Hispanic Enterprise - October/November 2007 - (Page 40)

SUCCESS & MOTIVATION The late legendary trombonist Generoso Jiménez, mambo great Israel López Cachao, Nelson Albareda, and pianist Paquito Echeverría. the country before the Latin Grammys, showcasing not only items such as Celia Cruz’s ﬁrst contract at the Apollo Theater and a white dress worn by Selena in a music video, but McDonald’s appreciation for the things valued by the Hispanic community. Intense involvement with the music industry has led Eventus to branch into the music management and production business. Albareda has even built a rehearsal studio in the rear of his ofﬁces. He lists as clients Isaac Delgado, Cachao and Lucrecia. In fact, the CD of a concert Albareda presented and recorded, Willy Chirino’s 35 Aniversario—En Vivo, was nominated for a Latin Grammy for best Salsa album this year. Albareda, who says he began his career at age 17 as a publicist for the legendary RMM record company in New York, has music in his blood. Although he has weathered ups and downs over the years, he is almost giddy with excitement about what the future holds. “The whole thing here is to push things to the next level,” he says. Standing in the wings of Miami’s Carnival Center for the Performing Arts during a recent star-studded anniversary concert he helped produce for Cachao, Albareda summed it up in a text message to his wife: “I can’t believe I’m living my dream.” October/November 2007 and recovery efforts after Hurricane Katrina. “You can call it grassroots marketing, I suppose,” Albareda says. It proved to be a key way to reach Latinos in an area that has limited Hispanic media, he says. Then there’s also the “retail-tainment” segment, such as the Con Son y Sazón de México events to promote Tortillas Guerrero. As part of that pointof-purchase campaign, Eventus took a traveling kitchen to stores with live interactive cooking demonstrations by popular Mexican television chef Alfredo Oropeza. 40 Albareda is particularly proud of the Museo de la Música, a museum on wheels showcasing memorabilia from a variety of artists in the Latin music industry. Conceived and designed by Eventus, the exhibit, sponsored by McDonald’s, features artifacts from some of Latin music’s greatest stars including Celia Cruz, Selena, Tito Puente, El Gran Combo, Juanes, Maná, Alejandro Fernández, Ramón Ayala, Héctor Lavoe, Israel “Cachao” López and Carlos Santana, to name a few. The museum, which travels in a 53-foot air conditioned trailer, made 10 stops around HISPANIC ENTERPRISE

Table of Contents Feed for the Digital Edition of Hispanic Enterprise - October/November 2007

Hispanic Enterprise - October/November 2007 Contents BIZBUZZ: Business Briefs Trendsetters BIZTECH: Personally Digital BizLife - Travel: The Mobile Meeting Motoring: Is What You Drive, Who You Are? Q&A - Fact Tank for the Hispanic Population Hispanic Commerce Cover Story: Tiles with Style Success & Motivation: Grammy Whammy Finance: Talking Code Event: Masterminds NCLR Report - Improving your Triple Bottom Line Politics & Government: Keep on Truckin' Managing: Avoiding an Identity Crisis Franchising: Beyond the Brand Finance & Investing - Talking Money Movers & Shakers Regional Report - Louisiana, Louisiana Chamber Focus - On the Island of Enchantment

Hispanic Enterprise - October/November 2007

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