Steers, Ranches and Ipods Havior by Jupiter Research
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I= \ 13131=VIE LEILA COBO Icobo a billboard.com Older Hispanics are more likely to shop online, browse the Web and send e-mail than younger Hispanics, accord- ing to a survey of online be- Steers, Ranches And iPods havior by Jupiter Research. Eighty -eight percent of Regional Mexican Panelists Ponder younger generation. The trick Pepe Garza said. "Songs about Hispanics aged 35 -54 re- Marketing A Tradition -Based Music In is how to reach both spectrums. steers and ranches, and most only recently cleared the ported using e-mail at least The Digital Age Jorge Hernández of Los Tigres of my listeners have never seen rights to sell ringtones of top once a month, compared del Norte said that when the band a steer and probably will never norteño band Intocable, and with 78% of 18- to 34 -year- Who is the regional Mexican simply are not in touch with that performs at a venue that has set foot on a ranch. And yet, the will soon make 20 of Intoca- olds. Sixty -four percent of consumer? That was the ques- consumer. But increasingly, dancing, the average age of at- songs stick." By the same ble's top hits available for older Hispanics reported tion that permeated much of the many say, they see another kind tendees is between 20 and 30 token, Garza said, his forays download as ringtones. buying products or services discussion at Billboard's first Re- of regional Mexican consumer: years old. To reach an older, more into programming urban re- "Carriers are only just begin- online, compared with 57% gional Mexican Music Summit. a younger, bilingual, iPod -tot- affluent fan, Los Tigres gional material -a style ning to promote regional Mex- of younger Hispanics. "In the It all started during the open- ing, more affluent type who is also play concerts in he heavily pushed ican," EMI Televisa VP of mainstream population, age ing digital and mobile panel. willing to go past traditional out- theaters, where such some three years ago marketing /business developing disparities in online brows- While presenters discussed the lets to get his music. If this con- patrons can comfort- -didn't yield the Richard Bull said. "I keep telling ing, product research and fi- use of new technologies to drive sumer isn't served, "we will ably sit, versus the expected results. them, 'Watch out. It's coming.' nancial transactions do not regional Mexican purchasing loose them to other genres," dancing in an open "In my case," he I think you will see a radical exist," the study says. and awareness, Headliner Twiins Enterprises producer arena or convention said, "I found listen- change in the next month." It also shows that younger Records president Guillermo Adolfo Valenzuela warned. hall favored by the ers wanted their hip- On the digital end, panelists Hispanics are more likely to Santiso, who would later partic- Throughout the day, it be- younger crowd. hop at the hip -hop station, celebrated the launch of iTunes use the Internet for entertain- ipate in the immigration panel, came dear that in regional Mex- In radio, programmers said and their Mexican music at the Latino and the indie commit- ment and social activities asked who this new technology ican music, young and old the bulk of their listenership is Mexican station." ment of sites like misrolas.com. than for any other purpose. was directed to. coexist in sometimes unex- between 18 and 34 years old. Traditional or not, panelists Outside, exhibitors for Re- Forty-six percent of younger "Our consumer is rural," he pected ways. That multigener- But even younger -leaning sta- at the digital /mobile session gionalMexicano.com described respondents listened to audio said. "He is an immigrant, he ation appeal explains the genre's tions, like Los Angeles' KBUE agreed that the consumer for re- a site that is a blend ofYouTube, online versus 19 %of the older has maybe a single television in ongoing and massive popular- (La Que Buena), find that their gional Mexican music online MySpace and Amazon. group. The disparity was his home. And he lives off the ity; the fan base never ends. listeners enjoy sounds steeped and over the phone is growing "We believe the regional Mex- smaller in online video - nostalgia of his Mexico." Tradition is maintained by an in nostalgia. rapidly, and