Global music superstar Maluma recently stepped out of the recording studio and into an elementary school classroom for a special episode of the digital series Celebrity Substitute. Trading microphones for a whiteboard, the Colombian hitmaker spent the day teaching an inquisitive group of second graders in New York’s Spanish Harlem, offering the young students a unique blend of business fundamentals, cultural pride, and lighthearted entertainment.
The nearly 20-minute episode, hosted by Julian Shapiro-Barnum, captured the chart-topping artist engaging with the children on a deeply personal level. While the setting was a standard elementary school classroom, the conversation quickly evolved into a lively discussion about ambition, creativity, and the humble beginnings that shaped Maluma’s remarkable path to international stardom.
Reflecting on his journey from a young boy in Medellín, Colombia, to a multifaceted entrepreneur and global ambassador of Latin music, Maluma shared stories from his childhood that resonated far beyond the classroom walls. Far from the glamour of sold-out arenas and red carpets, his first foray into the business world started out of necessity and a desire to help his family.
"I started making businesses when I was a kid — 15, 16 years old," Maluma told the eager students, recalling his very first entrepreneurial venture. "I saw that there were some kids in high school that were not taking lunch, so I started cooking sandwiches with mom at home, and the next day going to school and selling them. I made them with love and really needed the money."
This early work ethic laid the foundation for an expansive career that extends well beyond his massive success in the music industry. Today, Maluma’s business portfolio includes diverse ventures, ranging from breeding horses to owning several restaurants in Colombia. Bringing this wealth of real-world experience to the classroom, the singer helped the second-grade students dream up their own business concepts from scratch. Under his guidance, the children brought their imaginative visions to life, culminating in a friendly and enthusiastic pitch competition where every student had the opportunity to present their creative ideas.
The classroom visit was not all business, however. The students seized the opportunity to ask the "Hawái" singer a series of fun, candid questions about his life, career, and creative process. The energy in the room reached a joyful peak when the class danced alongside the Latin music icon to his infectious 2018 hit single "Corazón." For Maluma, the experience offered a welcome pause from his relentless global schedule and a chance to reconnect with a simpler time in life. "Being a kid again is one of the best times of my life," he reflected during the taping.
The appearance on Celebrity Substitute comes at a bustling time for the artist, who continues to maintain a dominant presence across the Latin music landscape. Maluma is officially confirmed to participate in the upcoming 2026 Billboard Latin Music Week, which is scheduled to run from October 19 through October 22 at the Faena Forum in Miami Beach.
During the high-profile industry event, the singer is set to take part in the Sony Music Publishing Iconic Songwriter Q&A. The headline session will be hosted by Billboard’s Co-Chief Content Officer, Leila Cobo, offering fans and industry professionals a deeper look into the creative mechanisms behind Maluma’s extensive catalog of global hits.
The weeklong celebration of Latin music, culture, and business will culminate with the 2026 Billboard Latin Music Awards. The star-studded ceremony is set to take place on October 22, broadcasting live on Telemundo and streaming on Peacock directly from the James L. Knight Center in Miami. Registration and further details regarding Billboard Latin Music Week are available through the official event website.
