Abaroa previews this year’s awards, which will be handed out Nov. 14.The main problem was explaining to Latins -- not to non-Latins -- that we weren’t second-rate. This Grammy covered a range of genres that would have never been recognized otherwise. The second challenge was financial. The way we obtained sponsorship and advertising contracts depended deeply on the [mainstream] Grammy structure, and they really didn’t know what value to give to the Latin Grammy.
We dedicate part of our money to fostering the development of Latin music through scholarships and instrument donations. Today, we can boast that we have given $5 million to provide scholarships to 200 young people and support 20 musical projects. Everything the academy doesn’t spend, we redistribute, and today, we underwrite 85% to 90% of costs.We have two contracts. One is for use of the brand, and we have to fulfill many requirements, which we have done from day one.
“Latino” has many meanings and only one truth. In the United States, “Latino” is the name given to people with darker skin -- they call us brown -- or those of us who drink tequila or like salsa. In some cases, we’re also called “Hispanics.” It’s too bad that as Ibero-Americans, we haven’t determined a word that defines who we are and how we want to be identified. It’s still possible, but for now, we are Latinos.
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