Latin Academy Expands Structure

Michael Greene's appointment of a new executive team for the Latin Academy of Recording Arts and Sciences (LARAS) on Sept. 17 (BillboardBulletin, Sept. 17) underscores his desire that the 2-year-old organization be adequately prepared for its inaugural Latin Grammy Awards, which he says now are scheduled to take place in September 2000.
"You look at all of the elements that go into the awards process-and ultimately the telecast and merchandising-there are cultural aspects, membership aspects, education aspects, and sponsor-affiliate-relations aspects," says Greene, president/CEO of LARAS and its parent organization, the National Academy of Recording Arts and Sciences (NARAS). "One of the reasons I feel so positive about the team we are putting together is that they do have experience in all of those areas."
Named senior VP/executive di-rector of LARAS was Mauricio Abaroa, who most recently was GM of BMG Latin. Abaroa, who was LARAS' first director from 1997-98, replaces Sergio Rozenblat, who resigned in July.
Erik D. Sorensen has been appointed managing director. Sorensen previously was director of Latin American operations at International Management Group, NARAS' sponsorship management company.
Abaroa will report to Greene; Sorensen will report to Abaroa and Greene. Both Abaroa and Sorensen will be based in Miami.
Also tapped to be a part of the new executive team are awards director Aida Scorza and project manager Brenda Alba. Scorza previously was NARAS' craft awards manager; Alba was a NARAS executive assistant. Scorza and Alba will be based in NARAS' Santa Monica, Calif., headquarters.
Greene notes that Abaroa will spearhead the Latin Grammy Awards structure, membership drives, and cultural service activities. Sorensen, meanwhile, will handle the development of sponsorships and corporate partnerships.
Asked why Abaroa wanted to return to LARAS, Greene replies that Abaroa's interest was sparked when the timetable for the Latin Grammys was moved up one year.
Adds Greene, "We missed his creative passion and his connection to our constituents." While he declines to reveal the details of Abaroa's contract, Greene notes, "I am looking forward to Mauricio growing old in this job."
For his part, Abaroa, who had served as a consultant to LARAS during the past three months, says, "I feel like I never left." He says NARAS' commitment to increasing LARAS' staff helped persuade him to take another shot at the job.
"Before perhaps I had the same ideas that I have now," says Abaroa. "But it was difficult to execute and implement all of these plans and strategies with the structure that we had. The first 18 months, LARAS was working practically with just one employee, which was me."
Apart from organizing the Latin Grammys, Abaroa says his mission is to establish music education programs in the U.S. and Latin America. To realize this goal, Abaroa is embarking on a series of conferences to drum up support for his music-education initiatives.
Abaroa also wants to utilize conferences to increase LARAS membership. Greene says current membership stands at "a little under 1,000." The membership goal by the time the Latin Grammys roll around is 2,000.
In the coming weeks, Greene says he expects to announce whether the awards will be broadcast from Miami or Los Angeles and which networks will broadcast the ceremony in the U.S., Latin America, and the Iberian peninsula.