Kevin Roldán makes millennial reggaetón and Latin trap music for turning down at the after-party—or ditching the scene altogether. Preferring to conquer with a purr rather than roar, the Colombian singer has built an international following with soft-spoken patter and raspy, barely-there hooks in a genre more identified with Bad Bunny's resonant baritone or Daddy Yankee's staccato vocal stylings. Roldán's signature laidback charm stamps his ultramodern productions with less-is-more cool. Check his wispy yet compelling performance on the much-streamed single “PPP” or the downtempo dembow of “Aventurera.”