LATIN ALTERNATIVE MUSIC FANS GROW BEYOND SIGHT OF MARKETERS
By MICHELLE MORGANTE, Associated Press

SAN DIEGO -- The biggest names in Latin music may come from the well-defined worlds of polished pop, tropical salsa, or the accordion-infused rhythms of Mexican regional.

But when it comes to young Latinos, the diverse genre of Latin Alternative is hitting the mark. Even though it still has trouble penetrating the radio waves, the edgy sounds of Spanish rock, electronica, hip-hop and ska are filling concert halls from Santa Ana to Santiago.

Associated Press
Critically acclaimed artists, such as Los Lobos, who can't seem to get on radio playlists will meet for the Latin Alternative Music Conference, Aug. 11.

Organizers of the Latin Alternative Music Conference, which opens in Los Angeles on Aug. 11, say faulty research and reliance on established artists has many record labels and marketing companies overlooking not just a hot trend, but some great music.

"Latinos are many different things. That's why it's so hard to talk to us, and to market to us," says Tomas Cookman, music promoter and co-founder of the conference, known as the LAMC, which is in its fifth year.

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