Posts Tagged ‘Caribbean’

Camara, Luz, Accion!: Latino film festivals presents the best of Latino filmmakers and art

filmmaking
Image by Danilo Prates via Flickr

I’ve always been an admirer of the Latino arts. Since my first trip to the Museo de Arte de Puerto Rico, I was enamored by the eclectic collection of paintings and sculptures done by artists in the Caribbean, my fascination also expanded to dance and music from different Latin American regions. They are all so diverse and yet they all find the common love of culture and history. Film is no different. (more…)

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My trip to Puerto Rico: Mi Isla

I just returned from my latest trip to Puerto Rico, but this time it was a big family event, something that never happened in a good long time. This time around it was me, my girlfriend, my brother and his wife and 4 yr. old son, my sister and finally a friend. It has been years since my sister and brother have been to Puerto Rico to see family and friends and it was extra special because my nephew gets to see a part of his heritage for the first time. My nephew was so enthusiastic when he went to the beach for the very first time. He also enjoyed the authentic Puerto Rican food at Pinones and Guavate and he always wanted more. He was never shy around our family and friends over there and he never met them before but they quickly welcomed him with hugs and kisses. The most important part of the trip is having my grandpa see is family after so many years, especially seeing his great grandson for the first time in his life. I can tell that he was so ecstatic having his house filled with noise and people even if it’s for a a couple of days. I’m glad to see that my brother took the time to revisit his culture and family.

To me, visiting Puerto Rico at least once a year is a breath of fresh air, I feel rejuvenated of what’s around me. The beautiful island, loving family and friends, great food, music, culture and heritage makes up my Latino persona. Despite being such a small island, there is still so much to explore and I hope to continue that. For those who are of Latino heritage, I encourage you to visit country that your parents or grandparents came from, you might be able to discover your past and feel the need to explore your own Latino roots. And for those who are non-Hispanics, I think it’ll be great for you to visit a Latin country and enjoy what they have to offer, it may ignite some ideas for you to tap into the Hispanic market for your own business. Personally, I say you start with Puerto Rico, it’s gorgeous and you don’t need a passport since it is a US Commonwealth ; )

Me at Guavate
Me at Guavate

Lechon (roast pig) from Guavate
Lechon (roast pig) from Guavate

Ocean Park Beach
Ocean Park Beach
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Successful Branding Part 1: Doral Bank of Puerto Rico engages its customers

In today’s marketing strategies and brand identity, it is very vital to not just promote yourself only hoping to reach a wide audience; you have to be proactive and engage your customer and build a trusting relationship with them and to remind them that they are important and that you’re there to listen to their concerns because if it is not for your customers your business would not be successful.

I would like to post that Doral Bank of Puerto Rico is an excellent example of not only engaging their customer base, but they went a step further by giving back to the Puerto Rican community with several non-profit campaigns that demonstrates their professional commitment to the people Puerto Rico. I truly applaud their initiative and I hope to post an interview with the Vice President of Public Relations of Doral Bank, Lucienne Gigante, real soon.These campaigns were brought to my attention this week and I was very appreciative in receiving them. I would like to thank Termeh Mazhari of AMP3 Public Relations in taking the time to send me this great piece so I can exemplify a very successful and positive business approach:

Last year, Doral Bank launched its new corporate image and announced its commitment to giving back to the community. First, it collaborated with Susan G. Komen for the Cure and launched the mobile pink mammogram clinic Ruta Pink, a breast cancer prevention initiative that offers women and men free mammograms, biopsies and referrals, as well as general informational seminars. Ruta Pink won two Gold Hermes Creative Awards in the categories of Best Public Relations Campaign and Best Community Public Relations Campaign. Ruta Pink was also named a finalist for a prestigious Gold SABRE (Superior Achievement in Branding and Reputation) Award. It was the first time that a financial institution from Puerto Rico was named as a finalist.

Ruta Pink

Lucienne Gigante, Vice President of Public Relations of Doral Bank

Ruta Pink Mobile Clinic

Ruta Pink Mobile Clinic

Doral Bank also offered free art to Puerto Ricans, with their Domingos dMuseo program (Sundays at the Museum). Created alongside the Puerto Rico Museum of Art, “domingos d-museo” offers the general public free access to the Museum and a wide range of cultural activities the last Sunday of each month from July through October. dMuseo received two honorable mentions at the Hermes Creative Awards. Both programs were recently named finalists for a 2009 American Business Award in the categories of Social Responsibility Program of the Year and Public Relations Campaign for a Non-Profit Purpose, respectively.

dmuseo art program

dMuseo Art program

Today, Doral is gearing up to present its D-Parques initiative, the Bank’s green program that promotes environmental awareness, conservation, and urban reforestation.

DParques Initiative

Lucienne Gigante, Vice President of Public Relations. Glen R. Wakemen, President and CEO. Annelise Figueroa, Vice President of Facilities of Doral Financial Corporation.


Successful Branding Part 2: Doral Bank of Puerto Rico emerges as the community’s bank

Successful Branding Part 3: Doral Bank’s new campaign was a success!

