Ever since the 2010 U.S. Census numbers revealed that Latinos were not only the biggest minority in the country, but also were increasingly young, bicultural and bilingual, marketers, brands and media companies have been scrambling to figure out how to reach them.

That race has included the music industry, with label interest in crossover-friendly acts surging in the past two years.

But while the number of bilingual, bicultural U.S. Hispanics is impressive, engaging them is a whole other story.

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