The Latin Alternative Music Conference hosted a series of panel discussions tailored for the different conundrums that arise when U.S., Latin and Latin American artists try to swim in the mainstream of the music business in the United States. On Thursday (July 13) and Friday (July 14) inside a shabby-chic event room in New York City’s Stewart Hotel, executives from some of the most prominent music streaming services, festival coordinators, artists, A&Rs, and legal experts came together to share advice.
In the panel titled “Latin Music In the Digital Age: Where Do We Go From Here?” the focus was on smarter use of services. The key to having a successful marketing plan, experts explained, comes down to research. “Use the Internet to get data on what’s happening in particular cities, and in a region of a particular country that can become part of the story that you’re telling about yourself,” explains Jason Pascal, VP of catalog development & associate general counsel for The Orchard, a film and music distribution firm. “See what’s starting to catch fire in a particular region, and maybe it makes sense to do some advertising there. It makes sense to play live there, and make that part of your story of the times based on the direction your career is going.”
Return on investment is key. Rocio Guerrero, head of Latin culture for shows & editorial at Spotify, advises artists not to lend so much energy in creating a physical copy. It may turn out to be cost ineffective considering only two singles out of one whole body of work might get attention. Instead she offers to try and use a digital platform for fans to have access to the music.
Still, with offering artists a home to place their music in, comes the great responsibility of making sure the artist gets recognition from the public.
“Streaming inherits the responsibility that we have to foster discovery and to make sure we’re being inclusive to a broader landscape of people,” said Marcos…