STAND UP TO THE MUSIC AND BEAT
- June 24, 2014
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Ten years ago, becoming a cross-over artist in the United States was a huge deal – those who were fortunate enough to make it, like Ricky Martin, Enrique Iglesias (and before that his icon of a father Julio) were soon considered mainstream stars appealing as much to Americans as to Hispanics in the US and LatAm. Today, becoming a cross over artist is still huge – especially in an environment where making it in the music industry is more difficult than ever before. The difference is that Latin music has impregnated the General market with its sounds, Spanish lyrics and vivacious rhythm. Even though it was Justin Timberlake who claimed to bring “sexy back” to music, it truly has been Hispanic artists who have done so. It’s artists like Pitbull, JLo, Shakira, Ricky Martin and Enrique Iglesias who’ve encouraged new moves, created new sounds and fostered exciting reactions from listeners everywhere. It’s groups like Maná who’ve broken the record for the most sold out concerts at places like the Staples Center in Los Angeles. It’s artists like Juanes and Juan Luis Guerra who have encouraged audiences to put their wine and dinner down at places like the Hollywood Bowl, because they can’t stand another minute of listening to the music without jamming and dancing along.
At this point, there’s no turning back. Latin music is as part of mainstream America today as Sofia Vergara on television, Andy Garcia in film, or David Ortiz – aka -Papi in baseball. As Americans we’ve not only learned to accept these Latin influences in our lives, but we actually welcome them regularly, thinking of them as one of our own. If only we could look at the new face of America the way we’ve learned to look at music – open our minds to the beauty of the colors and sounds…think of multicultural influences on the mainstream as finding a new and exciting reason to stand up for something that inspires us all.