Now in its 25th year, the Latin Alternative Music Conference (LAMC) reaffirms its role in showcasing exceptional music from the Americas and Spain. This year, the event was held over five days, Tuesday through Saturday (July 9-13), and featured a plethora of established Latin stars and promising emerging artists. Attendees were treated to a wide variety of Latin alternative music, from hip-hop to urban, indie rock and flamenco.
Coming to Central Park’s Rumsey Playfield on Wednesday (July 10) were Tijuana punk rocker Bruses, Colombian tropipop star Fonseca and Romani flamenco singer Israel Fernández , among others. For Saturday (July 13), LAMC once again partnered with the annual SummerStage series to collaborate with the traveling BRESH event, the “most beautiful party in the world,” according to its slogan. S.
O.B.s once again held the LAMC acoustic showcase, featuring Cheo (formerly of Amigos Invisibles), Henry D’Arthenay (of La Vida Bohème), Sebastián Llosa and others.
And DROM organized several days of performances with showcases by Sony, Warner, BMI’s Indie and Sounds From Spain in Manhattan’s East Village. Performers included Bratty, J Noa, Marcelo Rubio, NSQK, Karina Sofia, Marcelo Rubio, and more. During the day, the LAMC hosted a wide variety of panels, with topics like “ Wonder Women of Latin Music, ” “ 25 Years of LAMC: Latin Music’s Past, Present & Future ,” “The Business of Songwriting,” a Q&A with Fonseca hosted by Billboard ‘s Leila Cobo, a Q&A with Residente hosted by Rolling Stone ‘s Julyssa Lopez, and more.
Below, Billboard Español compiles some of the most outstanding performances you could see at LAMC 2024, including from DARUMAS, Chicocurlyhead, Twanguero, Bruses, Maruja Limón and more. The list is in alphabetical order. Akapellah delivered a worthy performance at the Warner Showcase at DROM on Friday (July 12).
Showcasing his impeccable pronunciation, controlled breathing techniques and lyrical agility, the Venezuelan rapper lived up to his reputation, captivating the audience with his masterful delivery. His set included a homage to old school hip-hop, skillfully integrating samples from the legendary Notorious B.I.
G. Highlighting the evening was his performance of a diss track directed at Residente, sparking buzz amongst the crowd given the Puerto Rican rapper’s participation in an earlier LAMC Q&A session. This performance underscored Akapellah’s relevance and boldness in addressing contemporary debates about rap.
At the Warner showcase on Friday (July 12), Bellakath wowed on stage by channeling the essence of reggaeton rap royalty Ivy Queen. With a performance firmly rooted in old-school dembow beats, the artist brought to life authentic Puerto Rican reggaetón despite being Mexican, which was impressive. Accompanied by two tatted dancers, her dynamic set mixed rapping and singing, showing her versatility and connecting with the roots of the genre.
She undoubtedly stood out for her ability to embody the spirit of classic reggaetón. Tijuana punk rocker Bruses tore up the stage at SummerStage on Wednesday (July 10) during a celebration of both the Latin Grammys and LAMC’s 25th anniversary. Her goth pop tunes, drawn from her Latin Grammy-nominated album Monstruos (2022), resonated through the venue, leaving the audience stunned and exhilarated.
Blending heavy industrial vibes combined with guitar riffs reminiscent of Limp Bizkit or Korn, Bruses roared to the New York crowd, “ Qué pedo, Nueva York, ¿cómo estamos? How the f— are we doing?” Always one to push boundaries, Bruses took her jacket off to reveal a black mesh top, with her boobs taped in an up-side-down cross shape, while firing up imaginary cum shots to the crowd with her raw energy. “ Soy una morra de Tijuana. I grew up on the border, so I have borderline personality,” she said as she sipped and spit out water to shrieks from the front row.
. Her performance at SummerStage was nothing short of a full-throttle manifesto of her unapologetic punk essence and rock star attitude. Charming the crowd with his light-hearted confidence, he introduced himself saying, “Yeah, I’m the whole package, man,” the artist elicited cheers and laughter throughout his set at the Indie Showcase presented by BMI.
The Panama-via-Atlanta singer captivated the audience at DROM on Wednesday (July 11) with his feel-good bilingual tunes tinged with R&B and Afrobeat influences. Performing songs like “Copa de Vino” and “Cuerpito de Primavera,” he, alongside his keyboardist, delivered a lively set filled with groovy beats and sharp keyboard melodies. “Tomorrow is never promised so love and cherish everyone you love,” he said before introducing one of his songs.
Once aspiring to be a soccer player, Chicocurlyhead shared how a friend’s encouragement to post a song on SoundCloud pivoted him towards a music career after experiencing unexpected viral success. Overall, he left a lasting impression on those around, and even won the 2024 LAMC Discovery Artist award, presented by Taylor Guitars. DARUMAS brought back the rebellious energy of ’90s girl bands with a modern pop flair in their performance on Tuesday (July 9) at DROM, part of the Sony showcase.
