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Speaker 1: Hmm. Welcome to Strictly Business Varieties, weekly podcast about the

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Speaker 1: business of media and entertainment. I'm Shirley Halpern, Executive editor

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Speaker 1: of Music, and my guest today is Bruno del Grnado,

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Speaker 1: who is head of the Global Latin music touring group

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Speaker 1: at CIA, and as I learned recently on a trip

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Speaker 1: to Miami, is also the ambassador to all things Latin

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Speaker 1: entertainment in that city and beyond. Gloria Stefan, Ricky Martin, Mark,

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Speaker 1: Anthony bad Bunny Maluma all are on a first name

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Speaker 1: basis with Bruno, and he's played no small role in

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Speaker 1: their careers throughout the years, first as an executive at MTV,

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Speaker 1: later as a manager, and for the last nine years

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Speaker 1: as an agent and executive at CIA. You could also

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Speaker 1: throw onto his resume marketer, historian, pr strategist, and even

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Speaker 1: unofficial census monitor. As you'll hear in this conversation, Bruno

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Speaker 1: has committed a lot of numbers to memory, including the

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Speaker 1: growth of the Spanish speaking population of the United States,

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Speaker 1: it's buying power and consumption habits, and how Latin culture,

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Speaker 1: content and art has impacted the pop charts, touring, television,

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Speaker 1: film and tech where music is concerned. The US has

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Speaker 1: come a long way since nineteen fifty four, when Richie

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Speaker 1: Valens's LaBamba catapulted up the charts and could be heard

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Speaker 1: on radio stations everywhere. Today, you'd be hard pressed to

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Speaker 1: find a pop playlist or late night TV show lineup

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Speaker 1: that doesn't feature a Latin artist, never mind arenos around

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Speaker 1: the globe. On this episode, Bruno talks us through the

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Speaker 1: quote unquote Latin explosions that got us here, touching on

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Speaker 1: everything from the loss of Selena Quintanilla to the record

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Speaker 1: shattering arrival of Desposito onto American shores. In and it

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Speaker 1: should be mentioned that as this podcast was going to bed,

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Speaker 1: Bad Bunny had us released his latest album, un Verano Sinti,

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Speaker 1: which looks poised to break Spotify's all time record for

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Speaker 1: most single day streams and could, depending on the exact numbers,

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Speaker 1: be the biggest sales week for an artist so far.

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Speaker 1: In these days, non English speaking artists are no longer

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Speaker 1: required to conform to Anglicized lyrics, and that's led to

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Speaker 1: artists like Bad Bunny and j Balvin becoming bankable international

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Speaker 1: stars and to the embrace of K pop music best

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Speaker 1: demonstrated by the astronomical reach of acts like BTS. Bruno

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Speaker 1: talks about these topics and provides a lens into current

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Speaker 1: day Miami as it relates to the making of entertainment

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Speaker 1: in all forms. Join us after the break, Welcome back

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Speaker 1: to Strictly Business. Here's my conversation with CIA's Bruno del Granado. Bruno, Oh, Hi,

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Speaker 1: thanks so much for being on Strictly Business. So excited

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Speaker 1: to have you. Hi. Surely it's a pleasure to be

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Speaker 1: here with you. So let's start by, um, sort of

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Speaker 1: explaining what your position is at CIA and how you

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Speaker 1: ended up there. Tell us how long have you been

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Speaker 1: at CIA and where were you before that brought you

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Speaker 1: to the agency? Okay, So I am the head of

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Speaker 1: Global Latin Music at CIA, and that basically means anything

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Speaker 1: that touches Latin music. Um. I have involvements because I

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Speaker 1: either have relationships or because I'm on the ground every

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Speaker 1: day in Miami. So the agency's music initiative in Latin

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Speaker 1: space kind of is something that we put together as

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Speaker 1: a group, and I kind of spearhead that I've been

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Speaker 1: at CIA nine years as of last month, and before that,

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Speaker 1: I was Ricky Martin's manager for ten years, and Ricky

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Speaker 1: Martin's client of CIA has been for the last twenty years.

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Speaker 1: And before Ricky, I was a ran Madonna's record company, Maverick,

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Speaker 1: the Latin division, and she was a klind of c

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Speaker 1: A and still is UH for many many years. So

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Speaker 1: I've been directly and indirectly connected to SEA for gosh

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Speaker 1: twenty something years now. So your position is a music position,

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Speaker 1: but it seems to me, just from having spent some

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Speaker 1: time with you and talk to people in Miami, that

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Speaker 1: you do way more than just music. Is that right? Yes?

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Speaker 1: It is surely. I mean, when it comes to Latin

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Speaker 1: UH culture, media, music is at the tip of the sphere.

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Speaker 1: It's what drives Latin culture. Everything begins with music and

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Speaker 1: then you know it branches off the TV and digital

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Speaker 1: film and everything else. UH. I am based in Miami

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Speaker 1: for that reason, because Miami is a capital of Latin media,

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Speaker 1: not just music. The television networks are here, the you

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Speaker 1: know made a Spotify, Apple, They're all here. The platforms

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Speaker 1: are here, HBO, Max by a comparamount, plus they're all

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Speaker 1: based in Miami. So because everybody's in Miami, I planned

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Speaker 1: the flag or the flag a flag and have to

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Speaker 1: represent c a every single day, dealing not only with music,

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Speaker 1: uh clients and talent, but also television and you know,

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Speaker 1: publishing and tech and everything else. Uh so, yes, you

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Speaker 1: are right. I am more than just a music agent

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Speaker 1: because that's what I have to be. In Miami. You know,

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Speaker 1: the competition is so tough. And I don't mean competition

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Speaker 1: from the other agencies. It's just there's so much going

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Speaker 1: on that you really kind of have to be a

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Speaker 1: jack of all trades now. So your your time proceeded

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Speaker 1: the Internet, but it was like the stepping stone to

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Speaker 1: basically figuring out how the music business works completely. I'm

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Speaker 1: very proud of the fact that I came up when

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Speaker 1: I came up, because the business was just really different.

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Speaker 1: So I came to the United States from Spain and

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Speaker 1: the early eighties, and uh my, my my plan, my

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Speaker 1: parents plan was to you know, get a major in

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Speaker 1: business and politics and go back to or do something

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Speaker 1: in that field. I was always a music not passionate

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Speaker 1: about music. I I remember going to clubs, going to

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Speaker 1: record stores. So I grew up with music my whole life,

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Speaker 1: even though nobody in my family was in the music business. Now,

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Speaker 1: if you don't come from the music business, especially back then.

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Speaker 1: Surely now all you gotta do is, you know, Google,

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Speaker 1: how do I get a job in the music industry?

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Speaker 1: And you get twenty five thousand suggestions and contacts and

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Speaker 1: emails and everything else. Back then, if you were not

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Speaker 1: part of the music business, you did not know there

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Speaker 1: was a music business. By coincidence, I met this girl

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Speaker 1: at a class. She happened to be a DJ at

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Speaker 1: the college station w v u M. As you know,

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Speaker 1: back then, college radio was the thing. It was the

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Speaker 1: coolest place to be, whether you're a DJ or a

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Speaker 1: fan or whatever um. And I happened to through her,

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Speaker 1: get an internship and a shift at the college station.

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Speaker 1: It was a graveyard shift, the four am shift, but

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Speaker 1: I loved it so much. And when I discovered music

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Speaker 1: as a business as more than just as as a fan,

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Speaker 1: I thought, I can't do anything but but music. By coincidence,

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Speaker 1: and what happens in our businesses, as you well know,

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Speaker 1: of of things happened because you know somebody, ten percent

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Speaker 1: of them happened because you happen to know what you're

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Speaker 1: talking about, right, So connections are everything our business. Through

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Speaker 1: that radio station job, I met the folks the concert committee,

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Speaker 1: at the University of Miami, the folks at the newspaper,

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Speaker 1: and then the CBS Records college rep. And once I

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Speaker 1: realized there were record companies, I thought, this is it,

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Speaker 1: that this is all I want to do with my life,

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Speaker 1: you know, And I'm so blessed because it was at

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Speaker 1: a time when the record companies had college reps and

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Speaker 1: college radio rule the world, and you know, artists could

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Speaker 1: take two or three or four albums to break well.

