By Christian Hinojosa

Without a doubt, William Omar Landrón of Puerto Rico, has become one of the most popular and recognized artists of urban reggaeton (a fusion of classic salsa, traditional Puerto Rican bomba, and the rhythm of hip hop). Considered the “King of Kings” (the self-aggrandizing title of his smash album releases in May of 2006) of reggaeton, Don Omar and Daddy Yankee are not only the most recognized artists in this genre, but they are also the world’s best selling.

His debut album, The Last Don, sold over 550,000 units in South America alone. Both “The Last Don” and the live edition of it have been certified platinum by the Recording Industry Association of America. Worldwide.

Don Omar’s May 2006 album King of Kings, became history’s highest ranking reggaeton LP, with its debut at # 1 on the Latin sales charts and the #1 spot on the Billboard Latin Rhythm Radio Chart with his single “Angelito”. In that year, Don Omar beat the in-store appearance sales record at Disneyworld’s Virgin music store previously set by pop star Britney Spears.

In April of 2007, Don Omar received the Latin Billboard award for “Reggaeton Album Of The Year” for King of Kings and he joins Daddy Yankee as the only reggaeton artists with Platinum albums.

Yet, what has fascinated music critics and fans alike is the way he has been able to be such a world-wide success without falling into the much-maligned stereotype that most artists of the reggaeton genre have been lumped into.

As many will point out to, reggaeton (similarly to hip-hop) has had to deal with its share of controversy regarding the context of its message, the sexually explicit lyrics and its depiction of women. But, with the overwhelming success of Don Omar, much of that has changed.

Don Omar is an entirely different animal. Omar’s former life as a preacher has obviously influenced his lyrics (which touch on religion, love, and life’s hardships), but it’s also given him a heady, passionate approach to music. He does bring the lighter moments of standard reggaeton and dance music, but his lyrics focus on much deeper and substantive issues than his counterparts. He has also proven to be somewhat of an artistic trailblazer.

In his aforementioned 2006 album, King of Kings, he takes the listener through a dark, adventurous journey through reggaeton, supplemented by surprising rhythms and a careful selection of collaborators. Hip-hop violinist Miri Ben-Ari adds urban elegance to “Intro-Predica,” and Juelz Santana brings a genuine grit to “Conteo.”

King of Kings also finds Omar experimenting with creative variations on the reggaeton sound. “Ojitos Chiquitos” benefits from a moody Middle Eastern vibe, and “Cuentale” soars via a start-stop salsa hybrid. Omar slows things down during “Tu No Sabes,” a piano-driven tale of heartbreak; and “Candela” incorporates reggaeton beats into a searing rock arrangement.

Ironically, what was once seen as a musical subgenre dedicated exclusively to violence, sex and crime, has evolved into a genuine vehicle of expression for creating conscious in a positive way for many Latino youths.

“There is no doubt that reggaeton has a sensual and spicy rhythm. It also had many negative connotations in the beginning, but that is exactly what we are trying to change. Projecting that image doesn’t interest us, we want to construct something productive, and we are seeing that it’s possible,” said the Puerto Rican reggaetonero.

“I firmly believe that I can help change things for the better. Young people look at and admire you, and that type of adulation can be channeled toward good.”

One example of this was the setting for his most popular video to date. For the mega-hit “Angelito” the artist chose to use the Vatican in Italy, as the song tackles the suffering of thousands of Latino children around the world that are affected by the AIDS virus.

His “clean” image has also led to financial gratification. Corporate brands have had no problems associating his name to their products. His alliance with the soccer brand UMBRO is known world-wide. Through this affiliation, the singer has launched the Don Omar casual clothes collection, which is the first line of urban clothes launched by a Latino artist in this genre.

Dom Omar has even gone a step further. In 2004, he created “Treasure Kids Fund”, which is an organization dedicated to autistic children. He has also performed for nationwide telethons and fundraisers for a myriad of social causes all over Latin America in 2006 and in 2007.

Oh yes, and one more important item. You can catch Don Omar, performing live at the Comcast Family Festival at Fenway Park on Saturday, July 5th. Tickets range from $15-$40 and can be purchased at www.RedSox.com and the Boston Red Sox ticket office on 4 Yawkey Way and throughout the traditional ticket outlets in the Latino community.