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Latino is one of the most known and singers in pop music in Brazil nowadays. His brands are a shifty smile and a nice young boy way of being. However, before becoming famous, Latino worked in the USA as barman, magician, cook, dancer and a waiter. This international experience allowed him to be in contact with the north American street dances, his source to create the unique exotic and sensual swing, that drives the feminine fans mad.

[edit] Career

Coming back to Brazil, Latino successfully started his artistic career in 1994, recording his first CD Marcas de Amor. “Me Leva” and “Só Você” attracted many fans because of its nice dancing rhythm. The album sold over 600 thousand copies and Latino received Gold, Platinum and Double Platinum records.

“Eu Amo Você” and “Louca” came two years later in Aventureiro album. In 1997, was the turn of a daring innovation: Latino released a Spanish CD version in Mexico. Latino (1998), was remarkable for “Vitrine”, the non-stop played track in radios of all the country. The next year’s album was Latino 2000. It’s first rank song was “Solidão é Demais”.

After that, the singer dedicated himself to producing some artists and to presenting a TV programme – “Sábado Show”, on Rede TV!. By this time, a Brazilian artist called Luka released her first single “Tô Nem Aí”, which lyric had been written by her and Latino. This song was a number one hit in all Brazilian radios and also # 1 in Italy, Germany, Span and others European countries.

Missing the fans and the stages’ vibration, Xeque Mate came in 2003. The playlist songs portrayed the biography of his last and enduring relationship. “Você Já Foi Mais Humilde”, “Cartão Vermelho” and “Medo Meu” show that. Still in 2003, Latino did a cameo appearance in “Kubanacan”, a Rede Globo Television soap opera (Rede Globo (Globe Network) is Brazil’s biggest television network and the number one producer and provider of Portuguese language television programming in the world. It is also one of the biggest TV channel in the world, watched by 80 million people daily). In the same year he released his first live CD: Latino Ao Vivo – 10 Anos de Sucessos. It was produced by Up In The Air Produções, distributed by Som Livre (Globo TV Organization record company) and joined all the greatest hits of his career. “Me Leva”, “Não Adianta Chorar”, “Só Você” and “Eu Amo Você”, are some of them.

LATINO APRESENTA AS AVENTURAS DE DJ L – FESTA NO APÊ (Latino presents the adventures of DJ L)

In 2004, Latino apresenta as aventuras de DJ L – Festa no Apê album was successful for its nice beats, dancing rhythm songs, love lyrics and a great surprise: the portuguese version of “Dragostea Din Tei” by O-Zone that, in the same year, had been a boom in european summer scoring 332 weeks on top staying in 21 charts. The song was # 1 around Europe and was one of 2004's most successful summer hits, as well as one of the best selling singles of the year across Europe. The Brazilian version, “Festa no Apê” (Party at the Pad), talks about a party held by the singer himself in his apartment that became wild and resembles “Dragostea Din Tei” in rhythm and melody. The songs in this album tell true stories. “Renata”, is the experience of Latino’s friend love disillusion.

Always in a good mood, Latino makes jokes with his fans in “Umazinha”, “Amor de Pizza”, “Amiga Tati” and “Mulher Bebê”. Two other artists’ successful songs were recorded in a new version to join this album. “Amante Profissional” and “Knife” (Rockwell) mixed by Tchorta - the same producer of Kaleidoscópio band. Tchorta’s new version of Knife was a boom at discos.

Latino apresenta as aventuras de DJ L – Festa no Apê album produced by Dalmo Beloti and Latino went Platinum. The managing direction was headed by Christovam Neumann and José Carlos “Kaká” Silva. The CD was released by the label Up In The Air Produções and distributed by EMI Music.