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Speaker 1: Talking about the eighties, so I feel like there was

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Speaker 1: a big Latin explosion in the eighties. Do probably entirely

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Speaker 1: to Gloria Stefan and her you know, string of hits,

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Speaker 1: because it really was one after the next after the next.

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Speaker 1: Tell us about sort of the how modern Latin pot

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Speaker 1: became a thing. This we'll call this, uh, the Latin

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Speaker 1: explosion one point oh exactly. Okay, So Latin music had

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Speaker 1: already been heard, you know, through la bamba and guantana,

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Speaker 1: meta and tequila on the on US radio sporadically, but

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Speaker 1: it wasn't until four what I'd like to call that

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Speaker 1: the big bang in contemporary Latin music. So hear me

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Speaker 1: out here. There's five different things that happened in eighty

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Speaker 1: four that conspired, whether together or not, to really blow

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Speaker 1: up Latin music. So the first one you mentioned is

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Speaker 1: Gloria stuff on the Miami sald Machine. They had a

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Speaker 1: hit called Dr Beat. It was the first English language album.

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Speaker 1: They've already released eight Spanish language albums, so they had

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Speaker 1: already toured the world and they had sold already millions

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Speaker 1: of copies. But Dr Beat was the first English language

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Speaker 1: song to explode in Europe. It was a huge hit

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Speaker 1: in the UK. It was top six, uh, it was

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Speaker 1: top three in Holland, top ten in Italy, Spain, massive, massive,

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Speaker 1: r he hit in the summer of nine four. So

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Speaker 1: then when Emilio gets ready to put the next album together,

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Speaker 1: Sony wants something that's very you know, very pop, and

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Speaker 1: media gives them Congo and they're like no, no, no, no,

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Speaker 1: this is too Latin. And Melia had the upper hand.

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Speaker 1: But when he's a visionary number two, Sony had to

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Speaker 1: release the follow up to Dr Beach just because Dr

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Speaker 1: Beat was so big and the international affiliates were clamoring

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Speaker 1: for new Gloria and my sandwiching music. So Dr Beat

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Speaker 1: comes out, explodes, and then that sets the ground for

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Speaker 1: Congo with them's gonna get you and like you said,

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Speaker 1: the dozens and dozens of number ones in town four

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Speaker 1: he hits they had. At the same time their labelmates,

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Speaker 1: Julio Iglesias signed to Columbia. By the Way because my

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Speaker 1: sandwiching more epic, finally decides to release an English language album,

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Speaker 1: So Julio once again the biggest Spanish language artists in

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Speaker 1: the world. In the seventies, he was playing stadiums in Taiwan,

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Speaker 1: and and and China and the Philippines before he was

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Speaker 1: even known here at the general market. Massive, massive artists, right,

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Speaker 1: the biggest male artist in the history of Spanish music.

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Speaker 1: Julio releases an album called the eleven bell Air Place

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Speaker 1: Uh and there was a duet with Willie Nelson to

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Speaker 1: all the Girls I Loved Before and one with Diana

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Speaker 1: Ross which is all of your beautiful, beautiful Songs. That

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Speaker 1: album was the top three album in the US and

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Speaker 1: it the singles picked the top ten. So Juli Aglacias

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Speaker 1: gets his foot in the door, sells three million copies.

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Speaker 1: The same time as the step fans are having hit

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Speaker 1: with Dr B. Now across the street r c A Records,

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Speaker 1: Jose Menendez was running our c A at that time,

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Speaker 1: and he decides to sign Manuto. So Menudo was were

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Speaker 1: created by this gentleman at Gotta Go in part Ricland

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Speaker 1: the late seventies, and and and and the inspiration was

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Speaker 1: the Jackson fives Osmond's They exploded throughout Latin America, but

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Speaker 1: they were not known in the US apart from the

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Speaker 1: Latin areas right in New York, Miami, Chicago, Los Angeles.

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Speaker 1: So a Menendez that r CIA decides we're gonna make

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Speaker 1: this a major priority for the label. So then they

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Speaker 1: record an English language album with Robbie Rosa and Ricky Martin.

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Speaker 1: Ricky has justjoined Manudo. Suddenly Manudo go from being just

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Speaker 1: known in the Bronx or you know, parts of Miami,

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Speaker 1: to playing Madison Square Garden to you know the love

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Speaker 1: Go that Sesame Street McDonald's commercials, they a pepsi. They

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Speaker 1: were all over the place. So Manuta explodes. So that's

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Speaker 1: number three. Number four. Madonna, who is not Latin, but

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Speaker 1: she is part you know, we've accepted her as many

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Speaker 1: many decades ago as being a Latin, an honorary Latin.

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Speaker 1: Madonna releases her debut album, which was basically put togularther

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Speaker 1: by Jelly being who John Joy be beneath this Puerto

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Speaker 1: Rican American DJ from the Bronx who basically Uh made

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Speaker 1: Holiday her big Big drakeout song, which is based on

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Speaker 1: freestyle musical influences. Latin freestyle was the music that Latin's

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Speaker 1: in the Bronx in Miami and l A were listening

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Speaker 1: to at that time. Uh and Madonna exploded and then

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Speaker 1: Expose in Miami Beyond exploded as well with with with

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Speaker 1: the Point of No Return. So for Latin freestyle became

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Speaker 1: this huge genre through the rest of the eighties, but

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Speaker 1: some by Latin artists, produced by Latin producers, but hung

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Speaker 1: in English. So we had those four things, five things

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Speaker 1: that basically created what later was known as the first

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Speaker 1: Latin explosion. So, Bruno, what role did MTV play, Oh,

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Speaker 1: MTV was huge from from from the get go. I

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Speaker 1: mean I joined MTV in ninety three when we launched

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Speaker 1: MTV Latin. But before that, MTV US played Julio, They

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Speaker 1: certainly played the Mighty Sound Machine, they played Manudo and

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Speaker 1: and of course Madonna is is you know, cornerstone of MTV.

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Speaker 1: MTV is very supportive of of Latin artists, the freestyle artist,

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Speaker 1: you know, you know how how surely you know Dick

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Speaker 1: Clark had American band stand and Don Cornelius had a

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Speaker 1: soul trained well for us Latins. During the eighties, Club

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Speaker 1: MTV was our American band stand. So every afternoon we'd

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Speaker 1: watch the latest videos by Judy Taures or Sweet Sensation

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Speaker 1: or George Lamont Noel, all Latin artists by the way,

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Speaker 1: Mark Anthony and you watch all these mostly Latino kids

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Speaker 1: in New York answering to it on Club MTV. So

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Speaker 1: that was MTV's way of giving us our own American bandstand,

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Speaker 1: if you will. So the eighties lead into the nineties

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Speaker 1: when there was another huge Latin explosion. Well, first I

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Speaker 1: would give the first half of the decade to Selena,

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Speaker 1: Selena Quintania, because that is a real, like, like what

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Speaker 1: a story regional you know, Mexican Tahano sound, you know,

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Speaker 1: not only reaches like the mainstream of America, but like

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Speaker 1: could have launched a major pop artist. And then the

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Speaker 1: late nineties is another huge explosion with Ricky Martin and Shakira.

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Speaker 1: So so tell me about the nineties in terms of

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Speaker 1: Latin music. So when it comes to Selena. Um, you

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Speaker 1: are right, she could have been beyond big. It's it's

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Speaker 1: it's the sky. The limit was for her. Uh. The

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Speaker 1: one thing we talked about when we talked about artists

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Speaker 1: that I mentioned, none of them were Mexican. Mexican American.

