A Welcome Explosion

Alisa Valdes-Rodriguez is one of very few journalists that have written about the Latino in the music industry who has distinguished the difference between Latin music and the Latino artist (“The Loud and Quiet Explosions,” Dec. 26). Distinguishing the difference helps the English-language record industry be more aware of the impact the Latino has made in record sales this past year. It has nothing to do with Latin music; it’s all about the talent and great songs.

Hopefully they will invest in this market and not wait until “others” develop future talent for them. If that continues to happen, we may have to wait another five years for this kind of explosion to happen again. We will not continue to experience the kind of success in 1999 or in the future unless the English-language industry hires A&R; and marketing personnel who are Latinos and develops production and joint ventures with Latinos.

Why have so many Latino artists succeeded in the English-language record business this past year? The answer is they were given an opportunity. What the English-language record industry has never understood is the Latino has always been a major consumer in pop, R&B;/hip-hop and rap music for the last 30 years. You combine this consumer with a large population and Latino talent; you are going to have success stories.

Eventually, they will recognize the Latino is just like any other artist to record in English, with a potential to record in Spanish. This is why the Latino is a great commodity, not only in this country but also in the world. This is why Ricky Martin is one of the major record sellers in the world today.

BILL MARIN

President, Demand Entertainment

Alhambra