Fair Trade

While having a major Latin act even released in a non-Spanish speaking market is a challenge, it is normal to have British and U.S. acts release their albums in Latin America. Actually working them, though, is another issue.

Major labels regularly release acts in Latin territories that are considered worldwide priorities, but many are not seriously promoted. But others are conscientiously worked, and the results can be extremely favorable, particularly when an act is willing to promote or tour in Latin America.

Historically, big pop and rock acts, from Madonna to U2, sell well throughout the Latin territories, but there are also unexpected successes.

Perhaps the top-selling international act in Latin America at the moment is Robbie Williams, who, according to EMI, has sold nearly 3 million copies in the Latin region of his entire catalog, dating back to 1998. (See feature, p. 31.)

Williams has aggressively targeted the Latin market via Spanish-language versions of two hits, "Angels" and "Sing When You're Winning."

Williams went on a region-wide promotional tour in 2004, then returned to Mexico in 2005 and, from there, did interviews for the entire region. Now, he is slated to tour Chile, Argentina, Brazil and Mexico.

Also successful for EMI is Coldplay, who have only visited the region once, but have always been available for phoners and other promotion. Coldplay's "X&Y" has sold nearly 400,000 copies in Latin America, according to Hattem.

Currently, Sony BMG's biggest international act in Latin America is Il Divo, which has benefited from what can be termed a Latin-ized repertoire.

While Il Divo was not designed particularly for Latin America, Latin executives saw an opportunity.

"We started working them and the reaction was immediate," says Luana Pagani, Sr. VP of global marketing, Latin, for Sony BMG. Il Divo broke first in Argentina and has now spread through the region, selling close to 800,000 copies of their three albums. Strong markets include Mexico, where Il Divo has gone on promotion. The group has also been available to region-wide Latin media and for numerous contests.

Another group that has been willing to promote its music is Evanescence, who are performing at the MTV Latin America Music Awards in October. Evanescence has already sold 100,000 copies of its new album in the region.

What does not work in Latin America? With few exceptions, rap and R&B, although Black Eyed Peas are selling phenomenally well.