KXLU, a non-commercial, educational broadcast station, delivers Latin beats to the LA population through its popular program, Alma del Barrio. With a debut over 50 years ago, Alma del Barrio is one the longest-running Latin music programs in the United States. The program runners reflect on this legacy and years of providing music to the Latino diaspora within the region.
KXLU and the Debut of Alma del Barrio
KXLU operates out of the Westchester campus of Loyola Marymount University with a license granted by the Federal Communications Commission, according to the official website. It was founded in the public interest and staffed by the university’s students, faculty, and volunteer staff.
The broadcast station made its on-air debut in 1957. In 1973, the first run of the Alma del Barrio program was initiated by then-students Enrique “Kiki” Soto and Raul Villa.
Alma del Barrio translates to “soul of the neighborhood.” Beyond showcasing excellent Latin music, Alma del Barrio educates listeners on the cultural origins of the music it plays and the artists who perform it. The program is now entering its 52nd year on the air.
Uplifting the Soul of the Community
Within over half a century of running, Alma del Barrio has proven to be a pillar of the local community. As reported by SFGATE, it has worked as a resource for the Latin diaspora community in the region, promoting critical health initiatives, such as blood drives and local voter registrations.
Alma del Barrio has also participated in the local culture of salsa clubs, festivals, and other events that sustain the music scenes of Southern California. The music and artists featured in the program help to tie together the diverse cultures living in the region, providing them the opportunity to celebrate their unique heritage.
A Dedication to Knowing the Beats
The showrunners for Alma del Barrio strive to deliver not only Latin-themed playlists that will uplift the spirits of those stuck in LA traffic but also to provide genre knowledge and insights on the music they play.
Nelson Rodriguez, one of the program’s several DJs who rotate sets on the show, spoke to SFGATE on his process. “I keep notes. I keep comments,” he stated. “I know everything about the recording—the name of the recording, who the singer is, then little tidbits.”
Over his years of serving Alma del Barrio, Rodriguez has shared with listeners his deep knowledge of Afro-Cuban percussion, salsa romántica, cumbia, and more of the diverse sounds found under the umbrella of Latin music.
Reaching the Next Generation of Latin Music Listeners
Although Alma del Barrio has its roots in the local community across several generations, the music scene has proven to be an evolving one. A lot of contemporary music now incorporates elements of classic Latin genres, such as salsa, while putting new twists on it.
Reaching younger generations of listeners has proven challenging for the runners of Alma del Barrio. Lydia Ammossow, the director of KXLU, commented on these barriers, stating, “I think it is challenging to get the current generation of students engaged in this music unless they have grown up with it if they have a parent or a grandparent and they have a natural connection.”
To keep new generations engaged, Alma del Barrio takes cues from all listeners, young and old. “And so we started realizing that we have to be more focused on what’s happening on the internet and how we can incorporate that,” says DJ Rodriguez.
However, the stunning new beats have not always impressed older listeners. “Hey, you guys need to slow down your music a little bit because we’re now getting to an age that our hips can’t move that fast,” Rodriguez recalls being told by a listener.
Like a delicate tango, Alma del Barrio dances between old traditions and new with its blend of diverse Latin beats from multiple regions. After over fifty years of serving the LA community, the program remains dedicated to keeping the music playing.
