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MARKETING AND MEDIA AWARENES WILL DRIVE SALES

EXPECTED ATTEN-DANCE PER EVENT 2000 T0 3000 PEOPLE Financial focus ADD R ESSI NG T H E N EED S O F IN D I V I DU AL SPON S O R S AN D

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TIERRA CALII, PER BILLBOARD AND SOUNDSCAN DEBUTS #3 IN

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MARKET WATCH THE POPULARITY OF THIS UNUSUAL BAND “TIERRA CALI” HAS SURPRISED THE EN-

TIRE MUSIC INDUSTRY, JUST A FEW YEARS AGO THE BANDS INCREASED RECORDS

SALES AND NOT VERY MUCH RADIO PLAY CAPTIVATED THE ATTENTION OF HUGE

ACTS (TUCANES DE TIJUANA) PUZZELED AS TO WHY THEY HAD TO CANCELL THEIR

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MIAMI (Billboard) - Mexico's

music from the hotlands -- bet-

ter-known by its Spanish term,

"musica de tierra caliente" --

has long played second fiddle to

its more popular cousin, du-

rangense U.S. | ENTERTAINMENT | MUSIC

But in the last several months, tierra caliente

seems to have found its groove, with a new

generation of acts increasingly populating the

Billboard sales and airplay charts.

At the helm of this new wave of tierra cali-

ente is Tierra Cali, a quintet that has been

recording for a decade, but only began chart-

ing in the past year.

Tierra Cali currently has three titles on Bill-

board's Top Latin Albums chart, including

"Mas Allaa de la Distancia" (Discos Ciudad/

Venevision), which debuted at No. 8 last

month and is entering its seventh week in the

chart's top 20. It has already sold more than

70,000 copies in the United States, according

to Nielsen SoundScan.

Tierra caliente's resurgence seems to be a mix

of demographics and distribution. The music,

a kind of techno-cumbia that includes tradi-

tional banda instruments plus synthesizers,

sounds similar to musica duranguense, al-

though not quite as frenetic, and, like du-

ranguense, has been around for decades. But

while duranguense found a second home in

Chicago, allowing it to break big in the

United States, tierra caliente remained a niche

genre largely confined to its home (and hot,

weather-wise) Mexican states of Michoacan,

Guerrero and Mexico.

Tierra caliente, like duranguense, found a

bigger commercial opening in the '90s, when

techno-banda was born, a movement that

blended traditional banda with electronic in-

struments. The tierra caliente groups took it a

step further,

quickening the

pace and using

keyboards.

But while the

movement

gained traction

some three years

ago thanks to groups like Beto y Sus Canarios

and Triny y la Leyenda, things never took off

like they did for duranguense.

The success, Pino says, that Tierra Cali's in

particular, "has been slow but constant. They

didn't break from one moment to the next."

Tierra caliente's original atraction, Malagon

says, comes from its immediate followers. He

calculates that some 5 million Mexicans in

the United States come from tierra caliente

states, including Michoacan, a major source

of migrants.

But now, with the Venevision deal in place,

Malagon's acts have also found access to a

national audience via TV promotional cam-

paigns, which all Venevision acts have access

to thanks to the label's deal with the Univision

network.

"Now, when we get onstage, we see whole

families -- children and parents -- and also

people from countries like Guatemala and

Nicaragua," Plancarte says. "Our market defi-

nitely grew."

Reuters/Billboard

Leila Cobo– Billbaord

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SMARTER INVESTING:

Experience vs. Discipline

THE ORGANIZATION

“PROMOTORES UNIDOS”

WAS THE FIRST GROUP IN

ACKNOLEDGING THAT NOT

ONLY WERE WE BEATING

OUR COMPETITION BUT

ALSO AWARDED US WITH

THE PREMIO PREMMUSA.

HIGHEST EVENT ATTEN-

DANCE IN 2009.

SPONSOR PACKAGES

FLYER, POSTER AND

DIGITAL LOGO $1000

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BUDGET AMOUNT PER EVENT

LIST OF CONTACTS EFFICIECY IS KEY

CONTRACTED TIME FRAME

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