Is Reggaeton going up in smoke?

For Latinos 2005 was the year of Reggaeton with over 50 radio station flipping to the "Hurban" format, which stands for Hispanic Urban, and it seems that another Latin Explosion took place.  So will 2006 be the year we pick up the pieces? Several "insiders" in the music biz are saying that by the summer of '06 Reggaeton will not be what is was in 2005. Now they are saying this because they have noticed that the same artists are being played over and over again and some have based it on the comments that were made at the Latin Rap Conference, which was held earlier this year. The comments were made by Subelo Host DJ Kazzanova and were in response to several up and coming Reggaeton Artists asking why he wasn't breaking new artists. His response reportedly was that he was in the Radio Business and not the Music Business.  Apparently many in the "biz" feel that, unlike the birth of Hip Hop, there are Radio people that will not take a chance on new artists and will just rely on playing the same song and artist over and over even on "Hurban" Stations and I tend to agree on that one point.

If Radio doesn't break new artists then the Genre becomes old and stale. I mean there was a time when all CASA was playing was a Daddy Yankee song, an Ivy Queen song, N.O.R.E and Nina Sky, Fat Joe and Tego, one of the songs from the Chosen Few CD, then some Hip Hop and then it started all over again.  Even now there is about 6 to 8 Reggaeton Songs being played over and over while Kazzanova just plays his remixxes on SUBELO. Now thanks to LA KALLE we were saved from the repeating songs or so we thought. There were only a handful of artists that were played in Dallas. So lets start listing them......

Ready here we go, Daddy Yankee, Don Omar, Ivy Queen, Nina Sky, Wisin Y Yandell, Zion Y Lennox, LUNY TUNES, and some Nicky Jam, Yaga Y Mackie, Khriz y Angel, and Hector "El Father"(he is no longer Hector "El Bambino"), Adassa, Aventura, and every collaboration on the Chosen Few CD, yet many of the artists on Chosen Few released their own CD's and didn't get one single song on CASA or LA KALLE.  And some of these artists have been making music for a few years now but they are "new" to Dallas and have just recently been added to rotation. And some of these artists have a following in Dallas thanks to club DJ's and KNON 89.3, which tends to break some new artists and hits. 

Now I do believe that Reggaeton is a strong Genre and will eventually evolve into different forms, which is already occuring with some of the songs having Bachata, Salsa and other beats mixed into the sound. This is what will keep it going but eventually there will be a backlash as those who were there from the beginning start to feel that the music is corrupted by commercialization and greed.  This is what happened with Rap music and that's why you have those who wear backpacks and listen to Easy Eddie D on KNON and then you have those who wear grillz and listen to 97.9 the Beat, yet both groups believe they are repp'n HIP HOP to the FULLEST.....  

There are so many Reggaeton Artists that Dallas/Ft. Worth hasn't heard and they would be able to keep the music going but will either station in Dallas give us the chance to hear new Reggaeton? There have been hundreds of songs that have been played on SUBELO, yet CASA hasn't added that many of them to rotation.  And you really can't call either LA KALLE or CASA a Reggaeton Station because they aren't dedicating their playlist to strictly Reggaeton. And this is another reason why some "insiders" are saying Reggaeton is just a fad and doesn't have the legs to stand on. Now CASA was "Where Latinos live" but now they are "Reggaeton, Hip Hop Y Mas" and LA KALLE isn't "Reggaeton" its "Reggaeton Y Mas".  Both stations are playing Pitbull, Tego Calderon, although LA KALLE played some of Tego's Hip Hop Tracks, see you can't technically say that Tego is Reggaeton because his early stuff was straight Hip Hop beats with Spanish verses, much like N.O.R.E, whose older stuff was straight East Coast Hip Hop. Sorry that's another story completely...Where was I, hmmm oh yea I remember...
Both stations have about 75 maybe 80% of their playlist devoted to Reggaeton but the other 20 to 30% is the "Y Mas" which consists of:

CASA= Hip Hop and R&B
LA KALLE=Bachata, some Latin POP, and the occasional Hip Hop Track

Now remember there are about 5 stations in Dallas that have over 50% of their playlists devoted to Rap Music and Dallas is now a Majority-Minority City with Latinos being the largest minority and CASA and LA KALLE know that there are alot of Latinos that have grown up with Hip Hop along with other Latin Music Genres. So they face the difficult task of having to cater to all our music tastes. But is this desire to sastify all eventually going to lead to the demise of Reggaeton? We might find out by the end of this year and possibly as early as this year.

Hopefully Daddy Yankee's new syndicated show will showcase more new Reggaeton artists and new tracks from the established Reggaeton Artists.  Because all the artists know that Kazzova isn't gonna help them out he pretty much stated that at the Latin Rap Conference in 2005. Kazzanova has to know that radio stations aren't gonna spend money on his show and Daddy Yankee's show, come on Metroplex which show would you rather hear on CASA or LA KALLE?

Now I know that some of you are scratching your head thinking, "Synbad, who the hell are these 'insiders'?" Pues lets just say that I don't want to get some people in trouble and it is "their" job to pose questions like this in order to see where it will lead to.....

