Urban culture trends have permeated the community in a broad way. Ethnic groups have contributed to the unique culture in this country. Music is a prime example of an industry that has felt the impact of urban influence. In a recent interview, Yvette Russell, Entertainment Editor, Essence Magazine said, "Over the past few years the term 'urban music' and the category itself has broadened immensely. Whereas, back in the day, when an artist's album would basically reflect one genre of music (R&B, Funk, Adult Contemporary, etc.) and marketed to one type of consumer, today, the most successful albums in the 'urban music' category actually have major crossover appeal. Now record labels target larger audiences well beyond traditional urban neighborhoods."

The New York Times recently examined this phenomena, in an article headlined, "Latino Culture Whirls Onto Center Stage' and stated, "A Latin presence has permeated the mainstream arts.' "Nowhere is this influence more visible than in the music world,' wrote Luisita Lopez Torregrosa. "One reason is simple numbers: Latinos are likely to be the largest minority group in the nation at the turn of the century.'

Indeed, Latin music is hot. People En Español debuted its first special music issue, reporting on the most popular stars in Latin music's different genres that are beginning to cross over into the mainstream. The group Dark Latin Groove has defined the genre, Latin Urban. Rock en Español, by its very name identifies its crossover appeal. "We've managed to get non-Spanish speakers to listen to our music,' says Alex Gonzalez, drummer for the group Nana, whose latest album, "Sueños L'quidos,' sold over 6 million copies.

"Bilingual, bicultural youth have particular challenges to face," said Andrew Erlich, president Erlich Transcultural Consultants. "They are pulled to embrace the new culture while remaining true to their culture of origin. They are the conduit for and interpreters of the new culture for their parents. However, as an adolescent they have the need to individuate and create their own cultural expression. The world of popular music is mirror for this process. Rock en Español is an excellent example."

Media is adapting and expanding to keep up with the interest. A 24-hour Spanish-language music television network, Mas Music Teve, will feature ranchera, grupo and salsa music. E! Entertainment Television featured a one-hour special on Latinos in Hollywood, "Sun, Salsa and Stars" covering music as well as movies.

"With the increase of music videos on stations like MTV and VH1 combined with the impact of other bankable pop culture businesses (in particular the fashion, literary and radio industries) the average music consumer (18-35 years old) is continually exposed to the beat and music of urban life regardless of where they live. That's part of the reason why you now see White suburban kids who "dress, speak and act Black" on talk shows, at Hip Hop concerts and clubs," said Yvette Russell of Essence.

Vibe Magazine, now 5 years old, is a believer in the influence of urban culture in the mainstream market. Their annual Vibe Music Seminar brings together executives from a wide spectrum of industries to learn how to capitalize on the appeal of urban culture.

In the final analysis, Russell said, "I think the music industry needs to stop using the term 'urban music.' Ultimately, 'urban music' doesn't accurately describe the sound, consumer market or promotional outreach of most of the music that's relegated to that category."

Urban music is yet another transplant of urban culture that is becoming mainstream.

For more information, please contact Lisa Skriloff, 212-242-3351, infobrokr1@aol.com.