Friends,
 
I'd like to share my thoughts on the article below posted in the Los Angeles Times Sunday, August 20th. The information shared in the article is critical to understanding the state of American radio listening, the shift to Hispanic and Urban formats and the effects on the Country music industry. As noted in the article, radio stations and radio listening are all skewing towards minorities, both Hispanic and Urban.

KZLA in Los Angeles, with a 40% Hispanic population, is a prime example of how the Country station was slow to adapt its format and efforts to reach the Hispanic population, which constitutes Country music fans, supporters and music consumers. The Country music industry must realize that unless it begins embracing minorities, its stations and music will be concentrated in non-ethnic markets and that is a no-win situation for everyone involved – labels, artists, retailers, radio stations and the fans.
 
 A couple of key points taken from the article:
 
"In all the major cities, even Top 40 and adult contemporary stations have started playing more rhythmic songs to attract minorities," said Lon Helton, host of the nationally syndicated "Country Countdown USA." "Country isn't able to do that because the songs aren't adaptable."

I feel compelled to argue against this statement. Country music is able to attract minorities and the songs are adaptable. I argue for Latin Country music because this is the music I have studied and become passionate about through my organization, the US Hispanic Country Music Association (USHCMA). The songs are adaptable as seen throughout history with the fusion in Latin and Country music. I've explained the history of this fusion on the USHCMA website and I stand by my argument that Country music can be and has been adapted to Latin rhythms, sounds, words and instrumentation. This is not something new; rather, something that has been performed and celebrated throughout history, yet remained undervalued and underrepresented in the music industry.
 
Country music has worked hard to keep up with America's changing demographics. Labels have spent millions promoting African American singer Cowboy Troy and Latino country guitarist Rick Trevino, but beyond those two, success has been limited.

In my opinion, success has been limited because the Country music industry's efforts have been limited. At this year’s CRS conference, I can’t recall a panel discussing how Country music is addressing America’s changing demographics, although I've made efforts and have suggested a panel of speakers who could address this topic.
 
We haven't had another successful Hispanic Country artist since Freddy Fender and Johnny Rodriguez because the Country music industry has fallen short of understanding the Hispanic market and music consumer and investing the marketing and promotional dollars necessary to launch another Hispanic artist.

Aside from Cowboy Troy and Rick Treviňo mentioned in the article, there are numerous Hispanic and African-American Country artists that are not mentioned. The USHCMA supports Hispanic artists such as Anthony Rivera, Fidel Hernandez, John Arthur Martinez, Bobby Marquez, Stephanie Urbina Jones, Melanie Torres, Victor Sanz, Linda Bandry, JR Castillo, Gabe Hernandez, Herrera Sisters, Rachel Rodriguez, Sisters Morales, Monique, Electric Cowboys, to name a few, and not to mention those Latin artists that live in Mexico, Spain, Argentina, Brazil and all over South America.
 
"We spent close to $1 million going down the ethnic road, but almost all the artists we found were just poseurs," said Joe Galante, chairman of Sony BMG in Nashville. "Most urban artists grew up listening to urban music, and so that's what they play. We've all been looking for minority country musicians, but audiences haven't supported them."
 
Hispanic Country artists are not poseurs and they have viable fans. The Country music industry including Country radio has not given this segment a chance. Music is changing every day and whether or not the Country music industry is able to embrace minorities, they have become the dominant music listener and consumer and can no longer be neglected.
 
The purpose of the USHCMA is to foster the success of Country and Latin Country music while educating the Country music industry on the Hispanic Country listener and the Hispanic market. The USHCMA is the only organization that can provide the marketing tools and strategies necessary to understand this segment and how to incorporate Latin Country music throughout all mediums – retail, radio, promotions, etc.   
 
The USHCMA is embarking on several initiatives for 2007. What this organization provides is the expertise and cultural relevance that the Country music industry needs in order to understand and embrace this growing segment.  
 
I invite you all to read the USHCMA website next week when it is re-launched. You will gain a 360° view of the history and current state of Hispanic artists in Country music.
 
Together, we can create avenues that will allow both worlds to coexist and flourish in a changing America.

I look forward to next steps and to meeting with you all in October.
 
Warm regards,
 
Maritza Baca
President
U.S. Hispanic Country Music Association
(818) 903-7692