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Classic television ads from Puerto Rico

I was looking through Youtube today and surprisingly I managed to find some really old commercials from Puerto Rico. I am amazed that they still existed. I guess there are some avid lovers of television ads that must’ve kept them in some television archive. Anyways, I managed to link some really good ones that even my parents might feel nostalgic over on this post. These television ads are very similar to the ones shown in the United States decades ago but the intent is to market to Puerto Rico specifically, that’s why some of the Puerto Rican commercials has some cultural reference to it, whether it be music, fashion, language, etc. it will sell if Puerto Rican identity is attached to it. I believe that is why some advertising agencies still fail to produce positive results to this day when they crossover to the Hispanic market. Know who you are targeting, what is the culture like, what is the buying behavior, do the extra research. I know other Latin countries had their own version of classic commercials, if you have one post a link.

Cafe Yaucono

Casera Tomato Sauce

Cafe Crema

Nescafe

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Cooking Latin food with Daisy!

I find myself wanting to cook Puerto Rican food as one of my main goals in life. When cooking Latin dishes in my family, the recipes are very traditional and passed down from mother to daughter. I always enjoy my mom’s home cooked meals such as rice and beans, blood sausage, roast pork and fried plantains. When I go to Puerto Rico on vacation, I make sure I go to places that serve the best traditional dishes. Unfortunately, my sister is now a vegetarian and when it comes to Puerto Rican food we love to eat meat, so I feel it is up to me to continue the tradition that was passed down to my mom.

What I love about Latin cooking is that there is so much culture, history and diversity behind it. Every Latin American country has their own style of Latin dishes that greatly differ from other Latin countries, for example, Puerto Rican dishes are a mixture of Spanish, Taino (Ameri-Indian) and African origins. Mexican food differs from Puerto Rican as Puerto Rican food differs from Salvadoran food. The one common thing that goes behind cooking these wonderful Latin dishes is the warmth and comradery of friends and family coming together. I remember when I visited Puerto Rico for Christmas one time I was invited to a family member’s Christmas dinner. In Puerto Rican Christmas tradition, a pig is slowly roasted on a spit for about 8 hours and then it is served with other Puerto Rican dishes such as rice and beans, turkey, plantains just to name a few. I remember tasting the pernil (the roast pork) and I was in heaven, the meat was so tender and the skin, which is the best part was crispy. What I enjoyed most about the get together is that I was able to meet with family members that I haven’t seen in years and others I have never met at all. This encourages me to continue the traditional cooking of Puerto Rican food and I hope to pass it down to my son or daughter.

Whether you are Hispanic or not, anybody can successfully cook Latin style dishes from the comfort of their own home. There are so many books out there that will teach Latin dishes from Mexico, the Caribbean, Central America and South America, just go with your preference. I myself enjoy a recipe book by Latin chef Daisy Martinez called Daisy Cooks! To me, she is a great chef to follow because cooks a variety of Latin dishes, particularly Puerto Rican. She does have her own website called Daisy Cooks! where it offers information on some of her recipes, products, and schedules of her TV show ( you have to check your local listings)

Below is the cover of her book and a video that I happened to find on Youtube. It is not from her show but it shows her cooking style, her great personality and teaching style. Buen Provecho!

Daisy Cooks!

Daisy Cooks!

Youtube video of Daisy Martinez cooking.

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Latin Music and Dance: Part 1

Latin music is rich with cultural history and instrumental diversity. What makes this particular kind of music so special is the fact that it originated from other cultures throughout the history of Latin America’s societal development. Each genre of Latin music is a harmonious blend of rhythms and beats that originated from the first inhabitants of Latin America and with the arrival of the Spaniards, a new society began to develop where different ethnic groups began to intermingle as well as their music and instruments. Latin dance was also derived from following the rhythms of the music as well as ritualistic celebration that used music as a key element. Modern Latin music continues to play the musical instruments and sound that has first originated from the first colonization of the “New World.”

The three major ethnic groups that helped Latin music flourish to what it is today were the Iberians, or Spanish, the Ameri-Indians, such as the native tribes of the Americas, and the Africans, those brought over for slave labor. In time, these ethnic groups will help define not only Latin music but the rest of Latin history, tradition and culture as well.

Influences that shaped Latin American music and dance

In early colonial times, churches allowed native Indians and African slaves to maintain their ritualistic music and dance and correlate it with Catholic music and prayer as a form of Christian evangelization. This ultimately led to the evolution of popular modern day Latin music genres such as salsa, merengue, bachata and cumbia.

Believing to improve morale and production, plantation owners allowed African slaves to celebrate their rituals and celebrations.

Ethnic integration has helped in the creation of the diverse Latin music and dance enjoyed today. The varying degrees of ethnic integration depends on societal acceptance, geography and national identity. For example, Brazil having a high population of African descent due to the arrival of slaves during the colonization, has music that is African in nature such as drum beats while in Central America, Ameri-Indians influenced the course of music there with heavy music use of wood winds such as flutes.

