=https://www.billboard.com/artist/daddy-yankee/chart-history/lss/|title=Daddy Yankee Dura Chart History: Latin Streaming Songs|magazine=Billboard|access-date=February 19, 2018}}{{cite magazine|url=https://www.billboard.com/artist/daddy-yankee/chart-history/hta/|title=Daddy Yankee Dura Chart History: Latin Airplay|magazine=Billboard|access-date=February 19, 2018}} "Dura" was the second best-selling and third most-streamed Latin song of the first half of 2018, with 120,000 downloads sold and 198,437,000 audio and video streams.{{cite magazine|url=https://www.billboard.com/articles/columns/chart-beat/8464870/ozuna-j-balvin-nielsen-music-mid-year-2018-latin-charts|title=Ozuna & J Balvin Loom Large on Nielsen Music's Mid-Year 2018 Latin Charts|magazine=Billboard|last=Caulfield|first=Keith|date=July 10, 2018|access-date=September 20, 2018}} It was the third best-performing single of 2018 on the Hot Latin Songs chart, being the highest-ranking track of those released during that year.

Internationally, the song topped the charts of Argentina, Bolivia, Chile, Dominican Republic, Ecuador, El Salvador, Guatemala, Honduras, Nicaragua, Panama, Paraguay, Peru, Spain, and Venezuela, and reached the top 10 in Colombia, Costa Rica, Mexico, the Netherlands, and Uruguay. It also achieved moderate success in Austria, Belgium, Canada, France, Germany, Hungary, Italy, Portugal, Slovakia, and Switzerland. It was the most played song in Latin America on the weeks ending on March 4, 2018, and March 11, 2018, with 13,350 and 13,956 spins across the 18 countries and 700 Hispanic radio stations Monitor Latino measure, respectively.{{cite news|url=http://www.hoylosangeles.com/espectaculos/musica/hoyla-dura-y-se-extiende-a-18-paises-en-el-sitial-de-honor-el-exito-de-daddy-yankee-20180306-story.html|title=El éxito de Daddy Yankee #DURA... y se extiende a 18 países en el sitial de honor|work=Hoy Los Angeles|last=Calle|first=Tommy|language=es|date=March 6, 2018|access-date=March 7, 2018}}{{cite web|url=http://charts.monitorlatino.com/top20/Internacional/Latino/20180226|title=Top 20 América Latina (Latino) – Del 26 de Febrero al 4 de Marzo, 2018|language=es|publisher=Monitor Latino|access-date=March 7, 2018}}{{cite web|url=http://charts.monitorlatino.com/top20/Internacional/Latino/20180305|title=Top 20 América Latina (Latino) – Del 5 al 11 de Marzo, 2018|language=es|publisher=Monitor Latino|access-date=March 12, 2018}}

The music video for "Dura" was directed by Puerto Rican director Carlos Pérez. The filming took place in Los Angeles. The director had previously worked with Daddy Yankee on clips including "Gasolina" (2004), "Rompe" (2005), and "Despacito" (2017).{{cite web|url=https://imvdb.com/n/carlos-perez|title=Carlos Pérez Music Video Credits as Director|publisher=IMVDb|access-date=January 18, 2018}} According to a press release by Spanish news agency EFE, the clip "tries to project over the top fashion images, an individualistic dance style and beautiful and sincere personalities." EFE stated that, as the video progresses, it "becomes a wake-up call for women to reclaim their space on the dance floor and within society itself." Daddy Yankee stated on an Instagram post that "we wanted to use the bright colors that predominated the 80s and early 90s. Alongside the stylist and the director we wanted to recreate that era and also search the contrast with today's style trends."{{cite web|url=https://www.instagram.com/p/Be06fRVgCOV/ |archive-url=https://ghostarchive.org/iarchive/s/instagram/Be06fRVgCOV |archive-date=2021-12-24 |url-access=limited|title=En el video de DURA quisimos utilizar los colores brillantes que predominaron en la era de los 80's y principio de los 90's. Junto a la stylist y el director del video @elasticpeople quisimos recrear esa época y buscar además el contraste con las tendencias de moda de hoy. Gracias por este apoyo|publisher=Instagram|language=es|author=Daddy Yankee|date=February 5, 2018|access-date=February 19, 2018}}{{cbignore}} The visual premiered through Daddy Yankee's YouTube account on January 18, 2018, where it has over 1.6 billion views.{{cite web|url=https://www.youtube.com/watch?v=sGIm0-dQd8M|title=Dura - Daddy Yankee (Video Oficial)|publisher=YouTube|language=es|date=January 18, 2018|access-date=January 18, 2018}}