The trio — comprising Aldana from Argentina on bass and vocals, Cuban-American guitarist and vocalist Ceci, and Haitian frontwoman Velada — demonstrated tight musicianship and dynamic stage presence. They rolled out a set of songs from their 2024 self-titled debut album like “Mago” and “Daruma,” captivating the audience with their dynamism. Barcelona’s Elane put on an electrifying show on Wednesday (July 19) at the Sounds From Spain showcase at DROM, and breathed new life into old-school hip-hop.
Clad in a white T-shirt, blue Adidas pants and a black bandana on her head, she captivated the audience with her lyrical prowess paired up with her turntableist. Her performance was a showcase of hip-hop basics, with authentic scratching that melded with subtle Jersey club and drill sounds. As she rapped, her command of the stage was undeniable; she effortlessly drew all eyes on her, with the audience waving their hands in the air.
“Long live hip-hop, long live New York, long live Catalonia, long live Latin America,” she expressed, bringing the room together in a multicultural celebration of rhythm and rhyme. Israel Fernández delivered contrasting experiences in his recent New York appearances. While his Wednesday (July 10) performance at SummerStage in Central Park was more subdued, possibly due to the expansive outdoor setting, he later shone as a surprise guest at the Sounds From Spain showcase at DROM that evening.
Dressed in a traditional off-white embroidered silky shirt and blue jeans — paired with his silky long hair — the Spanish Romani artist captured the audience with a spellbinding performance that seemed to resonate impressively better in the intimate venue. His wailing vocals and the cozy atmosphere of DROM proved a perfect match, allowing him to close the showcase memorably and leave a lasting impression on those gathered. “Yipppiiiii!!” exclaimed the frontwoman of IZARO during a peak moment of their enthralling performance at the Sounds From Spain showcase at DROM on Wednesday (July 10).
Representing the Basque Country, the band sang passionately in their native dialect and Spanish, while showcasing consummate musicianship. The keyboardist and an acoustic guitarist with steel strings particularly stood out, adding rich layers to the sound. At one point, singer Izaro Andrés Zelaieta announced “a Basque folklore”, giving way to the song “Las Llaves de tu Casa.
” “The probability that you fall in love with someone, and that person falls in love with you back, is very small. And of all houses he has the keys to my house,” she said, conveying the song’s deep emotional undertone with almost gushing enthusiasm. Her performance also included a baroque-sounding piece from her album Cerodenero (2023) that had front row fans singing along to every word, highlighting the strong connection between IZARO and their audience.
Another example of why you should never underestimate the opening act: Maruja Limón truly dazzled at the Sounds From Spain showcase at DROM on Wednesday (July 11). Their dynamic energy was infectious, blending gypsy punk with stylish flair — lace attire, black clunky boots, long skirts adorned with red roses, unruly but beautiful hair, making their presence as vibrant visually as it was musically. The six-member ensemble, featuring a trumpeter, guitarist, drummer, bassist, and two lead singers, delivered a performance that made it impossible not to sing, party, and dance along.
Chanting “ Volaré, volaré! Sin miedo bajaré al suelo. Si me caigo me levanto ,” they not only sang but also celebrated with the audience in a revelry of spirited spunk. The female flamenco fusion band from Barcelona’s performance was hands down one of my personal highlights, demonstrating charisma and talent that make them a must-see act.
Miguel Cornejo lit up the stage with an incendiary show at DROM on Tuesday (July 9) during the Sony Showcase, who rocked some vintage-like Héctor Lavoe-styled glasses with orange lenses. The Hermosillo-born artist’s musical arsenal included two brass players and a tololoche, setting the backdrop for a set charged with the raw energy of corridos bélicos like “Bien Tony Montana” and “La Bolsa Gucci.” Cornejo’s music, a fiery blend with raw talk (“ Está bueno el calor, bien machín, a la verga ,” he said, feeling what we all felt with the lack of AC at the venue) captured the fierce spirit of his recently released debut album, Los de Encargo .
The dynamic performance didn’t end on stage; it spilled into the streets of Avenue A, where Cornejo and his band kept the ecstatic crowd and people passing by revved up, turning the night into a street party. Ovi’s performance was another highlight at LAMC during the Warner showcase on Friday (July 12), infusing traditional música mexicana with a trap beats in the style of corridos tumbados. Donning Bape gear and smoking a blunt, Ovi expressed his gratitude to the música mexicana community for embracing him, making it uniquely his own with his Cuban accent.
With a Corona in hand, he thanked his audience, “ Yo soy de Cuba, gracias por darme la oportunidad .” His set included viral tracks like “Pienso en Ella” and “Los 4 Ases,” At the Acoustic showcase at S.O.
B.s hosted by Peer Music, numerous acts were challenged to make an impression with just two songs, often struggling with sound balance and an overly chatty crowd. However, when Twanguero took the stage, the atmosphere shifted dramatically.
This virtuosic guitarist, known for his mastery of tango and flamenco styles, captivated the audience with his impeccable finger plucking and riveting rhythms. Despite the previously noisy environment, Twanguero’s performance halted conversations and commanded complete attention — jaws dropped. His presence and skill turned what could have been background music into a spellbinding display of musical artistry.
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