How has the conference helped the artists showcasing and industry awareness of Latin music?
The industry awareness is far higher now than it was when we started LAMC in 1999. Just as a publicist, I find that when I talk to writers or editors at major magazines or newspapers, I no longer need to explain to them as much about the acts or their backgrounds – the journalists now accept the music as a valid genre and are no longer ghettoizing it. LAMC has also helped build the touring market for these acts. The recognition has allowed them to book tours in markets that were previously not open to the genre. LAMC is also an excuse now for lots of foreign acts to tour the states. Their labels pay for them to attend LAMC and come to the U.S., and then they leave NYC after LAMC for a more extensive tour. Your thoughts about the Latin Grammy Awards? It’s a great thing in the sense that there are now several more categories that recognize Latin alternative rock and hip-hop. On the other hand, I’m not crazy about the segregation. When my artists win a “Best Latin Rock/Alternative” Award
