1st Latin Midem off to good start

By JACK ZINK

MIAMI BEACH --- The inaugural Midem Latin America and Caribbean Music Market wraps today, an obvious hit as an industry image-builder and an apparent success as a trade show. Brisk business was reported on the floor of the sold-out Miami Beach Convention Center, where 550 booths representing 58 countries vied for attention.

"The market needs time to build and establish itself, but it appears to be a terrific beginning," ASCAP communications director Karen Sherry said. Though not a part of Midem, ASCAP scheduled its annual Latin Awards Dinner at the nearby Fontainebleau Hotel on the eve of the conference. Julio Iglesias, presented with ASCAP's Pied Piper Award, later turned up at several Midem entertainment showcases.

"There are a lot of people there, a lot of events going on and a fair amount of business taking place. There are a lot of positives about it," Sherry said.

Pre-conference estimates of 2,800 delegates ballooned once the five-day session began. On-site registrations quickly pushed attendance to 3,500, a figure which could top 4,000 when the final tally is calculated.

The daily business grind was followed by nightly showcases throughout the sizzling South Beach area. Some 25 concerts were scheduled at 11 venues ranging from the 3,000-seat Jackie Gleason Theatre, a legit house, to chic nightclubs such as the Warsaw and Stella Blue, to throbbing dance emporiums Groove Jet and Liquid.

Multinationals move in

The Midem event was largely a chance for the multinational music companies that have moved their Latin music divisions to greater Miami to ride herd over the creative and distribution processes.

The music showcases were filled with vibrant music. From the rustic, accordion-based vallenato sounds of Colombian star Carlos Vives to the energetic playing of jazz pianist Michel Camilo of the Dominican Republic, conference attendees were treated to invigorating performances.

At Monday's reggae showcase at Club Onyx, reggae/hip-hop artist Shaggy was a major draw. But the focus was on alternative reggae, and the band that stole the show was Gibby, whose experienced rock musicians produced a first-rate show. Whoever heard of hard rock in Jamaica?

Cautious business tone

As for business, a cautious tone was set at Tuesday's keynote speech by Manolo Diaz, president of Polygram's Miami-based Latin American division. After citing the "historical volatility" of Latin American economies, Diaz said rosy predictions of stabilizing currencies and improved macroeconomics won't help the music industry "unless Latin America makes an effort to better share the growth among its social classes."

The Latin American population's consumer base remains small, Diaz said, and its low standard of living feeds the piracy problem that was a major issue at the conference. And piracy, as one wag put it after two additional seminars on the issue, supplies a product that the region's populace can afford.

Music piracy accounts for $2 billion in losses each year, according to the Recording Industry Assn. of America. Although the industry says Latin music represents one of the fastest-growing music genres in the United States, the piracy threatens future expansion of Latin and Caribbean music.

The association was working hard to spread its message that government enforcement of copyright laws is not enough. Polygram's Diaz specifically urged the conferees to push the adoption throughout the hemisphere of two World Intellectual Property Organization treaties formulated in December. The treaties address the mushrooming threat of interactive media including the Internet.

Cubans absent

Another big issue at Midem was the lack of a Cuban presence, ironic in a region where Cuban culture dominates.

Cuban sounds were noticeably absent from the music showcases because Midem officials have declared Cuba off limits. To avoid angering Miami's anti-Castro exiles --- and because a Dade County ordinance forbids Cuban nationals from performing here --- no performers from Cuba were invited. The action in turn angered a broad range of Midem's corporate bigwigs, Diaz included, who note the issue is likely to crop up again as Midem has a four-year contract to hold the conference in Miami.

That doesn't mean Cuban music was entirely excluded. A few small companies were doing a huge mail- order business distributing Cuban groups' music.

Most exhibitors came to town with modest sales goals for the first-year market, said Miami Beach tourism chief Michael Aller. Some doubled their expectations, he said, and many ran out of demos and giveaways by mid-conference.

"The exposition had to be expanded three times to accommodate the exhibitors," said David Bercuson, a Miami-based entertainment lawyer who was instrumental in bringing the conference to Miami.

"We didn't try to overstate the potential for the first year, and we're gratified to see people doing business," he said. "It's a very active market."

Undoubtedly, the increased presence of multinational music conglomerates helped boost interest. Music and music-related businesses have opened or relocated here in a steadily rising trend over the past decade. In addition to Polygram, Sony, EMI, BMG, Warner Electra Asylum and Universal/MCA all have Latin American offices here --- several on the Lincoln Road Mall, a block from the convention center.