EVENTS & PROMOTIONS;ON A ROLL HENRY CARDENAS

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Colombia-born Henry Cardenas has been a force in U.S. Hispanic music and sports events for more than 12 years. His Chicago agency books music events at New York's Radio City Music Hall and around the U.S., sponsored by Procter & Gamble Co. and Philip Morris Cos.

Age: 39

Title: President, Cardenas/Fernandez & Associates

Fact: Box office sales for Hispanic music events exceed general audience totals. Mexicans will pay top dollar for top performances.

Tip: There is no single audience for Hispanic music; different areas of Latin America have different sounds.

Headaches: Performers' lack of loyalty to promoter. The life of a promoter is about elbow grease, not glamor.

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