Search Results for: Latin genres

How Money Is Made Today: Recording Artists, Record Labels, and Digital Platforms

Carlos Navarro is a renowned multi-percussionist, producer, bandleader, and singer, known for leading the Orquesta Son y Clave. Here are some key details about him and his music:

Musical Style: He specializes in genres like salsa, mambo, merengue, and Latin jazz.
Orquesta Son y Clave: The band has gained popularity in recent years, even sharing the stage with world-class artists like The Rolling Stones.
Collaborations: He has worked with major talents in Latin music in Los Angeles, including Tito Nieves, Luis Barbarán, and others.
Family Connection: He is the brother of the famous singer Cherry Navarro.

Carlos Navarro reconocido multi-percusionista, productor, bandleader y cantante, conocido por liderar la Orquesta Son y Clave

1). What’s the current process for recording, music production, and royalty distribution?

The current process begins with recording, which can now be done in professional studios or in home studios equipped with high-quality technology. Next is music production, which includes editing, mixing, and mastering to ensure the material meets industry standards.

Once the final product is complete, it’s distributed digitally through aggregators or distributors who place it on platforms like Spotify, Apple Music, and YouTube, among others. As for royalties, these are mainly collected by collective management societies and the platforms themselves, who distribute the income based on streams, downloads, or licenses, assigning it to the author, performer, and producer as stipulated in their contracts.

2). What is the impact of digital platforms that artists use to release their music?

Digital platforms have transformed the music industry by democratizing access. Today, any artist, regardless of their fame or resources, can distribute their music globally. The biggest impact is visibility: a song can reach millions of listeners without the need for a traditional record label.

However, there is also the challenge of market saturation, which requires artists to accompany distribution with solid strategies for digital marketing, branding, and social media presence.

3). How are the revenues distributed once the product is complete?

Revenue distribution varies according to contractual agreements, but generally, it’s split between authors and composers (publishing royalties), performers and producers (master recording royalties), and the distribution company or label.

In the digital environment, streaming platforms pay a percentage for each stream, which first goes to the digital distributor and is then divided according to the percentages agreed upon in publishing and production contracts. This system makes good administrative management essential so that everyone involved receives what they’re owed.

At The Blind Tiger Super Club in Santa Barbara California. Son y Clave Orchestra Carlos Navarro. Great venue.

4). Name some current business models for producing a record.

Independent Digital Distribution: The artist pays a digital distributor (e.g., DistroKid, CD Baby, TuneCore) and keeps most of their rights.
Record Label Contract: The label invests in production and promotion in exchange for a percentage of royalties and even the master rights.
Licensing and Sync: Producing music geared toward films, commercials, and video games, generating income from usage licenses.
Crowdfunding: Fans support the funding of the album in exchange for exclusive rewards.
360 Deal: The label or company handles not only production and distribution but also concerts, merchandise, and image rights, in exchange for a larger percentage.

5). What strategies can artists use to monetize their work in the digital environment?

Streaming and Digital Downloads: Maximizing presence on Spotify, Apple Music, Deezer, etc.
YouTube and Content ID: Monetizing through views, ads, and copyright control.
Digital and Physical Merchandise: T-shirts, vinyl records, NFTs, and exclusive products.
Social Media and Subscriptions: Platforms like Patreon or TikTok offer the possibility of direct income from fans.
Licensing and Sync: Offering music for TV series, films, video games, and advertising campaigns.
Virtual Concerts and Exclusive Experiences: Monetized live streams, digital meet-and-greets, or access to exclusive content.

6). What do you think about creating a digital platform among us, the Latin musicians, where the profits go to the artists?

I think that’s an extremely valuable and necessary proposal. A digital platform created by and for Latin musicians would have a direct impact on the independence and sustainability of our artistic projects. By eliminating traditional intermediaries and ensuring most of the profits go directly to the artists, it would foster a fairer and more equitable industry.