LATINO – 10 ANOS AO VIVO – CD e DVD (Latino – 10 years live)

In February 2005, Latino released his first live DVD, Latino – 10 anos ao vivo, recorded in Rio de Janeiro. He held the show with five musicians and dancers (Danielle Martins, Vanessa de Andrade, Eloah Uzêda and Elaine Azevedo). This DVD sold over 150 thousand copies. In its repertory we get “Amante Profissional”, “Papo de Jacaré”, “Tô Nem Aí”, “Conquista” (featuring singer Buchecha), a funk medley by Dennis DJ and the newest ones “Renata”, “Umazinha” and “Festa no Apê”, from Latino Apresenta as Aventuras do DJ L – Festa no Apê album.

LATINO APRESENTA AS NOVAS AVENTURAS DO DJ L (Latino presents the new adventures of DJ L)

Latino would fit well playing the role of an advertising boy of a famous Brazilian campaign, which says “I’m Brazilian and I don’t ever give up”. Every time it seems the artist’s career has got to the end he comes to the spotlights again with some kind of novelty that takes him to the hit parades’ chart. And it doesn’t matter if he shows up again as a solo singer, a composer, a producer, a dancer or even presenting some other new kind of talent or skill.

Latino Apresenta As Novas Aventuras do DJ L album was produced by Dalmo Belloti and Latino himself. The managing direction was headed by Christovam Neumann and José Carlos “Kaká” Silva. The CD was released by the label Up In The Air Produções and distributed by EMI Music. Besides that, all the songs were written by him, except for “Sacode no Patrão”, that was written by Andinho, Latino’s friend.

The new album arrived in stores in the end of 2005 celebrating a gold record and facing the challenge of keeping the cheering party thrown at the singer’s apartment – as “Festa no Apê” says – going on. In other words this challenge means: to make the spectacular success and vibration continue in Latino’s career journey.

He sold more than 350 thousand CDs and DVDs copies in 2005. In the same year there will have been held about 230 shows all over Brazil, including a two weeks tour in USA. What is the secret of such a success? Roberto Souza Rocha, whose nickname (Latino) was given during the time he lived in the USA, ascribes the fact to one reason: audacity. “My work followed an irreverent and daring way, which provided me with a unique identity”, he says. “You need to create, to mix things, to get out of sameness”.

Latino Apresenta As Novas Aventuras do DJ L album, in the same way of the previous CD, innovates. “I created a completely crazy character, DJ L, who has many adventures to be told”. These stories (believe it or not) are real and Latino emphasizes that. “Most of the situations happened to friends of mine. I pick up those stories from people with whom I get along”, he guarantees. “Fans also send their experiences to my web site. I bring them to the songs”. “Hipnotizando no Sinal”, “Insônia” and “Sacode no Patrão” are examples of that kind of inspiration.

In Latino’s opinion, the first three CD tracks will be people’s favorite songs sooner. “Maria Gasolina” (Mina Quebrete) is about girls who just want to date guys that have expensive cars. “The expression mina quebrete is used in Rio de Janeiro to refer to women that explores man financially, demanding material things”, explains the singer. “Catia Catchaça” is the true story of Latino’s friend who loves drinking and always exaggerates, overdrinking. The next day he is unable to remember anything and argues with his girlfriend. The third song is “Meu Gol de Placa”, which brings double sense in meaning mixing soccer and sex. It was a great success during the World Cup.

Actually, some other songs have hot plots. “Amigo Fanho” is the story of a snuffling guy who is cured after having sex for the first time. “Odalisca” talks about a man who makes sex alone, inspired by a feminine figure – odalisque. “Sacode no Patrão” is the situation of an often downtrodden employee that gets fed up of being oppressed by his bully boss, and decides not to stand that situation anymore.

Latino usually goes to discos to be aware of the new rhythm tendencies. “I pay attention to what is going on and try to make a mix adopting my own way. This new CD has both percussion and pop new-fashioned hits including nice suitable melodies, besides a good reggae ton influence”, he says. The result is a funny, dancing, irreverent CD, not running the risk of being totally out of the traditional standards. “I bet everything on this new album. It’s all or nothing. It’s outrageous! I remember that when I recorded “Festa no Apê” I thought about two possibilities: or the CD would be an amazing release or a failure at all. At the end, everything worked out perfectly. I’m not afraid of anything, I take the risk”.

