Annotations for Organizations: Vh1--firm

Diez. Nueve. Ocho. Siete. Seis. Cinco, cinco cinco. Cuatro. Tres. Dos. Uno.

The MTV Cable Network has just launched MTV Latino, a new 24 hours Spanish language music network distributed throughout Latin America and to some US cities.

[unintelligible 0:18:49] caballeros. Rock and roll.

Somos Aerosmith.

For years, the entertainment industry serving the Latino market was based either in Latin America or in Los Angeles, where non-Latinos controlled much of the business. But now the bulk of the Latino entertainment industry, like the new MTV Latino network, is based in Miami where Latinos are establishing their own turf. Melissa Mancini reports.

Miami ranked 16th in US media markets, but it's the number one location for the Latin entertainment industry, headquartering, Latin television, music and print trades. The reasons are simple. Nearly 60% of Miami's population is Hispanic and the city's location is convenient to Central and South America. In addition, Miami has more reliable air transportation and telephone service than its southern neighbors. With the whole of the Hispanic media located here, entertainment attorney David Bercuson says, "Miami is the premier stop for Latin recording artists and other entertainment figures promoting their current projects."

In addition to television, it's a center hub for a lot of Spanish media, print media. So with all those things working for it and the record companies, there's a lot of symbiotic relationship. The record companies are here, they send them right over to whatever magazine it is for interviews, and then they send them right over, it could be even be the same day, to one of the major networks for television exposure where they can do 3, 4, 5 shows at one network, and the next day do a number of shows at the other network.

As the US city with the Latin American flair, Miami offers another big payoff. The amount of money pumped into the national economy via Telemundo and Univision, the two major Hispanic television networks. A recent industry study shows that TV advertisements spurred Hispanics to spend $200 billion annually on consumer goods and services, and it's estimated that number will increase 40% by the year 2000. In addition to the television and print media, Miami is inundated with Hispanic radio stations, and it's here that other Latin stations throughout the US look to when they're charting music trends. David Bercuson says, "Miami's Betty Pino is one of the most important radio programmers for Spanish pop music."

And when she programs things on her lists, those lists are carefully watched throughout the country by other Spanish radio programmers. And even if their format is not totally pop, and they only play four or five or six songs that are pop, they'll look at these lists that are put out by this one station, this one program in particular, as persuasive and controlling.

Sony Discos. No, ¿quisiera- [unintelligible 0:21:48]

Sony Discos Is the Latin music heavyweight of record labels. Established about 10 years ago in Miami, Sony Discos was the first Latin label to sign artists such as Julio Iglesias and Gloria Estefan, allowing it to corner the market. Sony Discos vice President Angel Carrasco.

The record business for us, in the last five years, has been very profitable. We have grown a lot and we feel that Latin music now is getting recognition from other audiences. Europe, tropical music is very big, and then artists like Julio Iglesias and Gloria Estefan have helped us improve our image as far as [inaudible 0:22:30] is concerned. And that has opened up a lot different markets and different audiences that are buying our records.

And because Miami is still a fledgling in the entertainment industry, the city has not yet developed the hard edges associated with New York or Los Angeles. Nicaraguan born Salsa star Luis Enrique has been with Sony Discos for five years. Enrique literally walked in off the street and was handed a recording contract. He says before that he spent years trying unsuccessfully to meet with other music executives.

I tried to do it in LA and it was hard. It was really hard to open doors, and I remember I used to go and sit down on the sidewalk at A&M recording studios and try to talk to someone.

Latin music is a $120 million a year business in the US in Puerto Rico. Although it's estimated Hispanics makeup only 10% of the total market Sony Discos' vice president Angel Carrasco says the Latin market is strong and growing.

The future is wonderful. I think in the future you'll see a lot of crossover Latin artists getting more into the Anglo market and vice versa. Also the new breed of bilingual artists, not only has Gloria made it big, but also [inaudible 00:23:53], who was also a local Cuban born guy, also produced by Emilio Estefan, has made it big. And I think the most important pop music for the Latin market is going to come out of the United States in the future.

Sony Discos is one of about a dozen Latin music labels located in Miami. At least three additional record labels are said to be considering relocating here. In addition, VH1 and Nickelodeon, both owned by MTV networks, are said to be following MTV Latinos tracks into Latin America and South Florida. For Latino USA, I'm Melissa Mancini in Miami.