Is There a Latin Alternative? - Answer: Yes

I won't be attending SXSW this year, so I will not know what transpired, first-hand. Now that I've put that out there, I want to say a few things about a panel that will be taking place there. The panel is called, "Is There a Latin Alternative?" For those not in the know, the answer is yes. Here is the full description of the panel:

A Spanish-language band can gain instant access to the growing Hispanic audience and sponsors targeting that demographic by marketing themselves as "Latin". But how limiting is being marketed as a "Latin" band — even Latin alternative? Can bands and labels eliminate the need to "crossover" by avoiding the term altogether?

In absentia, I would like to respond:

Question #1 - But how limiting is being marketed as a "Latin" band — even Latin alternative? Answer: It's not limiting; it's liberating. This is a new genre with plenty of growth ahead. There isn't even a commercial radio format for it (yet) in the U.S. As mentioned in an earlier post, in certain demographics, Hispanics (and some non-Hispanics) love this music. Ximena Sariñana, Zoé, Café Tacuba, and so on, is just the beginning. When artists like these perform in the U.S., the people show up - in droves. Wait until owners of radio stations finally get smart and switch to an Alternativo format. The word "limiting" will no longer be associated with the genre.

Question #2 - Can bands and labels eliminate the need to "crossover" by avoiding the term altogether? Answer: Not initially. You need the label, "Latin Alternative" or "Alternativo" or some variation in order to a) Alert music fans that there's a new genre of Latin out there and point them in the right direction and b) To identify the music. Once the genre has been established, then maybe the term will be dropped.

Now that I have answered the questions, I have a few questions and comments of my own. First, why would you want to eliminate the need to crossover? Wouldn't artists and record companies want to reach a larger audience? Wouldn't you want to include a guidepost like, "Latin Alternative," in order to lead audiences to the music? Lastly (and this probably opens another can of worms), from my experiences in speaking with major labels about groups like Austria, the Latin divisions have claimed that Alternativo is not mainstream enough, and that there isn't a large enough audience in order to support these kinds of acts. The English-speaking divisions of labels "don't do Spanish." The answer to this dilemma? When the majors sense that Alternativo is a moneymaker, they will create divisions within their labels in order to properly market and promote these acts. When the genre is well established, it's possible these departments will dissolve into the Latin division.

But for now, Alternativo just needs to keep growing.

By the way, if anyone does attend the panel, feel free to report how it went, especially if my comments were way off base (I'm not ashamed of being wrong).

There Will Be a Latin Alternative Music Explosion - Not Maybe

I'm not one to air my views publicly. It's not my thing; but when I'm working on something and absolutely know it's going to happen and someone says it might happen, I have to speak up. I admire Desmond Child. I love some of his songs and even had an opportunity to meet with him when he was producing some tracks with Chynna Phillips back in the 90's at the old EMI Music Publishing studio on Sunset. (He's a nice guy, by the way.) I won't, for a second, forget how talented he is and the many accomplishments he has achieved, but when someone much more steeped in Latin music than I am - and I have only been working in the Latin Alt. world for about a year - says that Latin Alternative might explode (see link to article, below), I can't just let it go. Come on! Latin Alternative is a ticking time bomb - in the United States, anyway.

Great artists like Ximena Sariñana, Zoé, Carla Morrison and Hello Seahorse! are making big strides and all without the aid of a commercial radio format in the U.S.! As Christian Mejia, an Orange County, CA club promoter and head of Intoroq said recently, can you imagine what would happen to the Latin Alternative genre if Latin Alternative artists were played on commercial radio (a la Los Angeles Modern Rock station KROQ) next to Foo Fighters, Coldplay, Florence + The Machine, Rage Against The Machine and Tori Amos? Well, it would blow up. Why? Because there are thousands of young Latinos and Latinas in the United States who are bi-lingual and listen to cutting edge music both in Spanish and English. Ever go to a rock concert featuring current American or British acts and see Latinos? Of course you have! Do you think it's possible that some of them might be fluent in Spanish and have roots in Latin music? Of course it is! Lastly, I've seen the thirst for Latin Alternative music with my own eyes. When Rosario, Argentina's Austria played in Southern California a few months ago, Latinos came up to the band's merch booth with a look in their eyes that said, "Wow, these guys are great! Where are they from?" (By the way, some of those people actually said those words.) One lady at the Long Beach show confessed, "I don't even speak Spanish and I love this band," which gives some credence to the fact that Latin Alternative not only draws in a Spanish-speaking crowd, but can woo the non-Spanish speakers, as well.

So, Desmond...love your music, totally respect you and I'm sure you will have continued success for years to come, but please don't be afraid of predicting the future; I have, and the future is Latin Alternative. It is going to explode.

http://iphone.alborde.com/featured/41375-desmond-child-latin-grammy-nominations.html