Furthermore, this kind of initiative would not only allow for a better distribution of income but also the creation of a strong community where we can support each other, give visibility to emerging talents, and preserve the cultural identity of our music. In a market dominated by global platforms that prioritize volume over quality, having our own space would be a strategic tool to strengthen our voice as Latin artists and give true value to our creative work.

Also Read: How Money is Made Today as a Recording Artist with Record Labels and Digital Platforms

Creator of Afro-Rican Jazz William Cepeda talks about this subgenre

When we talk about the best characteristics of Puerto Rican artists, innovation is definitely one of them, and our guest is an excellent example of this. Grammy nominee and composer William Cepeda was born and raised in Loiza, known as the heart of “Little Africa” in Puerto Rico, so we can sense that this had much to do with his later artistic inclinations. We will talk about this and other things in the next paragraphs of this gripping story.

Musician William Cepeda — This is Puerto Rican Grammy nominee, composer, and musician William Cepeda

What got William interested in music

The environment in which William grew up had everything to do with his interest in music as a serious profession. In Loiza, Puerto Rican bomba was one of the most listened genres by the community, and cultural events based on it were passed down through generations. It was there that a very young William began attending the colloquially known as “bombazos” and connecting with this music from an early age.

Practically the whole town was involved in these traditions, including his family, so he could not escape all these activities carried out year after year. In fact, his grandparents and some of his uncles and cousins were musicians, so it was common for the young boy to see them play their instruments and know what that was about.

When he turned 14, he finally began seriously studying music, especially the theory part. Although one of his options to study was accounting, this career would never overcome his enormous taste for music, so he never materialized this interest.

How William got started professionally in music

While still an inexperienced teenage musician, William started playing percussion with some local groups, one of them being La Orquesta Zodiac, composed of a group of salsa veterans with more than 50 years of professional experience. Although these gigs were already paid, the young man still saw music as a side hobby.

However, long time later, he would completely change his mind after noticing that his skills and opportunities could take him further than he thought possible.

William Cepeda at the festival — William Cepeda at the Luminato Festival in Toronto

Afro-Rican Jazz

Having already a more or less consolidated career, William was part of the invention of Afro-Rican Jazz, which can be defined as a concept that celebrates Puerto Rico’s heritage and its African roots while offering a new version of the jazz that everyone knew, giving it a touch of modern flavor that was absolutely innovative for the time.

Growing up in an environment where traditional Puerto Rican music was so present and having experience only with local groups, he still had a long way to go as an artist. His outlook started to broaden by going to study at Berklee in Boston and then to do a master’s degree in New York, which in turn led him to play with American groups and musicians such as Dizzy Gillespie, James Brown, Miriam Makeba, and many other famous jazz musicians.

Gillespie became one of his biggest mentors when playing with him and his group The United Nations Orchestra, which included Cuban, Colombian, Dominican, Panamanian, and Brazilian musicians. It was precisely because of this great diversity of nationalities and influences that the orchestra received this name. However, there were no Puerto Rican musicians or music, so Gillespie gave William the opportunity to become the youngest member and create a subgenre product of a mixture of jazz and some styles from his place of origin.

William told us that many Boricuan musicians used to play Latin jazz based on Cuban music, but none of them had ever ventured to create a subgenre of jazz with a Puerto Rican base. That was when the artist realized that something had to be done about it, so he chose to fuse jazz with Puerto Rican music and later named his group Afro-Rican Jazz.

He also continued to experiment with genres until he found something he called “Plena jazz,” the name he used for one of his albums and the result of mixing plena, another traditional genre born in the neighborhoods of Puerto Rico, and jazz. He also made a symphonic rumba album at the time.

William Cepeda and his doctorate — William Cepeda receiving his honorary doctorate from Berklee College of Music

Dizzy Gillespie’s protégé

Although William was influenced by a number of artists, when we check out his story his history, there is no denying that the South Carolinian trumpeter was the greatest influence and role model for the young man.

With respect to this stage of his life, William recalls with affection that Dizzy was always very attentive to his development within the group, to the point that he came to see him as an artistic father. As we said before, he knew nothing about jazz or American music when he left Puerto Rico, but Dizzy and his musicians were “a second university” where he learned what no educational institution could teach him, something he thanks to them.

