"Dura" (Latin American Spanish: [du.ɾa]; English: "Hot")[a] is a single by Puerto Rican rapper Daddy Yankee from his upcoming studio album El Disco Duro.

On January 18, 2018, El Cartel Records released "Dura" and its music video, directed by Carlos Pérez, filmed in Los Angeles and based on 1990s style and visuals.

The song was written by Daddy Yankee, Juan Rivera, Luis Romero, and Urbani Mota, and was produced by Los Evo Jedis.

"Dura" was written by Daddy Yankee, Juan Rivera Vázquez ("Gaby Music"), Luis "Rome" Romero, and Urbani Mota Cedeño ("DJ Urba"), and was produced by Puerto Rican production duo Los Evo Jedis, composed by DJ Urba and Rome, who had previously worked with Daddy Yankee on "Shaky Shaky" (2016).

"[11] Shortly after the release of the single, Daddy Yankee initiated a campaign on Instagram named #DuraChallenge, encouraging fans to film themselves dancing to the track.

[11][12] Puerto Rican newspaper Primera Hora reported that #DuraChallenge has inspired more than 82,000 Instagram videos as of March 6, 2018, starred by "aspiring dancers, children, top class models, and people of the Third Age.

"[11] Writing for Cosmopolitan France, Loïse Delacotte described the song as having a "fast and nagging rhythm, dancing, viral choreography, a 90s-style pop music video, and lyrics relatively easy to memorize," and also added that "you will love and then hate it.

[33] According to a press release by Spanish news agency EFE, the clip "tries to project over the top fashion images, an individualistic dance style and beautiful and sincere personalities.

[35] Writing for Billboard, Marjua Estevez stated that "Daddy Yankee's vibrant, '90s-friendly dance video for "Dura" is such a refreshing visual, in how it disrupts the onslaught of today's humdrum make-it-rain-and-pop-bottles musical spectacles.

[36][37] The remix version featuring Becky G, Bad Bunny and Natti Natasha was performed at the 25th Billboard Latin Music Awards on April 26, 2018, as a surprise prior to its release.