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Josh Norek on the Intersection of Music and Activism

I first met Josh Norek about ten years ago when he sent me a low budget video of his Latino-Jewish band the Hip Hop Hoodíos. It was a song about Chanukah sung in Spanish and English, and there were plenty of surreal shots of the "Bagel Babe" - a hot young thing wearing a bra made from that circular staple - even in a Jacuzzi! I sensed there was an unusual mind behind this.

 

Further down the road, Josh sent me an email about a new event: the Latin Alternative Music Conference (LAMC) that he was co-organizing in New York City. I wished him well. He continued to send me press releases about bands I had never heard of but which were pretty damned good. I started to trust his taste.

 

Five years ago, he helped Tomas Cookman launch the company Nacional Records. Between them, they had tons of experience managing and promoting "Rock en Español" acts, and soon they began aggregating the strongest roster of Latin Alternative Music extant. Then, prior to the past presidential election, Josh sent an email around, saying he was taking a sabbatical (or should that be shabattical?) from the music biz, and donating significant time to his favorite grassroots organization, Voto Latino, working to register and activate young Latinos in battleground states to get the vote out. Since then he has also gotten his radio show "The Latin Alternative" up and syndicated. So when I heard that Josh was going to be in town, I jumped at the chance to interview him. His time as usual, was tight; we had just half an hour, so we plowed into it despite the noise from construction on an adjacent floor.

 


No matter where we fall on the immigration issue, the undeniable fact is that the burgeoning Latino population is changing the face and culture of the USA. I wanted Josh to talk about this, to reflect on the relationship between music, demographics and activism. He did that and more; his conversation was so far ranging that I may have to present those parts of it that dealt specifically with Rock en Español, Nacional, the LAMC and the state of the music industry in general, at a later date.

 

 
 

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SPOILER ALERT! Not World Music!

The Hip Hop Hoodios are a unique band who layer Latin and American Jewish cultures over rap. We've broadcast their videos "Ochos Kandelikas" and "Gorito Cosmico" and thoroughly enjoyed the band's cheesy, smart (and smartass) attitude.  I really like their latest video "Times Square," but it simply won't fit into the definition of "world music" with a shoehorn. And you KNOW I'm a moderate when it comes to that category. But still, the subject is close to my heart, so I'm presenting it here anyway. 


I went to high school in Manhattan, on 46th Street and 6th Avenue, and so I have watched the gentrification of Times Square with a combination of nostalgia and unease.  I don't know if it makes sense to mourn the passing of an area that was admittedly dangerous and seedy. It's easy to say the place has "lost its edge" and is now totally "Disneyfied." Yet, for some reason, I do feel that there is something that has been lost...and what about the ongoing re/de-construction on the Bowery (lower 3rd Avenue) where a new generation of young professionals will soon be living in renovated flophouses? On the bright side, maybe they can exorcise the sad karma of a million ruined lives. But what has happened to those souls who used to inhabit both of these urban areas; the impoverished, the hopeless and the addicted. Where do they go now? Is our trend towards gentrification simply putting a bandaid over a larger social wound?

 

 
 

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