(Reuters) — Classic Cuban records will gain a sweeping platform beyond the island nation from Tuesday (September 15), after Sony Music Entertainment signed a deal to distribute tracks recorded under the state-owned label, Egrem, dating back to the revolutionary era and beyond.
The deal, which has been in the making for over two years, and comes just weeks after the United States and Cuba restored diplomatic ties following decades of hostility.
Renowned Cuban artists like group Los Van Van will be covered by the deal as well as tens of thousands of other tracks from Egrem’s extensive back catalog.
“After two years of dreaming about the idea, organizing it and one year organizing the agreements, yesterday we signed the distribution agreements, a distribution license on all possible formats with Sony Music and Egrem. Of course, we’re licensing the CD “La Fantasia” from Los Van Van, an homage to Juan Formell and we’re also licensing a large catalog which is currently the most complete of Cuban music from the sixties to now. We’re talking around 30 thousand tracks and there is Cuban music from the last half a century from the revolutionary period,” said Egrem’s A&R, Pedro Pablo Cruz.
Los Van Van is the most recognized post-revolution Cuban group. In 2000, they secured a Latin Grammy award for their album “Van Van Is Here,” or ‘Llegó Van Van” in Spanish. However, finding their music outside Cuba has often proved difficult.
Samuel Formell, orchestral director from the group, told Reuters his band will see their albums distributed worldwide.
“I think that for us it’s great news that Sony Music gives us the opportunity to distribute this album across the whole word with the platform that they have and the many years of experience that Sony has,” he said.
Although U.S. sanctions remain over Havana, the deal falls under a clause in U.S. laws which allows for cultural and artistic exchanges, reported Sony Music Entertainment, one of the three major global labels.
Cuba’s pop music duo Buena Fe will reach a broader audience under the deal. Israel Rojas from the group told Reuters the songs now under distribution with Sony are a real treasure trove of Cuban music.
“The agreement is a confirmation of an awakening enormous interest, an interest has always been aroused, of Cuban music made in Cuba by a multinational in the music industry. Unfortunately due to reasons of the economic blockade it could not be found. What can be found (in the deal)? An enormous archive, a valuable archive of quality music, music that due to its richness is a real treasure of Cuban music from the last 50 years,” he said.
The agreement aims to promote international awareness and appreciation of Cuban music from the likes of pianist and composer Bola de Nieve, Afro-Cuban singer Ibrahim Ferrer and renowned salsa classics.
“It’s an incredible opportunity that Sony has already entered Cuba. It’s a recognition of Cuba music which will reach all corners of the world, not just in Cuba, not just the music you recognize but traditional music (like) salsa, popular dance music which is for those who know Cuban music. You will not only get to know this but also alternative music which has always existed,” said member of pop-rock Cuban group, Nube Roja.
The group is one of the island’s most popular new talents with its distinct blend of Cuban music with rock’n’roll, funk, blues and soul.
Aside from Cuba’s musical greats, Antuan Perugorria from the group hopes emerging artists will find new listeners abroad.
“And I think that for all youth like us who still don’t have a record player, we’re making our music independently, I think that it is also going to be important because above all else the world will listen to music from Cuban youth,” he said.
Former Cuban leader Fidel Castro created Egrem (Empresa de Grabaciones y Ediciones Musicales, or the Musical Recordings and Publications Company) when he nationalized the music industry after the 1959 revolutionary takeover.
The company was a monopoly until the 1980s until other labels such as Ojala, Bis Music and Adbala were established with private participation, though Egrem still holds some 95 percent of the market.
The deal was signed at the famed Areito Studio 101 in Havana, by Sony’s chairman and CEO for Latin America, Spain and Portugal, Afo Verde, and Egrem Managing director, Mario Angel Escalona Serrano.
