POR AMARTE ASI-
BIO BY RAMIRO BURR: Thousands of young bands look to major record labels to help them make it big. When it comes to promotion, though, La Traizion singer Pablo Urbina says doing it yourself beats reliance on corporate muscle any day. "You can go with a big label," he says. "But the thing is, if you go to a label and they have no marketing plan for you, or marketing strategy, then there's nothing. With me, I own the band. I am the roadie. I do the recording. I do more for myself than my record labels do." Urbina speaks from experience. In 1995, in the middle of Tejano's gold-rush period, Traizion signed with BMG, recording Quiero Amarte, (1995) Solo Contigo, (1997) and Ahora Sin T (1999) for the label. Urbina feels the label never really gave the group the maximum exposure it needed to break through. Hailing from the big city of Houston, Texas La Traizion is a blend of young talented mixs from Cumbia,Norteno and Hip-Hop. Traizion's strength comes from its combination of melodic, keyboard-driven cumbias and Urbana's soulful tenor. The band is in the same sub-category as cumbia-heavy bands like Fama, Jennifer Pena and Kumbia Kings. Solo Contigo produced the band's biggest hit, synth-heavy cumbia Para Que Quiero un Corazn, originally a 1995 smash for Los Guardianes del Amor. But when the Tejano market began to crash in the late '90s, La Traizion became a victim of the major record labels' massive reductions -- Tejano divisions were slashed or eliminated. On BMG, only Emilio remains, and he spends most of his time touring Mexico these days. The group signed with solid Corpus Christi independent Hacienda Records in 2001, releasing Si T Te Vas the same year. Featuring cumbia single Miento by Esmi Talamantez, it continues Traizion's predilection toward melodic, danceable material suitable for all ages. Second single Por Amarte Asi, a cover of the Christian ballad, received airplay on Estereo Latino KLTN-FM (102.9). Traizion performs at Hullaballoo's, Jones Plaza and has also played in Dallas, Austin and Lake Jackson. Urbina remains a constant, but the rest of the lineup -- Felix Anzaldua on bajo sexto/back-up vocals, Jesse Fonseca on Vocals/back-up,keyboardist: Jesus Hernandez,accordianist: Esteban Campos, Basist: Hector Cerdan, percussionist: Jesse Lara, drummer: Daniel Sandoval and dancer Jesse Lee Fernandez -- has been marked by frequent changes, which he attributes to family responsibilities and the lure of other bands. Family has taken precedence for him, too. "My mother had a brain tumor and I have been flying between Ohio and here," he says. "So it is kind of giving us less time to record all at once." La Traizion is readying its fourth album, and Urbina says it will be the group's most diverse set. "We have three singles down, including T Eres, which I wrote," he said. "I also have an English tune, which I did for Hispanics who do not know Spanish and those who listen to R&B." He added there would be a few songs in the exploding norteo-romantico genre of groups like Duelo and Palomo, plus some straight-ahead Tejano tracks produced by the renowned Gilbert Velasquez, Urbina's cousin.
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