Disney’s Encanto may have gotten off to a slow start in theaters, but by the time it was released on Disney+ in November 2021, it took the world by storm. The animated hit that follows the magically blessed yet surprisingly dysfunctional Madrigal family, and also boasts an incredible soundtrack. The Oscar-winning film contains eight original songs written by Lin-Manuel Miranda, who also lent his creative genius to Hamilton and In the Heights.
Of the eight songs written for the film, “We Don’t Talk About Bruno” quickly rose above the rest as a fan favorite. Not only did the soundtrack of the film reach number one on the Billboard charts, but “We Don’t Talk About Bruno” remained in the number one spot on the US Billboard Hot 100 charts for five weeks, breaking the record for a Disney soundtrack song, even surpassing Frozen’s “Let It Go,” which peaked at fifth place.
While “We Don’t Talk About Bruno” made the biggest splash, the rest of the soundtrack also performed very well, with every song on the soundtrack featured on the Billboard Top 100 in various positions, and “Dos Oruguitas” nominated for an Oscar. Although the Oscar nomination did spark some debate on whether Disney cost themselves an Oscar by not nominating "Bruno", with many calling it an Oscar snub. Here is why “We Don’t Talk About Bruno” was such a Hit.
Tik Tok and Streaming
According to Mashable, "We Don't Talk About Bruno" was the background track to 800,000 Tik Tok videos in February 2022, only three months after Encanto's Disney + release. This virality surely played a monumental role in securing the number one Billboard spot for five weeks straight. It's easy to see why TikTokers are attracted to the clever chorus, as it displays a variety of different emotional perspectives as well as different characters' points of view. This versatility makes the song adaptable to many different situations. Furthermore, the song composition is perfect for Tik Tok usage as it features many of the characteristics of a great Tik Tok backing tune, humor, entertainment value, and a bit of roleplay.
Aside from Tik Tok, "Bruno" owes some of its success to the many streaming platforms available today. Streaming has changed the way we define popular music, as it not only tracks what is being played, but, more importantly, how often it is being played. This shift in how we measure success means that children's music can see a drastic upswing on the charts and contribute to its high ranking as kids obsess over the newest Disney soundtrack. Songwriter Lin-Manuel Miranda discussed the song's breakout success in a recent interview with Variety.
The Message Behind the Song
The most powerful reason "We Don't Talk About Bruno" resonates so heavily with audiences is that many can relate to the subject matter. The song paints a picture of the black sheep of the family essentially being ostracized for his differences. It is a modern parable about outsiders and how they are treated by society. The song depicts how the Madrigal family shuns the mysterious Bruno from the family due to his ability to see the future. His magical gift is not celebrated as all the other family members, but rather seen as a scapegoat for anything negative that befalls the family. Ultimately, the Madrigal family — and more pointedly, the matriarch, Alma Madrigal — gaslight Bruno into believing he is the cause of the family's misfortune. This treatment causes Bruno to perform a self-imposed exile from the family unit to "protect them" from himself. Once Bruno is out of the picture and things begin to go awry in the family years later, Abuela must find a new scapegoat to blame for their misfortune and sets her eyes on Mirabel. The record-breaking Disney song may be catchy, but the deeper meaning behind the song is most certainly tragic.
The Popularity of Latin Music in America
One of the main reasons "We Don't Talk About Bruno" catapulted to massive success is because of its Latin roots. The song features a wide array of Latin influences including salsa, Guajira, and Cha Cha, expertly mixed with traditional pop and musical theater elements. The combination of musical influences makes for a dynamic listening experience. Add to that the creepy undertones and varying character perspectives and it's no wonder it is a crowd-pleaser.
With Latin Music at its height of popularity, per Insider, it only makes sense that audiences are attracted to the catchy tune. While Latin Pop has been on the rise for a while now, it has only recently emerged as a driving force in American music. In 2016, only four Spanish-language entries were featured on Billboards Top 100, compared to 19 in 2017. The rise in Streaming platforms has made Latin Music accessible to everyone allowing the genre to be introduced to legions of new fans. "We Don't Talk About Bruno" capitalizes on the popularity of Latin music by making a tune that is very on-trend.