Maximo Aguirre 20
Alvani Tunes Music Library – a division of Maximo Aguirre Music Publishing (MAMP) with more than 30 years on the market – specializes in authentic Latin music with each recording produced in its country of origin. Maximo Aguirre, MAMP president and CEO of Alvani Tunes Music Library, says the company provides music especially produced for movies, TV shows and commercials to be screened in the U.S., Europe, Asia and Latin America. “Nobody has a concentration of Latin music like we do. All the great music libraries undoubtedly have a bit of Latin music to comply with some order for the genre that might eventually come their way. But music in English is their specialty, while in Alvani Tunes we specialize in producing Latin music. No one has the amount and quality of music that we do,” Aguirre says. Alvani Tunes has provided synchronized songs for such series as Breaking Bad, Narcos, The X Files, Eastbound and Down, Malcolm in the Middle, Dancing with the Stars and Family Guy, among others, and films like Babel, McFarland, La Misma Luna, Cop Out and The Perfect Game. “For the U.S. market we think in terms of films with a need for Latin music and we work hard to be the most organic music library available. Music is recorded in its place of origin, according to the genre – cumbias in Colombia, tangos in Argentina, sambas in Brazil, mariachis in Mexico, Andean music in Peru, and so on.” Regarding the world of advertising, Aguirre says they have connections with most brands and their advertising agencies. “When a brand wants to focus a campaign on East Coast Hispanics, it will probably go for a genre like salsa, merengue or reggaeton. And if the target audience is Hispanics on the West Coast, the choice will no doubt be regional Mexican music. If the brand wants a ranchera, we will probably record it in Jalisco, Mexico, and if it wants a tango, it will probably be made in Argentina.” Alvani Tunes has licensed music for such brands as Corona, McDonald’s, Toyota, Nissan, Ford, Jeep, JC Penney, Walmart, Sony-Erickson, Cemex and more. “We are also very active in music for film trailers and for video games like WII, Play Station, Sega and others.” Alvani Tunes has a team of professionals who provide consultancy, music commissions and personalized service. “All the music in Alvani Tunes is one stop and very easy to contract.”