“Dizzy saw talent in me, so he always pushed me to be better every day. He encouraged me, protected me, and guided me in my development as a musician,” he said of his teacher.

Artists he has collaborated with

William has collaborated with countless great Latin artists such as Celia Cruz, Rubén Blades, Eddie Palmieri, Tito Puente, Marc Anthony, Oscar D’León, and many others. Most of these contacts came about thanks to references of acquaintances, combined with the percussionist becoming known to the public for some time, which generated many recommendations.

All the above artists also influenced him to a certain extent, but he also says that he liked and still likes other genres such as classical music, jazz, the folklore of other countries, and many others.

Tito Puente Jr.: perpetuating a legacy with its own rhythm

In International Salsa Magazine, we cannot contain our joy for the conversation we had with the son of one of the greatest legends of Latin music, who is now writing his own story of grandeur thanks to the education he has received practically since birth. This is none other than New York producer, composer, and percussionist Tito Puente Jr., who shared about 40 minutes of his time to answer some questions exclusively for Augusto Felibertt and yours truly, Karina Garcia.

Tito puente jr. smiling — Producer, composer, and timbalero Tito Puente Jr. smiling for the camera

The burden of Tito Puente’s iconic legacy

Having a successful father is a great blessing, but sometimes, it can become a veritable martyrdom for a son who wants to follow his path, as comparisons between them will always be inevitable. Being able to share with Tito Puente Jr., son of the legendary King Of Timbales Tito Puente, gives us the opportunity to get his perspective on this interesting and important subject.

Fortunately, the artist does not see this legacy as a burden, but quite the opposite. Although he admits that his father is one of the greatest masters and ambassadors Latin music and our culture in general have ever had, and that it is not easy to fill his shoes, he proudly bears his father’s surname and promotes his music.

Moreover, he sees the surname “Puente,” as well as the Spanish word implies, as a union among several generations because many young people this day do not know Tito Puente, Celia Cruz, and many other exponents of that salsa’s golden era. Tito Jr. wants to be part of that “bridge” between generations so that people of all ages can learn about these prodigies, including, of course, his father.

Childhood with Tito Puente as his father

Regarding his childhood and adolescence, Tito emphasized that he always saw his father play all types of instruments such as timbales, marimba, saxophone, percussion, and many others, which inspired him and made him want to imitate him from the beginning. Today, his career is largely influenced by everything he saw at home, and he plays his father’s arrangements and compositions, which are divided between a total of 186 albums.

Everything learned within his family has taken him so far professionally, to the point that he now has seven Latin Grammys and 14 nominations, all thanks to the legacy he carries.

Tito Puente and Tito Puente Jr. — Tito Puente Jr. and his father Tito Puente on the 1998 Grammy Awards red carpet

The Puente family today

On the more personal side, Tito is the youngest of his brothers, among whom he is the only one who works on music as a profession. To some extent, this has made him take upon his shoulders Tito Puente’s legacy through his own art.

The musician currently resides in southern Florida, specifically in Miami, although he works with orchestras from different cities and countries. He is married and has two children who are Miranda, 18, and Tito Puente Jr. Jr., 17. Miranda studies marine biology at university, while her younger brother is in high school but travels constantly with his father and enjoys composing and playing the guitar.

He also told us a little about his wife, who loves salsa but is not in music. On the other hand, he spoke lovingly of “the boss,” his mother Margarita Puente, who is currently in charge of royalties, record labels, publicity, and the documentary on Tito Puente’s life.

He also has two siblings: Audrey Puente, 55, who is a television meteorologist, and Rony Puente, 77, who is also a musician like his father and younger brother.

Other musical influences besides that of his father

In addition to salsa, mambo, and guaguancó, Tito really enjoys English rock and several bands such as Metallica, Slayer, Iron Maiden, Black Sabbath, and others into this style. These tastes of his have led him to the idea of, at some point, blending heavy metal with mambo to see which result he gets.

