Gabriel Abaroa

Latin Academy of Recording Arts & Sciences president

 

Gabriel Abaroa, president of the Latin Academy of Recording Arts & Sciences, has been in the music business since he was 15, when he produced his first jingle. Soon after that, he joined Mexico’s 100 Voices, a musical touring group that spawned such artists as Mexican singer Daniela Romo. Later, when Abaroa became a lawyer, he spent the 1990s working at IFPI Latin America, an international recording industry association, where he represented the interests of record labels on issues such as piracy. In 2001, this Mexico City native left to launch Wireless Latin Entertainment, a company that creates content for wireless devices. Two years later Abaroa, 45, took his current post at the Latin Recording Academy, where he helps the organization’s 4,000 members seek success with Spanish-language or Portuguese-language music of genres that include flamenco, tango, cumbia and Brazil’s axé. The Miami-based organization also produces the Latin Grammy Awards, which last year reached 9 million viewers, according to the group. The 7th Annual Latin Grammy Awards airs November 2 on Univision.

 

Hispanic Trends: The mission of the Latin Recording Academy is to improve the quality of life and cultural conditions for Latin music and its makers. With more than 750 Spanish-language radio stations in the U.S., has that gotten a bit easier?
Gabriel Abaroa: No, I think it’s the opposite. We are a U.S.-based organization, but our membership and the music we represent are international. The first challenge is, how do we get those 750 outlets to help us educate the listeners that not all Latin music is that small universe they represent? ... I love [the plethora of stations], but that doesn’t mean we can accomplish our mission easier. Yes, it’s a great tool, but how do we use that tool to play all our music? That is our challenge.

HT: Japan was one of the largest markets at Wireless Latin Entertainment. Why does Latin music have such appeal there?
GA: It’s very rhythmic, it’s full of passion, it’s full of life. I think just by mentioning Latino music there’s a perception you’re instantly happy. We have the [idea] that China, Japan and Korea are very much about tradition, we [overlook that] sometimes they’re more noisy and more happy than our own cultures. They look for this type of music. I think there’s great opportunity there.

HT: What new technology has had the greatest impact on the industry?
GA: I think it’s between cellphones and the Internet. With the Internet there are no borders. You have a group from Spain releasing a product, and kids know about it in 10 minutes. The most powerful tool that exists is word-of-mouth, but that mouth isn’t what the oldies know. It’s on the Internet and text messaging.
HT: Reggaeton has had a meteoric rise. Is it here to stay?
GA: There have been so many firecrackers of new movements. Remember lambada? Then cumbia from Colombia—everyone has been saying this is the last year. It’s been existing for 100 years! I wouldn’t have the guts to tell you [reggaeton’s future]. I think reggaeton brings a breath of freshness. I hope it lasts for many years and I hope [artists] have the creativity to bring new elements so it reinvents itself.

HT: What music do you listen to today?
GA: I’m always listening to all the [Latin Grammy] nominations. I just turned off the latest release of Ricky Martin. He’s releasing a new unplugged version and I was listening to the track Tu Recuerdo.

HT: Do you think Julio Iglesias will ever rise again to the top of the charts?
GA: Julio is one of the godfathers of Latin music and I would never dare to say he’s going to come back, because I think he’s always been there. If the question is, will he produce a smashing album ... that’s the beauty of this business—it’s never predictable. There are living icons that will always be with us regardless of how many copies they sell. Julio is one of them.

HT: How would you quantify the success of the Latin Grammys?
GA: One year before we air the show, [commercial spots are] sold out. From a commercial point of view, there’s no doubt we are a success. The good news is with Univision the ratings are unbelievable, and I’m happy for us and for Univision, because when networks take the risk of being your partners, they’re literally taking on your risk, and I love that the risk-takers can get money out of it. For the talent, [the performers] get into more homes, and that’s beautiful. My job ends the moment they receive the trophy and I see they are thrilled to be recognized by their peers.