Billboard sat down at the Billboard Latin Music Conference and Awards with Tomas Cookman, President of the Latin alternative label Nacional Records. whose impressive roster includes Nortec Collective, Manu Chao, Aterciopelados, Bomba Esetero, The Pinker Tones and Mexican Institute of Sound. Cookman's inspiring take on the Latino music market starts with an understanding of how diverse and multi-hued both Latino music and audiences are. Cookman spoke about how a plugged-in Generation Y helps his artists, how het gets spins on an array of radio formats and how his artists scored synchs with major corps like Target, Lowes and McDonalds who he says want more than just the latest Latin pop hit.

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