Articles tagged with: Univision
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With the inaugural Latin Grammy Awards in 2000 came hope of exposing diverse music genres and increasing the visibility of its artists to mainstream audiences. Today the ceremony, which honors the top Latin acts in the world at the Mandalay Bay Events Center in Las Vegas this evening, remains a hit among the Spanish-speaking masses, despite falling short of its original goal. Outspoken reggaeton act Calle 13 (leading the way with five nominations including Album of the Year with Los De Atras Vienen Conimgo) Puerto Rican dual Wisin Y Yandel and Alejandro Sanz are on tonight’s menu. Long gone is the desire of cross promoting an event considered by most of the artists involved to be the most important in the industry. Debuted on CBS to eye-opening ratings (over 7 million viewers) the awards show quickly lost appeal in Anglo households, tumbling to 3.3 million viewers overall in 2004. The idea of expanding its appeal – while giving all Latin artists involved a larger platform – by broadcasting the show in English and pairing Latin acts with American pop stars turned off many of those involved, including Puerto Rican salsa legend Gilberto Santa Rosa. “Well, the idea and concept of capturing a new audience was marvelous but sometimes its wiser to appeal to those who you already have in your corner,” said Santa Rosa, nominated for three awards. The show, which carries weight in the industry namely because the awards are voted on by the Latin Recording Academy, returns for the fifth consecutive telecast tonight on Spanish-language Univision. Last year’s show drew 11 million viewers as the network continues to distance itself from the original concept by targeting mainly to a Hispanic audience and going heavy on pop and regional Mexican acts. While the event continues to appeal (the 11,000-seat Mandalay Bay Events Center has been sold out for weeks) organizers are holding out hope it will one day sound off all over the world. Santa Rosa, one of the remaining commercially visible salsa acts, hopes to be at the forefront of that effort. “I no doubt would love for all of our music not just mine to be heard all over the world,” says Santa Rosa. “Hopefully the day will come when people watch the Grammys for more than just to see something or somebody they already know.” |
