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The New Bronx Cheer
Between songs, a wildly famous singer introduces himself to a young woman in the front row. Her boyfriend is standing next to her. The singer shakes the boyfriend's hand and asks him to turn around, and the boyfriend complies. The singer steps off the stage, takes the woman's head in his hands, and plants a fat kiss right on her lips. The crowd loses its collective mind.
This is not the first time Anthony “Romeo” Santos—arguably the biggest Latin pop star working right now—has pulled this move. In fact, romancing the women in the audience is an integral part of his act. But the Latin-lover shtick ends when he walks offstage. “I've always been extremely shy,” Santos says in his hoarse Bronx bro-speak—the opposite of the satin tenor in his songs. “I think that's how it all began: realizing I'm not going to be able to pull this off with my real personality.”
Anthony, Santos says, is a fiercely private family man of Dominican and Puerto Rican descent who developed the Romeo persona to gain confidence. Anthony is a workaholic industry hustler who was named CEO of Roc Nation Latin, while Romeo is the guy modernizing Dominican bachata with infectious songs like “Propuesta Indecente.” In the video, Romeo seduces another man's lady by half-rhyming Bailamos bachata and Terminamos en la cama (“We end up in bed”). “I'm all about love, desamor [heartbreak], sex,” he says. And making “the oxygen.” Music. Joy. Good vibes. This is both Anthony and Romeo, in agreement.
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