LATIN BEAT MUSIC UPDATE.(Columna)

The growing question of why Latin tropical (salsa and merengue) music has suffered a downturn in sales is not a new question or a difficult one to understand. Unlike tropical dance bands, rap (hip hop) and alternative rock bands have a constant factor in their favor even if they have limited radio. These acts are on constant tour throughout the United States (and other countries), performing for the masses at small venues, bars and clubs. They'll sacrifice for years until the right deal comes along. All the gigs become live rehearsals that pay back later. That doesn't happen in Latin music. Acts record at a label before a band is formed, and when the band does form, there is no way the band stays together when it becomes successful, with the lead singer usually the first one to go solo. The numbers that rap and alternative rock music accomplish without heavy radio exposure is directly related to word-of-mouth and live performances. Mix DJs and specialty NPR shows are also a powerful tool, but without the live performances, Latin acts are only partially introduced to the fans. With the almighty dollar being what it is today, selling a CD is harder than ever. Visual exposure becomes even more important. Latin labels should look into doing cosponsoring of their acts and finding those sponsors. …