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The essay analyzes the influence of Los Tigres from the lens of their two performances, “Tigres del Norte and Friends” and “America“. Los Tigres del Norte promotes the theme of shared identity. The song marks Latino music history and helps promote Latino pride. The song became significant for bringing together Latino music icons and being the first-ever Mexican song to premiere on MTV. In a big way, these elements help neutralize the barriers existing between Latino genres while promoting a shared identity. In their “America” song, the band promotes the themes of social tolerance and social justice.
The band reminds all Americans that America is not limited to the North alone. The group insists that South and North Americans share a historical identity despite the color and language differences. Besides, the band calls all Latinos to the realization of their oneness under Latinidad. Through the two songs, Los del Norte adopts a marketing strategy that would expand its fan base to include local, transnational, and international Latinos. The reminder that America extends to the South also is an effort to expose its music to the whole population despite the underlying racial barriers. Thus, the marketing strategy brings out the themes of shared identity, social justice, and racial tolerance.
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