The Importance of the Awards, its After Affects and the Future
IMPORTANCE
The obvious importance of the Latin NY Music Awards was the recognition of Our artists and their achievements. Of even greater social significance, these awards were presented entirely by Latinos. We didn't have to waif for Outside farces to Recognize us. To quote Ray Barretto, "We didn't need NARAS, we did it ourselves"
Many in the music industry (including Latinos) thought the awards were going to be a fiasco. They never believed that Latinos could put across a ~ show of this magnitude with dignity and class. As it turned out, all the non-believers have since changed their minds, Never before in the history of the Latin Music industry, did so many minds come together for a mutual cause: the recognition and survival of our music. This in itself was a major accomplishment because it proved the importance of us pulling together to build an industry that can command respect for the music and for ourselves.
The chief aim of the Latin NY Music Awards was to get the world to recognize Salsa for the art form that it is, and to show the direct connection between the music and the lifestyles of Latin New Yorkers. We feel the survival of both ate mutually dependent. This music with its own magazine, its own awards and with so many people who support it, MUST HAVE SOME VALUE.
THE AFTER AFFECTS
As news of the awards was picked up by the mass media, it started a chain reaction. In the days that followed, publications such as, the New York Times, The Daily News, The Village Voice, Newsweek and Billboard magazines all came out with articles and features about the Latin NY Awards and Salsa Music. Our telephone lines were flooded with calls from television and radio stations, newspapers and magazines from places as far as Japan, France, England, Germany and Canada (as well as many US cities). Suddenly everybody wanted to know what Salsa was, or as described by some, "The Salsa Phenomenon.". Latin NY was now considered an authority on Salsa and a source for information.
In the March issue of Latin NY ("... and Suddenly Latinos are Discovered") I predicted that 1975 was the year the media was going to discover Latinos, Particularly the music . . . but all this sudden "Salsa Explosion" still came as quite a surprise. The overwhelming response of the media had an incredible impact on the industry and caught everyone unprepared far the sudden world-wide interest in Salsa. No one in the business believed we were good enough or ready enough to be accepted. Harvey Averne of COCO records told us, "It's caught everyone in the business completely unprepared. I wish it would all go away and come back next year."
The importance of all this international exposure is great because God knows we need more positive images in the media. However, we are still not the ones that are defining ourselves and who we are as a people and as a culture. As well intentioned as the American mass media may be (with their occasional mentions), they are still defining us based on their fleeting observations and preconceived notions of who we are, or might be. Sometimes their observations are not very accurate and do not really reflect what we are all about. I think it is high time the media realized that we Latinos are more than capable of defining ourselves. We have talented artists, photographers and writers to serve as our spokespersons. They are very capable talented professionals (most trained right here in the USA) that are ready and just waiting for an opportunity to shine. Most of these English speaking professionals are also bi-lingual and can serve the mass media on many levels. Mass media take note, hiring Latinos makes good business sense.
THE FUTURE!
With all this publicity going on, the media will make us into media stars but if we don't have it really together, we will soon pass away as just another fad. Hey, we are not just a fad my brothers and sisters, we've been here for mucho mucho tiempo and our music (which is just being discovered) have been in the USA for well over 50 years.
The Salsa Artist must start to think in different terms, not just about playing more gigs, but think about where they would like to go and how they can stay there. The record companies, managers and booking agents must provide help and guidance to their Salsa artists (and groups). They must emphasize not only the importance of playing great Salsa but of also being visually interesting. Bands performing on TV can often be quite boring. The ones that usually hold your interest are the ones that are also visual.
I've often told Salsa artists (especially the younger singers and groups that were more apt to listen) about my 3-D theory to getting noticed and boosting their musical careers. One: If you have a good sound, people will look toward the stage. Two: If they see something interesting they'll keep watching you. Three: If your words express a thought or sentiment they can relate to . . . the audience is yours. You have captured them by their ears, eyes and mind.
Our musicians must be prepared to communicate on all levels if they are to take advantage of all this new publicity. I believe that is what Harvey Averne meant when he said, "We are not prepared" All of us in the music business must get our acts together because whatever we do also affects the people in the street. If all this publicity and attention gives average Latinos a sense of pride, then it is our responsibility to continue to create things that will keep the fires of pride burning. If we are not smart, outsiders will step in, see a potential "money making market" and we will all be out in cold again. Outsiders are already using all this publicity as reference material for selling this "New Market" (us). Writers and promoters are picking the brains of Latinos so they in turn can sell us as a commodity to America. Remember we will all be here long after the media tires of us . . and they Will. We just happen to be what's happening now. Ironically enough it has taken the mass media to "legitimize" us. Many Latinos are just now realizing we have value. It's really sad to think that many Latinos have to be told by non-Latinos, "Hey, you people are OK", before they will accept themselves. The fact is that we don't need anyone to define us or to ''legitimize" us We must believe it Now. We are great, in spite of what anybody says or thinks. Our future looks bright and we are off to fulfill our destinies. We welcome all the help we can get and we must always have our minds wide open to new ideas. Let us learn to communicate to the whole world and let them know who and what we are. And, always with our heads held high. Orgullosos Siempre . . . y, Sin Complejos!
The chief aim of the Latin NY Music Awards was to get the world to recognize Salsa for the art form that it is, and to show the direct connection between the music and the lifestyles of Latin New Yorkers. We feel the survival of both ate mutually dependent. This music with its own magazine, its own awards and with so many people who support it, MUST HAVE SOME VALUE.