Posted by Elena del Valle on April 4, 2006
Photographer George Rodriguez
Photos: George Rodriguez
Los Angeles, California – A photo exhibit, “César E. Chávez – A Reflection,” featuring photographs by George Rodriguez recently opened at the Mexican Cultural Institute located at Plaza Olvera in downtown Los Angeles. The artist, union organizer Dolores Huerta, and immediate members from the Chavez family attended the unveiling of the exhibit’s commemorative poster.
Through his collection of black and white and color images Rodriguez meant to capture the legacy of Mexican American labor leader César Chávez and his fight for social justice. The show, which includes photos never before viewed in an exhibit, will run from March 31 through April 28. The exhibit encapsulates the movement that began in the late 1960s with the leader’s struggle in the fields.
“Cesar E. Chavez at ’40 acres’, Delano, California, August 1969”
The exhibit also attempts to describe “the formidable transformation of powerless farm workers into warriors for social justice.” Chavez created a “people’s movement” that transcended the rural environment reaching urban communities and crossing the nation.” César E. Chávez – A Reflection” is presented by the Mexican Cultural Institute and Scandalo Productions with support from Latino Weekly Review, KLCS-TV/DT, and LatinoLA.com.
Posted by Elena del Valle on April 3, 2006
“La Mujer de Mi Hermano” soundtrack cover
The soundtrack to one of Latin America’s most popular films last year, “La Mujer de Mi Hermano,” is set for release on Nacional Records on April 11 in conjunction with the U.S. release of the film by Lionsgate on April 14. The film and soundtrack follow the success of other influential films and soundtracks that have defined a new wave of Latin American cinema such as “Amores Perros” and “Y Tú Mama También.”
“La Mujer de Mi Hermano,” has been a box office heavyweight in Mexico and Latin America. The soundtrack features some of the latest tastemakers in Latin alternative and electronica such as Aterciopelados frontwoman Andrea Echeverri, electronic darlings Nortec Collective, Sara Valenzuela, Mexican Institute of Sound, The Pinker Tones and NYC-based up-and-comers Pacha.
Highlights of the album include Tanghetto’s new “electro tango” version of the seminal New Order favorite “Blue Monday” (available on the HispanicMPR.com podcast) and a re-working of the classic La Ley track “Mentira” by Beto Cuevas, the vocalist from multi-Grammy-winning Latin rockers La Ley (who appears in the film as a Catholic priest). The soundtrack also features original music composed by Angelo Milli.
The film, based on the novel of the same title by Jaime Bayly, features a cast led by telenovela (soap opera) stars Barbara Mori, Christian Meier and Manolo Cardona, and is directed by Ricardo de Montreuil. After almost ten years of marriage, the stunningly attractive Zoë (Barbara Mori) realizes that her marriage to Ignacio (Christian Meier) no longer carries the passion and spark it once had. Emotionally adrift, she searches for those sensations once again; she soon finds herself seduced into the arms of Gonzalo (Manolo Cardona), her husband’s brother. At first, Zoë becomes reinvigorated by the romance, but her decision soon launches a series of events that drives these three people through a gauntlet of revenge, secrecy and despair that will unravel them all. “La Mujer de Mi Hermano” is a Stan Jakubowicz production directed by Ricardo De Montreuil.
The soundtrack titles of “La Mujer de Mi Hermano,” in running order are: “Despues De Almuerzo I” by Bitman & Roban, “Blue Monday” by Tanghetto, “Regresa/Con Lacapilla” by Novalima, “TMCR Grand Finale” by The Pinker Tones, “Don’t Let Go,” by Pacha, “Olvidela Compa” by Nortec Collective, “Ya No” by Sara Valenzuela, “Dub-A El Tiempo Es Muy Largo” by Mexican Institute of Sound, “La Mujer de Mi Hermano Theme Song” by Angelo Milli, “Baby Blues” by Andrea Echeverri, “Matanza Funk” by Monareta, “Malato” by Novalima, “Transan” by Intoxicados, “Buho” by Turista, “I Drink She Smokes” by Kemo and “Mentira” by Beto Cuevas. Visit Myspace.com to preview the album.
To listen to Tanghetto’s “Blue Monday” single from the soon-to-be released “La Mujer de mi Hermano” soundtrack, scroll down on HispanicMPR.com until you see “Podcast” on the right hand side, then select “Tanghetto Blue Monday,” hit the play button or download it to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save to disk. The podcast will remain listed in the April 2006 section of the podcast.
Posted by Elena del Valle on April 1, 2006
Denice R. Hinden, president, Managance Consulting
Photo: Denice R. Hinden
Hispanic Marketing & Public Relations: Understanding and Targeting America’s Largest Minority. 2005. Elena del Valle, editor. Poyeen Publishing, Boca Raton, Florida. Reviewed by Denice R. Hinden, president, Managance Consulting
Hispanic Marketing & Public Relations is a thoughtful and insightful reference tool for anyone contemplating a targeted marketing campaign, or anyone working in a field where results depends on effective communication with people of Hispanic or Latino origin (the terms are used interchangeably throughout the book), and especially people for whom Spanish is their dominant language. The book is a compilation of chapters written by 19 professionals, across the United States representing a broad range of experiences and perspectives. The authors include two university professors, five researchers, several business owners (whose services target marketers, communicators and Hispanics) and five communicators.
The book quickly dispels any notion that all people of Hispanic origin are “the same” or that communicating with the Hispanic market is just a matter of “speaking Spanish.” The Hispanic market is segmented, primary by country of origin and the distinct culture and Spanish dialect of each country. Further, the book makes a strong case for the value of investing in careful research, planning and translation services as an essential part of any organization’s communication planning and brand awareness efforts. Integrated throughout the book are brief examples that illustrate key points, along with a variety of charts and graphs of data and trends in the Hispanic market. By the end of the book the reader understands that effectively reaching the Hispanic market is both a science and an art and there is still much more to learn about this dynamic and growing market.
The book is organized around 15 different topics that you get a sense are just skimming the surface of the complexities and opportunities for understanding and effectively reaching people of Hispanic origin in the United States. Some of the many topics covered include: the culture of the Latino market, the difference between acculturation and assimilation, trends in specific market segments including baby products, the wireless market, the car market, the banking market and the urban youth market and the tools of effective marketing including qualitative and quantitative research, effective translations, the Latino print and broadcast media, the entertainment factor and specific communication strategies. Integrated throughout the book are helpful (and funny) lessons about challenges and opportunities of working in Spanish and English. For example, when a well known airline wanted to advertise it’s new leather first class seats in the Mexican market it translated its campaign literally. “Fly in leather” or “vuela en cuero” is “Fly naked” in Spanish.
Other valuable elements of the book include a detailed table of contents and index, a brief introduction to each chapter and a summary at the end of each chapter emphasizing key points. Another feature of the book is its companion website HispanicMPR.com. The website is a unique forum for the exchange of information and ideas on Hispanic marketing and public relations. The site is updated regularly and resources include books, media, events, people, press, entertainment and podcasts from movers and shakers in the communications industry. Together, the contributing authors to Hispanic Marketing & Public Relations have decades of experience on the front lines of the country’s communication industry. Their wisdom and experiences are a valuable resource for anyone entering or working in the Hispanic marketing and public relations industry.
