Spanish star Sanz rides nonstop "Train" to U.S.

MIAMI (Billboard) -

Alejandro Sanz, Spain's top-selling pop artist, is a superstar in the Latin world who is known for his elaborate, complex music.

Sanz's record sales always top the million-unit mark worldwide -- "Mas," from 1997, has sold 5 million copies globally -- and in the United States, his artistry has been rewarded with 15 Latin

Grammy Awards, more than any other artist. But his stateside sales, while strong, have not been commensurate with his international success, and most of his U.S. albums hover around the 200,000-unit mark, according to Nielsen SoundScan.

Now, those numbers should change. For the past three months, Sanz has been on a train of nonstop promotion far more intense than any he has done before.

"A la Primera Persona," the first single off Sanz's upcoming set, "El Tren de los Momentos," debuted at No. 4 on Billboard's Hot Latin Songs chart, the highest debut for a Sanz single in his nearly 10-year radio chart history in this country.

In turn, Warner Latin has put in place what vice president of marketing Gabriela Martinez says is an unprecedented retail campaign for Sanz that includes not only positioning but also multiple cross-promotions with digital and mobile services. Two weeks before release, "El Tren de los Momentos" sat at No. 1 on iTunes' Latin sales chart, based on preorders alone.

Sanz is no doubt benefiting from the success of "La Tortura," the Shakira/Sanz single that spent a record 25 weeks at No. 1 on Billboard's Hot Latin Songs chart.

And "A la Primera Persona," which was recorded in a reggaeton version with Boy Wonder, is getting airplay on tropical and rhythmic stations.

HEAT OF THE MOMENT

The title of "Tren de los Momentos" (Train of Moments) refers to key times in the past 18 months of Sanz's life. Sanz composed the blend of pop, flamenco and hip-hop in a nontraditional manner, improvising most of the melodies and lyrics over basslines and drum loops.

"Musicians tend to overdo things," Sanz says. "Many don't realize that rests are as important as the notes themselves, and the arrangements often become a kind of cushion where everything sounds the same. Here, every instrument, every note is at the service of the song."

Full of star power, the album features collaborations with Shakira (on "Te lo Agradezco Pero No"), Juanes (playing guitar on "La Peleita") and Calle 13 (rapping on "La Peleita").

The collaborations, Sanz says, "are a very natural way to share music. What you most feel with these is that there isn't a commercial impetus behind them."

The pairing with Juanes, for example, came about after the two rehearsed for a concert in Sanz's house. Shakira, a close friend, asked to sing on the album as well.

As for Sanz's long-awaited English album, it will see the light of day once "El Tren" finishes its journey. An homage to American music, it will include touches of blues, jazz and funk, but Sanz says he will clearly sound like a foreigner, down to his accent and simple lyrics.

"It will be one of the leitmotifs of the album, the fact that I'm not from here," he says. "I want people to listen to the soul more than the brain."

Reuters/Billboard