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 Entertainment | July 2007 
Muzak Continues its Support of Independent Artists At Latin Alternative Music Conference
 Top40 Charts
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Latinos are the fastest-growing population in the United States. Not surprisingly, the Latin music genre is also widely identified as the most explosive category in the U.S. music industry. The Latin Alternative Music Conference (LAMC) is the only major conference dedicated to promoting Latin alternative music, which blends traditional Latin music with rock, hip-hop, electronica and other modern influences.
And for the first time, Muzak will partner with LAMC to present its Discovery Program, which spotlights the most exciting up-and-coming artists within this diverse and innovative genre. Muzak will also grant the winner of the showcase competition an unparalleled opportunity to reach Muzak's incredible listener base.
With more than 100 million listeners and one of the world's largest digital music collections - and clients such as Chevys Fresh Mex, Sprint, Margarita's and Qdoba Mexican Grill - Muzak represents a key link between musicians and an unmatched opportunity for exposure. During the event, Muzak will continue its pursuit of new independent music by licensing the best new artists to add to its core satellite music programs. Muzak will also provide the winner of the Indie Showcase competition, which is part of the LAMC Discovery Program to reach out to emerging artists, the opportunity to reach Muzak's listener base of more than 100 million people. The showcase winner's songs will be added to one or more Muzak programs.
"Our presence at LAMC - the premiere event for music industry players and Latin alternative music fans from all over the world - demonstrates Muzak's true place in the music business. Our diverse music catalog has provided us with great relationships with so many incredible artists, and we intend to create many new and mutually beneficial partnerships at LAMC," said Jason McCormick, Muzak industry relations manager.
Muzak will also host a panel entitled "Selecting the Music: How Programmers, Marketers and Music Supervisors Make Their Decisions". Contributing to this panel will be Muzak audio architect Alex Espinosa, who manages Muzak's broad portfolio of Latin music programs. Espinosa will be joined by Rick Banales of Virgin Megastores, JT Griffith of Nettwerk, Nic Harcourt of KCRW (Los Angeles), Jon Kertzer of Microsoft Zune/KEXP (Seattle) Raphaella Lima of EA Games, Pilar O'Leary of Smithsonian Latino Center and Tomas Pelaez of MTV Tr3s. The panel will address how and why music is selected for consumer applications.
According to Espinosa, the three main genres in Latin music are Regional, Tropical and Latino Pop. Regional describes music that comes directly from Mexico, including Rancheras, Tejano, Corridos and Mariachi. Tropical music includes Salsa, Son, Merengue, Cumbias and the increasingly popular Reggaeton genre. Latino Pop music also comes from all parts of Latin America and has a classic pop sound. Latin alternative describes music that is different from those three main genres.
Muzak pioneered the introduction of music into businesses and workplaces in the 1930s, and many people recall its days of symphonic re-recordings of popular songs, referred to as "elevator muzak." The company also pioneered the industry-wide transition to original artist music in the 1980s, with Michael Jackson's "Thriller" amongst the first songs broadcast. Since then, Muzak programs have expanded to include genres such as new indie rock, skate punk, hip-hop, alternative country, contemporary Italian, '80s hits, American roots, classic soul, latin pop, and New Orleans music. The most dramatic change to its core music programs came late in 2006, when Muzak issued a new lineup.
"Each of our 90-plus music programs has a unique identity," explains Jon Luther, Muzak director of audio architecture. "Their names once resembled radio classifications like 'Classic Rock' or 'Adult Contemporary'. But our music mix has always been much more lifestyle-based than the average radio program. The new 'Rock Show' program is evocative of the era when live concerts were king, and aligns better with many clients' customer demographics," Luther said.
Muzak is also introducing music to places other than the stores and restaurants where customers typically expect to hear it. Through thousands of music industry partnerships, Muzak has extended its catalog of approximately 2 million songs to compilation CDs, Web site audio, TV commercials, audio logos and many other customer touch points.
"What this means is that a hotel guest in Los Angeles may be thanked with a compilation CD that includes a song by an artist we license at LAMC," said Bob Finigan, vice president of product and marketing. "Or that an LAMC artist's music could become the Web audio for a little Atlanta boutique. With our licensing capabilities and connections with more than 350,000 clients, the opportunities for artists to get exposure - and for the hotel guest or online shopper to discover new music - has never been better," Finigan said.
For more information about Muzak's LAMC presence and events, please visit LatinAlternative.com. |
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