LAMC’s 20th Anniversary Edition Announced for July

The Latin Alternative Music Conference will celebrate its 20^th anniversary in New York City from July 7-13.

LAMC producer Tomas Cookman, who is also the president of Los Angeles indie Nacional Records and CEO of artist development company Industria Works, tells Billboard that this summer’s special edition will spotlight Spain, Colombia and Argentina, and honor 20 “people or companies that have helped these last 20 years be filled with ongoing music.”

Over the past two decades, the LAMC has witnessed, and done its part to propel, changes in the definition of Latin music, starting with propagating the idea of “latin alternative” itself, providing a showcase for rock, electronic, urban and folkloric fusion and artists who defied any genre category. Underground or simply unrecognized artists who first got major attention at the LAMC have since gone on to signings with major labels, commercial radio hits and Grammy wins. At the same time, the LAMC has proven that Latin artists can have viable careers outside the mainstream.

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“The LAMC year after year has tried to be a meeting of the minds – a platform to show that there is an amazing, vibrant and complex market within Latin music,” Cookman says. “Be it having Pitbull, Bomba Estereo or Natalia Lafourcada on early career showcases, or Calle 13 or Cafe Tacvba filling up a public park to capacity, the range and types of artists we have highlighted over these 20 years runs the gamut of the ever-changing face of Latin music.”

The hub of this year’s conference will be Manhattan’s Stewart Hotel, where panels and networking events will take place.

“On the business side, the LAMC is where you can hear the founder of Pandora talk about his new service many years ago or Ruben Blades give a master class on the music industry,” Cookman says. “You can find the head of a cool indie label in Bogota sitting next to the head of a multi-national and all waiting for Carlos Vives’ panel up next. We have been especially proud of the panels and panelists that have shared their insight with our packed rooms as we truly believe that knowledge is power.”

Concert venues will include Central Park Summerstage, Celebrate Brooklyn at Prospect Park and Queensbridge Park. Lineups have yet to be announced.