Latin Rap Conference taps a growing market

To Rich Isaacson, founder of the Fuerte Group and organizer of next week’s Latin Rap Conference, the explosion of interest in reggaetón and hip-hop in Spanish is “mind-boggling.”

Isaacson, who once ran Loud Records, remembers what happened when he tried to market Big Pun’s posthumous single, “100 Per Cent.” “The track had one line in Spanish in the chorus, and this was after Pun had sold millions of records,” Isaacson said. “But hip-hop radio stations came back to our promotions staff and said, ‘It’s too Spanish.’ Now, stations like Z100, KTU and Hot 97 are all looking for Spanish-language records.”

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cross-posted at latinmusicnews.com

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