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Speaker 1: There are sixty two million Latinos in the US as

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Speaker 1: of the last census. Over seventy percent of the sixty

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Speaker 1: two million are of Mexican American origin. Right, so the

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Speaker 1: vast majority of Latino's, Hispanics whatever you want to call

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Speaker 1: us here, are Mexican American orangin. Selena was that she

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Speaker 1: was going to be that Latin Madonna, that Latin female

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Speaker 1: global superstar, and she was on her way because of

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Speaker 1: the number one the talent that she had, and also

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Speaker 1: the genre regional Mexican has always been a humongus genre here.

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Speaker 1: It doesn't get the credit or the attention because it's

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Speaker 1: either pop or reggaeton or whatever. That's what goes global, right,

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Speaker 1: But in terms of numbers of volume, it's still humongous.

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Speaker 1: So Selena was certainly cut off her prime. Huge loss.

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Speaker 1: To this day, when you talk to Becky g or

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Speaker 1: Carol Leslie, they're all influency the new generation of female

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Speaker 1: artists said they're all influenced by by Selena. It's incredible, right,

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Speaker 1: and and she barely got one English lineage album out posthumously.

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Speaker 1: It's just so sad and so mind blowing, right. And

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Speaker 1: then of course we had the humongous Latin explosion of

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Speaker 1: nine nine nine, which it's actually I don't want to

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Speaker 1: say it was a joke, but you know, it's funny

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Speaker 1: because when Ricky performed, uh, the Couple of Life at

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Speaker 1: the Grammys in nineteen ninety nine, it was like the

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Speaker 1: headlines the next day was America New Artists is Born

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Speaker 1: America discovers Ricky Martin were like, wait a second. That

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Speaker 1: song was released in February for the World Cup. It

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Speaker 1: was number one in fifty countries. Ricky performed the song

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Speaker 1: at the final between Brazil and France to one point

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Speaker 1: five billion people around the world, and suddenly, like nine

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Speaker 1: months later, oh, new Artists is born America discovers Ricky

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Speaker 1: mart So it was really weird because a lot of

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Speaker 1: these artists, Shirley and Rique, Ricky, Mark Shakira, they know

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Speaker 1: what He's been releasing music and touring forever. Ricky's debut

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Speaker 1: albums and solo artists came out in nineteen nine, so

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Speaker 1: you know what he'd been, you know, releasing music, and

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Speaker 1: same with Enrique. By the time he quote unquote explode

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Speaker 1: it with by the most sat a bit already released

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Speaker 1: like four or five albums. It was very interesting because

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Speaker 1: suddenly America discovers Latin music and Sony. I'll do credit

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Speaker 1: to Sony. This was something that Sony really put together

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Speaker 1: and they did a great job because most of those

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Speaker 1: acts are Sony, but like you said, Shakira was Sony

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Speaker 1: Mark Anthony Sony, Ricky was Sony. It was one of

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Speaker 1: those where, since I've been part of a Latin music

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Speaker 1: for for many years before that, you kind of sit

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Speaker 1: back and realize, Wow, it's about time. You know, they're

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Speaker 1: they're given their dues. The difference was that only the

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Speaker 1: artists who could speak English, well, we're the ones who

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Speaker 1: were given a shot, right because it was still the

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Speaker 1: gatekeepers are still media, it was still Barbara Walters was

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Speaker 1: still in Today's show. So you needed as an artist

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Speaker 1: to be able to express yourself well when you're doing

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Speaker 1: the junkets in the US, so they also sang in English.

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Speaker 1: They also sang in English. The one off Makarena kind

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Speaker 1: of hit, you know, the the quirky song every once

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Speaker 1: in a while managed to slip into not not exactly not.

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Speaker 1: You could not if you were Ricky and Rico Shakira.

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Speaker 1: You had to record it, Mark Anthony. You had to

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Speaker 1: record in English, right, It had to be English production,

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Speaker 1: English language quality production and everything else. That was the

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Speaker 1: essence of the of the ninety nine Latin explosion. I

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Speaker 1: remember that summer where the cover of Time is Ricky Martin,

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Speaker 1: you cover of News with with Shakira, and you're like,

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Speaker 1: oh my god, I think we're here, and I think

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Speaker 1: we're here to stay. And suddenly three months later it's gone.

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Speaker 1: Summer finishes and we're gone. So you think it was

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Speaker 1: just a summer phenomenon. It certainly was. I mean I

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Speaker 1: remember vividly by the time the ball rolled around. You know,

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Speaker 1: we kind of had a couple of songs here and there.

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Speaker 1: San Sanna was being released a huge album there Clad News,

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Speaker 1: but together that was still kind of you know, in

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Speaker 1: the charge. But everything else was was basically done. It

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Speaker 1: didn't have the staying power that we thought it would. Uh,

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Speaker 1: even though our our demographic numbers were already very strong

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Speaker 1: back then the Latin demographic numbers. But but you know,

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Speaker 1: things happened for a reason. Ricky had a career before

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Speaker 1: this US massive breakthrough, and he's had a career in

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Speaker 1: the last twenty twenty two years since that happened. Twenty

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Speaker 1: three years. We're saying with Enrique, Shakira has only gotten bigger.

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Speaker 1: Mark has only gotten bigger. You know, They've all managed

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Speaker 1: to survive and succeed because the world is just a

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Speaker 1: big market. It isn't that the US is shrinking, So

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Speaker 1: the rest of the world is getting bigger. And the

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Speaker 1: great thing about Latin music is it's it's so catchy

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Speaker 1: that fans around the world love it. The music just

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Speaker 1: seems to have this thing where it just grabs you

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Speaker 1: and just hold you, just come whether you understand it

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Speaker 1: or not, and just something that just envelops you. I

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Speaker 1: was in Saudi Arabia with Maluma, who's a client, a

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Speaker 1: couple of years ago, right before the pandemic, big huge

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Speaker 1: festival and Ria, and there was probably seventy thousand people, right,

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Speaker 1: so Maluma is the headliner and all saw the Arabians.

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Speaker 1: By the way, there's all Saudi kids and backstage speaking

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Speaker 1: to the folks who are working, you know, the backstage

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Speaker 1: area of the productions, the p as, all the runners,

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Speaker 1: everybody else. They're all folks from from North Africa, right

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Speaker 1: my Elee Chat Niger, Sudan, folks who don't even speak English,

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Speaker 1: and they all tell me what little you know word

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Speaker 1: sign language, You're gonna understand how much they love Latin

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Speaker 1: music and that they listen to Latin music and you're like, wow,

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Speaker 1: it's global. It truly truly is because of the sounds

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Speaker 1: and the melodies. So going back to that nine explosion,

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Speaker 1: all of these artists had a career after that explosion

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Speaker 1: and they still are very viable touring artists. We need

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Speaker 1: to take a quick break, but we'll be back with

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Speaker 1: more from Bruno del Granado. And we're back with Bruno

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Speaker 1: del Granado. So a word that is inescapable today but

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Speaker 1: in the mid two thousand's was just starting to really

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Speaker 1: bubble up is reggaeton. What is reggaeton and who are

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Speaker 1: the artists that really brought it to us shores. So

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Speaker 1: reggaeton is a derivative of Jamaican dance hall and dembo.

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Speaker 1: It was originated in Panama. Panama has a huge Jamaican population.

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Speaker 1: They're all emigrated when the canal was being built, so

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Speaker 1: the Panamanians started listening to reggaeton and started adapting it.

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Speaker 1: The first artist to have recorded reggaeton in the late

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Speaker 1: eighties early nineties as a Panamanian artist called he is

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Speaker 1: like the granddaddy of of of reggaeton, and later on

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Speaker 1: C and C Music Factory used him for a song

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Speaker 1: called Equal Anthem, which is actually he adds he adds

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Speaker 1: all the sauce and the flavor to that song. So

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Speaker 1: he was the first artist. Reggaeton caught on really fast

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Speaker 1: in Puerto Rico, in Colombia and a lot of the

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Speaker 1: Caribbean nations. But it was a Puerto Ricans who took

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Speaker 1: what ele Hanarral had done and just completely changed around

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Speaker 1: and made it to what it is now. You know,

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Speaker 1: artists like Tego call their own daddy Yankee nicky jam

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Speaker 1: at the beginning. You know, they're the architects of modern reggaeton.

