3. What is Latino music?
“The music of Latin-American countries, influenced by American
popular music, jazz, and rhythm and blues” (Dictionary.com)
Many different styles
Salsa
Tejano
Reggaeton
Hip-hop
Jazz
Rock
Latin pop
5. Reggaeton: Globalized
Roots in Latin and Caribbean
music
Mostly Puerto Rican artists
In 2004, became popular in US
“Oye mi canto”
http://www.youtube.com/w
atch?v=zhYwCqctyQU
Remains most popular in LA
7. Case study: Shakira
Globalized2nd most successful female
Latin singer after Gloria Estefan
Had to learn English to become global
She has American “look”
Belly-dancing
Blend of different genres
BUT always claimed to be the same to
both Latin and American fans
http://www.youtube.com/watch?v=weRHy
jj34ZE
8. Brazilian music: NOT
globalized
Ie: Charlie Brown Jr and other rock
artists
http://www.youtube.com/watch?v=KgAZ
WXqK7Ac
But…“Ai se eu te pego” is most popular
Brazilian song OUTSIDE of Brazil since
“The Girl from Ipanema”
Brazilian soccer players popularized
song
http://www.youtube.com/watch?v=ELvsu
DL1d44
Catchy, simple and easy to sing along to
http://www.youtube.com/watch?v=hcm55
9. Juanes:
Another globalized
exception fully globalized but NOT Americanized
Sold over 15 million albums
worldwide
Refuses to sing in English
“The biggest and most important Latin
music artist in the world in the early
21st century” – All Music
Still only popular to certain niche; not
as widely known as other Latin artists
http://www.youtube.com/watch?v=kRt
2sRyup6A
10. In order to globalize,
Latin artists should…
Americanize their name (ie: Daddy
Yankee, Ricky Martin etc)
Blend genres/beats (ie: reggaeton)
Produce alluring music videos/good dance
moves (ie: Shakira)
Sing in English
If in another language: simplify + catchy
beat
Collaborate
But in the end…a lot of success is random
(ie: “Ai se eu te pego”)
