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The Latin Market: An Interview with Symphonic Distribution’s AJ Alvarez and Artist Calma Carmona

Team Play MPE

September 9, 2020

We are so excited to share the latest episode in our interview series. 

Ever wanted to learn more about the Latin market?

Check out The Latin Market: An Interview with Symphonic Distribution’s AJ Alvarez and independent artist Calma Carmona

Play MPE’s David G. recently spoke with these fantastic women and we are so excited to share their insights with you. 

Whether you are a music promoter, artist, indie label, or manager – this informative discussion is an eye opening window into the vast, varied and vivacious world of Latin music. 

There are also a ton of creative ideas for how artists can promote themselves during the “new normal”. 

AJ and Calma answer these questions and more… 

  • In the constantly shifting landscape how can artists continue to make a sustainable living in music at this time? Any opportunities that have arisen for Latin artists in particular?
  • For an artist that doesn’t quite fit into one genre, how does one adjust their approach when promoting a release?
  • What do you think are some key factors contributing to the growth of the Latin music market globally? 

A big thanks to Symphonic Distribution and Calma Carmona  for taking the time to share their thoughts and experiences within one of the fastest growing music markets in the world.  

More about AJ Alvarez: 

AJ Alvarez joined Symphonic from VP Music Group, where she was the Digital Sales Manager for almost three years. She brings a wealth of diversified experience from digital sales and marketing to cultural festival management. While at VP Music Group, Alvarez designed digital single and album rollout timelines and advised on digital strategy for numerous projects; including the 2017 Grammy-nominated album, Everlasting from reggae band Raging Fyah. Before leaving, she also took the lead in developing ongoing influencer activation with festival partner BRT Weekend.

More about Calma Carmona: 

The product of a nomadic existence, Calma Carmona‘s musical background is as varied as the different cities where she lived and grew up. With the musical maturity she has gained in the last few years, Calma Carmona now aims to break with traditional patterns and create songs in her own way. As she said, “What I have always done well is express myself, that’s what fulfills me. I don’t want to do what everyone says I need to do”. With her music denominated as Latin Soul, Calma Carmona has a display of influences ranging from Sade, Theolonious Monk and Santana, Ismael Rivera, Al Green, even PJ Harvey, La Lupe and Tina Turner. Her sound is painted with subtlety and passion, seeking to attract listeners with every verse and chorus. 

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