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Speaker 1: Bad Bunny technically is not anymore, just because he's just global, right.

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Speaker 1: A lot of these new artists like Carol and Maluma

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Speaker 1: started a reggaeton valvin, but they've become something bigger than that.

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Speaker 1: At the beginning, everybody thought, oh, you know, this is

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Speaker 1: just gonna be a passing fat just shows no sign

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Speaker 1: of abating, you know, because every couple of months the

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Speaker 1: genre keeps reinventing itself and new superstars keep coming out

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Speaker 1: of it. Yeah, so it's no surprise that Louis Fonsi,

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Speaker 1: who in ten, released Desposito and it featured Daddy Yankee. Um,

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Speaker 1: that was really the song that blew the doors open

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Speaker 1: for this Latin explosion that we're still feeling today. Actually,

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Speaker 1: that hasn't really slowed at all. It's just gotten bigger.

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Speaker 1: So tell me about the significance of despocit and and

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Speaker 1: how huge of a hit it was. This Posito is,

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Speaker 1: like you said, surely the one that not only blew

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Speaker 1: the doors open, but I tore off the hinges off

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Speaker 1: the door and guarantee the Latin music is not going

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Speaker 1: to be going back anywhere anytime soon. It became a

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Speaker 1: phenomenon in two thousand seventeen when it was released, you

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Speaker 1: knew the first time you heard that song, especially with

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Speaker 1: the mix with Luis Fonsi's vocals, the songwriting and Daddy Yankee.

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Speaker 1: The fact that the video was shot in puert Rico,

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Speaker 1: in one of the most iconic places Carla Perla. You

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Speaker 1: knew there was something special, but as as the weeks

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Speaker 1: and the months went by, you're like, oh my god,

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Speaker 1: this is unstoppable. And then Balvin followed and everybody started following.

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Speaker 1: So you know, Fncy basically charted the course for this

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Speaker 1: new Latin explosion, which is not it's not really an explosion, Shirley,

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Speaker 1: because we're here to stay right. There's six, like I said,

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Speaker 1: sixty two million of us. There's no longer just a

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Speaker 1: passing fat but it's it's started in two thousand seventy.

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Speaker 1: The numbers just keep getting more stratospheric, and it doesn't

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Speaker 1: show any sign of abating. Once again. Not only is

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Speaker 1: the demographic in our favor, but when you think about

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Speaker 1: the US, l A is over fifty Latino shortly, and

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Speaker 1: New York is overt Latino. The US is the second

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Speaker 1: largest Spanish speaking country in the world after Mexico. Think

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Speaker 1: about how many Latinos are here, and that's the market

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Speaker 1: for all this music first and foremost, and then it

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Speaker 1: crosses over to a general audience. I want to stay

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Speaker 1: on Desposito for a second, because I don't want to

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Speaker 1: discount the Justin Bieber feature. I do think that that

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Speaker 1: kind of took it over the top. But the great

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Speaker 1: thing about it is that he was singing in Spanish. So,

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Speaker 1: like I remember Scooter Braun, who's a previous guest on

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Speaker 1: this podcast, he was telling me that there was nothing

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Speaker 1: more gratifying than during the Trump presidency to have a

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Speaker 1: number one song on the Billboard Hot One that was

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Speaker 1: entirely in Spanish. But I really do think like Bieber

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Speaker 1: added something to the equation, but also didn't take away

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Speaker 1: from it by only singing in English. There were two versions, right,

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Speaker 1: he's singing there were two verses, I should say, right, yeah, absolutely,

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Speaker 1: so Bieber added gravitas and the fact that the general

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Speaker 1: market was going to pay attention because it's Justin Bieber,

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Speaker 1: the biggest male artist in the world by far, you know,

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Speaker 1: humongous globally, right, So adding Justin Bieber was a great

424
00:24:30,320 --> 00:24:32,560
Speaker 1: I don't want to say marketing employed because maybe that

425
00:24:32,640 --> 00:24:35,200
Speaker 1: was It wasn't that. It wasn't It was actually organic.

426
00:24:35,320 --> 00:24:38,040
Speaker 1: He heard that song and he was like, I want

427
00:24:38,040 --> 00:24:41,159
Speaker 1: to jump on this song. That's how great features happened,

428
00:24:41,280 --> 00:24:44,119
Speaker 1: you know. Yeah, So it helped take it to a

429
00:24:44,160 --> 00:24:48,119
Speaker 1: global level that we had hoped it would initially, but

430
00:24:48,160 --> 00:24:49,720
Speaker 1: with it just a Beber was a different story. The

431
00:24:49,760 --> 00:24:52,320
Speaker 1: same way Beyonce reached out to Jay Balvin and said,

432
00:24:52,359 --> 00:24:54,280
Speaker 1: you know, my daughter is a huge fan of yours,

433
00:24:54,280 --> 00:24:56,280
Speaker 1: and you know, we want you to hear. It's the

434
00:24:56,320 --> 00:24:58,639
Speaker 1: same thing where you suddenly get a seal of approval

435
00:24:59,080 --> 00:25:01,720
Speaker 1: from a major art The other thing about Desposito is

436
00:25:01,800 --> 00:25:05,399
Speaker 1: it was a really big YouTube hit, Like people flocked

437
00:25:05,600 --> 00:25:09,960
Speaker 1: to watch the video, both the version with Justin Bieber

438
00:25:10,000 --> 00:25:13,840
Speaker 1: and the one without. What does that say about the

439
00:25:14,160 --> 00:25:19,320
Speaker 1: Spanish speaking market and the technology that that market embraces.

440
00:25:19,680 --> 00:25:24,320
Speaker 1: Latin fans listen to music, and average in general market,

441
00:25:24,480 --> 00:25:29,520
Speaker 1: they they stream six point four hours in an average week,

442
00:25:29,520 --> 00:25:33,880
Speaker 1: which is thirty more than non Latin fans. So as

443
00:25:33,920 --> 00:25:37,840
Speaker 1: it stands, Latin fans already over index and technology and

444
00:25:37,880 --> 00:25:41,840
Speaker 1: social media. You know, Mexico is the streaming music capital

445
00:25:41,880 --> 00:25:45,800
Speaker 1: of the world. According to Spotify and Spotify's numbers, they

446
00:25:45,800 --> 00:25:48,359
Speaker 1: have more listeners in Mexico than New York, London, or

447
00:25:48,560 --> 00:25:52,600
Speaker 1: or or any other city. YouTube. Forty five of all

448
00:25:52,680 --> 00:25:57,639
Speaker 1: global music listening is discovered on YouTube, and YouTube is

449
00:25:57,720 --> 00:26:01,000
Speaker 1: so big for Latin artists. I can't stress how big

450
00:26:01,119 --> 00:26:04,959
Speaker 1: it is. It's part of an artist release marketing plan now,

451
00:26:05,480 --> 00:26:08,480
Speaker 1: just because they know that, you know, got there at

452
00:26:08,520 --> 00:26:11,639
Speaker 1: one point nine billion users every month on YouTube and

453
00:26:11,680 --> 00:26:15,520
Speaker 1: they're all looking for music. Any given week, YouTube has

454
00:26:16,080 --> 00:26:19,640
Speaker 1: four or five Spanish language videos on the top ten

455
00:26:19,760 --> 00:26:23,199
Speaker 1: of music videos. So the importance of music video for

456
00:26:23,320 --> 00:26:26,879
Speaker 1: us is probably bigger than anything we've seen before before.

