Esta noche quiero hacerle ...

... Rakata, rakata ...

Those of you who listen older folks might say tolerate Reggaeton will recognize this lyric from the Wisin and Yandel song on their Mas Flow album whom coincidently will be on the bill of the Victor Mannuelle and Andy Andy concert I'm going to next Sunday at the Mohegan Sun Casino.

The power and growth of Reggaeton is well documented. Some equate the movement and influence to the rock n roll movement of the 1950s. In my "Dale mas gasolina" post I mentioned the flipping of radio stations to formats that play this music popular with the youth.

Companies are jumping head first into using Reggaeton in their marketing to Hispanic youth. For instance, Verizon recently announced it joined forces with Univsion Verizon to exclusively sponsor "Estrellas del Futuro/Reggaeton," a weekly talent competition that will air on Sabado Gigante.

There's an article on Reggaeton in this week's edition of Newsweek. And, while Daddy Yankee isn't among the finalists for Time's Person of the Year, the influence he's had on culture, youth and purchasing decisions can not be underestimated.

So, put on those dancing shoes and get up to speed on Reggaeton and consider it in your marketing mix for products and services aimed at youth.