[The Role of a Latin Producer] Time 1:47

I think in the last ten years it has become more of an artist based, before that it used to be 80% producer, you know it was, “We get these kids in the studio, call up Menudo, [Snap] here’s the songs” well that has changed. Even though thank God I happen to be partners with one of the seven time Grammy winning producers, which I respect very much. But he is also very open minded where he wants artist to have first of all, “natural talent,” that’s what he calls it, natural talent. They got to be musicians, number two. Third, hopefully, that there are singer songwriters; that they do their own thing.

It’s becoming harder and harder, “Take this song, you sing it and make a hit.” People don’t want that anymore, people want artists. The big ones are incredible artists and that’s what they want, something that they believe in, it’s not because I have a number one record on the radio and I sell a certain amount of units. If I don’t have those qualities it is very hard to come back and continue the success that the first one had. But if the person you are dealing with is very naturally talented and is a singer songwriter, and is a musician, and has all the tools; well usually you have a better chance to come back with a second and third album to make an overall artist all around the world. That is what we all look for.