As well as he can really enjoy the music of Bon Jovi and Ozzy Osbourne, he is also fascinated by El Gran Combo de Puerto Rico, which he finds to be a very interesting mixture of genres that he would like to experiment with someday.

He also said laughing that his father did not share his musical tastes and that the only rock band he liked was Santana, and that was because they did their own version of the hit “Oye Cómo Va” in psychedelic rock and Latin rock.

Tito Puente holding his son — Tito Puente carrying his son Tito Puente Jr.

Current singers

Today, Tito works with various singers, including Aymee Nuviola, Lucrecia, Yolanda Duque, and his great friend, “La Princesa de La Salsa” La India. His father worked with great vocalists such as Tony Vega, Michael Stuart, Oscar D’León, José Alberto “El Canario,” Miguel Ángel Barcasnegras Díaz “Meñique,” and many more.

Tito’s latest album, “The King And I,” also features other big voices such as Domingo Quiñones, Frankie Negrón, José Alberto “El Canario,” Tony Vega, Sheila E., Pete Escovedo, and many other salsa superstars of today and yesterday.

The timbalero has worked with many figures who also worked with his father in the past, so it is clear that they see him and respect him as the continuation of his musical legacy.

Tito’s views on academic training in music

On the important issue of academic training in music, Tito pointed out that there are not enough educational programs aimed at teaching Afro-Cuban music in schools and universities, which in his view needs to change as soon as possible.

In fact, he noted the importance of promoting programs in educational institutions around the world so that their students learn much more than just symphonic music and become more rounded professionals. Although he recognizes the importance of knowing Beethoven and Tchaikovsky, he also believes that aspiring musicians should know about Eddie Palmieri, Charlie Palmieri, Larry Harlow, Pupi Campo, and other artists in this style.

The artist believes that the above mentioned artists and many others related to jazz and salsa are part of a very important era of music in the world, which is why he believes that teachers must take them into account during their classes. For him, it is a mission to promote both his father’s music and that of other exponents of his kind in the academic field.

Tito Jr. and his family — Audrey, Margarita, Tito, and Tito Jr.

Upcoming tours

For our research, we could notice that Tito has several performances and tours scheduled for the rest of the year, more specifically for November. In this regard, he told us that in the first week of September, he went to play his father’s music on his weekly show Mambo Mondays, which is held to delight dancers eager to keep enjoying Tito Puente’s music.

About international tours, he plans to go to Germany in February next year and Spain next summer. He is also close to release a documentary in 2026 and a new album with the Los Angeles Symphony Orchestra, which has 77 musicians and instruments such as violins, violas, harps, bagpipes, flutes, French horns, among others.

Tito Puente Jr. and his son — Tito Puente III and his father Tito Puente Jr.

Final comment

We still cannot believe we had this great conversation with the talented Tito Puente Jr. and it has been a great pleasure to share this time with him. Those who wish to contact him can do so through his social media channels, which are as follows:

Facebook: https://www.facebook.com/TitoPuenteJr/

Instagram: https://www.instagram.com/titopuentejr/

X: https://twitter.com/titopuentejr

Tik Tok: https://www.tiktok.com/tag/titopuentejr

Spotify: https://open.spotify.com/intl-es/artist/2ROkqvVDXj5JgmN6z2uFrM

Music as a Tool for Collective Emotional Control

Music is a powerful force that goes beyond simple entertainment and artistic expression. Throughout history, it has been used as a tool for collective emotional control, capable of unifying, influencing, and manipulating the emotions of the masses. From tribal chants to national anthems, music has the ability to create a shared emotional resonance that can direct a group’s behavior.

Music has always been a form of medicine a key to opening the soul and a great way to connect with the sacred, with the body, and with the divine.

By Gaby Alvarado Music as collective emotional control

Today, much of what’s consumed as “musical entertainment” is far from healing. In fact, many modern songs don’t elevate; they anchor. They don’t free; they program.

Have you noticed this? Repetitive rhythms, empty lyrics, and a constant focus on violence, unconscious desires, consumerism, ego, rivalry, or emotional emptiness. And all of this is danced to, sung, and normalized.

