Music Row Looks to Hispanic Audience

Singer Brad Paisley performs "The World" at the 41st Academy of Country Music Awards, in Las Vegas, in this May 23, 2006, file photo. At this year's Country Music Association gala in Nashville, Paisley is nominated for entertainer of the year, album of the year, male vocalist, single, musical event and music video. (AP Photo/Mark J. Terrill) (Mark J. Terrill - AP)

Music Row may be still commissioning market surveys, but others are already trying to sell the Hispanic-country convergence.

Maritza Baca, a marketer who recently formed the U.S. Hispanic Country Music Association in California, is convinced Hispanics are gravitating toward country. She's met with the CMA twice about it.

"I think there's definitely a trend," she said, noting that in a Mexican airport she has heard country music in English played over the intercom system. She said Spain has a Country Music Association, and Argentina just put on a country music festival with artists from South America.

Rick Murray, the Nashville CMA's vice president of strategic marketing, says he wants to see more research before he's convinced. That research should answer questions like whether Spanish-language singers are necessary to lure listeners.

"Is it a Hispanic artist, or is it bringing existing music into the Hispanic market?" he asked. "Those are two very different things that might complement each other."

Still, Wright-Rios said he can understand why Hispanics are an attractive audience to the music industry.

"I know a lot of people who don't have a lot of money, but if a good Mexican band comes along, they'll drop $150 on a pair of tickets," he said.

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On the Net:

Country Music Association: http://www.cmaworld.com/

U.S. Hispanic Country Music Association: http://www.ushcma.org/index.html