Shake

Jay Blakesberg

Get ready for a Latin ruckus

Details

Sunday, April 8, call 305-594-3717 for show time. The band also performs on Tuesday, April 10, at Zanzibar, 615 Washington Ave, Miami Beach; call 305-538-6688.

La Covacha, 10730 NW 25th St.

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More About

• Juan Manuel
• South by Southwest Festival
• Rowan Jimenez
• Latin Music
• Music Festivals

Nevertheless the record execs on the panel crowed about the recent double-digit growth of Latin music. Popularity among the more affluent mainstream can have its downside, according to Jeff Young,vice president of sales and distribution at Sony Discos. The crossover success of Ricky Martin and Marc Anthony drained the Sony Discos coffers, because their earnings also crossed over to the English-language Sony Music. "You can't make up overnight for five or six billion units lost to the English-language market," he reasons. "When an industry loses its marquee artist, it's very difficult to keep up growth at twenty percent."

Young has a dream that someday Latin music in Spanish and English will sell as one: "Not only do we want to hit the 35 million Hispanics, we want to hit the 240 million in the United States as well." The civil-rights-minded exec even struck a Rosa Parks pose. "We don't want to be at the back of the stores," he declares. "We want to be at the front of the stores." As funny as it might seem to hear a record exec make like Cesar Chavez, the accordion-pumping, trumpet-blaring sound of Mexican regional music drives the Latin-music industry, just as that Chicano truck driver drove Orixa over highway and stream to SXSW.