Writing for Billboard, Marjua Estevez stated that "Daddy Yankee's vibrant, '90s-friendly dance video for "Dura" is such a refreshing visual, in how it disrupts the onslaught of today's humdrum make-it-rain-and-pop-bottles musical spectacles." An editor of The Straits Times wrote that "in a retro video, Daddy Yankee and his cohorts dance around well-trodden streets covered with vibrant street art. Women, who often have passive roles in highly sexual songs, take the lead in showing their moves." On a press release by French news agency Agence France-Presse (AFP) it was stated that the music video "is reminiscent of those of twenty years ago. Young adults dance in streets with tagged walls, with invigorating colors."{{cite news|url=http://www.lefigaro.fr/musique/2018/02/20/03006-20180220ARTFIG00127--dura-de-daddy-yankee-le-nouveau-despacito-qui-va-enflammer-a-nouveau-les-pistes-de-danse.php|title=Dura de Daddy Yankee, le nouveau Despacito qui va enflammer à nouveau les pistes de danse|work=Le Figaro|language=fr|date=February 20, 2018|access-date=February 22, 2018}}

The first stage live performance of "Dura" was held at the 30th Lo Nuestro Awards on February 22, 2018.{{cite news|url=https://www.univision.com/especiales/premio-lo-nuestro/daddy-yankee-cantara-por-primera-vez-en-vivo-su-exito-dura-en-premio-lo-nuestro|title=Daddy Yankee cantará por primera vez en vivo su éxito 'Dura' en Premio Lo Nuestro|publisher=Univisión|language=es|date=February 20, 2018|access-date=February 20, 2018}}{{cite magazine|url=https://www.billboard.com/articles/columns/latin/8214820/premio-lo-nuestro-2018-top-performances|title=Premio Lo Nuestro 2018: Daddy Yankee, Pitbull, J Balvin & Other Top Performances|magazine=Billboard|last=Estevez|first=Marjua|date=February 22, 2018|access-date=February 23, 2018}} The remix version featuring Becky G, Bad Bunny and Natti Natasha was performed at the 25th Billboard Latin Music Awards on April 26, 2018, as a surprise prior to its release.{{cite magazine|last=Machin|first=Jennifer|url=https://www.billboard.com/articles/columns/latin/8391140/daddy-yankee-performs-dura-dura-remix-natti-natasha-becky-g-bad-bunny-billboard-latin-music-awards|title=Daddy Yankee Performs 'Dura' Remix With Natti Natasha, Becky G & Bad Bunny at Billboard Latin Music Awards|date=April 26, 2018|magazine=Billboard|access-date=May 15, 2018}}

Credits adapted from Tidal.{{cite web|url=https://listen.tidal.com/album/83344748|title=Dura / Daddy Yankee TIDAL|publisher=Tidal|access-date=January 19, 2018}}

• Urbani Mota – producer, songwriting
• Juan Rivera – songwriting
• Luis Romero – producer, songwriting
• Daddy Yankee – songwriting, lead vocals

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• List of Billboard Hot Latin Songs and Latin Airplay number ones of 2018

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Category:2018 songs

Category:2018 singles

Category:Daddy Yankee songs

Category:Songs written by Daddy Yankee

Category:Latin Grammy Award for Best Urban Song

Category:Bad Bunny songs

Category:Becky G songs

Category:Natti Natasha songs