Miami’s La Nueva flips to 'Ritmo, Cubaton y Mas.'
In a nod to the growing popularity of urban Cuban music in the U.S., Spanish Broadcasting System today flipped its Miami top 40 radio station, La Nueva I95.7 FM, to Ritmo 95.7 FM, with the tagline “Cubatón y más” (Cubatón and more) on Monday (Aug. 15).
The move sends a major message to the marketplace that commercial radio sees Cubatón -- the mix of reggaetón with Cuban beats and sometimes trap -- and the Cuban urban movement in general as more than a passing fad.
“I think it’s [Cubatón] becoming a worldwide phenomenon,” said Jesus Salas, SBS’ EVP of programming, multi-platform coordinator. “Everything Cuban now is fashionable and Cuban music is widely popular all over Europe. And in Miami what I saw and what I’ve been seeing is, when we go to bars they play this music over and over and no one has really embraced it enough. We were the first to break Gente de Zona in the country and the first to break Jacob Forever in Miami. I see all the different fusions that are being recorded. These artists have millions of views in YouTube, and no one is playing it on rotation. We have the station to do that.”