Machete Music Brings More Reggaeton Fire To Los Angeles

July 21, 2005

Once again, Orjuela Entertainment, Machete Music and Total Entertainment Group bring Los Angeles the hottest artists in reggaeton. 'La Invasión del Reggaeton Part II' is guaranteed to be a show to remember, as its predecessor, Part I, in May was, selling out two full houses in a matter of hours. The concert will take place on August 19 at Los Angeles’ Gibson Amphitheatre, formerly Universal Amphitheater, and will feature artists Ivy Queen, Wisin & Yandel, Zion & Lennox, Luny Tunes, Angel & Khris, Alexis & Fido and Master Joe & OG Black.

Reggaeton is the newest music movement to impact the United States by way of its Latin American roots. As a cross-cultural genre, reggaeton is influenced by Jamaican music (reggae), Latin tropical music (salsa/merengue/bachata, etc.) and urban hip-hop music. Starting in the '80s in Panama and making its way through the underground movement of urban youth in the Caribbean and neighboring nations, including Puerto Rico, the Dominican Republic, Peru, Venezuela, Colombia, and Nicaragua, etc., reggaeton reinvented itself in Puerto Rico where it took new roots so that it could surface in the United States, particularly in urban centers with a high concentration of Latinos. As an urban genre of music, reggaeton owes much to hip-hop, both in terms of production and marketing. Recently, urban artists have begun to see their influence on reggaeton and have responded by welcoming reggaeton into the genre of urban music. This is evidenced by the fact that many multi-platinum hip-hop artists are collaborating with reggaeton artists and doing reggaeton remixes of their own songs.

On the West Coast, reggaeton has taken off in the last two years. In Los Angeles, radio has begun to support the genre and leading the reggaeton radio movement have been radio stations Power 106 (KWPR-FM) – urban format and #1 radio station in the Los Angeles DMA – and Super Estrella (KSSE-FM) – Latin pop station. Spanish Broadcasting Systems kicked Los Angeles radio support of reggaeton up a notch in June by changing the format of one of their stations over entirely to a reggaeton and hip-hop format. The new station, called Latino 96.3 (KXOL-FM) gives urban Latinos in Los Angeles what they have been wanting for a very long time – an urban format station that supports their bi-lingual lifestyle

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