These dolls of Perez have been given to him by Zumba instructors around the world they sit alongside a bottle of Voli vodka, a gift from Pitbull. So we went to Universal and they said, "We have an exclusive remix - the salsa version - for you." And we're increasingly getting songs before they're released. With "Despacito," we didn't it to the instructors the instructors picked it up. Perlman: We give instructors three types of music: original music that our producers create discovery tracks, as in "You should listen to this new artist" and famous music. Sometimes we hear a song and we say, "This song is created for us." Sometimes I test a song in class and it doesn't work. Zumba music director Sergio Minski gives me 500 songs, and we whittle it down to 13 that I think make the perfect class. It's not about speed, it's about happiness, celebration, party. If the song doesn't work for Zumba, we don't do it, even if it's a famous artist. Perez: First of all, I need to love the song. Timbaland Producing Music for Fitness Brand Zumba People are dancing to my music in your classes, and they can't change the station." Ted Nugent's wife - she's a Zumba instructor - went up to him at the airport and said, "Thank you for 'Calle Ocho.' " Pitbull came to us and said, "You guys are the radio station of the future.
Perlman: When Pitbull came to our office in 2010. When did you realize you were also a music company? Zumba has been a fitness company for over 15 years. "We thrive because Zumba is like water," says Perlman. Launched in 2016 with music from Timbaland, Strong will now premiere music from its latest partner, Steve Aoki, in hopes of diversifying its demo and reach beyond Latin dance fans. Now the company, which houses 250 employees at its Miami headquarters, is doubling down on its Strong by Zumba fitness program, which incorporates music into already-established routines in a kind of reverse choreography. Perez, who is passionate about bikes and motorcycles, keeps these models on his desk. "We think YouTube should pay us, but there are fair-use issues." "We calculate that on YouTube there are 7 million videos with 7 trillion views of user-generated Zumba content that has nothing to do with us," says Perlman. The songs now soundtrack an untold number of routines uploaded to YouTube, providing a promotional platform for the song and program, and a headache for the creators. On July 28, fellow workout favorite Daddy Yankee will perform his Zumba hit, "Hula Hoop," at the company's annual convention in Orlando, Fla. It also has partnered with major Latin stars like Don Omar and Pitbull, whose respective hits "Zumba" and "Pause" (the latter reaching No. 73 on the Billboard Hot 100) were created specifically for Zumba routines. The program produces much of the music used in its classes in-house, with a team of 10 producers and songwriters. While Zumba won't disclose how many instructors it has licensed worldwide, the number has multiplied tenfold in the last decade, and each teacher pays to subscribe to the Zumba Instructor Network (ZIN), which provides access to original music and choreography routines. The program is now taught at over 200,000 locations in 186 countries, with approximately 15 million people attending a class on any given day. Such is the power of Zumba, the fitness - and increasingly musical - empire launched by Perez alongside business partner and company CEO Alberto Perlman, the corporate ying to Perez's creative yang and president/COO Alberto Aghion.
"So when 'Chantaje' launched, they said, 'Can we do it again?'" "Shakira's team was going crazy," Perez says with a laugh. Two days later, "La Bicicleta" debuted atop Billboard's Latin Airplay chart. Shakira posted a video of the debut on her YouTube channel, garnering over 2.6 million views. The next day, Perez premiered the dance in front of 4,000 people at a Zumba class in Italy, adding encores in Brazil, Japan and Argentina. Formoso was in the midst of a global tour with Zumba co-founder/chief creative officer Alberto "Beto" Perez, 47, who spent that night feverishly choreographing the track with cumbia steps and sexy hip swivels. When Shakira and Carlos Vives released their global hit, "La Bicicleta," in May 2016, the Colombian diva followed up with a personal request to her Zumba instructor, Marta Formoso: Could she do anything with the song?Īs it turns out, she could do plenty.
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