What does it take to be a triple threat in the music business both the Latin and mainstream markets? It's talent, crossover appeal, and good marketing.

We've witnessed the music careers of Ricky Martin, Shakira and Enrique Iglesias flourish, among several other Latino artists in both markets, but it's not always easy to captivate both audiences. However, there are several up-and-coming Latin artists in various genres, including alternative, pop and rock that are making their presence known on the Grammy front and beyond. So what does it take to reach both sides?

Ad Age took a closer look at rising, crossover stars that are expected to make a splash in the Latin music industry and appeal to both markets.

One key lesson to keep in mind? "Look for artists whose music seamlessly transitions to English from Spanish, so they're able to reach everyone from the Spanish-dominant to English-speaking Hispanic millennials, and can eventually cross over into the general market, " Ad Age noted.

Music aficionado/musician and influential business man, Alex Lopez Negrete, president-CEO of the fourth-biggest U.S. Hispanic agency, Lopez Negrete Communications in Houston, who "helps infuse Latin music and artists in his clients' campaigns," shared his knowledge of zeroing in on the right formula. After all, he helped co-write a song for Dr Pepper several years ago, before signing up Pitbull for the brand, according to Ad Age. Negrete also has an impressive roster of mega-clients including Walmart, Verizon Communications and Bank of America, as well as a music-production studio called ZapBoomBang at the agency.

Back in 2013, "Mr. Lopez Negrete and his cousin Rudy Lopez Negrete, the agency's Los Angeles-based manager of music and content, talked to Ad Age about the next Hispanic music stars that marketers should get to know, starting with the wholesome teenage Sonus brothers and working up to a pick for only the edgiest marketer, Band of Bitches."

Who are these up-and-coming artists and why should we keep them on our radar?

La Santa Cecilia

Dubbed "The Best Latin Alternative Band of The Year" by LA Weekly, La Santa Cecilia is a band made up of Mexican-Americans from East L.A., who are named after the patron saint of musicians. This year, they won a Grammy for Best Latin Rock, Urban or Alternative album -- "Treinta Días" off of its record label, Universal Music Latino Y Arju Productions, Inc.

"It's a mix of what happens here in Los Angeles amongst Latinos, and being bi-cultural here in the United States. It's just a reflection of what Latinos are doing culturally within the United States, and we present our traditional culture with a lot of pride -- and we also accept and love our North American culture..rock, blues, jazz and we just mix them all together and we create a style of music," said Miguel Ramirez, percussionist and member of Santa Cecilia upon receiving a Grammy at the 56th Annual Grammy Awards.

According to Ad Age, from a marketing standpoint, the industry should take note of "colorful lead singer La Marisoul, who was praised by Rolling Stone for her "enchanting, unfettered bellow," and she has performed with Elvis Costello.

La Santa Cecilia joined NPR's World Cafe in concert for WXPN's first installment of Latin Roots Live in December 2013.

The band got its start by playing on the streets of Los Angeles then released its self-titled debut EP in 2009. La Santa Cecilia built a fanbase by playing gigs throughout North America and Mexico.

"Elvis Costello is one of the band's most vocal fans; the English singer-songwriter invited La Marisoul to sing on Wise Up Ghost, his recent collaboration with The Roots, and he appears on La Santa Cecilia's major-label debut, Treinta Días," NPR reports.

Jenny and the Mexicats

According to Ad Age, Jenny who hails from London, England, is lead singer and trumpet player of a "truly unique" band with jazzy and flamenco undertones. It points out that the band has marketing appeal "after topping the charts in Mexico and touring Europe," and then bringing its talent to the U.S.

While in Spain, Jenny, then 21, met bassist Icho. While in Madrid, Icho called the best guitarist in town, a Mexican musician with the name "Pantera" who made his living as a flamenco guitarist. Pantera and Icho had been together many years ago in a band called Rockabilly and Punk in a band in his hometown of Mexico. Pantera then proposed another friend, David, an extraordinary percussionist born in Madrid. In 2008, they all joined forces and formed Jenny and The Mexicats.

Sonus

Sonus could be considered a Latin 'One Direction,' The adorable trio of teenage brothers from Argentina take on pop music both in English and Spanish.

"Why marketers should care?: 'Their stuff is as sticky as chewing gum," Alex Lopez Negrete told Ad Age. "They'll be at the level of the Jonas brothers in the next couple years."

Las Marti

Twin sisters from Colombia that have a somewhat "Shakira-esque" vibe are "good songwriters as well as singers."

Why should marketers tune in? "Brand-friendly, they've already done a song for Lopez Negrete client 7UP," Ad Age points out.

Arjona

Guatemalan "balladeer-pop idol in Latin America" Ricardo Arjona no only has musical chops but he's got game -- he was also a former basketball player, but more importantly, he has sold over 40 million albums.

"Why marketers should care: He's a good choice for an advertiser looking for a star with a huge Latin fan base who sells out arenas," according to Ad Age.

Band of Bitches

They are not your conventional band, if it's not already obvious by its name, the band doesn't want to conform -- and they further prove it by wearing masks.

"Why marketers should care: Only for an equally edgy apparel or lifestyle brand. Think Converse," Ad Age notes.

Jesse y Joy

These Latin Grammy winners prove that siblings can get along, and make beautiful music together. This brother and sister singing duo were born to a Mexican father and an American mother, so that adds to their crossover appeal as well.

"Why marketers should care: They're squeaky clean, and electrifying in videos and live. 'I wouldn't be surprised if they do a deal with a big marketer in 2014,'" Alex Lopez Negrete told Ad Age.