will continue to do ican consumer has never had a viewing, with 33% of younger That is the bulk of the con- older generation that buys "I've never really understood so as more and more of the real voice," said Joey Lopez, VP and 26% of older Hispanics sumer of regional Mexican records, and, in turn, passes why many of the lyrics connect genre's catalog is digitized. of Joey Records, which is fund- reporting such activity. music, and clearly, many labels along its musical tastes to a with my audience," KBUE PD EMI Televisa, for example, ing the site. Older Hispanics spent an average of $925 online in the last year compared with $705 for the average shopper. His- BY AYALA BEN -YEHUDA LATI N panic online penetration is ex- pected to grow from the cur- rent 24.8 million to 34 million users by 2011. Apple's iTunes Compilation Competition cited the study in the launch of Reggaetón Collections Vie For Holiday Dollars its Latino ministore on Nov.1. A 2005 Jupiter Research sur- vey found Hispanics to be High -profile reggaetón compilations featuring many of the same acts are vying to week of the package's retail release in at least eight of more active in Internet enter- distinguish themselves this holiday season -and carry sales into 2007. the top Latino markets. The movie is set for a wider re- tainment and media than the Since its Sept. 26 release, Luny Tunes and Tainy's "Mas Flow: Los Benjamins," lease to about 150 screens in January. average online consumer. has sold 80,000 copies, according to Nielsen SoundScan. But hot on each other's "It's more like a reality show because you get to see heels this month are "Wisin y Yandel Presentan: Los Vaqueros," which has sold what the artists see," producer Boy Wonder says. NOTAS MUSICALES 26,000 copies since its Nov. 7 release; "Chosen Few: El Documental II," out Nov. The "Chosen Few II" package combines a double -disc An English version of Chelo's 14; and "Don Omar Presenta: Los Bandoleros Reloaded," which hits soundtrack with 20 videos and tour and behind -the- scenes "Yummy" featuring rapper shelves Nov. 21. footage for $14.98. Unique content and price points Too $hort has been sent to Wisin & Yandel, Don Omar and Hector "El Father" each show up are also part of Machete's strategy; the "Los Vaque- radio. Sony BMG is servicing on at least three of the releases. The albums also have many up- ros" stand -alone CD is offered side by side with the remixed single to Anglo and- coming acts such as Angel Doze in common. an $18.98 edition, which includes four extra and Latin stations nation- Since the compilation -happy genre is so new, "it's hard songs, a DVD and a set of collector's cards. wide, with Spanish Broad- to measure whether you're really cannibalizing the busi- "Los Benjamins" will also be reissued casting System's urban sta- ness, "says Machete Music president Gustavo Lopez, in January as a deluxe package with a new tion KXOL Los Angeles the whose label is putting out three of the four albums. version of hit single "Noche de Entierro first to play it. An English ver- "We try to space them out as much as we can, but it's (Nuestro Amor)" with Ivy Queen. sion of the "Yummy" video never easy." By sharing reggaetóni s small ros- will also feature Too $hort. Machete's releases rely on radio airplay and ter of artists, the labels may end up Indie label La Corporación endorsement by Luny Tunes, Wisin & Yandel and helping each other, Urban Box Of- Muzic has inked an exclusive Don Omar to generate interest in recordings with fice president /CEO Adam Kidron distribution deal with Navarre lesser -known artists. says. "Chosen Few II" even con- Corp. The first releases will be For its part, Urban Box Office is marketing its tains an advertisement for the "Latin Explosión," a compila- "Chosen Few: El Documental II" as a movie with a next album by Hector "El Father." tion of music by emerging soundtrack, rather than as a CD /DVD. "In this particular product, us acts, and a Latin jazz album The film, which documents the 2004 Chosen Few all coming together and collaborat- from producer/percussionist tour and features performances by Don Omar, Voltio ing advances everyone's commercial Peter Michael Escovedo. and up- and -comer LDA, will premiere in theaters the interest," Kidron says. -Ayala Ben -Yehuda 10 I NOVEMBER 25, 2006 www.americanradiohistory.com.