(1888PressRelease)
May 29, 2006 - It’s been a relatively short time since Reggaeton hit the airwaves in every major city in America. We say "relatively short time" due to the fact that big broadcasting companies started to spread this music widely in the last 6 years +/-.
We are at a juncture where this music demands depth and proof that it has staying power and is not just a fad like the defunct Lambada, which took everyone by storm in the early 90s but disappeared quickly.
At the time of Lambada’s appearance (Summer 1989), even some Dominican Merengue artists jumped on the bandwagon of the Lambada Craze a little too soon, perhaps expecting that such style was going to get some traction in the music biz landscape.
One name that comes to mind is Sergio Vargas, who was prompt to record "LLorando Se Fue", a version of "Chorando Si Foi", the first Lambada song to hit DR.
It’s very possible that many Reggaeton consumers don’t have any idea what Lambada is (or was). And that’s because of its quick rise and fall and because there’s no hint in our society that such music ever existed.
Reggaeton, on the other hand, is in need of more eloquent performers, better role models, songs that provide enlightenment and help listeners think.
These are some of the things that could help, among others. However, we need to understand that the Latin Urban Movement and the development of this Reggaeton is still a work in progress.
Most Reggaeton songs have lyrics that invite people to dance, a "double entendre" always pointing at guys and girls having sex while dancing, having a good time, etc. There’s nothing wrong with that, but there has to be more balance in the song themes as the Reggaeton consumer becomes older and starts to change his/her view of life.
That’s one of the reasons why we believe Don Omar is on his way to become a memorable Reggaeton artist. His work speaks for itself, he is one of the few "true artists" in the Reggaeton scene, even despite his well-noticed absence during a time of adjustments in his career.
The public has been in love with Reggaeton and its performers, as demonstrated by the record sales and attendance to concerts. However, it’s time for the honeymoon to pass and give way to stability. Some believe Reggaeton is not mature enough to receive 24-hour airplay in a radio station.
While that may be true, it does not spell doom for this music.
Reggaeton will survive and thrive as long as it becomes closer to Hip Hop, a musical style that has proven its staying power. Reggaeton is the middle point between the African American Hip Hop and Spanish Music.
Bridging the gap between these two groups will result in musical richness for everyone, and will (above all things) represent a great deal in helping Reggaeton artists grow to higher levels.
Lorenzo Fenix
(c)2006
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