The two-day conference commenced at downtown
NYC nightspot SOB last Wednesday night with an independent artist showcase featuring the nation’s top up-and-coming talent within both Latin hip hop and reggaetón. Hosted by Boy Wonder (the spearhead of the successful “Chosen Few” reggaetón compilation), newcomers like
Brooklyn-based collective Mala Cara Muzik got some burn in front of label executives from
Urban Box Office, Machete Records, VI Music, etc.
right The next day, events took place at midtown lounge LQ with a series of panel discussions ranging in various topics: dialogue went from the digital revolution and how it affects the marketplace, to actually pinpointing what defines an “urban Latino”.
Ebro Darden, Programming Director at New York hip hop radio station HOT 97.1FM, believes that “urban Latino music has always been in the fabric of black music and it will be forever. The mainstream music marketplace is open to great music. Not all music is for everyone.”
Rich Isaacson, co-founder of LRC, describes the initial role of the two-day function to heighten awareness of a “cross- culturalism that is broadening the reality of popular culture.” And indeed, it did. Movers and shakers from within the media, record labels, and marketing companies had a rare opportunity to step out of the office and bring any issues concerning the industry to the forefront. Discussions ranged from the creation of
MTV Tr3s (
MTV’s channel targeting young and acculturated Latinos) to how to increase support from Hispanic media to unsigned artists and the role they play within the budding genre.
Amongst those in the building were poetess/rapper/icon La Bruja (who moderated throughout the day),
NYC underground legend
Thirstin Howl III, and superstar (and newly solo) reggaetónero Zion, who described LRC as “an opportunity for [Latinos] to be bigger than hip hop, but it’s up to us. We have to continue being professional”.
The day ended with a happy hour for V.I.P. guests, followed by performances from Latino A-listers Malverde, Notch, and Zion himself. Attendees and participants left content, informed, and, most importantly, with their
BlackBerrys fuller.
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