Spotlight on the Latin Market

GMA has embraced the GMA Latin Task Force that meets monthly in Miami. This Task Force was established a year ago by
GMA’s president, Frank Breeden with representatives of the largest Latin Christian music lables (Canzion, Integrity, One Voice,
Vida Music and Word Latin). The three main goals the Latin Task Force has been working towards are:
1. The establishment of a Latin Christian Music Chart based on Soundscan.
2. A Latin Christian Music teaching track during Expolit (the largest yearly Christian retailers’ and media convention that will take
place this year in Miami May 18-21).
3. The assignment of a full time bilingual position at the GMA office that can look after the interests of Latin Christian Music.
Members of this task force spoke during GMA at “Spotlight on the growth of Latin Music” panel discussion. This was highly
attended which further confirms the popularity and growth in this area of the industry.
Three key Latin artists performed for the NCPR (Promoters) track during a special off-site field trip on Sunday of GMA week.
Artists involved were: Susana Allen (Vida Music), Freddie Colloca (One Voice) and Alvaro Lopez (One Voice). The event was an
exciting taste of the hottest new genre: Latin flavored pop!
Freddie also performed as the key Provident artist on the New Artist Luncheon on Tues of GMA week – in front of approx 1200
retail/radio/industry representatives. He also was nominated for a Dove this year and performed “Dance el Ritmo” during the pre-telecast of the Dove Awards.
Some other key statistics regarding the Latin market are:
1. The most recent US Census Report on the Hispanic Poulation in the US reported that in 2000 there were 32.8 million Latinos
residing in the US, representing 12% of the total US population.
2. Half of the Hispanic population is the US in under age 24.
3. The key findings in a study conducted by RIAA of the Latin market reveal a healthy marketplace with large blocks of both older
and younger consumers reporting a high degree of purchasing, involvement and satisfaction with music.
4. Parallel to the growth of the Hispanic population and the rise in sales of Latin Music in the US, Latin Christian Music sales have
also greatly increased.
Last year Nashville helped launch one of the largest Latin Christian Music tours on Nov 8th – artists performing were:
Marcos Vidal, Rene Gonzalez, Michael Rodriguez, 33dC, Susana Allen and Hector “Perucho” Rivera. (Rene was nominated this
year for a Dove, along with producers Alejandro Allen and Hector “Perucho” Rivera.)
This event drew 1200+ Hispanics together for an amazing concert! This event also helped provide the means to launch a new
Hispanic Pastors Organization in Nashville – “Un en Christo” (one in Christ) that is still meeting monthly and helping to organized
the entire Hispanic community of Nashville and the surrounding areas!
This year brings a KEY Latin Praise & Worship leader to Nashville on Saturday, June 9th as part of the Worship City Praise event
– Marcos Barrientos. Marcos is one of the most well-known worship leaders within the Latino community around the world! He
will also be leading worship on Sunday, June 10th at a local Hispanic church. For more information, contact Lissette Diaz at
The Latin Grammies will include Latin Christian this year with at least one category designated for the Christian community.
Tammy Gallegos Bennett has been producing events for 14+ years – launched her own company 4 years ago, “Bennett’s Events.” She is currently working with
several of the Latin Christian music companies and several of the individual Latin artists. Tammy serves on several key committees
in Nashville including the GMA committee for CMVR, the Nashville Hispanic Chamber of Commerce, the Latin committee for
Worship City Praise…. Tammy can be contacted regarding events, promotions, etc. that relate to the Latin Christian industry at
615-871-4264 or at

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