Gilberto Santa Rosa: Salsa Survives – The Mexican Sun

Salsero Gilberto Santa Rosa remembers that in his early years in the music industry, everyone wanted to sing in English and cross over with Americans. Spanish, though strongly held, was not the most popular language, much less the most widely used.

It took several decades to become the focus of the Spanish music market. Even Spaniards today lie about Latin accents. According to the musician, this is a struggle with the urban music movement that started many years ago in the Afro-Caribbean genre.

“Salsa has its own history and authenticity. Salsa is a genre that survives,” he affirms in an interview. Mexican sun Gilberto Santa Rosa, one of the salseros with the longest trajectory and best known for combining the genre with the romantic ballad and bolero.

The Sauce Knight He made this conversation while announcing his latest record. First and second round, there will be eight songs in it, five of which are reinterpretations of songs given by other artists. The remaining three themes are new.

Although Gilberto Santa Rosa has a solid name in the industry today, has won four Grammy Awards and has sold more than three million records in the United States and Puerto Rico, the struggle to get there is tough. He said that this is something that the new generations will also face.

“(In salsa) we have distribution problems, making numbers, because making numbers has nothing to do with the talent of the artists. I’m talking about the business part of being able to distinguish these figures with great success. My friend Marco Antonio Solis already said: this is an industry based on songs,” he said of the hits. An interpreter looks. Census Y Someone tell me.

According to Santa Rosa, great musical success is achieved when there is a good mix between the digital broadcast media and the demanding work in the traditional media, which ultimately shapes the songs and makes the public identify with the artist. .

“If we look at the history of recent popular music, world celebrities have followed that formula. That’s the biggest challenge for today’s youth in our gender. They (the youth) decided to take the hard way. They are very brave,” confirms the singer.

The courage lies in the fact that the young Salsero does not have the same opportunities as someone who naturally starts in reggaeton, which is the most popular genre.

“They (artists of the city) have earned their due. I started as a soloist in 2008. It was in 1986. And to defend that urban movement, I would say that everybody has set an expiration date, and they are today, they know how to evolve. I’m not a fan of urban music, but I understand that they have a genre that has evolved and developed over 40 years and changed the entire industry. And they changed it for the better in many ways,” observed Santa Rosa.

Salsa’s biggest problem, in terms of distribution and marketing, was that salt sellers were late to the technological changes in the market: “It’s the responsibility of the salsa industry. We cannot identify only a few. “We didn’t see the ball in time,” he admitted.

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“I think we’ve been very traditional in terms of promoting music, marketing the music. We didn’t take it too seriously, or maybe we didn’t understand it well when the drastic changes of the digital age came. We stay in the package. We’re trying to pick up the pace to get out of there, but we’re lacking.”

In addition, in salsa, “there are many young people, what happens, the musical space that is related to us, we take time to catch it. What we skipped was a generational change. So it was very difficult for a boy to be included in the development of salsa. On the other hand, in the urban genre, an artist two Or three promotional singles or it can have incredible success in a month. We salseros release a single now and another in two months, the public is already responding at a different speed. This has been part of the problem.

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