Latin Instruments

The various instruments that are played even today originated mainly from Spain, Africa, and the Ameri-Indians that first occupies the Americas before the arrival of the Europeans.

Latin Music from Different Regions

Despite the differences from many Latin countries, Latin music has the common purpose of telling a story, expressing love and expressing one’s national identity and love for country.

Two examples of Latin music that were very poular throughout history originated from two distinct Latin regions in the western hemisphere. There is Ranchera from Mexico and Salsa from the Caribbean, particulalrly from Puerto Rico and Cuba. These two genres illustrate the fact that although Spanish is the common language, the history, culture, and sound behind them differ greatly but the common purpose to praise identity and expres emotions is evident.

Salsa

The history of what is called Salsa was the result of a musical evolution of various types of Latin rhythms. It began in Cuba and Puerto Rico in the 1930′s taking influences along the way from different Latin music styles and Afro jazz. Because of the social and political pressures and restraints enforced in Cuba and Puerto Rico, many people emigrated and fled into exile to New York and various other cities of the United States. It was these Caribbeans who grew up in the Spanish Harlem of New York  that developed this genre together with other musicians in the Caribbean. Popular salsa artists such as Celia Cruz and Tito Puente helped lead and strengthen this festive genre and pass it along to the next generation of young salsa singers who want to keep the tradition alive.

Ranchera

Drawing on Mexico’s rural traditional folklore, Ranchera was conceived as a symbol of new national consciousness in reaction to the aristocratic tastes of the era. Vicente Fernandez is an artist seen all over Mexico as icon of Ranchera music.

Typical Latin instruments

Classical guitar

Classical guitar

guiro

guiro

conga drum, hand drum, maracas

conga drum, hand drum, maracas

accordian

accordian

pan pipes

pan pipes

Well known Salsa singers

Celia Cruz

Celia Cruz

Tito Puente

Tito Puente

Famous Ranchera singer

Vicente Fernandez

Vicente Fernandez

Typical Salsa band

Salsa Band

Salsa band

Typical Mariachi band

Mariachi band

Mariachi band





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A brief Hispanic history

During the early 16th century, Spain and Portugal began to colonize the Western Hemisphere of what is today North & South America. In order to cultivate the land for agricultural production & commerce, the colonizers began to enslave the conquered the Ameri-Indians and use them for labor. However, this proved inefficient because the Ameri-Indians were not accustomed to being under the hot sun and enduring such harsh physical labor so colonizers began bringing slaves from Africa to improve agricultural business.

A large majority of Africans were shipped to Brazil, the Caribbean such as Puerto Rico and Cuba and near the coast of Central and South America. With these 3 ethnic groups now permanently established in the “New World” the people began to intermingle within the colonial society, creating groups and subgroups within a caste system, a system that describes each particular ethnic group according to their social status in society. Hispanics began to identify themselves according to their rich tradition, culture, history, and food, all originating from 3 distinct societies merging together.

The Three Major Groups in Hispanic Society

Iberian: Those originating from Spain & Portugal.

Ameri-Indian: Those originating from Native Americans such as the Tainos, Aztecs, and Mayans.

Africans: Those originating from Africa. Ethnic subgroups emerged from intermingling:
Afro-Cuban
Afro-Caribbean
Afro-Brazilian
Afro-Panamanian

When marketing to a particular Hispanic ethnic group you must also study the geography in relation to which ethnic population resides according from the largest to the smallest number of groups within a local area. Hispanics tend to gather around major urban areas. This allow Hispanics to maintain their language and culture because they’re in close proximity to other individuals that share ethnic characteristics.

Hispanics also group themselves according to their country of origin. For example, Mexicans live in the Southwest such as Texas, Cubans tend to reside in Florida and Puerto Ricans and Dominicans largely populate Puerto Rico.

I managed to find an example of a illustration of a typical caste system in early Spanish colonial times. The caste system in a way acts like a status report for the Spanish monarchy on how the colonies are doing.

Caste System

Caste System

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The Hispanic

latina

A majority of the American population recognizes Hispanics having similar characteristics throughout the diverse segmented groups. The physical characteristics of black hair and tan skin are considered universal identifiers of a Hispanic. The fact that media and Hollywood also portrays Hispanics under these physical traits does not help; Hispanics are diverse in physical characteristics, culture, and tradition.

It is true that a large majority of the Hispanic population fall under these charcateristics, it all depends on the region that they are from. For example, the large majority of Hispanics are considered to be mestizos, of having Ameri-Indian and Iberian (Spain, Portugal) ancestry. This particular group populates region of Mexico, Central America, and South America. A 2nd ethnic group that are considered Hispanics despite their skin color are the mulattos, of having African ancestry. This group largely populates the regions of Brazil and the Caribbean islands.

All this diversity makes up the modern Hispanic due to early Spanish colonization. When marketing to the Hispanic market one must break from the normal stereotype and understand that Hispanics are full of diversity which ranges from light skin and light eyes of European origin to dark skin and dark eyes from a mixed ancestry.

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