457
00:26:26,920 --> 00:26:28,760
Speaker 1: You know, before it be like you gotta get yourself

458
00:26:28,760 --> 00:26:32,760
Speaker 1: on Good Morning America or Today's Show or the Night Show,

459
00:26:32,840 --> 00:26:35,480
Speaker 1: whatever Late Show or whatever was or SNL if you're lucky.

460
00:26:35,880 --> 00:26:37,919
Speaker 1: Now it's get your video on YouTube and make sure

461
00:26:37,960 --> 00:26:40,760
Speaker 1: you start getting video views. That's probably the best way

462
00:26:40,800 --> 00:26:43,520
Speaker 1: to work Latin music global you now, Yeah, I mean,

463
00:26:43,640 --> 00:26:46,399
Speaker 1: I'm just looking at the current count seven point eight

464
00:26:46,480 --> 00:26:51,800
Speaker 1: billion views for the Louis Fons and it was not

465
00:26:52,080 --> 00:26:54,920
Speaker 1: the most viewed video for for many many months puntil

466
00:26:55,040 --> 00:26:56,800
Speaker 1: whatever the baby shark or something took it over. But

467
00:26:56,840 --> 00:26:58,920
Speaker 1: it was just month after month, it was the streaming

468
00:26:58,960 --> 00:27:01,520
Speaker 1: numbers and the video views were like in the billions

469
00:27:01,520 --> 00:27:04,960
Speaker 1: and keep kept growing and kept growing. Well, speaking of numbers,

470
00:27:05,000 --> 00:27:09,240
Speaker 1: so Latin tours were the first to restart during the pandemic,

471
00:27:09,880 --> 00:27:13,359
Speaker 1: and they did and or continued to do record numbers.

472
00:27:13,600 --> 00:27:16,000
Speaker 1: Can you give us some contexts for the kind of

473
00:27:16,080 --> 00:27:19,520
Speaker 1: ticket sales that we're seeing when it comes to Latin

474
00:27:19,720 --> 00:27:22,240
Speaker 1: X on the road. Well, you know, a couple of

475
00:27:22,240 --> 00:27:26,200
Speaker 1: weeks ago, you know, Bad Bunnies Ultimunda wrapped up and

476
00:27:26,359 --> 00:27:29,639
Speaker 1: the highest grossing tour by a Latin artists and Billboards

477
00:27:29,680 --> 00:27:32,680
Speaker 1: box office history and with a hundred and seventy million

478
00:27:32,680 --> 00:27:35,359
Speaker 1: dollars gross at thirty five shows and five hundred and

479
00:27:35,600 --> 00:27:39,040
Speaker 1: seventy five thousand tickets sold. I think Maluma has just

480
00:27:39,160 --> 00:27:42,600
Speaker 1: finished a sold out European tour of arenas. He just

481
00:27:42,680 --> 00:27:45,119
Speaker 1: played a couple of days ago a homecoming concert in

482
00:27:45,280 --> 00:27:48,399
Speaker 1: Medie in Colombia, and Madonna, who did a song a

483
00:27:48,480 --> 00:27:50,440
Speaker 1: duet with him a couple years ago, called me, joined

484
00:27:50,520 --> 00:27:53,520
Speaker 1: him on stage. You know, Ricky Martin and Enrique Glaciers

485
00:27:53,600 --> 00:27:56,560
Speaker 1: last year had the biggest selling tour in the US. Oh,

486
00:27:56,680 --> 00:27:58,520
Speaker 1: Zuna is about to go on the road. It's got

487
00:27:58,560 --> 00:28:01,679
Speaker 1: a huge deal from lab Nation. So Latin artists, as

488
00:28:01,680 --> 00:28:04,080
Speaker 1: you said, were the first to announce two dates last

489
00:28:04,160 --> 00:28:06,760
Speaker 1: year before the vaccines were readily available, and they were

490
00:28:06,760 --> 00:28:09,800
Speaker 1: the first to go out on tour. Why because Latin

491
00:28:09,800 --> 00:28:11,800
Speaker 1: fans love to go to concerts. It's part of our

492
00:28:11,880 --> 00:28:13,800
Speaker 1: d n A. We need to be at a show,

493
00:28:14,280 --> 00:28:17,399
Speaker 1: and hence the reason why. For example, you know, Live Nation,

494
00:28:17,560 --> 00:28:20,520
Speaker 1: the world's largest promoter, is making serious inbotes into the

495
00:28:20,560 --> 00:28:23,680
Speaker 1: Latin space, not only in the US but in Latin America. Right.

496
00:28:23,960 --> 00:28:26,800
Speaker 1: We saw it at Coachella as well. Just recently this

497
00:28:26,880 --> 00:28:30,040
Speaker 1: year they featured the largest Latino lineup with over twenty

498
00:28:30,119 --> 00:28:34,120
Speaker 1: Latin artists from various genres you know, Reggaeton, regional, Mexican,

499
00:28:34,359 --> 00:28:36,639
Speaker 1: and that was up from seventeen artists last time they

500
00:28:36,640 --> 00:28:39,960
Speaker 1: had Coachell in two thousand and nineteen. So once again

501
00:28:39,960 --> 00:28:42,080
Speaker 1: we go back to the demo. It's all because they

502
00:28:42,120 --> 00:28:44,400
Speaker 1: see the numbers. They see how real our growth is

503
00:28:44,680 --> 00:28:47,600
Speaker 1: and our purchasing powers, so they have to cater to us.

504
00:28:47,960 --> 00:28:51,880
Speaker 1: What is Live Nation doing to strengthen its foothold in

505
00:28:52,120 --> 00:28:54,720
Speaker 1: Latin music, Well, they have a full team of marketing

506
00:28:54,800 --> 00:28:57,680
Speaker 1: and promotion and promoters to work out of their l

507
00:28:57,720 --> 00:29:00,960
Speaker 1: A office New York, Miami, excrider US the country. They've

508
00:29:00,960 --> 00:29:04,600
Speaker 1: required various promoters in in Puto, Rico and South America.

509
00:29:04,880 --> 00:29:08,400
Speaker 1: They've rolled up, which is the largest concert promoter in

510
00:29:08,440 --> 00:29:11,520
Speaker 1: Mexico and which basically means now that Live Nation can

511
00:29:11,640 --> 00:29:16,479
Speaker 1: offer a Latin artist a world tour the way they

512
00:29:16,480 --> 00:29:19,920
Speaker 1: could offer you know, Justin Bieber, Jon bon Jovir or whoever.

513
00:29:20,160 --> 00:29:21,800
Speaker 1: And they're doing that with Rosalia. By the way, they

514
00:29:21,840 --> 00:29:25,160
Speaker 1: announced a world tour that every single stop that she's

515
00:29:25,160 --> 00:29:27,040
Speaker 1: going to do, whether it's in Spain, Latin America, or

516
00:29:27,040 --> 00:29:29,560
Speaker 1: the US of PuO Rico, will be with Live Nation.

517
00:29:29,840 --> 00:29:31,600
Speaker 1: So I think that's what we're going to see more

518
00:29:32,040 --> 00:29:36,360
Speaker 1: Live Nation offering the big Latin names, the kind of

519
00:29:36,400 --> 00:29:40,000
Speaker 1: deals they offer a Justin Biever, a weekend Drake Ariana

520
00:29:40,080 --> 00:29:42,920
Speaker 1: or somebody like that. Was it previously a network of

521
00:29:42,960 --> 00:29:47,160
Speaker 1: regional promoters? Yes, yes, The Latin especially Latin America and

522
00:29:47,200 --> 00:29:49,800
Speaker 1: the US Hispanic market was always very mom and pop,

523
00:29:49,880 --> 00:29:52,120
Speaker 1: very small promoters, kind of the way he thinks used

524
00:29:52,160 --> 00:29:56,000
Speaker 1: to be here before FSX, what is the f whatever

525
00:29:56,160 --> 00:30:00,360
Speaker 1: was SFX rolled everybody into one exactly, rolled everybody under

526
00:30:00,440 --> 00:30:03,040
Speaker 1: the Live Nation banner. We do still in the United

527
00:30:03,080 --> 00:30:06,680
Speaker 1: States have the what we call the independent promoters. We

528
00:30:06,720 --> 00:30:10,280
Speaker 1: have the CMN god than Us Marketing Network. We have

529
00:30:10,360 --> 00:30:13,880
Speaker 1: loud and live. We have several folks in the Southwest

530
00:30:13,920 --> 00:30:16,600
Speaker 1: and in Texas and in Miami, so we do still

531
00:30:16,680 --> 00:30:19,960
Speaker 1: have that, but you know, it's going to be harder

532
00:30:19,960 --> 00:30:22,680
Speaker 1: and harder to compete with live Nation. It seems like

533
00:30:23,480 --> 00:30:27,200
Speaker 1: English speaking artists are sort of losing that dominance over

534
00:30:27,560 --> 00:30:32,000
Speaker 1: you know, global pop. Non English speaking artists, also those

535
00:30:32,040 --> 00:30:35,960
Speaker 1: who speak Korean K pop are gaining a lot of ground.

