“El ‘streaming’ ha sido la vacuna contra la piratería y ha viralizado lo latino hasta Vietnam”

JESÚS LÓPEZ | CEO DE UNIVERSAL MUSIC LATINOAMÉRICA Y PENÍNSULA IBÉRICA
JESÚS LÓPEZ | CEO DE UNIVERSAL MUSIC LATINOAMÉRICA Y PENÍNSULA IBÉRICA

JESÚS LÓPEZ | CEO DE UNIVERSAL MUSIC LATINOAMÉRICA Y PENÍNSULA IBÉRICA
JESÚS LÓPEZ | CEO DE UNIVERSAL MUSIC LATINOAMÉRICA Y PENÍNSULA IBÉRICA

JESÚS LÓPEZ | CEO DE UNIVERSAL MUSIC LATINOAMÉRICA Y PENÍNSULA IBÉRICA

Uno de los ejecutivos más poderosos de la música en español analiza el sector ante una nueva edición de los Grammy Latinos, a los que considera urgente “reinventar”

En su oficina en el ático de un edificio art déco en South Beach, Jesús López (Ferrol, 1955), desgrana sentado en una butaca la actualidad de la música latina. Es una mañana soleada de Miami previa a la semana de los Grammy Latinos. El CEO de Universal Music Latinoamérica & Península Ibérica empezó en el negocio en los ochenta durante la Movida madrileña. Tres décadas después es uno de los ejecutivos más poderosos del sector. En su despacho lo acompañan tres fotografías de músicos: Morente, Camarón, Paco de Lucía. Ni uno más. En la sala contigua de reuniones atesora los premios a Despacito, el éxito masivo de Luis Fonsi. López defiende el valor intrínseco de la música y al mismo tiempo su deber de encontrar productos de entretenimiento rentables, virales. Un fenómeno, lo viral, que pese a su “connotación infecciosa”, dice, es para su negocio algo “absolutamente positivo”. Se pregunta si la RAE recoge ya la acepción positiva. Pues no. En el diccionario lo viral sigue siendo solo lo relativo a los virus, y si uno busca viralidad solo encontrará. “Vialidad”, “Virilidad”, “Vitalidad”. Veremos en la próxima edición de la Academia.

Pregunta. ¿Cómo está la música latina?

Respuesta. La industria de la música lleva dos años creciendo después de 15 de enorme bajada y el sector latino está creciendo aún más. El streaming ha revolucionado el consumo de la música y lo ha democratizado. Se evitan filtros. Antes para que una canción tuviese impacto internacional tenía que triunfar primero en Londres y Nueva York y ser impulsada por sus programadores de radio. Solo lo conseguían los temas en inglés. Ahora si eres un chico que vive en Vietnam y te interesa la cultura latina solo tienes que buscar un playlist en Spotify y pinchar una tecla. Hasta ahí se ha viralizado lo latino. Nuestra música está viajando y cruzando territorios más rápido, y además la potencia de consumo de los latinos es grande, somos los que más horas pasamos viendo vídeos. Así ha venido un récord histórico como el de Despacito, que ya se ha visto 4.300 millones de veces en Youtube.

 

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