In the late 1990s and early 2000s, Latino artists like Ricky Martin, Marc Anthony, Jennifer Lopez and Shakira ruled the pop charts. But who was that so-called "Latin Explosion" actually for, and what were the business considerations behind it? In the third part of our series exploring crossover in pop music, we examine how this supposed boom turned out to be more of a marketing creation, which evaporated when digital streaming entered the picture. You can follow us on Twitter @NPRItsBeenAMin and email us at samsanders@npr.org.