%~ L a 11 N ISSUE 2016

%~ l A1 1N I SSUE2016 THE lEADERSHIP AWARD Presented to a continually evolving artist who has pushed past musical boundaries and revolutionized the Latin industry Jam will participate in a A'session. Right: Rob 1ght. partner, managing director and head of music IAIIY UNIH ANI ION OMAR at Creative Artists Agency, will be a featured speaker. The reggaet6n genre st art ed in Puerto Rica in the "-· 1980s as an underground musical movement. built o n -· a thumping dembaw beat. a rhyt hm w it h its roots in Reggaet6n Rules Hernandez) and "Como Yo le Doy" from Pit bull. older Caribbean sounds li ke dancehall and saca. Arguably the most powerful factor fueling Latin ESPN music director Kevin Wilson, who reports But reggaet 6n was something fresh, with its grit ty lyrics and st ripped-daw n production, playing in the music's impact on the broader culture is the rise of that the network has significantly upped its use of island's toughest neighborhoods. Sangs were released reggaeton, an adaptable, accessible subgenre that Latin music since 2.013, and Michel Vega, the CEO on miKtapes and sa id out of car trunks. has become familiar to listeners of pop radio thanks of Anthony's Magnus Media, will be among the Then two artists f igu red out how to bring reggaet6n f rom t he barrio to the masses. to Bieber's collaboration with J Balvin on "Sorry" panelists discussing the synergistic relationship at Don Omar's The Last Don and Daddy Yan kee's Ba rrio and Nicky Jam's "El Perdon" (featuring Enrique the "Music and Sports" conversation on April 26. Fino arrived within months of each other in late 2003 Iglesias), which, in addition to being the most suc "We have as many Hispanic fans as Caucasians and early 2004. respect ively. Toget her. they st arted a Latin music revolution. cessful Latin hit of 2.015, climbed to No. 56 on the or African-Americans," says Wilson. When music Yankee's Spanish-language single "Gasalina" rose Billboard Hot 100. by artists like Yankee, Yandel or Alexis & Fido is to No. 32 on the Billboard Hot 100, and his Barrio On April 27, the popularity and influence of the broadcast, he says, "we see an immediate reac- Fino became t he top-selling Lat in album of the decade. according to Nielsen Mus ic. The Last Don musical style will be dissected at two key pre tion on social media. Reaching our Hispanic fans wasn't far behi nd, selling nearly 400,000 copies in sentations: At 11:15 a.m ., Jam will sit down for a has become more of a priority for the network." the Unit ed States, while Omar's later single "Danza Q&A presented by Sony/ ATV Music Publishing, Anthony also will discuss how he founded Magnus Kuduro" (fea turing Lucenzo) is one of Yo uTu be's top 50 mast-watched music videos. and at 2:30 that afternoon, the two musicians to bridge the gap between the Latin and mainstream The success of Yankee (real name: Raymond most responsible for reggaeton's explosion, markets during his keynote speech, "Creating Music Ayala, 39) and Omar (real name William Landron, 38) paved the way far many reggaet6n acts t hat have Yankee and Don Omar - whose joint tour, The That Stands the Test ofTime" (April 271 4:15 p.m.). scaled Billboard's Latin charts since, including Nicky Kingdom, makes its U.S. debut in Las Vegas on Jam, Pit bull and J Balvin . Unlike t he Lat in pop artists May 4-will speak for the first time at the Latin Translating Latin Music To Other Mediums dominat ing the chart s in t he era of their breakout, conference on a panel titled "Clash of Titans." Advertisers seeking to reach a broad audience also Yankee and Omar also shared their acclaim w ith less established acts. Yankee collaborated w ith such up (They also will receive the Leadership Award at have found growing value in Latin urban and pop. and-camers as Jam and Prince Royce. Omar launched the Billboard Latin Music Awards on April 28.) "The use of music in campaigns in the U.S. that his awn Orfanato Music Group, showcasing artists The reggaeton boom has led to the increased pop comes from Latin artists is on the rise year after including Natti Natasha and Syka "El Terror." What's more, the two reggaet6n pioneers have ularity of Latin urban-format radio stations - such year," says Tomas Cookman, president ofNacional helped reshape the broader Latin music scene in as WSKQ(Mega 97.9 FM), the most listened-to radio Records, a leading independent Latin label, who will recent years. The popularity of reggaet6n forced many Latin U.S. radio stat ions to switc h to Latin station in New York, in any language - which in tum speak at the "Music, Film and TV" panel (April 26 1 urban formats. Today, La tin urban music is the new 10 has popularized such urban acts as Ken-Y, Gente de a.m.). It's also true of international markets as Latin pop wit h artists li ke Jam, Balvin, Yandel and Zona and Zion & Lennox, who will take part in "The well, including Japan and Australia, adds Cookman. Maluma in t he top 10 of the Hot La tin Sangs chart Now Yankee and Omar are touring together far t he Urban Panel" (April 26 1 12:45 p.m.). Energy BBDO's Ordonez, who will take part in first time. After four said-out preview dates in Puerto the "Beyond the Jingle: Creating New Partnerships Rica in December 2015, The Kingdom Tour opens Latin's Sports Connection Between Brands and Artists" panel (April 261 2:45 May 6 in Las Vegas. It's the reggaet6n equivalent of In stadiums across America, batters are heading p.m.), explains the strategy behind the "Sarah Rihanna and Beyance sharing a stage. to the plate with walk-on music from Yankee, and Juan" ad campaign for Extra gum. Although At The Conference Pit bull and Nicky Jam. According to Major League the music is American - American Idol's Haley Yankee and Omar will speak during "Clash of Titans" on April 27. Baseball data compiled by Baseball Prmpectus Reinhart sings Elvis Presley's "Can't Help Falling In Their Own Words for 2.015 1 reggaeton is the new sound of the sport in Love" - male character "Juan is Latin, Sarah is "Raymond and I are bath thinking big, and we know the - the third-most-popular genre among players, not, because that's the reality of the market," he power we bat h have," says Omar. "We've bath worked 27.1 percent ofwhom are Hispanic - next to rock says. "This market is multicultural, and we wanted with major brands, we've bath worked w ith movies, we know our individual potential, and we're discovering and hip-hop. Among the most popular tracks: "El to speak to that." And consumers listened: The ad the g igant ic impact this can have." Perdon" (favored by Los Angeles Dodger Enrique has received 90 million views on Face book. 0 The third day of the Billboard Latin Music Conference, April 27, at The Ritz-Carlton, will feature: USLIE GRACE ANO ION OMAR ANO MARCO ANTONIO CHIOUIS RIVERA NICKY JAM DADDY YANKEE MARC ANTHONY SOliS 78 B ILLBO A RD I A PR IL 3 0 , 2 0 16 .

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