There are few cities that make as much sense for LAMC as New York. For decades, NYC has served as both a landing point and launchpad for sounds that have shaped the genre — salsa, reggaetón, Latin rock, indie, hip-hop, electronic and pop — all evolving and thriving in a city built on migration and reinvention. It’s fitting, then, that the Latin Alternative Music Conference (LAMC) has found its home here, from the dance floors of downtown clubs to major stages in Central Park and beyond.
That’s also what has helped make LAMC so important over the years. Founded in 2000 by Tomas Cookman and Josh Norek, the conference has grown into a rare kind of industry gathering — one where emerging acts, executives, managers, songwriters, media and fans can all intersect in the same orbit.
“It’s where indies, majors and the kaleidoscope of genres and artists that form what is Latin music today meet,” Cookman previously said in a statement shared with Billboard. “We initially started with a focus on what was once called, ‘alternative’, but what was alternative is now the mainstream. The LAMC helps provide opportunities for the next generation of the industry to meet and learn from those that have come before them.”
With that in mind, planning ahead goes a long way. Between daytime panels, evening showcases, off-site events, and free public concerts featuring artists like Julieta Venegas, Trueno, Milo J, La India and Luck Ra, LAMC 2026 offers countless ways to experience the week. Whether you’re there to network, catch live music, or do a little of both, there’s something for everyone.
Below is a day-by-day breakdown of what’s happening, when it starts, where to go, and who to look out for.
The post “Julieta Venegas, Trueno, Milo J & More: Your Guide to LAMC 2026 in New York City” by Isabela Raygoza was published on 07/21/2026 by www.billboard.com