Latin Alternative Music Conference celebrates 25 years

For 25 years, the Latin Alternative Music Conference (LAMC) has been a trailblazer for Latin music and culture, transforming “what was once alternative into the mainstream.” The New York Times has even stated the event to be “ LAMC is to Latin what Sundance is to Indie Movies.” The five-day event includes panels, showcases and more. Music professionals, artists, journalists, music lovers and more are welcome to participate, learn and network throughout the week.

July 9, 2024

The festivities will kick off on the evening of July 9th with the Sony Music Latin Showcase, highlighting a diverse lineup of talented artists. The showcase will feature performances by Nella who won Best New Artist Latin Grammy Award Winner in 2019 and recently released the album “en otra vida,”  as well miguel cornejo, Mexican artist and owner of KM Records. Additionally, J Noa, Latin GRAMMY nominated Dominican rapper and DARUMAS, the soulful and funk trio made up of Ceci Leon on vocals and guitar (Cuba),  Haiti-born and Chilean-based vocalist Vedala Vilmond. Marcelo Rubio, a Venezuelan singer-songwriter will also take the stage.

Tickets here

July 10, 2024

On July 10th and 11th LAMC will host a diverse array of panels and workshops. Wednesday’s lineup is set to feature the dynamic “Wonder Women of Latin Music” panel, proudly presented by Amazon Music. Esteemed industry leaders including Gabriela Urquiza of GlamRock Agency, Rocío Guerrero from Amazon Music, Fabi Kulick representing Live Nation and more will share their insights. Another session, sponsored by TikTok, will explore the realm of Publicity & Social Media with professionals like Charly Perez from Warner Music Latina, Kat De Jesus from TikTok and more offering strategic perspectives. Additional panels throughout both days will include panels such as “ The Business of Songwriting”  presented by BMI, “New Releases and Catalogs” supported by The Orchard, and more.

One of the showcases on Wednesday, July 10th will include the Latin Grammy’s 25th Anniversary with artists Fonseca, Israel Fernandez, Bruises and DJ Gia Fu performing at Summerstage Central Park. Headliner Fonseca is a multi-Latin GRAMMY-winning artist from Colombia who fuses pop and folkloric rhythms. Israel Fernandez is a Latin GRAMMY-nominated artist who creates traditional Andalusian folk music that is pure Romani. Mexican indie pop artist Bruses will be performing as well and was named as one of Spotify’s first artists in the GLOW global music program that amplifies LGBTQIA+ artists and creators. DJ Gia Fu, a DJ and music producer from Hong Kong who specializes in Salsa and Afro-Latin music will be playing as well.

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The Drom will also host the Sounds from Spain Showcase, featuring artists such as Elane, a Spanish hip-hop artist known for her innovative blend of genres and evocative lyrics. Elane seamlessly combines classic and contemporary hip-hop elements, showcasing her unique musical vision. IZARO is another artist who is performing whose conceptual album “cerodenero,” released in late 2023, has captivated listeners with its depth and artistry. A female Flamenco group from Barcelona Maruja Limón will be performing as well. Their music blends flamenco, rumba, pop, and Latin rhythms that express their experiences and realities. Lastly, a surprise guest will be performing. This showcase will demonstrate the diverse sounds from Spain’s vibrant music scene.

Tickets here

Thursday’s agenda will be packed with more panels including  “How Do We Listen To Music? The Importance of Discovery,” featuring industry leaders like Mauricio Ojeda from YouTube Music and Gabo Llano from TikTok, alongside experts from Meta, Pandora and more. Another interesting session, “25 Years of LAMC: Latin Music’s Past, Present & Future,” presented by MTA, will reflect the conference’s impact over the decades. Additionally, panels such as “Bridging Music and Money,” presented by City National Bank, will explore the financial aspects of the industry, while exclusive Q&A sessions will feature Fonseca with Billboard’s Leila Cobo and Residente with Rolling Stone’s Julyssa Lopez.

July 11, 2024

The showcases on Thursday night will include emerging talents at the Indie Showcase presented by BMI. Artists such as Panamanian/Atlanta artist Chicocurlyhead, Mexican Pop singer Bratty, Dance and Electronic group Midnight Generation, and Mexican Alt-Reggaeton artist NSQK. Tickets are available for purchase to witness these rising stars in action. 

Tickets here

Another Thursday night plan includes the annual Acoustic Showcase at S.O.B.’s, presented by Peermusic. Spanish Latin Grammy-winning guitarist Twanguero, Colombian artist Jona Camacho [cover image], Puerto-Rican artist and actress Nohemy, Grammy-nominated and Juno award-winning Afro-Cuban artist Daymé Arocena, Peruvian Pop artist Sebastian Llosa, two-time Latin Grammy-winning Venezuelan artist Henry D’Arthenay, Dominican rapper Lismar, Latin Grammy-winning Venezuelan dance/funk artist Cheo, and Puertorican artist davidjosue are the artists set to perform. These showcases will be exclusively for LAMC registrants. 

Registration information here

July 12, 2024

On Friday, exclusive off-site events will take place at the Meta Office and YouTube Office. These events have limited capacity and are exclusively open to LAMC registrants who have confirmed RSVPs. It’s a unique opportunity for attendees to engage closely with industry leaders and explore behind-the-scenes insights at two of the most influential platforms in the digital music landscape. 

Ending the night with the Warner Music Latina Showcase “Concrete Culture”  will include an exciting lineup of Venezuelan rapper Akapellah, Mexican singer-songwriter mexa-reggaeton Bellakath, Mexican artist Karina Sofia and Cuban rapper Ovi. This showcase is set to highlight the vibrant and diverse talents within the Latin music scene, offering attendees a night of electrifying performances and unforgettable moments.

Tickets here

July 13, 2024

Concluding the week-long event, Saturday will feature Bresh, the worldwide Latin dance party, at SummerStage. This event is free and open to the public which will allow music fans to enjoy music and community. After a week of panels, networking, showcases and learning, Bresh will be the final hurrah.

Feel free to learn more about the LAMC here

Cover image courtesy of the artist, Jona Camacho