The surest evidence that the local Hispanic market is experiencing explosive growth can be found on the radio airwaves. In 1999 alone, three new Spanish-language stations joined an already crowded field, which now includes eight stations (not to mention KKFR-FM 92.3, which goes out of its way to reach Latino hip-hop fans).

In simpler times, local Spanish-language radio was thoroughly dominated by KNAI, known as La Campesina, part of a United Farm Workers network based in urban areas. And although its numbers have inevitably dropped in the past two years, KNAI remains the conscience and the soul of Spanish radio in the Valley.

While other stations opt for a pop-friendly, synthesized brand of Tejano, KNAI cranks out accordion-driven conjunto and polka rave-ups, with a smattering of acoustic waltzes, and just enough social commentary to remind you of its roots in Cesar Chávez's labor movement. Ultimately, La Campesina is a daily aural reminder that there's no point in crossing over to the mainstream if you lose your traditions along the way.