Whenever you consider producing a work or a concert that is targeted toward the Latino community, think carefully consider which one you mean. 

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The Latino Audience - Which one?

January 01, 2013

The Latino Audience - Which one?

Many legacy performing arts organizations ( orchestras, theater companies, and operas) tend to think that Latinos ( Hispanics) are one homogenous group.



Besides the cultural differences, there are linguistic differences. Some of us are fluent Spanish speakers. Some of us speak only English. Some of us speak only Spanish and some speak Spanglish.  Why is this important? The second generation Latino American, for example,  may not speak Spanish and would not be interested in attending a performance in Spanish.  The Spanglish speaker might wish to see a play that uses both languages. 

 

Whenever you consider producing a work or a concert that is targeted toward the Latino community, think carefully consider which one you mean.  When I’m asked to develop a project for the Latino community, I ask the producing organization the same question.  This insures it is a success for both myself and the producing organization.

Hector Armienta 
Artistic Director - Opera Cultura

Photo credit ( 1993 - Actor Edward James Olmos & Hector Armienta)
Video ( Soprano Aimee Puentes featured at La Ultima Parada event - San Jose 2011)