LA EQUIS (formerly Xcelencia) is a Puerto Rican-Cuban singer, songwriter, and producer known for blending reggaetón with alternative pop, hip hop, electronic elements, and Caribbean rhythms. With a genre-bending style and sharp use of sampling, he pushes Latin music forward while staying rooted in heritage.

Raised in the U.S. by a family that migrated from Cuba to Puerto Rico in search of new opportunity, LA EQUIS carries that legacy of reinvention through every phase of his creative journey. Entirely independent, he has amassed over 55 million streams, voiced Papa John’s nationwide Spanish campaign, and earned high-profile syncs with Marvel, Disney, HBO Max, and MLB The Show.

Beyond the music, he leads a new wave of Latin-culture ventures, and is widely recognized as a pioneer in direct-to-fan strategy—generating over $200K in Web3 music sales and becoming one of the first reggaetón artists to crowdfund $50K. His next statement arrives through “el niño maravilla,” a story-driven album experienced start-to-finish on his own interactive platform, turning music into a fully immersive world for fans.