Word: mottola
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Dates: during 1990-1999
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After finally leaving the group at age 17, Martin embarked on a commercially successful Spanish-language solo career. He was signed by Sony, which early on saw a future in Latin pop (Anthony, Lopez and Shakira are all on various Sony labels). Says Sony Music CEO Tommy Mottola: "The heart and soul of the music will be able to break down barriers easily. It's undeniable...
...studio in Manhattan, Marc Anthony is working on his new English-language album. He is dressed simply in jeans and a white T shirt, and his voice is ringing out, pure and direct. Sony chief Mottola sits in the control booth, listening, looking, betting on a hit. These are good days for Anthony: he recently completed work on a featured role in Martin Scorsese's film Bringing Out the Dead, co-starring Nicolas Cage. In a few weeks he'll begin recording a duet with neo-soul singer Maxwell. And Anthony's duet with Lopez, No Me Ames, is already...
...bassist Cachao, known as the Father of Mambo, whom major labels had ignored. A string of Grammy nominations eventually followed; so did non-Latino artists like Madonna and Will Smith, seeking to add some tropical flavor to their songs. "Emilio's ears and vision are absolutely incredible," says Tommy Mottola, CEO of Sony Music, which distributes the Crescent Moon label. "He's in front of the curve all the time...
...betting big that a pack of new Latin music stars can cross over and tap the vast English-speaking market. "I have no crystal ball, but my gut tells me that Latin music can be the next big reservoir of talent for mainstream superstars," says Sony Music chief Tommy Mottola, whose company is spending millions hiring market-savvy producers like Puff Daddy and David Foster to help Latin pop join country and hip-hop in the American mainstream...
...Mottola has the wind at his back. Culturally and demographically, the Latin presence in the U.S. is being felt now as never before. Top-40 radio stations in New York City and Miami are increasingly eager to play Martin along with Tupac and Lauryn Hill, not to mention the unavoidable 1995 hit Macarena. What's more, Latin-genre record sales grew a healthy 21% last year. "Lots of different cultures are accepting Latin music," says Julio Vergara, program director of wskq, New York's top Spanish-language radio station...