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Latinos rarely receive credit for all they’ve brought to the rap game. After all, it was primarily Puerto Ricans who authored those boogaloo break-dance moves in the Bronx. And what would Cali hip-hop be without the laid-back style of Chicano cholos and their "low lows"?
Currently, a contingent of local Latino rap artists is pushing hard for recognition. Its members are on the Thizz Latin label, an imprint of Mac Dre’s Thizz Entertainment group. Only a year old, Thizz Latin is the brainchild of Julio "Gold Toes" Sanchez, a Chicano MC and hip-hop impresario hell-bent on highlighting the diversity of the hyphy movement.
To the Mission District native, San Francisco is practically synonymous with diversity. "I’m a San Franciscan to the heart," Sanchez says. "I’m a melting pot within my mind and in my soul."
On this hot Mission afternoon, he rolls up in his cream-colored Cadillac to tell me the Peruvian joint where we planned to meet is closed. Instead, he takes me to a Chinese restaurant where the Asian immigrant owners greet him by first name. To some, Sanchez could be imposing, with his brawny build, shaved head, and fiery demeanor. To the restaurant’s proprietors, he’s just a neighborhood kid.
Sanchez is using his community-bridging skills and street hustle to build a wide audience for his label’s pan-Latin roster of rappers, including Mr. Kee, Tito B, Freddy Chingaz, and Louie Loc, who are of Cuban, Mexican, Salvadoran, and Nicaraguan descent, respectively. "We can go to Hunters Point and have it rocking. We can go to the Mission and have it rocking. We can go to Union Street, and we can have it crackin’ off the hook. We could go to Chinatown, and they’re gonna love us."
One of Thizz Latin’s premier artists, Chicano MC Jimmy Roses, opened the "Super Hyphy 18" concert recently in Santa Rosa. Minutes into his set, he made the remarkably mixed crowd of more than a thousand move with his feel-good anthem "Who Rock the Party," an ebullient track that received some airplay on local radio and galvanized what Sanchez calls the Latin hyphy movement.
Movement building, however, has been impeded by the peculiar racial politics of local commercial radio. Although Thizz Latin artists have garnered a few spins, radio play in the Bay largely eludes them, despite the fact that several of the imprint’s releases have sold more than 20,000 units. The explanation given by DJs and programmers? They’re not black enough for hip-hop and R&B stations, and they’re not Latin enough for the Hispanic format. In Sanchez’s words, "We’re everywhere but the motherfucking radio!"
The situation mirrors the marginal, neither-here-nor-there position of US Latinos, who comprise the nation’s largest minority yet rarely receive recognition in the mainstream media. The music industry in particular can’t seem to wrap its brain around the biculturalism of urban Latino youth, many of whom grew up listening to traditional Latin sounds yet are utterly immersed in hip-hop.
Thizz Latin beatmaker Ivan "Baby Boss" Martinez, a rising star at 18, is a perfect example of this. The Mexican American college freshman explains, "Whenever we’re with our families, we’re bumpin’ banda. We’re playing mariachi in the car. But when I’m with my clique, it’s just hip-hop and reggaetón."
Martinez’s dexterity in mixing multiple genres impressed "ShoBoy" Edgar, a popular DJ on fledgling KWZ, 100.7 FM ("La Kalle"). The reggaetón-heavy station, which specifically targets urban Latino youths, hired Martinez to produce a few commercials but seldom plays Thizz Latin tracks — ostensibly because they’re in English.
Even more galling to Sanchez is the lack of local hip-hop and R&B radio support, considering that both KMEL, 106.1 FM, and KYLD, 94.9 FM (Wild), regularly sponsor events such as Carnaval in the Mexican American community and even farm their DJs out for private quinceañera parties. Still, they refuse to put Latin rap on regular rotation. At press time, KMEL and KYLD representatives had not responded to requests for comment.
Interestingly, Thizz Latin MCs get more love in other regions, including central California and the Southwest, where they play to crowds as large as 5,000. The hip-hop hotbed of Houston is especially amenable to Latin rap — so much so that local players have begun to migrate there. Vallejo rapper Baby Bash moved to H-Town years ago and subsequently struck gold in record sales. San Jose’s Upstairs Records, home of SoCal Chicano-rap phenom Lil Rob, recently set up shop there.
Even Sanchez, a die-hard San Franciscan, feels the pull southward. He lived in Houston for a time and built strong connections there with top Chicano talent Chingo Bling and South Park Mexican, who both appear on Thizz Latin releases. So does Baby Bash, who recently paired up with Sanchez on "Thick ”N Juicy," a seductive track on Sanchez’s solo debut, Gold Toes Presents: The Gold Rush, set for a Sept. 18 release.
Something of a slow jam, "Thick ‘N Juicy" differs from Thizz Latin’s more hardcore hyphy output. The imprint’s vaguely thuggish brand of rap is offered as another excuse by radio programmers for why it doesn’t get played. But that argument doesn’t hold water considering both KMEL and La Kalle play classic gangsta rap by the likes of Snoop Dogg and 2Pac.
There are obviously racialized assumptions being made about what a real Latino is and what true hip-hop is. This rigid logic pushes Latino rappers into a broadcast border zone as migrant wanderers looking for a place to settle on the radio dial. Hopefully, they’ll find a home once Latinos gain a stronger foothold in the media.
