Latin music on upswing before Ricky

TORONTO -- He sparked traffic chaos by drawing a gaggle of screaming fans to yesterday's Toronto record store appearance.

And he'll do it again today when he drops into the MuchMusic studios for an interview.

Ricky Martin, the Puerto Rican pop star whose English debut single, Living La Vida Loca, is the hottest hit in North America, has been praised by some industry insiders for bringing Latino music to a wider audience.

"This isn't a fad . . . this is real," says Tim Baker, a buyer with Sunrise Records, which operates 33 stores in Ontario. "People want excitement and that's what this stuff is. It moves you. Even if you don't understand Spanish."

But Tom Plewman, owner of The Madrigal Classic Record Shop on Richmond Street, says the rising popularity of Latin music is simply part of the burgeoning world music market.

"Even before Ricky Martin, there was a clear, steady, if not spectacular increase in sales and demand for Latin music."

Plewman says multicultural music events, such as Sunfest in London, coupled with bland radio fare, have done much to boost the popularity of Latin music.

"So much of the musical status quo is so dull and uninteresting. People want something different and there's no question that world music is the fastest growing part of our store in terms of a selling market."

Simo Rudan, owner of Yesterday's dance club on Clarence Street, agrees.

"Latin music makes people more energized," says Rudan, whose club caters to the 25-and-up crowd by playing an assortment of European, Mediterranean and Latino dance music.

"I know when I play Ricky Martin on a Friday or Saturday night, the people love it. They like the rhythm, the beat."

But classifying Martin as a Latino artist is problematic, says Alfredo Caxaj, executive director of London's Sunfest music festival.

Martin's latest single is "pop-rock 'n' roll stuff, with Spanish lyrics. That's not really the Latin scene," says Caxaj, who distinguishes between the rumba-flamenco flavour of Spanish music and the samba-salsa sounds of Latin music.

Sunfest, which begins July 8, brings a number of Latin acts to Victoria Park this year, including La Familia Valera Miranda from Cuba and Brazil-based Cascabulho.

"(Sunfest) has been quite instrumental in bringing a lot of Latin elements into this community," says Caxaj. "A good portion of our programming is focused on Latin music."

Although Martin's latest hit may not be true Latin fare, Caxaj remembers the singer's World Cup anthem, La Copa De La Vida, as a true example of the Latino sound.

"It had lots of Brazilian influences and Samba. When he did it at the Grammys, it was quite spectacular."

Caxaj agrees that Martin, who has five Spanish albums to his credit, will draw a wider audience to the work of Spanish-singing performers.

It's a trend already anticipated by the music industry. Sony Music Canada's strategic marketing last month released 22 Latin titles that had previously been available only on import.

"(Record companies) will all be on the bandwagon in a hurry," says Plewman. "That's probably going to mean there will be a glut of pretty mediocre (music) coming out."

In the meantime, Latin acts are riding a welcomed wave of interest in their music.

Caxaj, who plays percussion in a salsa band, says he's experienced the trend first-hand.

"Years ago, people would call me and say 'Can you play at this wedding, but only for the reception? We'll get a DJ for the dancing part.'

"Now we're being hired for the dance."