 Discovering Pearl Jam, near the end of my high school days at one of the first installments of Lollapalooza, was a pivotal moment for my future involvement in music. As I watched Eddie Vedder bolt around the stage like a mad man, singing so passionately I thought his face would explode, I asked myself why I hadn't discovered this type of music before. I had heard one of the band's songs on the radio but what about the rest of the bands playing? Where was their music? It was so good! Why wasn't L7 on the radio? Seven Year Bitch? Luscious Jackson? Why weren't any of these fierce females in rock on the radio?!?! Why?!
The questions kept nagging at me as I wasted time turning the dial on my home radio waiting and wondering. It finally dawned on me that this music, perhaps, would never end up on this mainstream mechanism, so out to search I went. My wonderwall of music awaited me at the local independent record shops. My new Eden. And this, my friends, is how I continue my quest for the love of the art of music.
As my knowledge and taste grew for rock, the paisa side of me began to question where it fit into all this. Were there bands other than Caifanes and Cafe Tacuba out there? There had to be! I mean, there was so much stuff related to good music in general, why not in español?
In the late 90's I began to hear the term latin alternative during my musical treasure hunts. I didn't completely understand the term but I liked it, especially the alternative part of it. It wasn't rock en español, it was latin alternative. To me, this meant a new gateway.
My gateway's name was Tomas Cookman , my musical Einstein, and I dived right into the never-ending list of artists involved with latin alternative music, mostly all on an independent level. Yes. My scope grew and my love for this "new" fusion of music marked me to this very day. I've discovered such gems as Pacha Massive , Los Fancy Free , M.I.S ., Sara Valenzuela , Ana Tijoux, Coral, Monareta , Nicole and the list goes on.
It's always with him in mind, grateful for the opportunity he provides those of us working in this industry, that I encourage and preach "on and on and on and on" about the yearly Latin Alternative Music Conference . This year's LAMC takes place in New York City from July 6-10.
This event provides information and entertainment focused around the latin alternative music community. My first time there was in 2000 and it was overwhelming simply for its existence. I was able to meet the folks behind the record labels, those in music management, the struggling artists looking for new outlets and those performing as well. Overall it was an amazing experience and it hasn't stopped since.
Now in its 11th year, LAMC is the only major conference geared towards the marketing of Spanish-language alternative music - the voice of today's Latinos. This five-day event provides networking opportunities with the genre's leading artists, label executives, journalists, managers, retailers and programmers, is the most extensive gathering of Latinos in entertainment to be offered by a music conference to date.
There's still time to register and you can do so here: www.LatinAlternative.com
“The Latin Alternative Music Conference brings thousands of people together to celebrate talented Hispanic musicians every year,” says Mayor Michael Bloomberg. “Working together with the Latin Media and Entertainment Commission, the LAMC is one of the many events throughout the year that continue to make New York City the global capital of Latin media and entertainment.”
This is what you should expect:
Wednesday, July 7th – Central Park SummerStage
-Nortec Collective Presents Bostich + Fussible (full band live show)
-El Guincho
-Ana Tijoux
Friday, July 9th – Celebrate Brooklyn at Prospect Park
-Ozomatli
-Fidel
-Toy Selectah
Saturday, July 10th – Central Park SummerStage
-Maldita Vecindad
-The Pinker Tones
-Profetas
For those who’re on a budget (and let’s face it, who isn’t?), LAMC and Jack Daniel’s have joined forces to lower the conference registration, which is now $99 for all attendees. Given that you’re given all-access to countless concerts in the city and networking opportunities, this is a steal. However, do note that walk-up registration will still cost $299, so you don’t want to procrastinate on scoring your passes.
Speaking of networking, the music industry’s most prominent icons will also be present at the 11th annual LAMC this year to provide exclusive advice for budding stars. Here are the topics that patrons can learn more about:
-The Future of Digital Music; Sobre Las Nubes: Cloud Streaming & Other New Technologies
-‘Big Love’ From the Licensing ‘Entourage’: The Explosion of Latin Alternative
Music in Television & Film
-From Colombia to Coachella, Mexico City to Tokyo: Latin Alternative’s Global Rise
in the Touring Market
-Cutting Through the Clutter: Opportunities In an Ever-Fragmented Music and Media Landscape
-The Music Biz Is Dead! Long Live the Music Industry! A Non-Violent Debate of the Role of Labels, Managers & Booking Agents and How to Build Your Team
For more information and a complete line-up or artists, concerts and panels, visit LAMC .
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