The manifesto of J Alvarez is to create a modern form of reggaeton influenced more by R&B than hip-hop. If the success of his last single, "La Pregunta" -- number eight on the year-end Hot Latin Songs chart, receiving more than 25 million YouTube views -- is any indicator, he's on his way. His debut Sony offering, De Camino Pa' La Cima, doesn't completely forsake the old-school -- one can hear it in the swaggering rap on album-opener "Te Cambiamos el Juego" -- but there's a new whole new flavor at work here. Check the rippling synth grooves of "Háblame de Ti," the souled-out midtempo electronic ballad "Siempre Me Llamas," the monstrous hook in the dancefloor slammer "La Tempuratura," and the edgy electro strut in closer "Dándote Calor."
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AllMusic Review by Thom Jurek