The Latin Alternative Music Conference (LAMC)
August 2 – 5, 2006 New York City

Reporting and Photography by Michael Jones

 The annual Latin Alternative Music Conference (LAMC) is a showcase for new music, a forum for networking and a seminar for music business.  In its seventh year, the conference featured panel discussions with top media brass from companies like LATV, Virgin Records, CalabashMusic.com, and Sony/BMG.  Entrepreneurs, radio personalities and artists also contributed to the discussions. And of course there was lots of fresh music as well.

Cuban-American rapper, Pitbull weighed in on the topic of “defining what crossover is in today’s market.” The conference attracts artists, producers, managers, publishers, and journalists.  And although there is a busy schedule of events to keep up with, alliances are forged and friends are made.

Returning to the conference year after year not only highlights what’s brand new, but it also provides an opportunity to find out what familiar artists are up to.  I had the opportunity to chat with Javier Garcia at the LAMC’s headquarters at the Puck Building in Soho.  Last year he was touring in support of his album “13.”  Although he did not perform he did feel compelled to attend and observe this year.  He informed Afropop Worldwide that he is working on a new album influenced by Andalucian aesthetics- - especially the Arab tinged melismatic singing and rhythms of his native Spain.  Stay tuned to Afropop Worldwide for updates.

I was also excited to learn that Colombia’s Hector Buitrago (of Aterciopelados fame) just released his “solo” CD “Conector.”  The title has the double meaning “with Hector” and “Connector.”  In a similar vein to Aterciopelados co-founder Andrea Echeverri’s self-titled release last year; Buitrago does some deep soul searching.  The result finds Buitrago making connections between cultures and spirituality in his lyrics combined with Colombian rhythms, electronic sounds and folk rock.

LAMC Indie Showcase @ Mercury Lounge

The LAMC is traditionally kicked off with an “Indy Showcase” where conference attendees get to check out some of the hottest emerging talent from the Latin Alternative music scene.  This year in Manhattan’s East Village at the Mercury Lounge, there were performances by Pistolera (NYC), Spigga (LA), Monareta (Colombia), Superaquello (Puerto Rico), Contramano (Argentina/NYC), and Candela Soul (NYC). 

It was at this first event that I noticed something different from previous years:  the majority of bands live here in the US.  Throughout this year’s LAMC it became clear that these latest generations of Latinos are embracing their language and creating their own sound rather than try to fit into an English-speaking model.  And they don’t need to travel from abroad.  They live in Los Angeles, San Diego, and New York.

LAMC Acoustic Writers Showcase @ SOBs

Another LAMC tradition is the Acoustic Songwriter’s Showcase.  Presented at the legendary SOB’s supper club, over 10 artists performed in two hours – each getting the opportunity to perform two songs.

During the Acoustic Songwriter’s Showcase, Pacha (winner of last year’s battle of the bands at LAMC) and Latino-Jewish collective Hip Hop Hoodios (fronted by LAMC co-founder Josh Norek) performed at El Museo del Barrio courtyard in Harlem.  These two shows were followed by performances at the Bowery Ballroom by Motel, Chetes, Tres Coronas, Pitbull, The Pinkertones, and Allison.

The Pinker Tones perform acoustic at SOBs, above.  Below:
Kevin Johansen, left  and guitarist from Motel, right.

LAMC Headquarters: Meeting up with comrades


The following day at the LAMC headquarters I had the opportunity to meet many artists new to Afropop Worldwide.  There was an air of excitement and discovery – even camaraderie as bands introduced themselves.

Conference participants spent the day networking and sitting in on panel discussions such as, “Getting Heard:  Latin Music in Film, TV, and Video Games.” 

After a full day of business we migrated to Brooklyn for an outdoor concert under the stars at the enchanting Prospect Park Bandshell.  In conjunction with Celebrate Brooklyn, Los Tres, Belanova, and Venezuela’s funk sensation Los Amigos Invisibles got the dance-happy crowd moving.

LAMC Co-Presents the Celebrate Brooklyn Festival @ Prospect Park Bandshell/Rumsey Playfield

The LAMC wrapped up its series of showcases at Central Park Summer Stage with performances by reggaeton phenom Calle 13, Argentine rocker Gustavo Cerati and the electronica styling of Mexican Institute of Sound.

Special thanks to LAMC co-founders Josh Norek and Tomas Cookman for creating such an effective conduit for this underexposed music to reach the audiences it deserves.

First published: www.afropop.org