But I know some "insiders" that would love to respond to this question, "Does Reggaeton have the power to Last or is it just another Fad like Freestyle Music?"   

Rikki Rincon CEO/Founder Of Artistik Media, Dallas TX
"In my honest opinion, the founding music of Reggaeton, being Reggae, hailing from Jamaica, Panama and the mother of all, Africa will be around for some time.  I began programming what was then called Spanish Reggae in the 1980's with the "Father" El General and his music is classic.  Back in the days, we mixed Spanish Reggae with Dancehall artists such as Mad Lion and others to form the "Urban" Sound that truly represented the inner city movement, along with Freestyle, House, Hip Hop and more.
 
Now, with that being said, will today's Reggaeton be classics 10 or 20 years from now?  Not sure on that one.  The original Spanish Reggae had more substance, directing their music and geared to the lovers of Dancehall and the Reggaeton is becoming too poorly produced and if not careful, will fall to the wayside in a year or so.
 
On the topic of Freestyle music, which was not a "Fad". A fad is such that enters and leaves with no return.  Freestyle music still packs the floors and keeps the crowds moving, but this is the great quality of Freestyle music and not the whole genre as a whole.  Well produced and written music usually returns by demand and the poor quality, which usually runs the industry, is in turn, what kills the movement.
 
What will keep Reggaeton alive and around for a long time is what we are hearing already, a great mix of Hip Hop and Reggaeton, like Don Omar/Fabulous remix of Don Dale and Pitbull, Yankee and others working with Hip Hop artists to keep the Urban sound more mixed and received by the masses.  So, to sum this up, Reggaeton on it's own may not remain in it's primary form and will continue to mix with Hip Hop so one day we can just call this Urban music, like we said back in the early 90's when radio programmers wouldn't listen to us"

Angela Editor of Indie Street Latino, Chicago, IL
"I wouldn’t call Reggaeton a fad at all because it has been around in many forms for years. In the past couple of years it has gotten more popular and for that reason Reggaeton, just like every other style of music that gets popular, has it’s haters saying that it’s just a fad. I think that as long as the artists keep making original music with new and improved beats and lyrics, it will be here to stay in some form or another.

As far as Reggaeton having what it takes to dominate Latin Music, that’s another story. I would have to say that in some ways it already has started taking control. What do you hear on almost every Spanish Radio station? Reggaeton. What new artists do you hear about on the TV? Reggaeton Artists. What new websites and forums are taking over the Internet? Reggaeton. It has been growing in the public eye for a while now and it’s finally able to have it’s time in the spotlight. I think that everyone should calm down with the panic that it’s taking over and just let it have its time to shine. I believe that it will evolve in many ways and will eventually slow down but no, I don't honestly believe that it will ever fully die out."

Ariel Gonzalez, Editor In Chief of Bridgez Magazine
"My answer is simple. If Reggaeton was a fad, there wouldn?t be a radio station for it and it wouldn't sell out huge venues such as Madision Square Garden in N.Y or The Amphitheater in L.A.

Corporate & Mainstream America are finally opening their eyes and noticing how big the Latino demographic and spending power really is. That's why you see Tego Calderon on Hennessy Ads,Daddy Yankee on Reebok and Sean John Ads, and
Fat Joe on Boost Mobile Ads.

The genre is evolving in so many ways. You have artist like R Kelly, Fabolous and Ja Rule doing Reggaeton Remix's and producers such as Pharrell, Swiss Beats and DJ Premier adding to the sound of Reggaeton. Besides seeing it on MTV & BET or hearing it on radio stations through out the world; major record labels like Roc La Familia, Machete, and Wu Tang Latino have been created to cater to the genre.

Now what else needs to be done for people to stop asking that
question?"

Elidet Reyes CEO/Founder Elidet.com, Port Hueneme, CA
"I don't think Reggeaton is a fad. I love to dance, just like many other females out there and have actually been a fan of the music for a couple years. I remember listening to Ivy Queen and then months later catching her music video on Mun2, thinking about how much she sounded like hip hop meets cumbias. The reason it's here to stay is because it's been here, for 20 years, every now and then you would even hear it at Mexican weddings.

For years, it has been at the clubs, like the Mayan in Downtown LA. When I was in New York a year and a half ago, before the Reggeaton craze hit the west coast, New Yorkers were already hitting the airwaves and the clubs with Reggeaton.  I do think there are artists that jump on the bandwaggon and try to cash in on the Reggeaton ride, and though they may make a quick buck or two, I also think people will see right past it.

To show just how popular it is now, people want to hear it. Latino 96.3 fm, for the first time, beat Power 106's ratings in the LA market, where Latino's were greatly underrepresented.

Also, new magazines like Source Latino and Fuego are targeting this market, which is a smart move. As it is, you can't have a business be successful without targeting to Latinos, especially in places like California, Texas, Arizona, Florida and New York."

