The 22nd LAMC 2021 Latin Alternative Music Conference is virtual at latinalternative.com May 4-7, 2021. This virtual season is free and open to the public.
Latin Alternative music is basically a blend of various rock and Latin styles. It’s usually Rock en Español, but not always. Sometimes it’s Latin music in English. Muy chévere (very cool). Latin Alternative is really the next generation in the evolution of Latin music. Despite all the racial nonsense in our country, we are blending together and our music is too. Love conquers all.
We all look forward to gathering in person again, but one of the benefits of going virtual is that the entire world can participate. This year’s LAMC is focused on New York, Madrid, Buenos Aires, Mexico City and Los Angeles. These cities are important because Latin rock first emerged in Mexico and Argentina, before moving to Los Angeles.
Double Academy Award winner Gustavo Santaolalla, the former leader of Argentina’s seminal rock band Arco Iris, is the padrino of Latin Alternative. He is the keynote interview this year on Wednesday. Rock was originally banned in Argentina. Performing could get you arrested and beaten up. When the government decided to use the kids insteading of harassing them, it proclaimed Rock Nacional and started forcing bands to promote a government agenda. Instead of working for the government, many artists including Santaolalla left for Los Angeles. Wonder if Rock Nacional is what inspired the name of Nacional Records, the Latin Alternative record company and LAMC producer?
The Spaniards pick up what’s going on and add their own European spin to it. Many people think Madrid is the center of the Hispanic world, but it’s actually Mexico and Mexico City. Instead of Americans copying Europeans, the Europeans are now copying the Americans. ¡WEPA!
Latin Alternative tends to get ignored by the Latin Recording Academy (Latin Grammys who are actually participating this year). Los Angeles is the home of Latin Alternative. Miami is the home of the Academy. It’s Mexico vs the Caribbean.
That makes the LAMC even more important to the industry because it brings a little balance to the music business. In our opinion, the LAMC’s mission of developing new talent is far more vital to the industry than the commercial recognition of a Grammy.
LAMC 2021 Latin Alternative Music Conference
The LAMC is a series of music showcases combined with a conference of panels and workshops. It’s like a film festival for music. The networking opportunities are awesome.
The festival is normally held in summer in New York City, where some of the showcases are co-produced with SummerStage. The team made the smart call to stay virtual this year because it’s just going to take some time to solve the hard problem of the COVID-19 pandemic.
The Producers
LAMC 2021 is produced by Nacional Records of Los Angeles, one of the leading Latin alternative record labels. This season Jose Tillan 🇨🇺 of Pop Garage is helping to produce the event. He’s a heavy hitter who has produced Latin Grammys and MTV Music Awards.
Artist and Industry Participants
One of the great things about the LAMC is the high level of artist and industry participation. You may meet someone or learn something that could launch your career. If you want to be in the music industry, start getting involved and if it is to be, you’ll eventually figure it out.
These artists and music industry businesses are participating in the conference. Check the line-up for dates and times at latinalternative.com
Showcases
Tuesday, May 4 at 4:40pm ET
Presented by Latido Music by Mitu
- Pachyman 🇵🇷
- Maye 🇻🇪
- Khea 🇦🇷
- Yendry 🇩🇴
- Villano Antillano 🇵🇷
- Flor de Toloache 🇲🇽
Wednesday, May 5 at 4:10pm ET
Sounds From Spain Showcase
- Love of Lesbian 🇪🇸
- Paula Cendejas 🇪🇸
- Baiuca 🇪🇸
- Astola y Ratón 🇪🇸
- La Selva Sur 🇪🇸
- Amber Figueroa 🇪🇸
BMI Showcase
- Vanessa Zamora 🇲🇽
- Pehuenche 🇲🇽
- Alex Rose 🇵🇷
- Niña Dioz 🇲🇽
- Gustavo Laureano 🇵🇷
Thursday, May 6 at 5:45pm
Bizbat Contest Winner
- Emilia Vega 🇲🇽
With Summerstage Anywhere
- Dawer x Damper 🇨🇴
- Cande y Paulo 🇦🇷
- Pahua 🇲🇽
- La Dame Blanche 🇨🇺
- Hendrix
- Sebastián Otero 🇵🇷
- Fidel Nadal 🇦🇷
Friday, May 7 at 5:10pm
Acoustic Showcase presented by Supersonica
- Denise Rosenthal 🇨🇱
- Silvina Moreno 🇦🇷
- Silvana Estrada 🇲🇽
- Lennis Rodriguez 🇩🇴
- Gina Chavez 🇲🇽
- Mariangela
- Kathy Palma 🇬🇹
Latin Alternative Artists
Tuesday, May 4
- C. Tangana 🇪🇸
- Leila Cobo 🇨🇴
- Mon Laferte 🇨🇱
- Albina Cabrera 🇦🇷
- Ana Tijoux 🇨🇱
Wednesday, May 5
- Natalia Lafourcade 🇲🇽
- DJ Chilly 🇺🇸
- Rebeca Leon 🇨🇺
- Leila Cobo 🇨🇴
- Paloma Mami 🇨🇱
- Veronica Orozco 🇨🇴
- Gustavo Santaolalla 🇦🇷 interview by Javier Andrade 🇦🇷
- Robot 95
Thursday, May 6
- Elvis Costello (the English New Wave artist is an odd participant, but he’s great)
- Tainy 🇵🇷
Friday, May 7
- Eduardo Cabra 🇵🇷 (Calle 13)
- Gabriel Garzón-Montano 🇨🇴
Music Industry Participants
- Amazon Music Latin
- Apple Music
- Bizbat
- BMI
- Billboard Latin
- Citrin Cooperman
- City National Bank
- IberiaBank / First Horizon
- Industria Works
- Ingrooves
- KEXP Seattle
- KRK
- Latin Grammys (you’re here)
- Musicares
- NPR Alt.Latino
- The Orchard
- PeerMusic
- Songtrust
- Sounds from Spain
- Summerstage
- Spotify
- Symphonic Distribution
Check the line-up for dates and times at latinalternative.com. It’s great to see the entire Latin world coming together.
See you at the LAMC 2021!
