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COPYRIGHT 2001 The Miami Herald
Byline: Daniel Chang
Apr. 21--Record company executives are adopting unique strategies -- including a money-back guarantee -- in efforts to sell an eclectic fusion of rock, punk and techno with Spanish lyrics to fans who like their rock in English.
"What we want to do is topple the traditional stereotypes of what popular music in the U.S. ought to be," says Jerry Blair, executive vice president of Arista Records, who will speak on album promotion at next week's Billboard Latin Music Conference in Miami Beach.
The music industry is trying to capture one of the fastest growing demographics in the United States: 14- to 29-year-old bilingual Hispanics who buy records and concert tickets by the millions, according to the Recording Industry Association of America.
Arista -- home to Whitney Houston, Barry Manilow and the Grateful Dead -- has teamed with BMG Latin to break one of Colombia's most successful alternative bands, Aterciopelados (The Velvets), with a scatter-fire marketing plan aimed at English-speaking fans of alternative rock, dance and electronic music, world music and...
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