Ritmo Latino

He named it Ritmo Latino (Spanish for “Latin Rhythm”) in order to appeal to its Hispanic customer base.

Ritmo Rock is a store concept dedicated to Latin and English rock, something Massry called “a niche within a niche.”[3] In 2000, Ritmo Latino sponsored the first Premio de la Gente awards, which was created to award Latin music based on fans votes.

[3] In 2005, Ritmo launched an educational computer software line specifically designed for the Spanish speaking market.

By 2007, Ritmo had 52 stores in the U.S., in states such as California, Nevada, Arizona, Texas, Illinois, Florida, Washington D.C., Maryland, and New Jersey.

Ritmo also received notable media attention when it accused Jennifer Lopez of not supporting her Latin heritage because she would not make public appearances promoting her album Como Ama una Mujer at any Latin-oriented music chain.