Underground Movement
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Barrio Immersion: Episode 1 Michael Davis is half Anglo half Latino and sixteen years old. He’s originally from Pontiac, Michigan, but his family recently moved to San Antonio, Texas. He lives with his two sisters; Suzy the oldest, Jasmine the youngest, and their mother, Anna. He’s the middle child. His interests are garage rock, filmmaking, and basketball. He and his sisters grew up in a predominantly Anglo environment and have little knowledge of their Latino heritage. The move to a mostly Latino city and neighborhood is something of a culture shock for Michael and his sisters, but not for their mother. Suzy is starting her senior year of high school and beginning to express her self-identity and interests through music and writing. Michael hasn’t found his voice yet. The following story is about Michael and Suzy’s discovery of Latino culture and the Latino youth underground they never knew existed.
“You ain’t from ‘round here are you?” an unidentified voice asked.
Michael looked to his left to see who it was.
“No. How can you tell?” he responded half interested.
“Cuz… you speak with a funny accent. I was in tha’ waiting room when you were with tha’ counselor. But I could still hear your voice through the window. Where you from?”
“Michigan. We just moved here. You from here?” Michael paused then looked at the shirt the guy was wearing. “That’s cool. I like your shirt. What’s that mean Manic Hispanic?”
“It’s the name of a punk band. They’re from East LA. They’re funny. They do covers of classic punk rock songs and mix cholo stuff into their lyrics,” the unidentified person responded.
“Cholo? You mean like those people in lowrider cars? Are you a cholo?” Michael asked curiously.
“Nah. I like lowriderz ‘n all, but I ain’t a cholo. I got some homies that are cholos, but mostly they just like to dress up that way. They don’t slang. And besides cholos and lowriders are two different things.
“Oh sorry. I didn’t mean to insult you or anything. So what’s the difference between a cholo and a lowrider,” Michael continued.
Before continuing the conversation they decided to get some food from the school concession stand and sit at an empty bench nearby.
Michael and his new friend exchanged names and continued their conversation. Michael wanted to be called Mike. Pete told Mike to call him Pelon[1] like all his friends do. Mike took a bite of his hot dog and a swig of lemonade. Pelon had a bag of Cheetos Flamin’ Hots[2] with melted cheese and a coke.
“You see…” Pelon started. “ A lowrider mostly just likes to work on his car, fix it up and show it off like a trophy. It’s to spend time with your dad or your brother or friends. Just hang out …listen to music while fixin’ up tha’ low-low on tha’ weekends. Sometimes lowriderz make a car club and compete for different prizes with other car clubs. My Uncle Memo’s Majestics[3] Car club got second place at the Car Show last month for best overall artwork. It was an airbrush of his family- my cousins and my Tia Lupe. It was so firme[4]. Ay, you like lowriderz? Oh and cholos, well sometimes they like to cause trouble. Like, they’ll put on their Dickies and white-T’s with shades and just mad dog[5] whatever they don’t like. But now everybody’s into the cholo thing. It’s a look that even people that ain’t never been to the barrio are into.
Michael interrupted, “Yeah. That’s true ‘cause I’ve seen people on Mtv that aren’t Mexican and they dress like cholos. Or they’ll put cholos and lowriders in videos to make them cooler like in that Offspring video or Metallica. And even commercials for cell-phones and sodas[6]feature cholos and lowriders. And in Pontiac everybody’s into showing off their car, but those people aren’t even Mexican and they’ll cruise in a lowrider on the weekend, but they don’t look like cholos. Okay, I get it. So lowriders are just mostly into the car thing and cholos like the car, the dressing up and the whole look.”
“Well something like that, but there’s more to it. It’s a whole way of life, too. There’s movies, music, magazines, books and websites that are all about the lowriders and cholo stuff,” Pelon affirmed.
[1] Pelon means “bald” in Spanish. In the barrio it is common to have a second street name. It is usually a handle based on one’s personality or background. For example a girl with a tendency to smile, laugh or joke around often may called be coined “La Giggles”.
[2] Flamin’ Hots were especially marketed to the Hispanic youth market by Frito Lay.
[3] Lowrider Car Clubs frequently name themselves after oldies R & B groups such as The Impressions, The Miracles, etc.
[6] Nextel did a 2003 spot featuring George Lopez along with some lowriders. Pepsi has also featured lowriding.
Latino BASS- Brand Awareness Street Survey
There is a need to understand the brand preferences and interests of the Latino underground and its influencers. Because these innovators have an impact on the larger critical mass it is vital to keep in tune with their changing preferences. However these cannot be measured solely by media consumption or quantitative market research because much of this group’s cultural expressions do not get counted. A better way to measure their brand preferences is by consuming their media and to measure the brands they profess on their own.
Rappers and singers write lyrics about things they like and dislike and we measure the brand names mentioned in their lyrics and content. Among the resources that are scanned for brand awareness are small circulation and relevant publications such as BLVD, Al Borde, Lowrider, Brownpride dot com, latinorappers dot com, independent movies such as Lowrider Weekend, Empire and lyrics from the following underground-favorite artists:
Lil’ Rob
Akwid
Chingo Bling
Jae-P
Yolanda Perez
Chuy, Jr
Baby Bash
Amanda Perez
The Beatnuts
NORE
Pit Bull
Don Dinero
Mexiclan
Kinto Sol
NB Ridaz
SPM
Mellow Man Ace
Mister Chino
Fat Joe
Tekpot
Mister 21
Tres Delinquentes
Frankie J
Luny Tunes
Latino BASS aims to understand the awareness of brands among the innovative urban set. By exploring micro-media, street channels of communication and investigating which brands are being talked about one can understand the tastes of the urban market. For marketers, advertisers and planners interested in the influential urban Latino market they must understand the key motivators of this group.
For example, If Brand MeX Soda is mentioned in a song by a Chicano rapper from Houston is there significance in this? There is if Latino BASS finds that another underground rapper from San Diego also has mentioned this same brand in her lyrics. The higher the count of brand mentions means unaided brand awareness and perhaps a key insight into the lifestyle of this urban subculture.
Latin BASS focuses on the underground, its innovators and the vital signs that are relevant to brand marketers and advertisers. We measure the amount of brand mentions in Latino music and culture to measure the brand’s presence in the culture.
