Although the song moves through a number of musical styles over its runtime, Miranda and co-producer Mike Elizondo foregrounded Cuban piano sounds and a cha-cha feel-accentuated by that “No, no, no” refrain. version of “We Don’t Talk About Bruno” is sung in English, Encanto is set in Colombia, and the song is made by artists of Latin heritage.

Those consumers’ preferences have been informed by Latin pop’s growing status as a global powerhouse. So Disney really didn’t simply decide “Bruno” would be inescapable-its consumers did. The studio submitted other cuts from the soundtrack for Oscars consideration. Encanto was released in November to a just-okay box-office reception. Yet even the studio may have been surprised by the success of this particular song. Given those realities, how surprising is it that the studio can deliver a pop smash? Many of the same factors that explain Disney’s sway-the studio’s sheer size and reach its collection of top creative talents and business minds the kidult tastes of the mass audience-transcend film and TV. Disney+ has since come to conquer home entertainment: Of the top 15 streaming movies of 2021, Disney originated 11. In 2019, before the pandemic drove audiences from theaters, the studio-whose holdings include Marvel and Star Wars-released seven of the year’s top-10 highest grossing movies. Perhaps it is doing so because Disney is so culturally dominant right now.

The new song is charting higher than Frozen’s “Let It Go” did in 2014 and higher than The Lion King’s “Can You Feel the Love Tonight” did in 1994. 1 from one of its animated films since Aladdin’s “A Whole New World” in 1993. Though Disney has generated lots of legendary music over the years, “Bruno” is the first No.

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