536
00:30:36,600 --> 00:30:41,520
Speaker 1: Obviously this wasn't always so what do you attribute this too?

537
00:30:42,000 --> 00:30:45,240
Speaker 1: Obviously streaming and video views and in the last couple

538
00:30:45,240 --> 00:30:48,160
Speaker 1: of years and even this year, TikTok has said with

539
00:30:48,200 --> 00:30:51,959
Speaker 1: the big trend to watch for is the continued growth

540
00:30:52,000 --> 00:30:54,680
Speaker 1: of K pop on Latin. As you know, TikTok has

541
00:30:54,720 --> 00:30:58,440
Speaker 1: replaced everybody when it comes to launching new music, and

542
00:30:58,760 --> 00:31:01,280
Speaker 1: they've been a huge proponent of music. It's in their

543
00:31:01,280 --> 00:31:04,520
Speaker 1: best interests to promote global music, right, so part of

544
00:31:04,560 --> 00:31:07,360
Speaker 1: the reason why Latin just keeps getting bigger, and so

545
00:31:07,480 --> 00:31:09,480
Speaker 1: does K pop. The great thing about K pop, it's

546
00:31:09,520 --> 00:31:13,400
Speaker 1: so well produced, it's perfect. It's like there's no glitch whatsoever.

547
00:31:13,400 --> 00:31:15,680
Speaker 1: When you listen KA pop music or or you watch

548
00:31:15,760 --> 00:31:20,120
Speaker 1: K pop videos. The addicting melodies that choreography, the talent

549
00:31:20,240 --> 00:31:23,760
Speaker 1: that not only is music, but their actors are everything else,

550
00:31:23,840 --> 00:31:26,360
Speaker 1: the fashion sense that they have from Korea, so K

551
00:31:26,520 --> 00:31:30,280
Speaker 1: Pops checks all boxes. Latin's kind of coming right up

552
00:31:30,280 --> 00:31:33,120
Speaker 1: in the heels of that. But I think social media

553
00:31:33,200 --> 00:31:37,080
Speaker 1: is a huge, huge part of why non English language

554
00:31:37,160 --> 00:31:39,520
Speaker 1: music is getting bigger and bigger, and like I said,

555
00:31:39,560 --> 00:31:42,480
Speaker 1: the two best examples of that are Latin and K pop.

556
00:31:42,520 --> 00:31:44,720
Speaker 1: Going back to the numbers, and this is this is

557
00:31:44,760 --> 00:31:48,200
Speaker 1: the one that blows everyone's minds. Latin music consumption in

558
00:31:48,280 --> 00:31:52,240
Speaker 1: the US sword thirty five percent to eight hundred eighty

559
00:31:52,320 --> 00:31:55,560
Speaker 1: six million. That was one and it is projected to

560
00:31:55,560 --> 00:32:00,160
Speaker 1: top one billion in two. How does that influence the

561
00:32:00,200 --> 00:32:05,160
Speaker 1: sort of the greater music industry and TV film branding?

562
00:32:05,440 --> 00:32:09,720
Speaker 1: You've mentioned this before. Latin purchasing power is incredibly robust

563
00:32:09,840 --> 00:32:12,800
Speaker 1: and Latin's love to consume culture. So what do these

564
00:32:12,840 --> 00:32:15,280
Speaker 1: numbers mean? Break it down for us? Well, first of all,

565
00:32:15,280 --> 00:32:18,480
Speaker 1: our Latin purchasing power in the US is two point

566
00:32:18,520 --> 00:32:23,000
Speaker 1: six trillion dollars, So if we were a country, we'd

567
00:32:23,000 --> 00:32:25,640
Speaker 1: be the eighth largest economy in the world right now,

568
00:32:25,680 --> 00:32:29,040
Speaker 1: and it's expanding faster than the UK, Germany, friends and

569
00:32:29,120 --> 00:32:32,400
Speaker 1: Japan's economy, so that in itself is a huge number.

570
00:32:32,400 --> 00:32:35,239
Speaker 1: Two point six million. Latin's love to purchase. Latins love

571
00:32:35,320 --> 00:32:37,600
Speaker 1: to go to shows, They love to buy the latest iPhone,

572
00:32:37,680 --> 00:32:40,720
Speaker 1: the latest sneaker and everything else. The thing about Latin

573
00:32:40,840 --> 00:32:43,160
Speaker 1: music and the advantage and the benefit that it has,

574
00:32:43,280 --> 00:32:46,200
Speaker 1: and if we reach that billion dollar threshold this year,

575
00:32:46,240 --> 00:32:48,720
Speaker 1: which we probably will because you know, our growth was

576
00:32:49,000 --> 00:32:51,600
Speaker 1: plus three last year, and you know, I want to

577
00:32:51,640 --> 00:32:53,800
Speaker 1: say it's a no brainer, but probably will happen well,

578
00:32:53,920 --> 00:32:56,720
Speaker 1: and even just post pandemic, you would expect it to

579
00:32:56,880 --> 00:32:59,400
Speaker 1: rise rather than yeah. When it comes to TV. I'll

580
00:32:59,440 --> 00:33:02,560
Speaker 1: give you a perfect example here. The American Music Awards

581
00:33:02,600 --> 00:33:06,240
Speaker 1: added a fifth Latin category last year and as a result,

582
00:33:06,240 --> 00:33:09,080
Speaker 1: there are now as many awards for Latin as there

583
00:33:09,120 --> 00:33:11,760
Speaker 1: are for pop and country. This is the A M A. S. Right.

584
00:33:11,920 --> 00:33:14,480
Speaker 1: Dick Clark created it as a pop award show to

585
00:33:14,520 --> 00:33:16,680
Speaker 1: get beat with the Grammys. There was no Latin category

586
00:33:16,760 --> 00:33:19,760
Speaker 1: up until so we were kind of fairly new there

587
00:33:19,840 --> 00:33:22,160
Speaker 1: the Anglo Grammys, because we do have the Latin Grammys

588
00:33:22,160 --> 00:33:24,080
Speaker 1: every year in November in Vegas, and it's all Latin

589
00:33:24,240 --> 00:33:26,560
Speaker 1: music from all over the Latin Spanish speaking world. But

590
00:33:26,640 --> 00:33:29,320
Speaker 1: what we call the Anglo Grammys, the general market Grammys,

591
00:33:29,600 --> 00:33:33,080
Speaker 1: they have five Latin categories and that makes Latin one

592
00:33:33,080 --> 00:33:36,320
Speaker 1: of the six most crowded fields and the Grammy Awards structure,

593
00:33:36,720 --> 00:33:39,960
Speaker 1: so that in itself says a lot that the interest

594
00:33:40,080 --> 00:33:43,480
Speaker 1: from the general market television is certainly there, and we

595
00:33:43,520 --> 00:33:46,360
Speaker 1: certainly see it when you turn on any talk show

