The LAMC Celebrates Its Quinceañera

It’s a right of passage for almost every 15-year-old girl of Hispanic heritage. A quinceañera is typically a huge fiesta which celebrates a young girl’s transition from childhood to womanhood and presents her to the community as young adult. The celebration highlights God, family, and community, and typically includes plenty of music, food, and a very colorful and extravagant dress.

This year marked the 15th anniversary of the Latin Alternative Music Conference (LAMC), so of course the theme was a quinceañera celebration. From July 8th through the 12th, the Affinia Hotel in Manhattan was host to what the New York Times has called the Sundance for Latin Alternative Music. The community, represented by musicians, industry folk, journalists and music fans from around the world were on the guest list and showed up to attend panels, exhibits, and music showcases throughout New York City. There’s no doubt that the LAMC has matured into adulthood of must-attend music conferences as it’s become an annual pilgrimage for Latin Alternative Music pros and fans alike.

And once again, Shure served as one of the padrinos (sponsors) and hosted a booth which had a mic/headphone demo station so that attendees could demo our latest and greatest, as well as ask my colleague Catherine and me any questions they had regarding our products and endorsement opportunities. Shure also sponsored the popular LAMC Indie Showcase at New York’s Mercury Lounge which included performances from (me llamo) Sebastian, Caloncho, Sante Les Amis, Danay Suarez, Los Crema Paraiso, and El Mato a Un Policia Motorizado who tied with AJ Davila for this year’s LAMC Discovery Prize winners. We also gave away a SM58-X2U combo, a pair of SRH750DJ headphones, as well as a pair of SE315’s to those who answered some Shure trivia!

After another day of visits from attendees and friends at our booth, the following night took us to the beautiful Prospect Park in Brooklyn for the LAMC Celebrate Brooklyn Showcase where our good friends RVSB, ChocQuibTown, and Illya Kuryaki & The Valderramas got everyone on their feet and shaking their you-know-whats…. What a fun night, and the weather couldn’t have been more perfect for some live music at the park.

Friday was the last day of exhibits and panels, and after tearing down, everyone rushed to SOB’s to catch the LAMC Acoustic Showcase which featured performances by Esteman, AJ Davila, Diana Fuentes, Danay Suarez, Caloncho, Sante Les Ami, El Mato Un a Un Policia Motorizado, and member of our family, Ana Tijoux. I then went to The Gramercy Theater for the LAMC Showcase which featured Diana Fuentes, Esteman, The Wookies, Los Macuanos, and co-Discovery Winner AJ Davila who I presented with a prize package which included a GLX-D® wireless guitar system as well as an assortment of microphones. We also gave away more awesome Shure gear to those who attended and re-tweeted pictures I took of the live performances.

Saturday typically closes the LAMC with a big show at Central Park’s SummerStage, and this year’s artist were GRAMMY® winning La Santa Cecilia, Juana Molina, and longtime Shure Endorsers the Babasonicos from Argentina. It was a hot, sunny day but luckily Shure fans were handed out to cool the crowd and more cool prizes were handed out to lucky fans who re-tweeted pictures of the performances. Now that the LAMC has reached adulthood, I can’t wait to see what’s next for its Sweet 16.

Special thanks goes out to the entire LAMC staff for being so accommodating, Raul Campos of KCRW for being the host with the most and helping us with our prize giveaways, and Remezcla.com for our unofficial LAMC intern to our intern, Joel Moya, who brought us laughs, coffee and empanadas. It wouldn’t be as fun without you!

Nelson Arreguin

Member of the Shure Artist Relations team. Music dilettante & sneaker aficionado. Live music is his favorite diversion.

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