Definitely, Latino doesn’t ever give up. And, considering his career works and all his achievements, it’s better to take that guy seriously.

LATINO NA PISTA – REMIXES (Latino on the dance floor – Remixes)

Roberto Souza Rocha was kindly named Latino when he lived in the USA. Besides his tanned skin (common in Latin Americans), the main reasons for this nickname were some of his personal features. Attractive, irreverent, audacious and versatile; strong marks in Latin American people’s personality.

Singing, composing, dancing and producing, the artist proves his latin features in every kind of work he faces. Numbers can not only show his popularity and success, but also confirm that the right usage of these elements altogether can perfectly work out.

Latino sold more than 4 million CDs along his career, has a sum of seven gold record discs, four platinum and two of double platinum. Besides that, two gold record DVDs and a platinum one enlarge his achievements list.

His amazing boom also reached the fever of ring tones in cell phones. Four of the most downloaded songs in Brazilian mobile phones are his. “Festa no Apê” was downloaded more than five million times.

The new CD Latino na pista – Remixes album takes the singer’s style to the dance floor. The remixes had been created by Latino himself for an international work; however, Som Livre really enjoyed it and here you are. “Festa no Apê”, “Me Leva”, “Só Você” and the newest one “Catia Catchaça” are on the play list. “Catia Catchaça” was composed based on a friend who loves drinking and always exaggerates, overdrinking. The next day this guy is unable to remember things and argues with his girlfriend. “Tem culpa eu?/Tem culpa Cátia?/ A desgramada da Catchaça” shows its irreverence and is being a great success expectation for next summer.

Latino na pista – Remixes album was produced by Ian Duarte and Fabianno. The same producers of the eurodance group from Brazil called Kasino. The managing direction was headed by Christovam Neumann and José Carlos “Kaká” Silva. The CD was released by the label Up In The Air Produções and distributed by Som Livre.

THE NEW ALBUM

LATINO – SEM NOÇÃO

This is his first CD with Universal Music distribution. This album was also produced by Ian Duarte and Fabianno from Maxpop Studios. The same producers of the smash hits “Clap your hands” by Ramada. The managing direction was also headed by Christovam Neumann and José Carlos “Kaká” Silva. This CD brings two songs from the CD Latino na pista – Remixes, “Catia Catchaça” remix and “Vagalume”. The big hit of this new album is the Portuguese version for “Shark Around” by El Chombo entitled “Nem Noção”. His fans have been producing lots of funny videos on Youtube about his songs and his crazy lyrics. Latino promises to always keep the good mood in his next productions.

[edit] RESUME:

Latino has sold more than 4 million CDs along his career

8 Gold albuns - Sony/EMI/Som Livre (1994, 1995, 1996, 1998, 2005, 2005, 2006, 2008)

4 Platinum albuns - Sony/EMI (1994, 1996, 1998, 2005)

2 Double Platinum albuns - Sony/EMI (1994, 1996)

2 Gold DVD (EMI / Extra daily newspaper in Rio de Janeiro) (2005)

1 Platinum DVD (EMI) (2005)

[edit] ADVERTISING:

Advertising for the Brazilian beer, Brahma. The campaign was made for the last Soccer World Cup. As author some of his compositions had been used as soundtrack of several radio and TV ads, such as

• Song “Festa no apê” (C&A radio and TV ad) (C&A is an international chain of clothing stores, with its head office in Brussels and Dusseldorf)

• Song “Festa no apê” (Assolan radio and TV ad) (Assolan is a trade name for a scouring pad, used for cleaning dishes, and made from steel wool)

• Song “Baba Baby” (Sadia radio and TV ad) (Sadia is a major Brazilian food producer. It is among the world’s leading producers of frozen foods, and is Brazil’s main exporter of meat-based products).

• Song “Tô nem aí” (Chevrolet radio and TV ad).

link Latino Official Web Site

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