Los Angeles-based Latin Alternative label Nacional Records marks its third anniversary with the March release of Senior Flavio’s (founder of Argentina’s Fabuloso Cadillacs) “Supersaund 2012”.

It’s been a fun ride so far.

A review of the label’s releases over the past year turned up zero duds. The Pinker Tones, Nortec Collective, Mexican Institute of Sound, Pacha Massive and DJ Bitman represent a solid nucleus of fresh, genre jumping and straight up groovin’ talent for the label. They all share a passion for embracing the new without abandoning the roots.

Electronic, hip hop, funk and lounge pop up in many recent releases. For a good sampling, check out Raul Campos‘ “Loteria Beats Mixtape Vol. 1.” released last October. It features many acts in Nacional’s stable in addition to acts like Thievery Corporation, David Byrne and Sergio Mendes.

Nacional bands have also garnered exposure on TV shows and films such as Fast Food Nation, Entourage, Ugly Betty, and, most recently, Mad Money.

I recently caught up with Josh Norek, a veep at the label.

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RC: When did Latin Alternative start and who were some of the first acts?

JN: It’s hard to say. It’s a term that we claimed with our conference in 2000. I always hated the phrase ‘Rock en Español’ because it doesn’t make sense, it’s so broad. We don’t say ‘English rock’ or ‘Swedish rock.’ Most of the groups pull from their own country’s traditions, but it’s not ‘traditional’ music.

RC: When was the label established?

JN: We launched our first release in March 2005 (Aterciopelados’ lead singer Andrea Echeverri’s self-titled solo album.) The label was started by Tomas Cookman, who is the longest running and most important manager in the industry. I come from a public relations background. We have ten employees full time and are the leading label in the Latin Alternative genre. It’s been a great run and our audience keeps growing. Many of our acts play music that is not perceived to be ‘Latin’. These bands are selling to as many non-Latinos as they are to Latinos.

RC: How do you select acts and are they all international?

JN: They’re not all based internationally, for instance, Pacha Massive is from the Bronx. We don’t look at the geography — the music just has to be good. We’re increasingly doing digital signings, like Monareta. It’s when we can’t produce the 5,000 minimum run of CDs, however, we view digital signings as full signings.. Thirty to forty percent of our sales in now in digital format, the most of any Latin label.

RC: Tell me about the Latin Alternative Music Conference (July 8-12.)

JN: We’ve held the conference for nine years now. It’s five days of music held in New York City clubs and features a major concert in Central Park. It’s like an SXSW for Latin Alternative music. We get the biggest acts in genre. We’ve also brought in related acts, for instance Coheed and Cambria has headlined the Central Park concert (lead singer Claudio Sanchez, Puerto Rican descent.) We’ll announce the lineup — around thirty groups – in March or April.

RC: What is your relationship with L.A. radio station KCRW?

JN: They’ve been real champions of the genre. They are also our official radio partner at the conference. A DJ at KCRW, Raul Campos, put together one of our top sellers (“Loteria Beats”) He’s been one of most important electronica DJs and was a natural fit for us.

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www.nacionalrecords.com

www.myspace.com/nacionalrecords

www.youtube.com/nacionalrecords

New releases:

Yesterday (Feb. 19) – Todos Tus Muertos (Argentine ska/punk) “Greatest Hits”

March 4 - Senior Flavio “Supersaund 2012”

April – The Pinker Tones “Wild Animals” and Bostich+Fussible “Tijuana Sound Machine”

Also look out for a Nortec Collective release and a remix from Brazilian DJ Gorky of baile funk group Bonde Do Role. He’ll remix Mexican Institute of Sound’s song, “Escribeme Pronto.”

Video: Todos Tus Muertos, “Mate”