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7/18/2005

 
MACHETE MUSIC BRINGS MORE REGGAETON FIRE TO LOS ANGELES

La Invasin del Reggaeton Part II Concert at
Gibson Amphitheatre August 19, 2005

Los Angeles July 14, 2005 Once again, Orjuela Entertainment and Machete Music bring Los Angeles the hottest artists in reggaeton. La Invasin del Reggaeton Part II is guaranteed to be a show to remember, as its predecessor Part I in May was, selling out two full houses in a matter of hours. The concert will take place on August 19 at Los Angeles Gibson Amphitheatre, formerly Universal Amphitheater, and will feature artists Ivy Queen, Wisin & Yandel, Zion & Lennox, Luny Tunes, Angel & Khris, Alexis & Fido and Master Joe & OG Black.

Reggaeton is the newest music movement to impact the United States by way of its Latin American roots. As a cross-cultural genre, reggaeton is influenced by Jamaican music (reggae), Latin tropical music (salsa/merengue/bachata, etc.) and urban hip-hop music. Starting in the 80s in Panama and making its way through the underground movement of urban youth in the Caribbean and neighboring nations, including Puerto Rico, the Dominican Republic, Peru, Venezuela, Colombia, and Nicaragua, etc., reggaeton reinvented itself in Puerto Rico where it took new roots so that it could surface in the United States, particularly in urban centers with a high concentration of Latinos. As an urban genre of music, reggaeton owes much to hip-hop, both in terms of production and marketing. Recently, urban artists have begun to see their influence on reggaeton and have responded by welcoming reggaeton into the genre of urban music. This is evidenced by the fact that many multi-platinum hip-hop artists are collaborating with reggaeton artists and doing reggaeton remixes of their own songs.

On the West Coast, reggaeton has taken off in the last two years. In Los Angeles, radio has begun to support the genre and leading the reggaeton radio movement have been radio stations Power 106 (KWPR-FM) urban format and #1 radio station in the Los Angeles DMA and Super Estrella (KSSE-FM) Latin pop station. Spanish Broadcasting Systems kicked Los Angeles radio support of reggaeton up a notch in June by changing the format of one of their stations over entirely to a reggaeton and hip-hop format. The new station, called Latino 96.3 (KXOL-FM) gives urban Latinos in Los Angeles what they have been wanting for a very long time an urban format station that supports their bi-lingual lifestyle.

La Invasin del Reggaeton Part II is another example of Orjuela Entertainment, Total Entertainment and Machete Music delivering the live reggaeton acts that Los Angeles wants to see. Headlining acts Ivy Queen and Luny Tunes were nominated for the newly created category of Reggaeton Album Of The Year by Billboard Music Awards 2005. Headlining group and Machete Music artists Wisin & Yandel are putting out one of the most highly anticipated albums of the year and La Invasin del Reggaeton Part II will be the first concert to bring them to Los Angeles. Zion & Lennox, Angel & Khris, Alexis & Fido and Master Joe & OG Black have all enjoyed the success of hit songs, but this will be their first time sharing a stage in Los Angeles.

Universal Music Group launched Machete Music and appointed Gustavo Lopez as its President in a move to underscore its commitment to expanding new genres of music. Mr. Lopez is a key player in bringing together the talent for La Invasin del Reggaeton in association with producers Orjuela Entertainment, Inc. and Total Entertainment Group.

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About Machete Music:
Machete Music is the premier provider of reggaeton music in the United States. A division of Universal Music Group, Machete Music is a full service, start-up label from a major record company dedicated to the burgeoning music market with a specialty in urban music, specifically reggaeton, hip-hop, rap, dance hall, and R&B. Its parent company Universal Music consists of Decca Record Company, Deutsche Grammophon, DreamWorks Records, Interscope Geffen A&M Records, The Island Def Jam Group, Lost Highway Records, Machete Music, MCA Nashville, Mercury Nashville, Mercury Records, Philips, Polydor, Universal Music Latino, Universal Motown Records Group and Verve Music Group, in addition to purchasing and distributing records through its multitude of subsidiaries all over the world. The Universal Music Group possesses the most extensive catalog of music in the industry, which it makes available commercially through its two divisions, Universal Music Enterprises (in the US) and Strategic Marketing (outside of the United States). The Universal Music Group also includes eLabs, a new division for marketing and technologies. The Universal Music Group is a unit of Vivendi Universal, a global company for marketing and communications.

About Orjuela Entertainment:
Orjuela Entertainment, Inc. (OE) is a Hispanic event production, management, and booking company. Based in Los Angeles, Orjuela Entertainment, Inc. combines 15 years of experience in the Hispanic Entertainment Industry. OE possesses experience in event marketing, event planning and execution, and media planning.

About Total Entertainment Group:
Total Entertainment Group (TEG) is a new management, booking, and public relations company. Based in Miami TEG has broad experience in the Hispanic market with full knowledge on music, media outlets, and marketing.

Contact: Talia Rodrguez-Shakur
(323) 644-0606
talia@streetropical.com
or
Norma Zelaya
norma@streetropical.com




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