This week, in all the official trades, we see the announcement of J.Lo’s new project. Notice that the Anglo media doesn’t call her J.Lo anymore…could it be because she wants the “Lopez” to be the new focus of her career? Considering that she has a new Spanish album, I’m sure she’s channeling that Latina in her. I would expect this sort of move from Christina Aguilera, but J.Lo?

I recall being at the Hispanic upfront in NYC over 3 years ago when Telemundo announced a project with J.Lo…we never saw it. I believe it was going to be a mini-series or two from her “urban” production company.

A year ago, Univision teased us with buzz around a J.Lo project about the times of the upfront…..and again, nothing. Now, we’re at upfront time again and here come the promises…yet another J.Lo production announcement. Don’t get me wrong, I think its genius, but I also think its way overdue and over-promised. How can we take any of these claims seriously when none of them manifest?

I think she’s a wonderful asset to the market, however, I don’t think the market is a priority for her. Building a close association to her Hispanic fan base does not always present the biggest financial opportunity; rather, appealing to the masses seems to be her strategy on this one. Shakira did it with her Spanish music and didn’t lose her street credibility.

Where I believe J.Lo went wrong is to forget the “little people” who are the core consumer of Latin music. For this, the #1 Latino music chain Ritmo Latino Music Stores refuses to carry her new Spanish-language album because she has done nothing for these independent retailers whose bread and butter is Latino music sales. They are a dying breed. She will only be appearing in the likes of FYE and Virgin stores for which she it getting major heat.

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