596
00:33:46,480 --> 00:33:49,120
Speaker 1: or any any kind of variety whatever show you watch

597
00:33:49,160 --> 00:33:53,200
Speaker 1: now it's it's either Latin musical guests invited on g

598
00:33:53,360 --> 00:33:56,120
Speaker 1: M A Today's Show, CBS Light Show, whatever it is,

599
00:33:56,280 --> 00:34:00,840
Speaker 1: SNL or when it comes to casting of Latin talent

600
00:34:00,960 --> 00:34:04,360
Speaker 1: for television shows here now, that is still something we

601
00:34:04,440 --> 00:34:08,239
Speaker 1: need to really really work on. The usc Anniver did

602
00:34:08,239 --> 00:34:11,960
Speaker 1: a study from two thousand seven, I think to two

603
00:34:11,960 --> 00:34:16,160
Speaker 1: thousand nineteen, Latino characters accounted only five percent of the

604
00:34:16,200 --> 00:34:20,040
Speaker 1: speaking roles in thirteen hundred popular films, So we have

605
00:34:20,760 --> 00:34:22,879
Speaker 1: a lot of room to grow there. And that's mind

606
00:34:22,880 --> 00:34:28,160
Speaker 1: blowing considering we're twenty percent of the population and of

607
00:34:28,200 --> 00:34:31,960
Speaker 1: the movie purchasing audience is Latin. So we still have

608
00:34:32,040 --> 00:34:34,000
Speaker 1: a lot of a lot of room to grow. When

609
00:34:34,040 --> 00:34:35,880
Speaker 1: it comes to that music, like I said, is the

610
00:34:35,920 --> 00:34:38,560
Speaker 1: tip of the spear. It's always been first and foremost,

611
00:34:38,600 --> 00:34:41,879
Speaker 1: and everything else follows. But as the numbers keep getting bigger,

612
00:34:41,880 --> 00:34:45,080
Speaker 1: as that GDP keeps get bigger, the demographics, that population

613
00:34:45,239 --> 00:34:47,799
Speaker 1: that only works in our favorite. The latest estimate I

614
00:34:47,880 --> 00:34:51,400
Speaker 1: read from the Pew Center is that by two thousand fifty,

615
00:34:51,400 --> 00:34:53,279
Speaker 1: which is when eight years from now, they're gonna be

616
00:34:53,320 --> 00:34:55,680
Speaker 1: over a hundred and ten million Hispanics in the US.

617
00:34:55,920 --> 00:34:59,080
Speaker 1: That's huge. And also, I mean even with the music artists,

618
00:34:59,080 --> 00:35:02,160
Speaker 1: like they're not exclusively music artists. Most of them they

619
00:35:02,160 --> 00:35:06,279
Speaker 1: have branding deals. Some of them have clothing line right,

620
00:35:06,360 --> 00:35:10,080
Speaker 1: Like there's ancillary businesses. Oh, it's huge, so bad. Bunny

621
00:35:10,239 --> 00:35:12,360
Speaker 1: Marvel announced he's gonna be part of the Marvel Universe,

622
00:35:12,400 --> 00:35:15,720
Speaker 1: Super Maluma, a deal that we made at CIA. Coach

623
00:35:15,760 --> 00:35:19,200
Speaker 1: starred opposite Jennifer Lopez and marrying Me. We're seeing a

624
00:35:19,200 --> 00:35:22,160
Speaker 1: lot of that. We see un Well and Ozuna with

625
00:35:22,239 --> 00:35:25,400
Speaker 1: their clothing lines and all the Latin urban artists of

626
00:35:25,440 --> 00:35:28,200
Speaker 1: borrowed the page from jay Z's book when jay Z said,

627
00:35:28,239 --> 00:35:31,799
Speaker 1: I am not what is I'm not a I'm a

628
00:35:31,840 --> 00:35:37,160
Speaker 1: business man exactly, I'm a businessman. So you see that

629
00:35:37,200 --> 00:35:40,839
Speaker 1: with Balvin with Maluma, with Osuna, with Nikky Jam with

630
00:35:40,960 --> 00:35:44,000
Speaker 1: the Bunny. But everybody really that's what they've become. And

631
00:35:44,000 --> 00:35:46,520
Speaker 1: then when you think about somebody like, for example, Jennifer Lopez,

632
00:35:46,520 --> 00:35:49,319
Speaker 1: who is Latin, She's the queen on our top of

633
00:35:49,360 --> 00:35:52,480
Speaker 1: the list. She's also been doing so much for the

634
00:35:52,560 --> 00:35:55,000
Speaker 1: last twenty five or thirty years. She started as a

635
00:35:55,120 --> 00:35:57,760
Speaker 1: d answer on in Living Color. Then she did Selena movie,

636
00:35:57,840 --> 00:36:00,439
Speaker 1: and then the albums for Sony, and then the more

637
00:36:00,480 --> 00:36:03,920
Speaker 1: movies and clothing line with k Martin Coles and all

638
00:36:04,160 --> 00:36:07,120
Speaker 1: the stuff. She's been like the ultimate example. So if

639
00:36:07,120 --> 00:36:08,880
Speaker 1: you got as another one who has been like the

640
00:36:08,960 --> 00:36:12,640
Speaker 1: ultimate example of how to diversify your portfolio, Yeah, that's true.

641
00:36:13,239 --> 00:36:16,440
Speaker 1: We had Jennifer Lopez on our cover as the music

642
00:36:16,520 --> 00:36:18,879
Speaker 1: Mogul of the Year. I think it was two years ago,

643
00:36:19,120 --> 00:36:21,920
Speaker 1: but I mean she is a mogul like on the

644
00:36:22,040 --> 00:36:25,160
Speaker 1: level of a Jay Z like no doubt. Okay, shameless

645
00:36:25,200 --> 00:36:29,400
Speaker 1: plug for Variety. We recently had a wonderful event in

646
00:36:29,520 --> 00:36:34,719
Speaker 1: Miami called Miami Entertainment Town, where we recognize people who

647
00:36:34,800 --> 00:36:37,239
Speaker 1: in the business of entertainment who are making a big

648
00:36:37,280 --> 00:36:42,319
Speaker 1: impact in the city that musicians seemed to be flocking to.

649
00:36:42,800 --> 00:36:46,080
Speaker 1: Let's talk about Miami a little bit, because something that

650
00:36:46,120 --> 00:36:49,040
Speaker 1: I found interesting was that there was a time when

651
00:36:49,040 --> 00:36:52,160
Speaker 1: Miami seemed like it was in all these TV shows.

652
00:36:52,160 --> 00:36:54,920
Speaker 1: I mean, you know, Miami Vice obviously in the eighties,

653
00:36:54,960 --> 00:36:58,359
Speaker 1: but even Dexter and then it seemed like television and

654
00:36:58,360 --> 00:37:01,800
Speaker 1: film production kind of way. Why is that and is

655
00:37:01,840 --> 00:37:04,720
Speaker 1: it changing? Well, just to add on to your comment,

656
00:37:04,960 --> 00:37:07,120
Speaker 1: Miami goes all the way back to Jackie Gleeson at

657
00:37:07,120 --> 00:37:09,040
Speaker 1: the Jackie Gleeson Theater when he used to film as

658
00:37:09,040 --> 00:37:12,480
Speaker 1: Cavalcati stars here and then later that became the Honeymooners,

659
00:37:12,600 --> 00:37:15,359
Speaker 1: and he would always end the show with this thing

660
00:37:15,680 --> 00:37:18,280
Speaker 1: where from different sites in Miami Beach and say, Miami

661
00:37:18,320 --> 00:37:20,719
Speaker 1: Beach audiences are the greatest in the world. And that

662
00:37:20,800 --> 00:37:23,320
Speaker 1: was their nationally on CBS Black and White in the fifties,

663
00:37:23,360 --> 00:37:26,239
Speaker 1: and it was amazing. You're right, Miami has always been

