Preview: The Latin Alternative Music Conference 2015

By Ernest Barteldes

It is no secret that I am a fan of outdoor concerts during the warm summer months, but there is one event that I eagerly wait to come around: The Latin Alternative Music Conference, the annual event that takes place all over the city, including shows in Central Park and Celebrate Brooklyn and other select venues. Though some of the concerts are for participants only such as the various showcases, most are open to the general public – a treat for fans of Latin Alternative artists.

But what exactly is Latin alternative in the first place?  A few years ago, one editor included in an article of mine that it is basically about Latino artists that ‘don’t play salsa.’ Though for most readers back then that might have made sense, I did not really like that definition because rhythms like mambo, cumbia and salsa are actually part of the genre, just not in the traditional sense.  After all, reggaeton is the ultimate blend of a quintessentially North American genre with the sounds of the Caribbean. Aterciopelados is a rock band that incorporates traditional Colombian music into their songs, and Chilean rapper Ana Tijoux (who was by the way first showcased in America at LAMC before she broke out internationally) does not hide her home country’s influence in her rapping.  At least they are no longer calling it “rock en español,” a dreadful label that came to be in the 90s when some Latin bands broke into the pop scene in America.

The LAMC is more than just music – it’s an opportunity for musicians to network with label executives, journalists and ultimately their own peers. When I first attended about a decade ago (has it been that long?) the conference had what I would describe as more of a party atmosphere, but it has since grown up and become one of the principal opportunities to exchange ideas and try to find the answers for questions about the state of the music business today – which has been changing in breakneck speed.

During the entire conference, several panel discussions are held to look at the state of music today and how to stay current in it – I recall sitting at one panel that included professionals involved in crowdfunding, then a novel idea that not many in attendance could understand.  This year, streaming is one of the topics up for discussion. Sure, it is not exactly a new idea, but now that large companies like Amazon and Apple are embracing it, what does it mean for a struggling independent artist who can no longer rely on downloads to make a living? Their music might be featured on NPR, but that is not going to pay their bills – new music comes out at a crazy pace these days, and it’s becoming harder and harder to focus on what the next thing might be (believe me, as I write this I am trying to go through my never ending pile of music to review).

For music fans, this year’s attractions are indeed a treat. The fun begins tonight (July 8) at Central Park Summerstage, where three up-and-coming bands will showcase their music – Starting with Electronic music artist Helado Negro (Roberto Carlos Lange, who I’m guessing changed his stage name because of another popular artist called Roberto Carlos), an Ecuadoran native who now calls Brooklyn his home. His sound bears a lot of influence from his former Miami home, but you can hear a lot more in what he does.

Following him is Systema Solar, a Colombian electronic collective that (as I mentioned before) blends lots of their native sounds with more contemporary sounds – it’s not for everyone, but it is certainly innovative.  Closing the evening is Compass, a collaboration between Camilo Lara  –  a frequent collaborator to the LAMC – and Toy Selectah, a DJ and producer with a large resume that includes Morrissey and Calle 13, to name a few.  On Friday (10/7) we go to Celebrate Brooklyn for a three-part set that includes veteran Argentinean band Los Autenticos Decadentes, one of the great luminaries of their country’s pop scene for over thirty years – who apparently are enjoying a comeback.

On Saturday we return to Central Park for another great afternoon that will feature Ximena Sariñana, a Mexican breakout singer who has been crossing over thanks to her efforts in English-language songs such as “Different,” an infectious song about not conforming to expectations.

There is much more going on – just check out the schedule for further details. It is a great opportunity to get out of the American pop box and discover some new sounds. I always have a lot of fun there and am always reporting – so please follow my Twitter feed @ebarteldes for more.

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