Latin music aims for TV-show exposure - washingtonpost.com

Tom Rowland, senior VP of film and TV music for UME, factor in the initiative, which will initially focus on Spanish-language placements. But he has begun introducing some of Universal's Latin artists to non-Latin advertising agencies.
mainstream, if it hasn't already," Rowland says.

Nacional Records, a Latin independent label specializing in alternative music, relies on film, TV and commercial licensing for 30%-40% of its income, VP of business affairs Josh Norek says. Most revenue from the label's album sales go to recouping promotion costs.
music supervisors, whose job it is to find the appropriate music for a scene.

Alicen Schneider, VP of music supervision at NBC/Universal TV, says that due to the lack of dedicated publishers, "you tend to use what you know and use it from the people you know."
Yvonne Gomez, Latin creative director for the West Coast and Mexico for publisher Peer Music, points out that because to arranging legal clearances, such requests sometimes get respond to TV's quick turnaround requirements.
To that end, Peer has focused on pitching music with "one-stop" clearance, in which the indie publisher has either licenses on behalf of the master's owner.

Clearance issues aside, it's rare for productions to the show or if there are no Latin characters," Gomez says.
"In television, it's not language that determines what kind of songs you use. It's how the instrumentation feels," says Alex Patsavas, who recently used Banda Jerez, Plastilina Mosh Mexico.

But she concedes, "If the producers want the lyrics to comment on the scene, there are limitations if it's not in English.

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