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Through such performers' versions of his rousing polyrhythmic dance numbers, Alvarez has covertly gained access to Latin commercial airwaves in the United States, long off-limits to Cuban artists in Miami and beyond. With a new album, Jugando con Candela, released on Havana Caliente, an ambitious New York-based start-up label with plans to aggressively market his music, Alvarez hopes he and his eleven-piece orchestra will achieve the visibility that his songs alone have previously attained.
"I think that this record will be the start of a new period for my music and my band," Alvarez says in Spanish, speaking from a hotel room in New York City where the group, Adalberto Alvarez y Su Son, gave several concerts this past week. Alvarez was pleasantly surprised that many audience members sang along as the band played his tunes that have been hits for other performers. "It's the start of something big, of my record being in the stores like any other record, or on the radio like any group from any country," he continues.
While the "rediscovery" of Cuban music over the last few years has been widely heralded, the pandemic critical enthusiasm for Cuban bands from the island has not translated into mainstream recognition. And for American record companies, dancing with the enemy has yet to pay off in dollars. Label executives repeatedly describe their work with Cuban musicians as a labor of love. Given the paltry financial return so far, it's likely that some are quite ready to put an end to the affair.
One great success story, of course, is Buena Vista Social Club, whose self-titled debut record was released in the United States on Nonesuch. Ry Cooder's Grammy-winning album has sold over a million copies, and the crusty Cuban musicians recruited to play on the record have become cult figures among all manner of Latin music fans. Another exception is Hannibal Records' work with Cubanismo, a jazzy big band fronted by trumpeter Jesus Alemany, which will embark on a 40-city U.S. tour next month (with a stop in West Palm Beach in May).
It's important to note that the Buena Vista artists and Cubanismo perform music with a prerevolutionary sound. Both Buena Vista's traditional son and Cubanismo's brassy dance music, reminiscent of Fifties nightclubs, have a nostalgic appeal, a familiarity for Latins and Anglos alike. But other forms of Cuban music played today have no such inherent hook. Salsa dancers shy away from the funky, aggressive rhythms of Cuban music styles like timba, or in the case of Los Van Van (one example of a great band that has not had the record sales or radio play it deserves here), the songo. This past week Caliente closed a licensing deal with Los Van Van and will release their next album, which the band starts recording in Havana next week. In the meantime Alvarez is a particularly good bid to fill the gap between yesterday and today. His band in the Seventies, Son 14, was credited with rejuvenating traditional son and guaracha rhythms. Over the years Alvarez has embraced elements of salsa and other Latin dance rhythms into his repertoire, thus attracting artists from disparate Latin American countries to record his songs.
Alvarez estimates there are over 200 versions of his songs recorded by other performers (many of whom have not paid for the rights to do so, he asserts). Son 14 was very popular in Cuba, but their albums, like those of other Cuban artists a decade ago, were not well distributed in Latin America. But salsa musicians kept an attentive ear to what was happening in Cuba, whether on the albums that did make their way to Colombia and Venezuela or through bootleg tapes that circulated in the New York and Puerto Rican salsa scenes.
"My music was the music coming out of Cuba that was closest to what those Latin singers were performing," Alvarez says, referring to Santa Rosa, Montanez, and the rest. "The rhythm and the arrangements allowed them to communicate easily with what I was doing." With his current group, put together in 1984, Alvarez continues to follow his formula of simple rhythms rooted in son and catchy, lightweight lyrics. Live, the band is irresistible, owing to the energetic presence of lead singer Aramis Galindo and ace musicians who work up the crowd with spiraling, improvisational choruses. The smoking opening track, "Una Mulata en la Habana," and other notable songs on the new album convey that same energy.
But some tracks are blatant plays for the attentions of the mainstream Latin market. To produce the album, which was recorded in Havana, Caliente recruited Charlie Dos Santos, a protege of producer Sergio George who has worked on records by Marc Anthony and hip-hop salseros DLG. One track on Jugando con Candela sounds like a blatant rip-off of Anthony's cool romantic style. Although well executed, this is an insult to Alvarez's own creative abilities. Another novelty is a silly reggae rap chorus on "La Cuenta" that comes off as merely gratuitous, an embarrassing attempt to attract younger listeners.