2009 ALMA Awards is the Show to Watch

September 8, 2009 by Eric Ward
Filed under: Culture 
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Are you a music fiend? Be sure to warn your neighbors and give the living room floor an extra coat of wax if, like me, you’re lucky enough to be watching ABC Television on Friday, September 18 (8:00 to10:00 p.m., ET/PT). ABC will be broadcasting The American Latino Media Arts Award, also known as the ALMA. The early word on the street is that the creators of the event, the National Council of La Raza (NCLR), are taking the awards ceremony, now in its fifteenth year, to new heights.

NCLR President and CEO Janet Murguía guarantees, “If you like the ALMA Awards, you will love this year’s show because we’re bringing you more of what you love most, unique musical pairings and the best Latino entertainment.” Not only will Nelly Furtado perform (who just released her new album Mi Plan), but the Black Eyed Peas and Maxwell will be there as well, both chosen as 2009 Special Achievement Honorees.

In 1975, when I was in elementary school I would do my homework at a restaurant called La Cocina until my mother was able to pick me up after work. It was on 3rd and Lucas in Los Angeles. One day I heard one of “those” songs on the jukebox. You know the kind that you will be humming to yourself forever. The song was “Wasted Days and Wasted Nights” by Freddie Fender, a Latino and one of country music’s most popular artists.

Freddie Fender opened my world to Tejano and other Latino artists over the years. When Freddie Fender died in 2006 I played his music all day on my iPod and contemplated how diminished my life would be without the sounds of Ozomatli, Shakira, Ricanstruction, Selena, Los Crudos, or the cool jazz and salsa sounds of Rubén Blades.

Quintessentially American, they all helped to ensure that music became my first love. In an era of increased anti-Latino hysteria and bigotry I’m heartened to see the National Council of La Raza highlight the important role of Latino artists.

The ALMA’s will also be recognizing actors and actresses who have made some of our favorite shows watchable. Where would my favorite drama LOST be without the great characters of Richard (played by Nestor Carbonell) or Michelle Rodriguez’s Ana Lucia? It’s good to see both getting the recognition they deserve for their work.

To learn more about the ALMA Awards or to download a Watch Party Toolkit, go over to http://www.almaawards.com/. Comedian George Lopez will be co-hosting this year’s awards show along with Eva_Longoria_Parker of Desperate Housewives’ fame. With Sean Kingston, Pit Bull, and Maxwell in attendance this year’s ALMAs are certain to be off the hook. Be warned – your iPod will get jealous!

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