The seventeenth edition of the Latin Alternative Music Conference took over New York City this week from July 6th to 9th. LAMC presents the more daring side latin music, mostly rock, hip-hop, and electronic music. As in years passed, LAMC presented panel discussions, exhibitions, and concerts.
LAMC is the only conference directed specifically toward the marketing of alternative music in Spanish. This four day event provided numerous opportunities to meet the artists, music industry executives, journalists, managers, and radio programmers of the genre.
Even with all the discussion on the industry panels in LAMC, the concerts were what truly gave the event life. On Wednesday night the LAMC shows started at Central Park's SummerStage with Mexican Morrissey tribute super-group Mexrrissey, Argentine reggae band Los Cafres and Cuban rapper and jazz singer La Dame Blanche.
On Thursday night, the LAMC's show at the Highline Ballroom in Manhattan featured Argentine electro-pop band Miranda!, Costa Rican rockers Las Robertas, Tijuana's Vaya Futuro, and this year’s LAMC "Artist Discovery" award winner Ileana "iLe" Cabra of Calle 13 fame. On Friday night, the music returned to SummerStage, with a show led by Zoe's frontman León Larregui. Also on the bill were performances by Brazilian singer Rodrigo Amarante and Tijuana's Grenda. The music ended on Saturday night at Prospect Park in Brooklyn, with Mexican singer-songwriter Carla Morrison, Hurray for the Riff Raff, and Buscabulla.
LAMC Presents New Opportunities and Challenges
The conference also focused on the continuing change in the music industry. There were panels on the growing opportunities for Latin Alternative music in areas like film, television, and advertising. There was also a lot of discussion of how bands succeed on tour and the the continued growth of digital distribution of music through streaming services like Spotify.
Spotify is the world's largest music streaming service. It lets you listen to your favorite music by searching by artist, album or through playlists created by the users themselves. It is now the dominiant player in music straming with companies like Apple trying to catch up. The service was launched in October 2008 in Europe and in other countries in 2009.
The Swedish company, with headquarters in Stockholm, has agreements with the most of the major record companies like Universal Music, Sony BMG, EMI Music, Hollywood Records, Interscope Records and Warner Music among other. The company has experienced extraordinary growth over the last few years. In June 2016 they announced that active users had increased by 100 million, 30 million of which were paind subscribers.
While the music industry continues to change, the 17th addition of LAMC made one thing clear. Latin Alternative music is well placed within the industry's current trends and will be an even bigger part of the industry's future.
Photo Credit: All photos James Klein (KPRENSA)