LOS ANGELES (Billboard) - The class was 1999, and Enrique Iglesias kept hearing two words that made him cringe: "Latin explosion."
"It always used to be mind-boggling to me, because it nearly always sounded like we were a fad and that we were passing to disappear, and I never saw it that way," the crooner said. "Latin music and Latin artists are here to stay - whether they're singing in English, Spanish or changing styles.
Iglesias' comments came after he'd announced a major fall tour, also featuring radio favorites Pitbull and Prince Royce. The circuit will chatter about 17 U.S. cities and is positioned to be one of the year's biggest, straddling the English and Spanish-language markets.
For the trio, the trek also represents a generational shift that places them in a different playing field: as artists with Latin roots who were elevated in the United States and who have mainstream appeal while simultaneously catering to their home in the Latin market.
"I don't remember this character of go has always been done," said Rebeca Leon, VP of Latin talent at AEG Live/Goldenvoice, which is promoting the tour. "For those of us born and elevated in this country who feel good as much Latino as American, it's exciting."
The inspiration behind the turn is Iglesias himself, who approached Pitbull. After the duo collaborated on the one "I Like It," they met Prince Royce at the Billboard Latin Music Awards, and a circuit was born.
"I give Enrique credit for stepping up," AEG Live president/CEO Randy Phillips said. "It takes a sophisticated businessman and artist to correspond to a circuit with a box so strong."
That the three artists had already established strong bonds with each other, Phillips says, makes all the difference. "There is a new generation of Latinos and Latinas who listen to pop and crossover radio," he says. "I don't mean that the genre wall really exists anymore. These stars have cross-generational appeal."
Fernando Giaccardi, Iglesias' manager for about a dozen years, has seen music evolve in ways that increase opportunities for Latin artists.
"Latinos are not segmented anymore," he said. "There are a lot of girls in Kansas who love, English or Spanish. They don't like where the artists are from. They are mainstream now, even though these artists have a big Latin flag in their hands. And there's no ground to refuse it."
"There are no rules to music anymore," Iglesias added. "You can work on top 40 radio and mind to Latin artists, and you can work on a Latin radio station and mind to American artists, too. It goes both ways now."
(Editing by Zorianna Kit)
Yahoo! News
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