Originally published on metropolis.co.jp on August 2013

Tokyo gets a rare taste of an authentic Latin music festival in the form of ¡Animate!

Headlining is Cuban superstar Alexander Abreu. After years driving the sizzling horn lines of a top Havana timba dance band, heavyweight trumpeter Abreu is now in the spotlight as a vocalist who is transforming the sound of Cuban salsa with contemporary beats.

Also on the bill are Brazilian diva Paula Lima, and Miami-based reggaeton sensation Eddy-K. The event is the creation of NPO Tiempo Iberoamericano, which also runs Fukuoka’s Isla de Salsa festival, now into its 17th installment—as old as Fuji Rock.

Tiempo Iberoamericano’s founder is Spaniard Santiago Herrera. “Latin music still is very alternative in Japan,” he says. “It’s very interesting to see how many people enjoy it but hard to understand why it does not become more popular. It’s difficult to fathom why an NPO is finally the bridge to bring to Japan acts as Café Tacvba, Juan Luis Guerra, Los Van Van, etc… All are multiple Grammy winners that you would assume would have a lot of offers—but the doors are still closed.”

Still, Herrera says that despite the lack of a boom in popularity of Latin music to equal the craze for Latin dance forms in Japan, “There is always an expectation for which band we invite to Isla de Salsa—that I think is an achievement.”

After the Fukuoka festival, Tiempo Iberoamericano follows up with a tour of the headliner around Japan and to Asia-Pacific destinations including the Sydney Opera House. This is the group’s first stab at a festival in Tokyo. “From this year we are trying to establish the festival ¡Animate! as a regular event,” Herrera says. “It’s a one-day, three-act event and we hope it will get larger in the future.

“We have chosen the theme “Cuba meets Brazil” in consideration of the fact that both are real capitals for music in the world. Music has an importance for ordinary people in these countries that is difficult to find in other places. We have no idea what the reaction will be—but we can guarantee a first-class experience.”

Zepp Diver City, Aug 31.