› a&eletters@sfbg.com Times are tough in the music biz. Not only are CD sales slumping, but radio stations are losing ad revenue to online ventures. One of the only genres or formats holding it down commercially is Latin music — a fact that falls well below the radar of your average gringo. This shouldn’t be so surprising, considering that Latinos are the largest minority group in the United States and represent the fastest-growing segment of the population. Another factor fueling Latin music’s stateside success is the rise of reggaetón, the energetic blend of hip-hop, Jamaican dancehall, and Puerto Rican sounds that tops the Latin charts and even garners airplay on mainstream hip-hop and R&B stations. The so-called Latin boom that reggaetón triggered — far surpassing that of the late ’90s — inspired media behemoth Clear Channel to convert dozens of stations from English to Spanish in 2005 and roll out a new reggaetón-heavy format known as Hurban. Although Hurban doesn’t exactly roll off the tongue — it’s an awkward combination of Hispanic and urban — radio execs are hoping it will be easy on the ears of US Latinos ages 35 and younger, who represent somewhere around $350 billion in purchasing power. In the Bay Area, the Hurban phenomenon is represented by San Rafael radio station KWZ, 100.7 FM ("La Kalle"), owned by Hispanic media titan Univisión. Although the name suggests urban edginess, the station’s director of programming, Bismark Espinoza, explains, "It’s basically a top 40 station…. It’s a Spanish CHR [contemporary hit radio station], if you will." Earlier this summer, the station dumped its tagline "Reggaetón y más" as the gasolina-fueled genre hit a sales plateau. Pop artists such as Shakira, Maná, and teen sensation RBD get more airtime now. Reggaetón still dominates the playlist, however, and DJs lace their bilingual banter with Puerto Rican street slang like perreo, which can mean dirty dancing or doggy-style sex — either way, the Federal Communications Commission wouldn’t have a clue. Bilingualism is the most innovative aspect of Hurban radio. In attempting to reach the ostensibly bicultural second- and third-generation young adults of Generation Ñ, Hurban stations hire on-air personalities who can code switch between Spanish and English with the fluidity of a United Nations translator — or a Spanglish-spitting street hustler. "If our audience talks like that, we just try to relate to them as much as we can," Espinoza says. "It’s just natural — the way they talk on the street, the way they talk to their families, the way they talk to their friends." La Kalle has the language down. The music is another question. In June the station ranked number 24 in the region, with four other Latin stations ahead of it. In order to compete, the station’s programmers continually experiment with the format, trying to stay on top of the remarkably varied musical tastes of young Latinos. Espinoza contends that the latest craze is a hybrid of reggaetón and Dominican bachata balladry. Sometimes referred to as "crunkchata," the tropical style is favored by artists such as Aventura, Rakim y Ken-Y, and Toby Love, who top La Kalle’s request lists. Tropical music? This is California, carnales. Given that the vast majority of Latinos in the Bay Area are of Mexican descent, where’s the Chicano rap? Where’s the Mexican banda? No doubt, Chicanos in San Francisco like their island music. They’ve been dancing to salsa con sabor since the days of Cesar’s Latin Palace in the Mission District. But the hottest thing right now among Mexican Americans is regional music from their homeland: ranchera, grupero, Tejano, norteño, and banda. All four of the top-ranked Bay Area Spanish-radio stations play some variation on a Mexican theme. For listeners between 18 and 34, the second most popular spot on the dial is KRZZ, 93.3 FM ("La Raza"), a regional Mexican station in San Francisco. At its core, regional music is steeped in the cultural traditions of rural Mexico, in folkloric forms that have been around for more than a century. But Chicanos are coming up with their own cutting-edge hybrids of rap and Latin music. Los Angeles duo Akwid melds banda with breakbeats, and Jae-P pairs G-funk with norteño. These artists earn some airplay on Hurban stations but get very little love on Bay Area urban radio, despite the fact that they each sell hundreds of thousands of records. La Kalle’s Espinoza insists that urban music with Afro-Caribbean roots is much hotter right now than "urban regional" sounds like Akwid’s. One notable exception to Mexican American obscurity is Chicano rapper Down, whose chart scorcher "Lean Like a Cholo" is currently in heavy rotation on La Kalle. Similar to urban-regional artists, Down wears his brown pride on his throwback jersey sleeve, but he does it by invoking Southern California barrios, not rural Mexican pueblos. His homeland is Nuevo LA, a city with the second-largest concentration of Mexicans in the world. Given the size of the Mexican American population, you have to wonder how many Chicano artists are out there searching for a record deal or some airplay. "Some people blame the radio stations, some people blame the record companies," Espinoza wearily attests. "I don’t know. I listen to my kids — I play whatever is hot." But Mexican and Chicano music is hot right now. It just can’t seem to find a home on youth-oriented "urban rhythmic" radio formats like La Kalle, much less English-only Bay Area stations such as KMEL, 106.1 FM, and KYLD, 94.9 FM, whose audiences also lean heavily Hispanic. Although Mexicans and Chicanos are currently relegated to the broadcast barrios of Spanish radio, it will be interesting to see how those borders open up once media companies realize the American mainstream is more brown and proud than ever.
Word on la calle