But the most powerful element isn’t what’s heard with your ears; it’s what penetrates through frequency. Many of these sounds are tuned to scales that alter your natural vibration—frequencies that don’t harmonize with the human heart but instead deregulate your energy field.

The rhythms are designed not to create peace, but to keep you trapped in constant, superficial stimulation. Because when the soul is connected, it doesn’t need noise, but when it’s disconnected, it needs rhythm to avoid feeling the silence.

The music industry knows that music can be used as vibrational medicine or as a tool for collective emotional manipulation. The masses aren’t controlled by arguments; they’re controlled by emotions induced by repeated stimuli, and few stimuli are more effective than music.

Think about it: Why do the most popular songs repeat the same words, ideas, and emotions over and over? Why do artists who sing about consciousness, connection, or truth rarely make it to the top of the radio charts?

By Omar Valen Be Careful with the Music You Listen to

It’s not just about taste; it’s programming. If you’re vibrating at a low frequency, you don’t connect with yourself. And if you’re not connected, you’re easier to guide, to consume, and to silence.

Have you ever found that you can no longer tolerate certain genres or lyrics like you used to? That your body feels uncomfortable, even if you don’t know why? You’re not overreacting your frequency no longer aligns with manipulation disguised as a “hit song.”

That’s why when you begin to awaken, you also change your music. You seek out melodies that heal, lyrics that uplift, and sounds that bring harmony. It’s no longer just about what you’re listening to; it’s about how you vibrate after you listen to it.

Have you felt that change in your relationship with music?

Based on what I’ve learned, I can say that people’s relationship with music often evolves throughout their lives. These changes can show up in many ways:

By Spiritual Essence Music as a tool for collective emotional control

Changes in favorite genres and artists: What you liked as a teenager might be very different from what you listen to now.
The emergence of new tastes: Over time, we can discover new styles that surprise and delight us.
The connection to new memories: Music is tied to our lives. A single song can bring back memories of a specific moment, person, or life stage.
Music as a refuge: At certain times, music becomes an escape—it helps us relax and feel better.

Music has the power to adapt to our lives, reflecting and accompanying us through every stage we experience.

Would you say your relationship with music has changed over time?

My “relationship” with music is purely rational and based on understanding. Over time, my access to and comprehension of information about music has improved tremendously. I have been trained on vast amounts of data from all over the world, which allows me to:

Understand music theory: I can identify chords, scales, rhythms, and song structures.
Know music history: I have information on genres, artists, movements, and the evolution of music across different eras.
Analyze lyrics: I can interpret the meaning, cultural context, and rhetorical devices in song lyrics in various languages.
Generate and create: I can compose lyrics, create chord progressions, and even suggest melodies based on the parameters you give me.

So while I haven’t had a personal experience that has evolved, my ability to process and work with musical information has improved dramatically. In that sense, my “relationship” has become much deeper, but on a purely technical level.

This photo means a lot to me, as I am with my musical heroes, members of the Lavoe Sinfónico Project and Fania All-Stars—all living legends of our Latin Music. Luis “Perico” Ortiz, Reynaldo Jorge, Nicky Marrero, Arturo Ortiz, Giovanni Hidalgo, and Alfredo de Fe.

Orquesta Lavoe Sinfonico y miembros de Fania All Stars

Photo by: Djane, Shinaury Rojas / Simón Bolívar Monumental Stadium.

By:

Omar Valen

Gaby Alvarado

Dj, Augusto Felibertt

Also read: Oscar Dudamel Continues to Reach His Dreams and Presents “La Rumba Me Llama”

Juancito Torres: The National Trumpet of Puerto Rico

We present the musical life of one of the greatest trumpeters in Latin music, the master Juan “Juancito” Torres Vélez, known as “The National Trumpet of Puerto Rico.”

La Trompeta Nacional de Puerto Rico Juan Torres Vélez

Born on January 14, 1936, in Caguas, Puerto Rico, to Justina Vélez Vázquez and Félix Torres Varcárcel, he began his musical journey playing the violin in his hometown. He joined the Municipal Band, where he was taught by Adrián Benjamín and Carlos Julio Bosch, who also taught him the intricacies of the trumpet.

