The rise of a salsa empire and the decline of boogaloo.
Fania Records, the legendary Latin music label, has been celebrating its fiftieth anniversary with a series of events in New York and Los Angeles, its opening salvo a Central Park show last June spotlighting salsero Roberto Roena. It felt, indeed, like a party. Hundreds of dancers flooded the area in front of the stage. Those present merely to spectate were forced backward. Scattered around the perimeter were those less enthused: numerous youths lolled against concession tents and information booths, occupied with handheld devices, presumably corralled into coming by parents either filled with missionary zeal or simply unable to get a babysitter. The sharp contours of the audience underscored the relationship between the label’s haloed status and the historical circumstances that enabled its ascent.
In its sixties and seventies heyday, Fania was the most powerful force in the Latin music industry, and salsa was the most powerful force in Latin music. The depth of the connection between label and genre is pronounced. Ask die-hard fans to list their favorite figures from salsa’s golden age, and nine out of ten answers will be artists whose résumés include Fania for at least a record or two (Eddie Palmieri, Tito Puente), if not for significant stretches of their careers (Celia Cruz, Willie Colón). It is commonplace to liken Fania to Motown. The parallel fits, almost. Imagine if Motown, after a few years of competing with Atlantic and Stax/Volt, had decided to buy them out. That’s what Fania did, more or less, when it acquired its main rivals, Alegre and Tico.
Fania was an unprecedented financial engine, exporting Boricua and Nuyorican culture all over the world. The label held what musician and ethnomusicographer Christopher Washburne calls a “monopoly on all aspects of the salsa industry,” controlling “recording contracts, concert promotion, and radio airplay.” Labelmates from different bands performed and recorded as the Fania All-Stars. This was synergy before synergy, when it was still called monopoly, and it created salsa audiences in Colombia, Nigeria, Russia, Japan, et cetera.
But the familiar narrative of Fania as salsa, salsa as Fania—the narrative on display this June—is only half complete, eliding as it does another genre, the buried foundation on which Fania was built: Latin boogaloo. Read More