Jorge Zamora, Vice President and General Manager of SGZ Records, talks about the turmoil in the music industry today. In particular he discusses the Latin music market and the difficulties that have to be overcome to break an artist in America. He states that everything costs more than ever to market an artist. Jorge discusses the changes in different formats and the expanding genres of music played on radio stations which is having a huge impact on the marketing of Latin music. He still feels optimistic about the music industry even though retail sales are down and explains that record labels have to adapt to these constant changes and new opportunities.

Jorge Zamora, Vice President and General Manager of SGZ Records, talks about different ways to market an artist's music. He explains the many marketing determinants that decide what marketing techniques will be used and what audience they are trying to market to.

Jorge Zamora, vice president and general manager of SGZ records, talks about his career and about what SGZ is.

Jorge Zamora, Vice President and General Manager of SGZ Records, gives advice about starting a career in the music industry. He makes the point that in any type of art form the artist has to have faith in what they are doing. Jorge believes the most important piece of advice is to have a strong creative drive and a dedication to the music industry.

Jorge Zamora, Vice President and General Manager of SGZ Records, talks about his background in the music industry. He discusses how he made a contact with a prominent record label executive and began working in sales at RCA. This led to him starting the RCA Latin branch in the United States. Jorge believes his success is due to his love for the music business, his ability to learn and staying focused on his career path. He explains how he worked his way up from the bottom and enjoys his job because he is involved with developing artists and music that is released.

Jorge Zamora, Vice President and General Manager of SGZ Records, talks about the Latin music genre. He makes the point that Latin music is a universal music because there are so many styles that fall under the Latin genre with similar styles in different regions. Jorge then discusses how Latin artists break into mainstream American music. He believes that Latin music, as it has in the past, will continue to grow and reach a larger audience.

Jorge Zamora, Vice President and General Manager of SGZ Records, talks about the importance of location in the music industry today. He makes the point that with new technology you don't necessarily have to be in a city that has a prominent place in Latin music. Jorge still believes that anybody wanting to be involved in Latin music should be in a location where the music genre is active. He then goes over many areas and places where Latin music is based and many artists go to pursue their careers.

Jorge Zamora, Vice President and General Manager of SGZ Records, talks about the role of a Latin music producer. He makes the point that producing is becoming more of an artist based position. Jorge describes the new role of Latin based producers and how their job has changed over time.