Counterclockwise from top: Person of
the Year Juan Gabriel in 2009; Gloria
Estefan (with husband Emilio) won best
traditional tropical album at the 2008
Latin Grammys; Calle 13’s Visitante (left)
and Residente in 2014 — the duo has won
24 trophies, the most in Latin Grammy
history; Cruz and Ricky Martin at the first
ceremony in 2000.
‘OUR BIGGEST POWER IS OUR UNION’
Ahead of the Latin Grammys’ 20th anniversary in November, Latin music executives
share the standout moments from the awards’ first two decades
BY JUSTINO ÁGUILA
“The Latin Grammys brought
together the community of Miami
in the midst of the controversy [in
2003] over Cuban visas. It’s that
controversy that gave birth to the
Latin Grammy street parties, which
have reached millions of fans and
produced 60 music festivals across
the U.S. Why? Because the academy
said, ‘We are community partners.’ ”
NELSON ALBAREDA,
CEO, Loud and Live
“During Person of the Year Juan
Gabriel’s performance in 2009,
the world saw how he commanded
the stage. The mariachi and dancers
were an extension of himself as a
songwriter, interpreter and repre-
sentative of ranchera music. I have
been a mariachi for many years,
but when this guy did that it was
like, ‘Hell, yeah. We’re not just
restaurant musicians.’ It made me
super proud.”
CARLOS ALVAREZ,
director of A&R and music pub-
lishing, Azteca Music Group
“Calle 13’s interpretation of ‘Latino-
america’ with the Orquesta Sinfóni-
ca Simón Bolívar [in 2011] was
very representative of what the
Latin Grammys are about: pride,
music, roots and to see the industry
from a global perspective. Calle 13
was one of the most transgressive
bands in those years singing with
that pride, identity and root that
symbolizes our culture, folklore,
language and countries.”
ALEX GALLARDO,
president, Sony Music U.S. Latin
“I was nominated at the Ameri-
can Grammys in 1990. At the time,
Latinos only had three categories.
I went directly to Mike Green, the
chairman, and told him, ‘We have
to create the Latin Grammys.’ I was
fighting for my people, for new gen-
erations. Our biggest power each
day is our union — that there is no
difference between a Puerto Rican,
Argentine, Brazilian, Cuban, Mexi-
can. We are all one big family.”
EMILIO ESTEFAN JR.,
musician/producer
“It’s a global brand that competes
financially with the Grammys, [Coun-
try Music Association Awards] and
[American Music Awards]. The fash-
ion, pagentry, quickness, costumes —
it all blows you away in terms of how
beautiful this show really is. It has
excelled beyond anyone’s expecta-
tions: financially, culturally and also
in the ratings.”
JOEL KATZ, founding chairman
of global entertainment/media
practice Greenberg Traurig
“My first Latin Grammys were sched-
uled for Sept. 11, 2001, the day the
Twin Towers were hit. We had pre-
pared a performance with Destiny’s
Child and [nominee] Alejandro Sanz,
but the show was canceled. The Latin
Academy approached The Record-
ing Academy about them performing
at the 44th annual Grammy Awards
instead. It was a beautiful perfor-
mance, supported by everyone.”
ROSA LAGARRIGUE,
founder/CEO, Rosa Lagarrigue
Management
“2017 was the year of ‘Despacito.’ It
won four Grammys, including song
and record of the year. I remember
thinking, ‘Wow, here we go...’ You
know you have big hits, but they
go away and there is no crossover.
This felt like the beginning of a new
time for all of us. After ‘Despacito,’
there are worldwide hits. The Latin
Grammys are a worldwide cultural
reference, not just a Latin one.”
JORGE MEJIA, president, Sony/
ATV Music Publishing Latin
America & U.S. Latin
“Karol G’s new artist win in 2018
was the culmination of three years
of blood, sweat and tears. When they
called her name, it was one of those
magical moments you only live a
handful of times in your career. Back-
stage, she broke down and started
crying with happiness and fulfill-
ment, and we held her. I felt extreme-
ly proud. We came full circle.”
HORACIO RODRIGUEZ,
senior vp marketing, Universal
Music Latino, Machete Music
and Capitol Latin
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.82 BILLBOARD • OCTOBER 12, 2019