Milkman (Oscar Botello), Visionary Creative Director Behind J Balvin’s ‘Energía’ and ‘Vibras,’ Has Passed Away

The Latin music community is mourning the loss of Milkman, born Oscar Botello the Mexican creative visionary whose work helped define one of the most visually transformative eras in modern Latin music.

Best known for his creative direction during J Balvin’s Energía and Vibras eras, Milkman wasn’t simply designing visuals. He was building a universe. Through color, typography, symbolism, and cultural references, he helped shape a global aesthetic that elevated reggaeton from sound to full-scale artistic movement.

His passing marks a profound loss not only for the artists he collaborated with, but for the broader Latin creative community that found inspiration in his bold, unapologetic vision.

Architect of a Visual Revolution

When Energía arrived in 2016, it signaled a new chapter for Latin urban music. But it was Vibras in 2018 that cemented a cultural shift. The album’s iconic yellow palette, smiley face symbolism, and immersive branding became instantly recognizable worldwide.

Milkman played a critical role in crafting that identity.

At a time when visual storytelling was becoming just as important as streaming numbers, he understood that artists needed cohesive worlds not just album covers. His approach blended street culture, contemporary art, Latin heritage, and global design language. The result was a visual era that felt modern, disruptive, and distinctly Latin.

Beyond One Era

Milkman’s creative reach extended far beyond one collaboration. Over the years, he worked with artists including Álvaro Díaz, C. Tangana, Jhay Cortez, Belinda, Jesse Baez, and more consistently pushing boundaries between music, art, and fashion.

Through his companies Broke Kids Music and Turbo Creative Agency, he championed multidisciplinary creativity, supporting projects that bridged underground culture with global platforms.

In an industry often driven by trends, Milkman built movements.

He helped position Latin artists not only as musicians, but as global cultural brands.

A Legacy That Lives On

Milkman’s influence can still be seen across today’s Latin visual landscape in bold color-driven campaigns, art-forward merchandise, cohesive album worlds, and creative storytelling that goes beyond the music itself.

For a generation of designers, photographers, directors, and creatives within the Latin community, he represented proof that vision mattered.

That culture mattered.

That presentation could amplify sound into something unforgettable.

While details surrounding his passing have not been widely disclosed, tributes have begun pouring in from artists, creatives, and fans whose lives were shaped by his work.

Latin music did not just lose a creative director.

It lost a cultural architect.

Milkman’s legacy will continue to live in the visuals that defined an era and in the generations he inspired to create fearlessly.

Rest in power.

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