March 10, 2001

East Los Angeles' critically acclaimed favorite sons Los Lobos will be honored with Billboard's Lifetime Achievement Award, El Premio Billboard, at the Billboard Latin Music Awards. The Billboard Awards will be broadcast on Telemundo on Sunday, April 29, 2001

El Premio Billboard is the industry publication's highest accolade that recognizes those who have taken Spanish-language music beyond its natural fan base to audiences around the world.

Los Lobos will accept the award at the Billboard Latin Music Awards on Thursday, April 26, 2001, at the Jackie Gleason Theater in Miami. The awards ceremony will be televised nationally on Sunday, April 29, 2001, on the Telemundo Network.

"Los Lobos continue to break ground in both Spanish- and English-language music, effortlessly crossing cultural and language divides. Their status as possibly the most long-standing bicultural, bilingual band in the nation makes them the recipients of this year's Lifetime Achievement Award," stated Billboard's Latin/Caribbean Bureau chief, Leila Cobo.

El Premio Billboard crowns Los Lobos' impressive 24-year recording career, a journey that began in 1977 with "Los Lobos Del Este De Los Angeles (Just Another Band From East L.A.)" -- the band's classic all-Spanish debut, reissued on Hollywood Records last year. Featuring a rich collection of Latin American folkloric songs, the album launched Los Lobos' role as ambassadors of Latin music to rock audiences at home and around the world.

In 1984, Los Lobos won their first Grammy Award for Best Mexican-American Performance. Their raucous cover of Ritchie Valens' "La Bamba" in 1987 precipitated a global No. 1 hit and was soon followed by several more Grammy Awards and glowing media acclaim over the next decade.

Los Lobos have earned international renown as a band that forever pushes the envelope, melding Latin influences with cutting-edge rock and pop music.

As the most versatile artist within the Buena Vista Music Group family, Los Lobos will continue that legacy on sister label Mammoth Records, the eclectic New York-based home to such artists as Seven Mary Three, John Wesley Harding, A and Joe Henry. The band rounds out the label's diverse roster, revitalizing Mammoth's strategy to focus on long-term artist development.

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