This year's Latin Grammy nominations reaffirm the institution's longstanding bias against urban music. At the 2018 Latin Grammys, stars like J Balvin and Bad Bunny raked in the viewers, but barely garnered awards LatinGRAMMY
, the Uruguayan singer-songwriter Jorge Drexler, who has already won once and been nominated two other times. Balvin’s “Mi Gente” was so irresistible that Beyonce added a verse to a remix, in Spanish no less, but the Latin Recording Academyas the winner in the Best Urban Fusion/Performance category. And even in the Best Urban Song category, where Balvin literally had a 60% chance of winning — three out of the five nominations were his — the Recording Academy chose Daddy Yankee’s “Dura.
It’s not that Drexler and Rosalía were unworthy of their awards. And Miguel’s win was ultimately in character for the Latin Recording Academy. This organization likes its aging stars, usually men, working in traditional forms — previous Album of the Year winners include, all of whom started their recording careers before the fall of the Berlin Wall.
Speaking last month, Tomas Cookman, president of the Latin indie label Nacional Records, cautioned against comparing the American and Latin Grammy ceremonies. “Thehave the advantage, or perhaps the disadvantage, of covering lots of different markets and lots of different stories,” he explained. “The Grammys are basically focused on what’s happening here in the U.S. [instead of the entire Spanish-speaking diaspora, which spans continents and hemispheres].
“That said, what the Latin Grammys show is about at the end of the day is getting their ratings,” Cookman continued. “They want Carlos Vives to be singing with Bad Bunny to be dancing with Jennifer Lopez. They’re after eyeballs and they don’t make any qualms about that.” It’s that naked ambition for as large an audience as possible that made the Latin Recording Academy’s hypocrisy glaringly obvious on Thursday night. They relied largely on reggaeton and trap stars to bring in said eyeballs: J Balvin, Ozuna and Nicky Jam each performed two songs (
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