Swing to A Latin Groove

Brandweek, May 22, 2000 by John Lannert

Murtaugh says he uses elements of the music of crossover Latino stars and Cuban artists when producing his music backdrops. He also points out that he uses Hispanic musicians to perform the music. "You've got to get the real people to do it," states Murtaugh.

Both Newman Carrasco and Orgodon caution that the type of Latino music must be carefully considered before initiating the production of the spot. Both also point out that Mexican-rooted music generally is taboo. "We try to stay away from a Mexican norteno or ranchero," declares Orgodon. "It's not universal enough. It is internationally known but not internationally celebrated." Says Newman Carrasco, "You don't hear Mexican music as much [in spots]. There is less of a comfort level with Mexican culture in the U.S. It's not as understood, and it's not viewed as hip.

"For example," continues Newman Carrasco, mariachi is amazing when you understand the genre. I've seen mariachi artists who are on a par with the finest classical musicians, but a lot of people's experience with mariachi is crying into a tequila glass at a Mexican restaurant. There is a stereotype about Mexican music. It is not understood by the Anglo ear or other Latinos. It is kind of like the attitude toward country music. It took a while before it became mainstream."

How long will Latin music continue to be used by general-market agencies for English-language TV campaigns? Given the mercurial nature of culture and advertising, apparently not long, according to Newman Carrasco, Orgodon and Murtaugh.

Still, Newman Carrasco is optimistic about the prospects of Latin music beds. "I would like to believe that this sound is going to become part of our music-advertising vernacular, because the Latino presence is growing," Orgodon says. He suspects Afro-Brazilian cadences like samba to be the next hot genre, because they have "an African undertone that already is taking place in Caribbean music. Samba is new and different, but it is still related."