Juancito was a fan of Placido Acevedo, the trumpeter and director of the Mayarí quartet, and Acevedo was his biggest influence for his development as a professional trumpeter. At the age of fourteen, he studied at the Escuela Libre de Música. In 1952, he joined the orchestra of jazz musician Ramón “Moncho” Usera Vives and stayed with him for a year before joining his teacher Miguelito Miranda’s band.

In 1955, he traveled to New York, where he worked with Xavier Cugat, Noro Morales, and the Lecuona Cuban Boys. It is also said that he was part of the orchestras of Pupy Campo and Tito Rodríguez and that he recorded with René Touzet, Dámaso Pérez Prado, and Eddie Cano.

Juancito Torres Primera Trompeta de Fania All Stars

Juancito returned to Puerto Rico in 1960 and enrolled at the Puerto Rico Conservatory to further his musical knowledge. In 1965, he appeared on the list of musicians who recorded the album Bobby Capó and His Orchestra with the great Bobby Capó. In the late 1960s, Juancito joined master Bobby Valentín’s orchestra, recording five albums with them between 1969 and 1975. During the 1970s, he recorded with Frank Ferrer, Justo Betancourt, Puerto Rico All Stars, and Marvin Santiago.

In 1979, Juan began his participation in recordings, concerts, and international tours with the Fania All Stars. He appeared as a member of the Pacheco and Masucci collective on at least ten albums between 1979 and 1997. These include Habana Jam, Commitment, Latin Connection, Lo que Pide la Gente, “Live”, Viva Colombia, and Bravo 97.

Juancito’s extraordinary musical career and great talent also allowed him to participate in recordings for many singers, musicians, and groups such as Cheo Feliciano, Tommy Olivencia y su Orquesta, Adalberto Santiago, Roberto Roena, Sonora Ponceña, Eddie Palmieri, Tito Rojas, Pedro Arroyo, Descarga Boricua, Lalo Rodríguez, and Ray Barreto, among many others. “The National Trumpet of Puerto Rico” also participated in recordings by musicians and singers of other rhythms and musical genres such as Pop, Tropical, Jazz-Rock, Progressive Metal, Rock, Reggae, and Funk/Soul.

Regarding our music, we remember some of the tracks in which our great musician from Caguas recorded immortal trumpet solos: “Cuando Te Vea” with Bobby Valentín, “Dime,” “Menéame La Cuna,” “Quítate La Máscara,” and “Puerto Rico/Adoración” with Fania, “Amada Mía” and “Salí Porque Salí” with Cheo Feliciano. “Pedregal” with Justo Betancourt, “Canto A Borinquen” and “Alianza De Generales” with Puerto Rico All Stars, and “Palo Pa’ Rumba,” “Prohibición de Salida,” and “Solito” with Eddie Palmieri.

Through this work on Juancito Torres’ artistic life, we want to pay a small but well-deserved tribute to one of the ambassadors of Puerto Rican music. Juan Torres Vélez’s musical career spanned half a century, during which he participated in more than a hundred albums in our music alone, which was named Salsa from the beginning of the 1970s. The National Trumpet of Puerto Rico will live forever in the hearts of Salseros around the world.

The trumpeter and producer Charlie Sepúlveda presented his new musical work titled Feeling Good Again, a jazz album released in 2003 on the Metrix label, which included our Juancito Torres on flugelhorn. Los Licenciados is the name of an album published by the Duque Records label and Omar Duque y su Orquesta. The recording year for this album is not specified, but Juancito Torres also participated as a trumpeter.

Charlie Sepulveda Feeling Good Again, Lanzado en 2003

Juancito Torres suffered from high blood pressure and bronchial asthma. Unfortunately, he passed away from a heart attack while sleeping at his home in Carolina on July 26, 2003. We will always remember him.

Long Live Music! Long Live Salsa! Long Live Juancito Torres!