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CNN Live Saturday

Interview With Juan Morales

Aired September 14, 2002 - 12:43   ET

THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.

FREDRICKA WHITFIELD, CNN ANCHOR: The Latin sensation started with a swing of Ricky Martin's hits at the Grammy Awards several years ago. Now, the Latin music has its own ceremony, the Third Annual Latin Grammy Awards will be telecast next week.
(MUSIC, SINGING IN SPANISH)

Colombian artist Carlos Vives is leading the pack with six nominations. But don't expect Vives or other artists to sing in English when they take to the stage in Hollywood. "Latina" magazine will be there to cover the awards. "Latina" contributing editor Juan Morales joins us live from LA with a preview of the events.

Good to see you, Juan.

JUAN MORALES, CONTRIBUTING EDITOR, "LATINA": Hi.

WHITFIELD: All right, well, given that the Latin Grammys will be on CBS, on Wednesday, airing live, do you believe that this Latin Grammys will be crafted or somewhat influenced by the fact that it will be broadcast on primarily English speaking channel and that the programming will be made more palatable for particularly English speakers?

MORALES: Well, it's such an interesting thing because this is such an insular Spanish-speaking market, and these artists certainly are. But the fact that it's on an English network like CBS and a large network is a tremendous indicator of the influence of the Latin music.

WHITFIELD: It really does speak to the fact, I mean, Hispanics are the fastest-growing segment of the U.S. population. So this certainly that it is airing on prime time on CBS is an indicator that someone is paying attention to that.

MORALES: As they should, I believe the census indicated there are currently more than 35 million Hispanics in the United States, projected to more than double in the next 50 years. So, that's already more than the country of Spain, anyhow. So it's a tremendous market. It has to be paid attention to.

WHITFIELD: Now, you know what is very interesting, a lot of Latin artists who say they really don't want to sing any music in English, they'd rather stick to the native tongue of Spanish. Do you believe that those artists, who are particularly considered crossover artists, are the ones that are less likely to be recognized or nominated or even receive awards in the Latin Grammys than those who decide to stick to their heritage, stick to their preferred language?

MORALES: Well, let's use the example, Shakira certainly has to be considered one of the great crossover Spanish to English artist recently. She's actually won two Latin Grammys in the past and is nominated this year. So, I don't know if there's a bias, but certainly, you have to speak Spanish in order to be truly accepted.

WHITFIELD: Shakira is one of the unique crossovers. Enrique Iglesias is another. But Enrique Iglesias, his name is name is not being mentioned as someone who has been nominated several times in this year's Grammys?

MORALES: No, not this year. No, it's true. But most of these artists are certainly singing and speaking in Spanish. There are some who are adamant about not recording in English and they feel it's not necessary. Some people feel the true crossover is charting on the Anglo charts with a Spanish song, like Julio Iglesias has done in the past. That when you transcend that, that you have already achieved crossover. There is no need to sing in English.

WHITFIELD: Now that you have this Latin Grammys, and on prime time, on CBS, do you believe there is a lot more pressure being applied to those Latin artists who have wanted to stick with the Spanish language versions of songs as opposed to crossing over? Do you think there's greater pressure for them that they're going to have to try to attract a greater audience by crossing over?

MORALES: Honestly, I think it's up to the individual. The truth is that many of these artists are bilingual anyway and have been for so years that the stigma of English really shouldn't considered to be one -- at all, because they already speak and deal in two languages.

But some of them don't speak English. And certainly, therefore, are perhaps more adamant about not making that step, even though it may attract a larger audience for them around the world.

WHITFIELD: And uniquely, too, this certainly that it is going to be on prime time, this certainly will open up the audience a little bit, educate an awful lot of folks about what selections of music there are out there because it's not just Shakira and Enrique Iglesias, as you say. They really are in a minority of those very well-known crossover artists.

MORALES: No, what is great is there's artists from Chile, from Colombia, Puerto Rico, everywhere. It a far more diverse and well- known outside of America kind of an audience, for certain.

WHITFIELD: All right, you got any favorites for record of the year? Some -- at least one very familiar name, Celia Cruz, is she a favorite for you, or are you going to with perhaps some other artist?

MORALES: I certainly think that Celia Cruz is -- put it this way, if Aretha Franklin is the queen of soul, Celia Cruz is the queen of salsa. And she's been doing this for more than 50 years.

What is interesting about the song that she is charting, that she is nominated for, I should say, is that it isn't a traditional salsa song. It introduces some dance all reggae and hip-hop elements. And for a women, so associated with salsa at her age, that's kind of a fantastic thing.

WHITFIELD: I love Celia Cruz. She is ageless.

MORALES: Yes, she really is.

WHITFIELD: Always a popular one. All right, well, Juan Morales of "Latina" magazine, thank you very much. Appreciate it.

MORALES: Thank you.

WHITFIELD: And, of course, the Latin Grammys airs Wednesday on CBS.

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