Word: bamba
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...numerous as the cellos and drums handed out--little miracles amplified into a life away from drugs and pregnancy and into higher grades. At Mother Hale Academy, a public school in the Bronx that sits amid empty lots and broken glass, a fifth-grade class is playing La Bamba from photocopied sheet music with drums that are too loud and a clarinet that is too squeaky. To the audience, it's better than the Met. Last week VH1 Save the Music got recognition high and low. It won the Peabody Award for public service and received $32,000 when...
...first client was Columbia Pictures, which was trying to figure out a way to market La Bamba, its 1987 movie about rock star Ritchie Valens, to the Latino audience. That same year she won a Clio Award--the first ever given to a Spanish-language ad--for a Mountain Bell commercial. Now, as head of her own agency based in Santa Monica, Calif., with clients as diverse as Wells Fargo Bank and the Carl's Jr. hamburger chain, Anita Santiago is the most prominent ad executive in a hot niche. Latinos spend $300 billion annually, an amount that will double...
Enrique Iglesias followed, starting off on a high note with "Rhythm Divine" and "Be With You." He then moved on to a rendition of Ritchie Valens' "La Bamba," introducing it with a cheesy salute to diversity. "No matter what you are--English, Chinese--you gotta love this song." But he wasn't done pandering to the crowd yet. Pulling Stella, a frizzy blonde, from the crowd and onto stage, he serenaded her with his slower song "You're My #1." After telling her "you gotta stand still and look me in the eye the whole time," he placed her hand...
Hispanics in Hollywood, despite barriers, have also met with recent success. Latino actors Andy Garcia and Rosie Perez have become sought-after talents; the movie La Bamba grossed more than $50 million and sent the signal that Latino movies can be moneymakers. "In American society, transmitting culture is done in the marketplace," says Gary Puckrein, editor in chief of American Visions, a magazine that covers culture in the U.S. "You see it in food, fashion, music...
...CULTURES can be a barren place. But for LOS LOBOS, a scrappy garage band born 18 years ago in the Chicano barrio of East Los Angeles, the gap between American music and its Mexican roots has been inspirational. The band reached a commercial apex with 1987's La Bamba, an international hit that was elevated beyond pop predictability by its intricate acoustic coda. That flourish of integrity was no fluke. Los Lobos' new album, Kiko, blends rock, jazz and Mexican folk styles with authority and panache; David Hidalgo's lambent vocals transport songs about hardship and redemption to a numinous...