Why Brands Should Care About This Week’s #LatinoTakeover of NYC

Are you a brand manager interested in reaching Millennials? Then head to NYC this week! The city plays host to two of the nation’s premier Latino events catering to the vibrant, trendsetting and powerful Latino Millennial set — the LAMC (Latin Alternative Music Conference) and the Latin Mixx Conference & DJ Choice Awards.

So why should brands care? Latinos comprise 21% of the entire Millennial population and 65% of all U.S. Hispanics are Millennials. So if you’re not reaching these guys, you’re not really reaching Millennials.

Here’s a quick overview of these two great gatherings!

1. LAMC (Latin Alternative Music Conference), July 8 – 12, 2014, Affinia Manhattan Hotel – Conference Portion

Celebrating its Quinceñera (15th) this year, the Latin Alternative Music Conference has grown to become one of the most important gatherings of  U.S. and Latino labels, agencies, major corporations, television, print and new media companies from across the globe. With the goal of bringing Latin music to a wider, more mainstream audience, the LAMC features industry panels comprised of speakers from the entertainment and business worlds, emerging artists showcases and live concert events at venues such as Central Park SummerStage @ Rumsey Playfield, The Mercury Lounge, SOB’s and Brooklyn’s Prospect Park Bandshell. Over 30,000 music lovers and industry insiders attend the conference, exhibitions, parties and concerts over the course of the five days. 

“LAMC is to Latin alternative the way the Sundance Film Festival is to indie movies.” – NEW YORK TIMES

Highlights for this year’s event include always popular LAMC Acoustic Showcase, Friday July 11th at SOB’s, 204 Varick St.  The line up includes performances by Colombian video viral sensation Esteman, French-Chilean musician Ana Tijoux, Puerto Rican garage band rockero AJ Davila, Cuban-born songstress Diana Fuentes, Argentinian rockers El Mato a Un Policia Motorizado, Cuban artist Danay Suarez, Mexican singer Caloncho, Sante Les Amis hailing from Uruguay and Argentinian favorites Babasonicos. LA-based and Grammy nominee La Santa Cecilia will no doubt bring down the crowds to their feet at the closing concert event at the Central Park SummerStage Saturday July 12th. This is starting to sound like the World Cup of Latin Music, right?

Why Should Brands Care?

Quick immersion in “world” pop culture -check out the fashion, technology as well as the music these attendees consume. These musicians and industry folks are the trendsetters back home and in clubs,  backyards/garages, and music festivals across the U.S. and Latin America. Brands with music platforms or that sponsor large scale music festivals such as Austin City Limits Festival, Coachella and Pitchfork Music Festival should especially pay close attention as these artists, as they are often the “break-out” must-see acts of the festival circuit.

2. Latin Mixx Conference & DJ Choice Awards, July 9 – 10, Stage 48

 The brainchild of Dominican-American entrepreneur Kevin “Pills” Montano, who founded the event in 2006, this two-day industry gathering has become the premier DJ conference in the U.S., creating a unique and effective forum for innovators in the space, which include DJs, fashion designers, entrepreneurs and artists. The primary focus of LMX, which boasts over 3,500 Hispanic DJs on their roster, is to provide key insights to DJs in the areas of business, promotion, music trends and advancements in technology, among other areas, which broaden their abilities and effectiveness as artists. The one of a kind industry event culminates with a first-class awards show honoring a collective of DJs from coast-to-coast, across fifteen award categories. DJs are nominated and voted on by their DJ peers and fans, adding to the award prestige and honor.

“Latino DJs have been moving the needle on global pop-culture through our watermarks in not just Latin music, but with all categories of American song. Latin Mixx prides itself in creating a platform to honor and empower our DJ collective with a place to connect, create and celebrate their contributions to culture, community and entertainment.” – KEVIN “PILLS” MONTANO, LMX FOUNDER

Legendary Dominican merengue composer and singer Johnny Ventura will be on hand to receive the 2014 Lifetime Achievement Award at Thursday’s celebration. The party will continue well into the night at the Awards Afterparty celebration. The invitation said “Dress to Impress”, so I am personally a little worried, but I am definitely looking forward to seeing the fly fashion that I am sure will hit the red carpet.

Why Should Brands Care? 

I seriously believe DJs are the hardest working people in show business. These guys and gals know how to grow and nurture massive and passionate followings. Many of these Latino DJs have larger followings that mainstream celebrities, yet Brands often overlook them when developing music-driven marketing platforms.

Check out this video we did a few years back of the Latin Mixx events. See you in NYC!

Mercury Mambo and the Hennessy DJ Collective from Lynn Currie on Vimeo.