Mr. Lopez Negrete and his cousin Rudy Lopez Negrete, the agency's Los Angeles-based manager of music and content, talked to Ad Age about the next Hispanic music stars that marketers should get to know, starting with the wholesome teenage Sonus brothers and working up to a pick for only the edgiest marketer, Band of Bitches.
A key lesson: Look for artists whose music seamlessly transitions to English from Spanish, so they're able to reach everyone from the Spanish-dominant to English-speaking Hispanic millennials, and can eventually cross over into the general market.
LA SANTA CECILIA
Who they are: East L.A. band of Mexican-Americans, named after patron saint of musicians (hear them here).
Why marketers should care: Colorful lead singer La Marisoul. Rolling Stone praises her "enchanting, unfettered bellow," and she's performed with Elvis Costello.
Who they are: Think One Direction. This trio of endearing teenage brothers from Argentina are equally at ease performing pop in English and Spanish (hear them here).
Why marketers should care: "Their stuff is as sticky as chewing gum," says Alex Lopez Negrete. "They'll be at the level of the Jonas brothers in the next couple years."
JENNY AND THE MEXICATS
Who they are: English girl Jenny is lead singer and trumpet player of a "truly unique" band with jazzy and flamenco undertones (hear them here).
Why marketers should care: After topping the charts in Mexico and touring Europe, the group is coming to the U.S. in the spring.
Who he is: Older at almost 40, this Guatemalan balladeer-pop idol in Latin America and former basketball player has sold over 40 million albums (hear him here).
Why marketers should care: He's a good choice for an advertiser looking for a star with a huge Latin fan base who sells out arenas.
Who they are: Sultry Shakira-like twin sisters from Colombia who are good songwriters as well as singers (hear them here).
Why marketers should care: Brand-friendly, they've already done a song for Lopez Negrete client 7UP.
JESSE Y JOY
Who they are: This brother and sister with a Mexican father and an American mother are big Latin Grammy winners (hear them here).
Why marketers should care: They're squeaky clean, and electrifying in videos and live. "I wouldn't be surprised if they do a deal with a big marketer in 2014," says Alex Lopez Negrete.
BAND OF BITCHES
Who they are: The name says it all. And they wear masks (hear them here).
Why marketers should care: Only for an equally edgy apparel or lifestyle brand. Think Converse.