In 1988 he jumped on the salsa romántica bandwagon and achieved massive success with the chart-topping album Un Nuevo Despertar on the TH-Rodven label, it was still riding high in the Billboard salsa Top 10 in mid-1989. The track ‘Ven Devórame Otra Vez’ (Come And Devour Me Again) was a smash hit during the summer of 1988. Lalo and Eddie Santiago, another leading romantic salsa star, were special attractions at the 1988 annual New York Salsa Festival - a traditional gathering of the year’s best artists at Madison Square Garden. In 1990, Rodríguez was involved in music industry press speculation about multinational labels poaching top salsa romántica stars. Mid-year it was reported that he had renewed his contract for five more albums with TH-Rodven - the company that had successfully promoted him in Spain - but later in the year he handed over the previously independently distributed, Una Voz Para Escuchar, to the major label Capitol / EMI Latin for release.