Controversy hasn't scared sponsors

By MIMI WHITEFIELD
Herald Business Writer

The MIDEM Latin America & Caribbean Music Market conference, which got underway in Miami Beach this week, brings far more than the sounds of rock in Español, salsa and reggae to South Florida. It's also expected to pump $20 million into the local economy.

Even a controversial showcase of Cuban artists scheduled tonight hasn't scared away heavy-hitting sponsors. DreamWorks Records, Sprint, Johnnie Walker Black Label and local entertainment companies have helped MIDEM's local host committee raise more than $131,000 for the event, surpassing its $125,000 goal.

Still, it's unlikely MIDEM will escape the political passions of Miami's exile community. Several groups plan to protest the Cuban musicians' participation in the showcase, and Cuban music companies planning to attend the conference still had no visas Monday night.

When MIDEM's first Latin/Caribbean music extravaganza wound down amid political controversy last year even holding this year's event looked doubtful, and it wasn't until January that Paris-based Reed MIDEM finally decided to bring its conference back to South Florida.

As recently as June, the local host committee had attracted just $10,000 in sponsorships, raising the possibility that the music convention might be looking for a more hospitable home in the future. But a last-minute burst of fund-raising netted more than $93,000 in cash and $38,000 in in-kind services -- ranging from the Johnnie Walker Black served at MIDEM parties to limousine rides for musicians.

For David Bercuson, a local entertainment attorney who heads the host committee, meeting the goal was a validation of South Florida growth as a hub for Latin American and Caribbean music.

``If our industry flourishes, the more new business it generates for everyone,'' Bercuson said. ``Now we're hopeful that MIDEM will be a long-term visitor to our community.''

Cuban controversy

Last year's controversy stemmed from the planned participation of Cuban musicians and music companies. It was legal under federal law but a violation under a Miami-Dade County policy that prohibits the county from doing business with Cuba or anyone who does business with Cuba or Cuban nationals. Because the Greater Miami Visitor & Convention Bureau coordinated the $125,000 fund-raising effort for last year's conference, the Cubans' presence would have violated the county's anti-Cuba policy.

The solution last year was to bar the Cubans from the event -- much to the chagrin of music company executives who said their exclusion could have a chilling effect on South Florida's aspirations as a Latin/Caribbean music hub. That set off an immediate scramble among other cities also were angling for the event, which is expected to bring more than 4,000 delegates to South Florida this week, as well as hundreds of performers and reporters.

Although MIDEM organizers said Miami was the logical choice for a Latin/Caribbean musical event, they also made it clear they would include Cuban artists this year. Finally a compromise was struck in January: the Cubans could come but a committee of local business people -- instead of the Greater Miami Visitor & Convention Bureau -- would be in charge of fund raising.

Not reaching that compromise until January, however, meant that a number of large businesses had already completed their budgeting process and committed their sponsorship funds for this year, Bercuson said.

Another problem: several potential sponsors said that they were interested in working with MIDEM, but that they wanted to sit out this year's conference ``to see how the community and the event evolved,'' Bercuson said. Despite the slow start, local fund-raisers got a big boost when the Miami Beach Visitor & Convention Authority chipped in $25,000.

``The biggest thing for the people in Paris was the commitment of the VCA. It communicated a desire by the city of Miami Beach to help MIDEM,'' Bercuson said.

``The city of Miami Beach is honored to have MIDEM here. It's one of the most important music conferences in the Western hemisphere,'' said Dennis Leyva, Miami Beach's entertainment industry liaison. ``One of the things we do here is conventions, and we're also very committed to the music industry. After all, it's one of the targeted industries in the (Greater Miami Chamber of Commerce's) One Community One Goal job creation initiative.''

Record company backing

The local fund-raising effort also began to pick up steam when Reed MIDEM allowed the host committee to approach record labels for funding. Generally, MIDEM asks record companies to fund musical showcases and concerts, rather than to defray general expenses.

``As soon as I could go after record labels, I got immediate sponsorship,'' Bercuson said.

Steven Spielberg's DreamWorks Records, for example, is a $15,000 sponsor. ``The timing was fortuitous. They've just launched a new urban label and are new to the market,'' Bercuson said.

The bottom line for the sponsors, said Bercuson, is ``that if you're in the Latin/Caribbean music industry and want to reach out to an international audience, there's nothing better than this event.''

Take Antonio Moreno, president of Miami-based Musical Productions -- a tropical music label. For him MIDEM isn't about Cuba or politics, but getting MP before the eyes and ears of the industry's movers and shakers.

So MP joined with Max Records to sponsor 4,500 bags filled with cassettes and other goodies that are being distributed to conference delegates.

Moreno is well aware of local sensitivities over the Cuban showcase, but said he views tonight's performance by the Cuban musicians as a ``cultural exchange.''

``We can't erase our culture, and our culture is about music. As long as the music doesn't have any political messages and if people respect each other then there shouldn't be any problems,'' he said.

Increasing visibility

For sponsor Cisneros Television Group and Much Music, a music video channel that Cisneros represents in the Southern Cone, MIDEM is all about visibility.

Much Music wants to get the word out that it is expanding from the Southern Cone to cover all of Latin America. ``We believe MIDEM is the ideal environment to make such announcements due to the large presence of musicians, entertainment industry professionals conducting business in Latin America and the high volume of international journalists,'' said Ralph Haieh, president of Much Music/Argentina.

Another sponsor, South Beach's Hotel Astor and Astor Place -- the hotel's New Florida cuisine restaurant, wants to be a home away from home for those in the music industry. It sponsored MIDEM's man of the year dinner Monday night.

``We do have empathy for the local Cuban community, but we are looking at MIDEM from an artistic viewpoint and we're trying to do the best we can with the cards we have,'' said Brian Safier, general manager of the hotel.

``We decided to be a sponsor because Latin America is such an influence locally, and because the music industry is blossoming in Miami and South Beach, especially. This is our way of thanking the music industry for the business they have given us in the past and to reach out to the industry in the future,'' Safier said.

MIDEM organizers are hoping to get through the week without any major incidents. Besides, Bercuson said, making South Florida an uncomfortable venue for MIDEM isn't going to prevent the conference from happening in the future -- perhaps in another city. ``The only thing it would stop,'' he said, ``would be the economic impact for our community.''