A SOUR NOTE FIRST LATIN GRAMMYS ENCOUNTER TROUBLE AND CRITICISM, AMID HOPE MUSIC WILL PREVAIL.

Byline: Sandra Barrera Staff Writer

It's the same old story for the Grammys, which has had its share of controversy over the years: You can't please all of the people all of the time.

That realization comes none too soon for the premiere of the Latin Grammy Awards, being televised Wednesday on CBS from the Staples Center. A couple of weeks ago, an independent record label criticized the Latin Academy of Recording Arts and Sciences for not enlisting any Mexican regional artists to perform at the awards show. Then Mexican regional balladeer Alejandro Fernandez was added to the bill, silencing critics.

But bad feelings still lingered, leaving some in the music industry speculating just how well-represented Latinos really are in this first awards ceremony of its kind.

The idea behind the Latin Grammys is to ``celebrate the excellence'' of music made in Spanish- and Portuguese-speaking communities throughout the world. To be nominated, the songs must be sung partially in Spanish or Portuguese.

But the question is, does it?

With the Latin Grammy Awards inaugural ceremony being held in Los Angeles and televised nationally, it's no surprise that the show skews more to the American-bred crossover acts.

Christina Aguilera, Ricky Martin and Jennifer Lopez are the performers topping the list of entertainers that night. Because of that, Beto Cuevas of the Chilean electronic band La Ley likens the Latin Grammys to a showcasing of the latest trends.

``I'm never too excited about fashion shows,'' he says, speaking to America's version of Latin music. ``I mean, I know they exist and I respect them, but I thought this Grammy was going to be the Latin Grammys for all those big artists from all over the world.''

According to Mauricio Abaroa, senior vice president of LARAS, it is.

This Grammy was conceived from an idea started by the heads of the National Academy of Recording Arts and Sciences 11 years ago when they began venturing into Latin countries to network with the recording industry.

That grew into LARAS, founded in 1997.

Three years later, the academy has more than 2,400 members from Latin communities, including those inside the United States.

Abaroa says it's these members who are responsible for having narrowed the more than 5,000 entries down to 200. And it's they who decided who the 40 winners will be.

But it's not the academy's selection of nominees that has drawn criticism - not entirely, anyway.

It was Van Nuys-based Fonovisa that criticized LARAS for not asking any Mexican regional artists to perform on the broadcast. Instead, the Latin Grammy organization was accused of catering to artists associated with Sony Music and its executive Emilio Estefan Jr., the Miami-based producer who has worked on a number of crossover albums, including English debuts by Ricky Martin and Marc Anthony.

Estefan was honored Monday as LARAS Person of the Year 2000.

Fonovisa was also ruffled because only five of its top-selling performers were nominated for Latin Grammys. And they were all in the regional category.

With Mexican regional music making up an estimated 60 percent of all Latin music sales in the country, this sent Fonovisa and its supporters crying foul to a local newspaper.

Tomas Cookman, who manages a number of Latin music acts including Grammy nominees, was among those outraged in the article that was picked up by news outlets across the country.

But he has since changed his tune, saying that the reporter who contacted him may have ``extended my opinion a little bit more than my initial idea.''

He was told the Latin Grammys would feature no Mexican or Mexican regional artists on the bill. And that the list had been finalized.

``I told her, if it really was that way, then that's horrible,'' he says. ``But it wasn't finalized. So she sort of just jumped the gun by saying that.''

LARAS shot off a press release early last week that listed the names of performers including Alejandro Fernandez. He is touted as the Grammys answer to regional music.

``He represents the new generation of rancheros,'' says Abaroa. He then gushes, ``What Ricky Martin is to pop, Alejandro Fernandez is to regional music.''

It is unclear if Fernandez fits that bill for Fonovisa. Representatives from the label refused to say anything more about the matter.

The only certainty is that neither Fonovisa's employees nor its artists, including the five who were nominated for awards in the regional music category, will be attending the event.

Rejelio Macin, general manager of BMG US Latin, says he's sorry Fonovisa, one of the first American labels he worked for, has decided to steer clear of the Grammys.

Macin says he understands their frustration, but he also knows the Grammys have a show to put on.

``I think it's very difficult the very first time - as is everything,'' he says. ``And to be honest, I don't know what the result is going to be. I think we're just coming up with conclusions and the show is not even over. The show hasn't even started.''

But the fact is that most people in the recording industry are looking forward to the Latin Grammys and all that it represents.

``I'm proud of it,'' says Maribel Schumacher, vice president of marketing for Warner Music Latin America. ``I'm glad that we've been able to garner the recognition that it merits a show in and of itself.''

But Schumacher, too, admits Fonovisa will be sorely missed.

``There's always sympathy for your competition, and I'm being very serious,'' she says. ``Because if they took that kind of position, then that leads me to believe that they were seriously hurt. I am sorry for them, and I hope that next year they will be vindicated.''

That could very well be.

The Latin Grammy Awards show is being held in L.A. this year, but next year it could be broadcast from Mexico City, Buenos Aires, Madrid or Rio.

Abaroa says this will give each year's show a different flavor, explaining, ``That's why we have more crossover artists in this first edition because it's going to be held in the United States.''

``What we're doing is launching a satellite into orbit with this first edition and, you know, we're not in the mood for sadness,'' he says. ``We are not the Regional Mexican Recording Academy of Arts and Sciences.''

Latin Grammys lineup

The first annual Latin Grammy awards will be presented in 40 key categories covering many genres and sub-genres of Latin music.

Emilio Estefan Jr. heads the list of nominees with six nominations honoring his work with some of Latin music's biggest acts, including Marc Anthony and Gloria Estefan. Crossover pop sensation Anthony and Latin songstress Shakira each received five nominations. Anthony's nominations include Record of the Year, Song of the Year and Best Pop Male Performance. Shakira's nominated in Album of the Year and Best Pop Album categories.

Gloria Estefan, Jennifer Lopez, 'N Sync, Son by Four, Christina Aguilera, Michel Camilo, Celia Cruz, Djavan, Sheila E., Alejandro Fernandez, Israel ``Cachao'' Lopez, Mane, Ricky Martin, Miami Sound Machine, Tito Puente Jr., David Sanchez, Arturo Sandoval, Carlos Santana, Shakira and Dave Valentin will perform at the awards.

The facts

--The show: ``Latin Grammy Awards.''

--What: Inaugural awards show.

--The stars: Hosted by Jennifer Lopez, Jimmy Smits, Gloria Estefan and Andy Garcia.

--Where: CBS (Channel 2).

--When: 9 p.m. Wednesday.

CAPTION(S):

8 photos, box

Photo:

(1 -- cover -- color) Jennifer Lopez

(2 -- cover -- color) Gloria Estefan

(3 -- cover -- color) Co-host Andy Garcia

(4 -- cover -- color) Co-host Jimmy Smits

(5) Mainstream crossover artists, such as Christina Aguilera, are scheduled to perform at the premiere Latin Grammys, but not without drawing disapproval.

(6 -- 7) Jennifer Lopez, left, and Ricky Martin will join other popular American-Latin acts at Wednesday's awards show.

(8) Carlos Santana, who was the big winner at this year's Grammys, will be performing.

Box: Latin Grammys Lineup (see text)