The San Jose Group’s executive vice president of leadership and innovation Jim Legg recently had the honor of attending the 11th Annual Latin Grammy Awards, held at the Mandalay Bay Events Center in Las Vegas on November 11th. Hosted by Comedian Eugenio Derbez and Actress-Singer Lucero, the night was packed with star-studded performances from Camila, Pedro Fernández, Juan Luis Guerra, Enrique Iglesias, Rosario, and Wisin y Yandel. Legg expresses his tales and takeaways of his night of as a Las Vegas socialite in the below Q & A with SJGPR.
SJGPR: Anyone you were especially excited to see?
JL: J. Lo and Marc Anthony were pretty cool.
SJGRP: Who came out with best performance?
JL: The best vibes of the night came from Enrique Iglesias. He came out with 4 rows of drummers and by far the biggest energy. It embodied the cultural crossover that’s happening.
SJGPR: Tell us more about that.
JL: It’s happening in the Grammy’s and mainstream music from Pitbull to J. Lo. Kids listening to music like this are growing up with the refreshing experience of embracing diversity. And the influx of crossover talent like this amplifies the fusion of cultures.
SJGPR: So young people are growing up with the multiculturalism as the norm?
JL: Absolutely – the growth of this community can be seen through the youth. I look at my kids and their diverse background of friends, music and interests. There is much more open-mindedness to diversity in their day-to-day lives and in their mindset in general. Look at the phenomenal growth of Hispanic youth – the younger you are the more opportunity there is to experience this synthesis. If marketers don’t jump on this crossover they’re going to miss the boat.
SJGPR: Any other takeaways from the experience?
JL: The energy and overall sense of community was incredible, particularly during the Enrique Iglesias performance. He brought fervor into the room, and it was an amazing feeling.
Did You Know?
• The Latin Grammy’s broadcast was distributed internationally to more than 100 countries
• The 2nd Annual Latin Grammy’s were cancelled as they fell on Sept. 11, 2001
• To be eligible a recording must have been recorded in Spanish or Portuguese
• Latin Grammy’s were the first primarily Spanish language primetime program carried on an English network
• 12.5 million viewers tuned into Univision to watch the 2010 Latin Grammy’s