By: Fredwill Hernandez
Excitement was in the air in anticipation for the start of the 4th Annual Winter Edition LA6 Showcase – a collaborative effort between Los Angeles, Ca. based DJ Irony, and [his colleague] DJ Lenny G who [both] are employed and spin for Spanish Broadcasting Systems’ [SBS’s] MEGA 96.3 FM and veteran Latin music promoter Marvin Alexis [of Marvelous Promotions] known to all as Marvelous — held on Wed. – Dec. 06, 2023 at the building which formerly housed 20 Ft. Bear Studios [near DTLA] where Latin music insiders, producers, DJ’s, artists, and music journalists were anticipating the live performances by the likes of upcoming Latin Urban artists’ Troopnastyy, Lil P, Willi M, Ramboh, Shasha Wrist, and Kilo Angeleno – who were the six finalist chosen out of “one hundred and twenty artists submissions.”
“This is the fourth year and the our inaugural 4th Annual “Winter Edition LA6 showcase. We started to do what we thought would be one [showcase] a year but we have ramped things up in an effort to get the word out, bring in more sponsors, and [also] give more artists a chance. One day I received a call from DJ Irony, it was his idea, he just reached out for me to help him bring his desire and vision [of having a showcase] to life. The first three years the winner of the showcase got the opportunity to perform for seven thousand people during Calibash Pre-Fest – at their outside stage,” eloquently explained Marvelous [of Marvelous Promotions] Co-founder of The LA6 Showcase. “DJ Irony will eventually produce, remix, and promote the winner of the showcase during his [live] mix show on the radio station, and during various other events and venues he is asked [or booked] to appear and or DJ, and will also help the winner with a music video of the song [he produces] in collaboration with Fuego Music which was also one of the LA6 showcase sponsors.”
West Coast Latin Trap pioneer Adrian Delgado Pulido known artistically as Troopnastyy who hails from Bell Gardens, Ca. — kicked things off by performing the catchy reggaetón singles “Esta Noche,” “Ella,” and “Perdon.” Troopnastyy [in my opinion] has had a “buzz in the industry” [predominately in the West Coast] since the release of his classic debut Latin trap album rightfully titled “El Nacimiento,” released on Feb. 23, 2018, even though he has dabbled with other [musical] styles and sounds.
The showcase was again hosted by Vanessa Khan [CEO of the RYM Network], who was also a sponsor, and collaborated [through the evening] with Dj Vlatz [of Dj City Latino] who was spinning and entertaining guest [specially] during [two of] the fifteen minutes brakes after two of the six artists have performed. These fifteen minutes breaks gave attendees a chance to network, mingle, take photos, get a drink and anticipate what was to come and also wonder who would eventually win.
The LA6 Showcase has not only been gaining momentum as a vehicle for Latin music artists discovery, but also for brands to get noticed. Why is this important you may ask ?, “music is the best way to reach the Hispanic Demographics and our now 3.2 trillion dollars spending power — based on the new numbers of the Latino GDP,” explains Fredwill Hernandez, Founder/CEO of Spanglish Ent., LLC an independent Latin music record label, and Latin music consultant, who also dubs as VP Artist Relations, Latin for the Revohloo app. “Those numbers should be attracting any company, not just those who are targeting or affiliated with [Latin] music.”
One [new] company “who really gets it and had a strong presence” during the showcase is FAN CLB, an all-in-one exclusive platform for artists and creators to monetize and engage with their super fans.
As momentum built it was evident why these six acts were chosen. “I consider my music diverse since I do it all,” explained Paula Serano who was born in Cabo Rojo, Puerto Rico., and is known artistically as Lil P, and blessed attendees with her singles “No Le Voy a Bajar,” “Calenton,” and “Spifity Nice.” “I mix bachata, classical, reggaeton, and even dabble with electronica and EDM sounds. I rap, I sing: I basically do it all, even pen my own [songs and] lyrics.”
One thing was evident with all performers I interviewed and spoke to. They were honored, excited, and recognized the importance of the LA6 Showcase as a platform for them to perform and present their musical works, and to also gain a following of perhaps new fans that might not of been aware of who they were before the event.
“When I turned 17 or 18-years-old I really felt attracted to Reggaeton, It was then that I recorded my first song with a friend. About five years ago I really started to take this music thing serious, started to write songs, and work with different music producers and so forth, and that has gotten me to this point,” explained William Calidonio who was born in San Pedro Sula, Honduras – and is known artistically as Willi M. “Don’t hold back, keep chipping away at your aspirations and dreams. I might be inspiration to some, but others are inspiration to me. There’s many avenues and paths one can take with the music [thing], be it an artist, songwriter, producer, etc.. my advice is for them to keep chipping away, for their dreams and aspirations will eventually come to fruition.”
For a few months, plans have been in the works for the next LA6 Showcase which “keeps growing and attracting sponsors,” and will take place on June 6, 2024.