The reggaetón star Daddy Yankee is a one-man pop conglomerate. Now 35, an age by which some performers already have burned through their bank accounts, Daddy Yankee presides over a diverse portfolio of assets: his own record label, a clothing line and lucrative promotional deals with soft-drink makers and sportswear manufacturers. He also has starred in movies as a vampire and a petty thug.
In between, Daddy Yankee, who was born Ramón Ayala, somehow found time to endorse 2008 presidential contender John McCain as "a fighter for the Hispanic community."
But while he was polishing up his market bona-fides, the Puerto Rico native's music started losing its luster after his 2004 breakthrough album, "Barrio Fino." Reggaetón, a rhythmic cocktail of salsa, Spanish-language hip-hop and Jamaican dance hall, flamed for a few years then fizzled in popularity. And Daddy Yankee, known to fans as "El Cangri" (The Chief) and "El Jefe" (Boss Man), fell short of becoming the bilingual crossover sensation many had foreseen — a sort of male, urbanized Shakira, but with more of a bling fixation.
But on Sunday night at the Greek Theatre, Daddy Yankee proved he was still an artist, as well as an entrepreneur, to be reckoned with. Opening his warp-speed 17-song set with "Lovumba," a lover's mambo-soul-calypso dance number with fiery metaphors, Daddy Yankee kept the crowd on its feet for the entire show.