DJ Spin CASA 106.7, Latin House Krew, Dallas, TX
“To tell you the truth i think that it is a fad..i come from the booty, freestyle days, freestlye lasted from the 80's to mid 90's but really didnt take off like i thought it would and booty music was only here for a minute, dont get me wrong I like the sound of reggaeton but I also think that the beats are the same. I mean not to knock on these guys, but Luney Tunes makes 90% of the beats and me as a dj/ producer you get burned out and you get repeatative without noticing it, but right now its the hottest thing.  Its definately music for the ladies because the clubs that i dj at as soon as i get into the reggaeton all the ladies take over the dance floor and the funny thing about this is that even white and black people are digging the sound and even some hip hop artist are hooking up with reggaeton artist but not as much as i thought they would.

This is why I think that its only a fad, plus if reggaeton hasn't made it to the top of the Billboard list by now then it doesn't have a chance. Yes, Reggaeton is on top of the Latin Billboard charts, but Hip Hop is still on top. So, to answer your other part of your question, Reggaeton will continue to dominate for now but not like hip hop.  Indeed Hip Hop started in the streets underground (like reggaeton) and as soon as it came through the radio, despite the criticism that it got and until this day, its a BILLION dollar industry. The one thing that I am proud of is that Latinos have shaken up the music industry like it hasn't been for a minute now. That's why I do hope that the power Reggaeton artists like Daddy Yankee, Don Omar, Tego and Ivy can get it together and make it happen because Pitbull can't do it alone. I know that Pit is not a Reggaeton artist but before reggaeton got the spotlight Pitbull was already making headlines as a Latino hip hop artist. So to close it out I know that people are going to agree and disagree, but remember this is my opinion and how I personally feel about reggaeton.”

Ed Rosas El Director, Wu Latino, NYC, NY
“Reggaeton has been making its way from the 70's, born in Panama with producers like Chombo to artists like El General, singing over reggae beats. First latin rap album was released by Vico c in 85. Reggaeton wasn't born 2 months ago it has made its way just like Hip Hop. Who ever thought Hip Hop would make it this far?  Who would ever think that we would have our own reggaeton station 24-7 in key markets through out the country?

How long do you think it took to break Daddy Yankee's Gasolina, over 7-9 months! Club DJ's were supporting the song and everyone in clubs was dancing to it. Station PD's had no other choice put to play what the people wanted to hear. So to answer your question is Reggaeton a phase? Hell No,the party just started so fasten your seat belts.“

Well there you have it and now you have to form your own opinion and support or not support Reggaeton.

So, before I go, I want to give you a list of all the Reggaeton Artists so you can be educated and know that there is more to Reggaeton than Ivy Queen, Daddy Yankee, Don Omar, and Tego Calderon.
 
Adassa
Alberto Stylee
Albizu y Lefty
Aldo y Dandy
Alex Gargolas
Alexis y Fido
Alofoque
Amaro
Angel Doze
Angel Y Khriz
Antowan
Ariel
Asesino

Aventura
Baby Ranks
Baby Rasta
Baby Rasta y Gringo Bebe
Benny y Shaka
Big Boy
Bimbo
Boy Wonder
Calvo
Capicu
Carifresco
Carlos
Carlos Y Omi
Cartucho
Casper
Castro
Cheka
Cidelis
Cochinola
Daddy Yankee
David D'Ambulante
Delfin
DI
Divino
Don Chezina
Don Omar
Duran
Eddie Dee
El Admirante

El Pueblo
Eliel
Fade
Falo
Felina
Feloman
Fen-X
Fito
Blanko
Frankie Boy
Fuego
Fulano
Gallego
Gastam
Gemstar Y Big Mato
Getto
Glory
Gocho
Gringo
Guanabanas
Guayo man
Guelo Starr
Hector El Father
Hector y Tito
Hornyman y Pantyman
Ivy Queen
Jhosy & Baby Q
Joan
John Eric
Johnny Prez
Jomar
Jowell y Randy
K Mill
Karel
Kartier
L.D.A
Lito y Polaco
Los Ganjas
Los Sabios
Los Yo Yais
Luny Tunes
Maestro
Magnate y Valentino
Maicol y Manuel
Manny y Bebe
Mario VI
Marvin
Master Joe y O.G. Black
MC Ceja
Mexicano 777
Mikey Perfecto
MR. Phillips
Mr. Vegas
N. O. R. E.
Naldo
Nandee Rythms
Nejo
Nelly
Nengo Flow
Nesty
Nicky Jam
Noriega
Notch
Notty Play
Noztra
O'neil
Omawi Bling
Omi Y Veterano
Pancho Indio Crew
Pedro Prez
Plan B
Polaco
Rakim y Ken-Y
Ranking Stone
Residente Calle 13
Rey Pirin
Reychester Secretweapon
Ruster
Speedy

Shown Black & NP Killa
Taino
Tego Calderon
Temperamento
Tempo
Tito El Bambino
TNT
Tony Dize
Trebol Clan
Tres Coronas
Trivales
Varon
Vico C
Voltio
Wibal Y Alex
Wisin y Yandel
Wiso G.
Yaga y Mackie
Yamil y Delfin
Yaviah
Zion Y Lennox