A few years ago as I watched a documentary about the civil rights movement of the 1960’s, a local leader from an Alabama town explained his views on racism. He explained that racism has no logic. Racism itself does not allow for rational decisions. That’s what makes it extremely difficult to combat racist beliefs and actions. His thoughts explain why racism in many places may last for decades, or centuries. Many here in the US have seen racism become a systematic problem throughout our society. Which includes cultural avenues like music. A major solution is education about people of different cultures and skin colors. Our featured artist this week endeavors to teach and expose racism within the music industry, but she understands that the struggle continues. Nevertheless, a very important struggle. This week Weekly Music Commentary features the rising singer Amara La Negra.
Of course I realize that many of you reading this post may not be familiar with Amara La Negra. Not unless you follow Latin music closely, or watch the television show Love and Hip-Hop: Miami. If you are not familiar with the young recording artist or her music, allow me to introduce her to you.
Dana Danelys De Los Santos, known by her stage name, Amara la Negra, was born and raised in Miami, Florida by a single mother. When her mother gave birth to De Los Santos, she maintained her idea of work ethic in order to ensure that her daughter would have a bright future. The mother and daughter would live in the neighborhood of Allapattah.
Amara’s mother made her way to the US from the Dominican Republic. She quickly became known as a tireless worker. In fact, it has been reported that she worked five jobs simultaneously at a time. She not only set the example of a work ethic for Amara, she insisted her daughter also work hard to achieve success. Amara had a childhood that revolved around the future of her career as an artist. She never learned how to ride a bike or how to swim, or roller skate. Her mother would often ask her: “do you want to have fun or prepare for your future?” That question was instilled as a way for Amara to constantly recall the determination of achieving success. Due to the amount of work output, she rarely had friends.
As I read about Amara La Negra’s childhood, it was somewhat different from my own. It made me think that things parents instill in their children are a reflection of their own childhood. My father always led by example to instill work ethic, but as a musician he never insisted that I get involved in music lessons instead of the well-rounded life of a child. I’m not speaking against the actions of Amara’s mother. I’m just stating that she chose a different way.
Amara la Negra got her start as a child performer and personality on the weekly Univision’s Sábado Gigante for six years. Her time on the weekly entertainment television show made her a prominent child artist in the Latin American community.
Interestingly, she would experience racism in the entertainment industry right from the start of her career. For the six years she was on the show, Amara says she was the only dark-skinned child in the cast and that producers would always place her either way in the back of the stage or smack in the middle “like a bug in the middle of a cup of milk.” The comments about Amara’s appearance from people working on the show were constant. Amara’s mother was often told her daughter’s hair was unmanageable and needed to be permed. “And I remember her looking at me and her face … it was just letting me know that this was the beginning of the struggle,” Amara says.
Yes, the struggle would continue. As I thought about her early experience at Sábado Gigante, it made me reflect on the statement made about racism in the documentary I shared at the beginning of this post. I thought about the show producers, possibly well-meaning, but not realizing their words and actions might be hurtful. Education certainly would help cure the scourge of racism, However, sensitivity and empathy could also help all of us steer clear of hurting one another. Regardless, racism is prevalent in all parts of society, even the music industry.
After years of straightening perms, hot combs, and dieting Amara decided she was done policing her body. So she took the stage name Amara La Negra, “love the black woman,” and embraced her afro.
Amara La Negra moved on from Sábado Gigante and continued her career in music. After performing for years as a dancer and singer in the Latin American market, in 2015 Amara La Negra began breaking into the American market with her song, “Asi”. The song reps Afro-Latinas and women of color in a way that challenges the norm and traditional modes of sexuality in musical genres such as that of Reggaeton.
Amara La Negra joined the cast of Love and Hip Hop in January, 2018. After years of being a part of the Latin American music circuit and her participation in several music projects, the Love and Hip Hop franchise took notice of Amara La Negra. She joined the cast along with Trina, Trick Daddy, Gunplay, and several others.
Of course, like most artists Amara La Negra would like to use the television platform to further her career. It appears her career move is working. However, she wants people to know what she’s up against in the music industry. She explains that racism and colorism run rampant in the business, and not just from white Americans, but from other Latinos, too.
Amara La Negra thinks more positive media representation can help heal the Afro-Latino community. Growing up, she remembers that Afro-Cuban salsa singer Celia Cruz was the only famous Afro-Latina who looked like her that she had to look up to. “She was everything,” Amara says. “She was loud … she was very humble, she was an amazing person.” Like Cruz, Amara La Negra wants to be a role model for Afro-Latinas coming up in the industry today.
What might be next for Amara La Negra? Well, on January, 2018, Amara signed to Fast Life Entertainment Worldwide and BMG for a multimillion-dollar and multi-album record deal. That means we should be hearing more music from the young, up and coming artist. Therefore, she might get a real opportunity to be a mentor to many other Afro-Latinas looking to follow her in the music industry. For now, even with all the success for Amara, the struggle continues.