Latin Grammys: precedent-setting exposure for regional Mexican genres

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Pioneer artists Los Tigres del Norte, Mariachi Vargas, and Banda El Recodo

were among the latest batch of artists announced as performing at the 2008 Latin Grammys scheduled Nov. 13 in Houston's Toyota Center.

The lineup of the Latin music world superstars is long and impressive and also includes Vikki Carr, Flex, David Lee Garza, Belinda, Juanes, Café Tacuba, Olga Tañón. Julieta Venegas, Kany García, Gilberto Santa Rosa, Alejandrá Guzman, Rosario, Jorge Celadon, Tommy Tores, Fonseca, Lupillo Rivera, Jenni Rivera, Michael Salgado, Jimmy Zambrano, and Emilio Zuelta.

The fact that the Latin Grammys are taking place for the first time outside of international national media centers such as Los Angeles or Miami is significant to the Southwest for several reasons says Latin Recording Academy President Gabriel Abaroa.

For one, it signals that regional Mexican music is just as important as pop or tropical/salsa genre.

"It means that Houston is a major player and that the Latin Grammys are taking place there means many opportunities are opening up for many artists," Abaroa said. "It helps put the spotlight on many regional Mexican styles like Tejano, conjunto, norteno."

Many of the performers are also nominated in various categories. Los Tigres Del Norte are up for Best Norteño Album ("Raíces") while Jenni Rivera is nominated for Best Ranchero Album

 ("La Diva En Vivo!"). Also, Fonseca has a nod for Best Contemporary Tropical Album ("Gratitud"), Banda El Recodo is nominated for Best Banda Album ("Que Bonito...¡Es Lo Bonito!"). Jorge Celedón is up for Best Tropical Song ("Me Vio Llorar"),  Tommy Torres has a nod for Best Singer-Songwriter Album ("Tarde O Temprano"). And Emiliano Zuleta is nominated for Best Cumbia/Vallenato Album ("Palabra De Honor") .

The 9th Annual Latin Grammy Awards will be broadcast on the Univision Network from 8 - 11 p.m. ET/PT (7 p.m. Central). 

Texas and the U.S.-Mexico border area has a lot of native talent says Houston record promoter Jesse Rodriguez.

"There is a lot of excitement building up to the awards," he said. "There have been and will be several concerts that have been scheduled in the weeks leading up to the actual event. But there are also many unofficial festivals that have also showcased the talent for the area."

For entertainment attorney David Garcia Jr, the awards in Texas mean much mnore:

"That the Latin Grammies are being held in Texas means that the state has truly arrived on the international music scene. The Latin Grammies event distinguishes itself from the mainstream Grammies because it is not just an "American show"; the nominated artists come from the United States all the way down to Tierra Del Fuego and across the Atlantic to Spain and Portugal.

"I have no stats but I know that the Latin Grammies brings in more people who fly first class and stay at the Presidential Suite at hotels than any other big event, SXSW or Willie Nelson's Farm Aid."

The 2008 Latin Grammys could be the biggest music event in the history of the state, at least in terms of national and international coverage. Traditionally, the biggest events in Texas have included Willie Nelson's annual July 4th Picnic and his Farm Aid concerts, as well as the 4-day long SXSW music festival in Austin that attracts attendees as far away as Europe and Asia.

Officials have said the Latin Grammy Awards will be broadcast on the Univision Network to several countries around the world with a potential viewing estimated in the billions.

Grammy producers have scheduled several showcases of regional Mexican artists in this year's Grammy awards. Typically, Latin pop artists have taken the lion's share of primetime exposure not only in the Latin Grammys but in the American Grammys.

In the first year of the Latin Grammys held in Los Angeles, a heated controversy arose when several regional Mexican artists complained and returned their Latin Grammys because they claimed Latin pop artists had almost exclusive exposure during the primetime award broadcast.

All of the regional Mexican award categories are typically handed out in both the Latin Grammys and the American Grammys during the awards pre-telecast portion. Since then Grammy officials have worked hard to include more regional Mexican artist presentations and performances during the primetime telecast. But privately, many regional Mexican artists have complained that by comparison, Latin pop still gets the maximum exposure.

It is ironic, because for the last decade, annual industry reports indicate that sales of regional Mexican music outsell both Latin pop and tropical/salsa genres.

Besides the awards ceremonies, officials have also scheduled the presentation of the Latin Grammy Lifetime Achievement Awards the day before. That list of awardees includes Cheo Feliciano, Vikki Carr, Astrud Gilberto, Angelica Maria, Maria Dolores Pradera, and Estela Raval. In addition, Grammy officials are also presenting Larry Harlow, Simon Diaz and Juanito Marquez with the 2008 Trustees award.

Details: www.grammy.com.