The Ricky factor

People are going loca for all things Latino -- and, for that, you can partially thank Ricky Martin.

 His first English-language solo album, simply titled Ricky Martin, has sold more than 12 million copies worldwide since its release last May, sparking mainstream interest in Latin music and Latin dance.

 His impact has been felt here in Calgary, where the Puerto Rican singing sensation will play a sold-out show Monday at the Saddledome.

 "With this Latin trend, if you track the sales to last year, we've been racking it up," said Ron Jacobs, manager at the downtown A&B Sound.

 "Everybody buys into it. We get older ladies who buy it. We get younger guys who get it. Latin music is all over the place."

 Ground Zero for this Latin explosion appears to be the release of Martin's self-titled album and its chart-topping single, Livin' La Vida Loca.

 According to Sam Christopher, floor supervisor at A&B Sound downtown, sales for Latin-related music represented, at most, 5% of all the stores sales in 1998.

 That figure has increased to 15% this year, says Christopher -- which can be attributed to the fact that many Latin-pop acts, such as Marc Anthony, Jennifer Lopez and Enrique Iglesias, followed Martin's lead and were rewarded with big sales.

 However, Jacobs says he also sees consumers checking out lesser-known Latin artists such as Elvis Crespo, Chayanne and Shakira.

 Joe Rocheleau, a sales assistant from Sam the Record Man in Chinook, sees no end in sight. "Latin music sales have gone up and will continue to be huge," he says.

 Apparently Calgarians also have been going to dance studios to learn how to shake their bon-bons like Martin does in his videos and during his concert performances.

 Dianna Matiaszow, owner of the Studio School of Dance, credits Martin for creating this interest in Latin-inspired dance.

 "My biggest classes are in salsa and Latin, whereas last year it was in swing," she says.

 "There has been about a 40 percent increase in enrollment for Latin classes this year in the 20 to 35-year-old age group."

 Latin dancer Nino Acosta, an instructor at the Olympia Dance Sport Studio, says he was motivated to become a dancer when he first saw Martin perform in 1984 as a member of teen-pop group Menudo. "It was a great inspiration to see him. I will be going again to see him now," he says.

  Acosta says Martin is a boon for his business.

 "Ricky has helped our music because he is young, good-looking and can dance. It makes it easier for us."