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LAMC Rocks New York City
August 03, 2006
By Nancy Ayala
In its seventh year, the Latin Alternative Music Conference is much more than the usual panels and exhibitions attached to a big media gathering. The four-day event, which began Aug. 2, also is a veritable panache of concerts, parties and art exhibits, supported by sponsors ranging from Chivas to Kellogg’s and music networks mun2 to MTV Tr3s.
By midday Thursday, about 1,100 attendees had registered at the Puck Building in downtown Manhattan, according to Tomás Cookman, who has helmed the annual event through his Los Angeles-based firm Cookman International. Guests include label executives, managers, retailers and programmers eager to understand the marketing of Spanish-language alternative music.
The first panel, “Spanish vs. English in Reaching U.S. Latinos,” was represented by Kike Posada, Boom magazine; Danny Crowe, president, LATV; Renzo Devia, AIM TV/Maximas Productions; Jaime Gamboa, publisher, Tu Ciudad magazine; Bruno del Granado, RM Enterprise; Manny Gonzalez, vp/managing director, Hill Holliday Hispanic/abecé; Toy Hernandez, DJ and A&R creative for Control Machete; Alex Pels, general manager, mun2.
The consensus was to reach out -- but offer quality product and establishing a proper balance between Spanish- and English-dominant Latinos. Cultural segregation can be an impediment in and of itself, particularly when in open competition to get a piece of the advertising pie from the general market.
The panel, the first of five conducted in English, caused a minor stir when Posada took issue with the language choice of the panel. Many attendees traveled from Latin America to attend the conference, or do their business solely in Spanish in the United States, like the music discussed during the four days. Many nodded in agreement about the panels moderated and discussed in English, which prompted a few audience members to clap and a screed about language choice by an attendee at the end of the panel.
While most agreed it made sense that the Latin Grammys had moved from CBS to Univision, earning the highest ratings ever last year for the awards show, LATV’s Crowe says the biggest complaint he has heard from his viewers is, “We don’t understand Spanish that well.” His L.A.-based network caters to younger, acculturated Latinos.
The second panel, “Downloads, Ringtones & Social Networking: Selling, Programming & Promoting in the Digital Age,” included Judy Cantor-Navas, music programming manager, MTV Digital/Urge; Roslynn Cobarrubias, urban marketing and events, MySpace.com; Brad Powell, president, Calabash Music; Rick Reed, label relations representative, eMusic; Luis Samra, CEO, Wireless Latin; Chris Sawin, vp business development, Batanga; and Tim Westergren, founder, Pandora.com.
Westergren says the challenge of digital platforms isn’t simply uploading music. “Just being on iTunes isn’t going to change sales unless you’re on the home page. Promotions are still the largest sales problem. You need help on the promotional end.”
Cobarrubias says it’s not just about getting on MySpace.com. “The more friends [new Latin artists] have, the farther it goes.”
An area was cordoned off where MTV Tr3s, which debuts in September, CBS Radio, mun2, LATV and ESPN will conduct interviews with music professionals and artists during the conference.
Concerts will take place Thursday night at El Museo del Barrio, featuring Pacha and Hip Hop Hoodíos, and at SOBs, with Belanova, Delux, Pecker, The Pinker Tones, Kevin Johansen, Los Bunkers, Motel, Santos, Tatiana Klauss and Fulano.
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