Composer, producer and marketing and promotions veteran Luis Silva, one of the most enduring and endearing names in Latin music, died of a heart attack yesterday (Oct. 22) in Texas

Silva was 65 years old but was an active, tireless advocate for Latin music, able to tackle the promotion of Tejano, pop and regional Mexican acts with equal passion and results. He was also a successful songwriter who was inducted into ASCAP's 2007 Premios A La Musica Latina Hall of Fame and has 177 songs registered with the society. Silva's music was recorded by a broad range of acts, many hailing from Texas.

Silva was most recently a speaker at the Billboard Regional Mexican Music Summit Oct. 7, where he sat at a panel on Internet and digital marketing. Silva was the longtime marketing director at indie powerhouse Freddie Records before leaving to start his own independent marketing and promotion firm, One Man Show in 2004. Undaunted by the changes in the marketplace, Silva remained a staunch optimist who evolved with the times.

"I am deeply saddened by the lost of a true and loyal friend," said entertainment attorney Anthony Lopez. "Luis has left footprints that will last forever through his songs."