664
00:37:26,239 --> 00:37:29,359
Speaker 1: the sexy place. In the eighties, it was Miami Vice,

665
00:37:29,520 --> 00:37:31,919
Speaker 1: which is shot in centirety in Miami, and it put

666
00:37:31,960 --> 00:37:34,600
Speaker 1: the city on the map globally. To this day, we

667
00:37:34,719 --> 00:37:38,360
Speaker 1: have Germans, Italians, Australians coming to Miami because they remember

668
00:37:38,400 --> 00:37:40,799
Speaker 1: it from Miami Vice. At that time, the city of

669
00:37:40,840 --> 00:37:44,279
Speaker 1: Miami had a lot of incentives to lure filmmakers and

670
00:37:44,320 --> 00:37:47,440
Speaker 1: television shows here. Over the years, those incentives have been

671
00:37:47,480 --> 00:37:51,560
Speaker 1: done away with, and now states like Georgia, Louisiana, the Carolinas,

672
00:37:51,560 --> 00:37:54,200
Speaker 1: and of course Canada have stolen so much away from

673
00:37:54,239 --> 00:37:57,600
Speaker 1: Miami that, as you heard at our Variety of Miami event,

674
00:37:57,680 --> 00:38:00,440
Speaker 1: the mayors of Miami and Miami Beach for talking about

675
00:38:00,640 --> 00:38:03,719
Speaker 1: instituting a lot more of an incentive to bring more

676
00:38:03,760 --> 00:38:06,440
Speaker 1: productions here because they know a good television show like

677
00:38:06,480 --> 00:38:10,240
Speaker 1: Miami Vice is worth every penny and it's a thousand

678
00:38:10,280 --> 00:38:13,799
Speaker 1: times more effective than any campaign the Tourism Board can

679
00:38:13,840 --> 00:38:16,799
Speaker 1: put together. I swear to God, when you watch all

680
00:38:16,840 --> 00:38:19,279
Speaker 1: those beautiful shots from Miami and the pastels and the

681
00:38:19,320 --> 00:38:21,600
Speaker 1: beach and the flamingos, you're like, oh gosh, I want

682
00:38:21,600 --> 00:38:23,800
Speaker 1: to be in Miami. You know, it is nothing beats

683
00:38:23,840 --> 00:38:26,400
Speaker 1: that the Latin American streamers, who are most of them

684
00:38:26,400 --> 00:38:30,080
Speaker 1: are based in Miami are using Mexico, Colombia and Argentina

685
00:38:30,520 --> 00:38:33,520
Speaker 1: for production on just because the level of creativity down

686
00:38:33,560 --> 00:38:37,120
Speaker 1: there is tremendous and it's relatively inexpensive compared to the

687
00:38:37,200 --> 00:38:40,400
Speaker 1: us to shoot down there right when we launched them

688
00:38:40,440 --> 00:38:43,239
Speaker 1: to be Latino here in Miami, and it was decided

689
00:38:43,280 --> 00:38:45,760
Speaker 1: that MTV Latin America, who's gonna be based in Miami.

690
00:38:46,360 --> 00:38:50,040
Speaker 1: We would bring the best and brightest producers from the

691
00:38:50,120 --> 00:38:52,880
Speaker 1: various countries to work in Miami. It was much easier

692
00:38:52,920 --> 00:38:54,759
Speaker 1: getting a visa back then for for a lot of

693
00:38:54,800 --> 00:38:57,520
Speaker 1: the Latin Americans than it is now. But Miami has

694
00:38:57,560 --> 00:39:00,840
Speaker 1: to get a lot more competitive. The immigration visa situation

695
00:39:01,040 --> 00:39:03,160
Speaker 1: has to get a little easier for these creatives to

696
00:39:03,200 --> 00:39:04,960
Speaker 1: come in and do what they have to do. This

697
00:39:05,120 --> 00:39:08,440
Speaker 1: city is the capital of Latin music, Latin culture, you know.

698
00:39:08,600 --> 00:39:11,360
Speaker 1: I've heard many times say that Miami is the Latin

699
00:39:11,600 --> 00:39:15,160
Speaker 1: what nationalist the country, and it is certainly true. I

700
00:39:15,320 --> 00:39:18,120
Speaker 1: know of so many people in the music industry that

701
00:39:18,280 --> 00:39:22,840
Speaker 1: have moved there, either full time or have a second office,

702
00:39:23,000 --> 00:39:26,040
Speaker 1: second location there. Like it really does seem like a

703
00:39:26,239 --> 00:39:29,560
Speaker 1: hub for music, not just Latin music, like hip hop

704
00:39:29,760 --> 00:39:32,279
Speaker 1: and and obviously pop singers. I mean, you look at

705
00:39:32,320 --> 00:39:36,680
Speaker 1: someone like Anita, the Brazilian superstar. It took a few singles,

706
00:39:36,800 --> 00:39:39,719
Speaker 1: but she has really managed to, you know, create a

707
00:39:39,920 --> 00:39:43,400
Speaker 1: sound that works on both sides of the language barrier.

708
00:39:43,920 --> 00:39:45,600
Speaker 1: You go to the Inch Factory, which is like the

709
00:39:45,680 --> 00:39:48,440
Speaker 1: ultimate recording studio here in North Miami where the Eagles

710
00:39:48,480 --> 00:39:51,480
Speaker 1: recorded in the long Run and Fleetwood Mac recorded Rumors

711
00:39:51,560 --> 00:39:53,920
Speaker 1: and Beaches recorded Stine people. You go there now on

712
00:39:53,960 --> 00:39:56,440
Speaker 1: a Friday night and it's like the US who of

713
00:39:56,520 --> 00:39:59,000
Speaker 1: a hip hop world and the Latin world as well.

714
00:39:59,080 --> 00:40:01,160
Speaker 1: It's like, oh my god, jay Z is there right

715
00:40:01,200 --> 00:40:03,480
Speaker 1: next to a well and next to you know, Balvin

716
00:40:03,520 --> 00:40:06,240
Speaker 1: and next to you know whis Khalifa and Little Wayne.

717
00:40:06,320 --> 00:40:10,560
Speaker 1: It's like, Wow, that's impressive. CIA of course has so

718
00:40:10,719 --> 00:40:13,360
Speaker 1: much business down there and we look forward to seeing

719
00:40:13,520 --> 00:40:16,440
Speaker 1: what you'll come up with next. Thanks Shirley. And you

720
00:40:16,480 --> 00:40:18,399
Speaker 1: know that the one thing about CIA, like I said

721
00:40:18,480 --> 00:40:21,239
Speaker 1: nine years into CIA, they're very committed to Latin. We're

722
00:40:21,280 --> 00:40:25,360
Speaker 1: committed to multicultural. Every year we have an event in California.

723
00:40:25,400 --> 00:40:27,520
Speaker 1: Know how I called Amplify to the gathering of the

724
00:40:27,640 --> 00:40:31,320
Speaker 1: minds of all the multicultural different areas of the business.

725
00:40:31,719 --> 00:40:35,040
Speaker 1: So it is one agency that's put its money where

726
00:40:35,040 --> 00:40:37,399
Speaker 1: its mouth is when it comes to the Latin, multicultural

727
00:40:37,520 --> 00:40:40,840
Speaker 1: and everything else. Because we like or naturally it is

728
00:40:40,920 --> 00:40:44,320
Speaker 1: the future of this country. We like it do, and

729
00:40:44,440 --> 00:40:54,720
Speaker 1: we do. As Enrique Iglesias would say, Thanks for tuning

730
00:40:54,760 --> 00:40:58,000
Speaker 1: into Variety strictly business. Please make sure you subscribe to

731
00:40:58,080 --> 00:41:01,720
Speaker 1: the podcast to hear future episodes featuring conversations with media

732
00:41:01,840 --> 00:41:05,480
Speaker 1: movers and shakers. Also leave a review on Apple Podcasts

733
00:41:05,560 --> 00:41:07,920
Speaker 1: and let us know how we're doing m