From Salsa to Zumba:
The Results of Latin American
Neoliberalism in the U.S.A.
Neoliberalism promoted free trade
and seemed very appealing by the 1990’s but removed many nationalist ideals.
Basically, consumers benefitted mostly from neoliberalism, but most were middle
class that benefitted when the majority of Latin Americans were poor. When I
read the chapter on neoliberalism in Chasteen’s book, “Born in Blood and Fire,”
I was intrigued by how neoliberalism, and the U.S. support of it in countries,
has led to immigration. Especially, how immigration was changing U.S. culture
and more specifically the dynamics of music enjoyed in the United States.
Immigration throughout of all
America’s history has changed the music scene, and since, as Chasteen puts it,
“In a United States more heavily immigrant than anytime since the early 1900’s,
Latin Americans are the most numerous immigrants,” it is now the Latinos turn
to put their stamp in the music scene. Many Latinos made a strong presence in
music in America like Hector Lavoe in the east coast and Selena in the
southwest. Salsa made a great presence in the 60’s and 70’s, but was not the
easiest music to dance to and when immigrants from the Dominican Republic
started coming around in the 80’s, they brought with them merengue. The genre
made a big impact and was a big success because of how easy it was to dance. Through
neoliberalism and globalization, salsa and merengue weren’t worldwide with
songs such as “Suavemente” by Elvis Crespo.
Along with Democratization, free
trade, and Neoliberalism, the global media system saw its beginning. In an
article in the ‘Monthly Review,’ entitled Global Media, Neoliberalism, and
Imperialism, Robert W. McChesney explains that there were major import markets
for films, TV shows, music and books, and these markets tended to be dominated
by U.S. based firms. Christopher Dixon, media analyst for the investment firm
PaineWebber, says, “What you are seeing is the creation of a global oligopoly.
It happened to the oil and automotive industries earlier this century; now it
is happening to the entertainment industry.” Specific media industries are
becoming more concentrated, especially music. The music industry is ran by 4
companies overall, BMG, Universal, Sony, and Warner, who see themselves not as
American companies but as International companies. The large migration of
Latinos to America plus the globalization of media has made Latino music a
worldwide phenomenon. That has both a positive and negative.
Globalization has been dominated by
the U.S. and because of so has perpetuated its western image and watered down
cultural diversity from Latin American music. Genres such as Reggaeton, Spanish
Hip Hop, Latin House have had a big impact globally, but have strong American
influences. Though Reggaeton started with influences from Jamaican dancehall
and Panama, in Puerto Rico it has been given an American Hip Hop vibe. More
cultural sounding genres, such as bachata, salsa, and merengue, are also taking
their place in the world and global music companies like Sony and Warner have
tailored their efforts to market Latino music in Latin America, Europe (Spain
and France primarily), Asia (Japan), and the U.S. itself. The U.S. is now
extracting talent from Latin America and exporting the music with huge stars
such as Shakira (Colombia), Mana (Mexico), and Marc Anthony (Puerto Rico), who
are all part of one of the 4 major labels.
This neoliberalism movement has been
challenged with nationalist ideals and has the chance to use the globalization
of Latino music to push its image. Many radical or nationalist artists don’t
get the global attention that many others do, such as Calle 13. Artist like
Calle 13, who left Sony Records angry, have shown that globalization can be
used to push their agendas. But many companies do not give those artists the
marketing tools and money they need to be heard globally. For now, Latin music
is growing and being heard in every major city in the U.S. and even has become
a popular work out called Zumba. Whether neoliberalism is at an end or
nationalism at a rise, Latino music has been changing the U.S. culture since
salsa in the 60’s to the Zumba sensation that we see today.
Sources:
John Charles
Chasteen, “Born In Blood and Fire: A Concise History of Latin America
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