“It’s about culture,” O’Farrill said. “It’s about a culture in a city that is emblematic of a larger picture. It’s culture that really exists throughout America.

“The music we play is American. It’s not Latin jazz. It’s American in the best sense, because it represents the greatest integration of all the good things, the really powerful things, that unite us as a people.”

That said, O’Farrill, son of the late and legendary drummer Chico O’Farrill, warns that as artistic director, his ALJO is not about feeding audiences the same old tunes.

“We’re doing some of the best, most interesting, cutting edge programming in Afro Latin big band jazz that there is,” he said. “We’re doing things with this music that people only thought of.

“I’ve uncovered a huge and terrifying direction that jazz could take. It’s brand new and completely unbelievable. It’s like what they say; Be careful what you ask for because there so much music to be made that is so wonderful and amazing and that really challenges everything we think jazz and Latin jazz is.”

You can judge for yourself next weekend as ALJO celebrates its 10th anniversary with two days of performances at Symphony Space, 2537 Broadway at 95th St.

The Friday, Jan. 20 benefit concert will honor founding ALJO board chairman Ray Santos and jazz pianist Randy Weston.

“Ray Santos is one of my personal heroes,” O’Farrill said. “I model my life on people like him.”

The show starts at 8 p.m. Tickets are $100, $80 and $60.

The Saturday, Jan. 21 show will “bring back the best moments of the past 10 years with some of my favorite performers,” O’Farrill said. “We are literally recreating moments that left people speechless” with performances by Dafnis Prieto, Claudia Acuña, Donald Harrison, Edmar Castaneda, and Fernando Otero.

Tickets are $50, $40, and $30, with $15 and $5 student tickets, though O’Farrill said: “Anybody who understands me and the culture I love understands that this music is sustenance. We won’t turn anyone away.”

Tickets for both days are available at the Symphony Space box office and website www.symphonyspace.org, and at the ALJO website, www.afrolatinjazz.org.

Though his initial ambition was to play piano in jazz legend Miles Davis’s band “because Miles Davis was the greatest musician in jazz history,” O’Farrill said he found himself assuming a leadership role in his father’s business as the elder O’Farrill “started getting older and feebler. He had opportunities handed to him he could not handle, so I started taking over for him.”

The ALJO started under the auspices of Jazz@Lincoln Center but branched out on its own five years ago and has since founded several entities — including the Afro Latin Jazz Foundation, the Afro Latin Jazz Alliance, and the Afro Latin Jazz Academy of Music — to manage fundraising, educational and other endeavors.

O’Farrill, whose wife and two sons are all musicians, said ALJO is dedicated to exploring a uniquely American art form.

“When I say American I mean Pan American,” he said. “There is some form of jazz in Peru, in Colombia, in Argentina, in Uruguay. There is some form of jazz in every corner of the Americas, and it’s not necessarily a form of American jazz. It’s a form they have created and a form of improvisational music they have labeled as jazz which I think reflects their indigenous culture.

ALJO’s music, he said, ““is accessible to connoisseurs of classical music or to people who just want to dance. It an incredibly broad spectrum that we do.”

Read more: http://www.nydailynews.com/new-york/arturo-o-farrill-jazz-article-1.1006419#ixzz1jgtJuNRA

Presented by Emerson Bran Management and Floyd A. Smith & Associates on Saturday, August 20th in San Diego at the Four Points Sheraton –this month everyone in SoCal is marking their calendars for Mongorama’s CD release party and concert to mingle and enjoy music from some of Los Angeles’ greatest Latin jazz artists. Mongoroma (Sangu Records) is a fun and lively Latin jazz album released this summer that brings an all-star ensemble together to revive the Afro-Cuban cadences from the legacy of Mongo Santamaria, while also blending fresh and innovative arrangements of their own. Mongorama, which is also the name of the 9-piece all-star group, was organized by Los Angeles radio personality Jose Rizo of KKJZ. Artists in the band include world-class musicians: saxophonist Justo Almario, Danilo Lozano (music director and on the flute), Joey De Leon (congas) Dayren Santamaria (violin), Adonis Puentes (lead vocals), Rene Camacho (bass), Ramon Banda (timabales), Alberto Salas (piano), and Alfredo Ortiz (percussion).

The star-studded ensemble, Mongorama, is a tribute to the legacy of the great Cuban percussionist Ramon “Mongo” Santamaria and provides an entertaining, balanced, and exuberant musical experience with some of today’s best Latin Jazz artists. The album has been sizzling, and so far has been widely embraced; recently it reached #2 on JazzWeek under the world music category and also reached the Top 10 under the jazz category. Favorite tracks from Mongorama include: “Las Guajiras” with the lead vocals of Adonis Puentes, “Asi Es La Vida” with guest solo Poncho Sanchez, and the infectious conga beat “Bacoso” to name a few. Justo Almario is also featured on “Bluchanga” blowing his horn and soaring in the best post-bop tradition.

“We are always excited to present quality entertainment to audiences; especially Mongorama, an ensemble that restores music from the highly respected musical phenomenon Mongo Santamaria,” says Emerson Bran, CEO, Emerson Bran Management. A partnership between Emerson Bran Management and Floyd A. Smith & Associates in San Diego is inevitable, as they both share the same mission of offering the greatest legends in music –and in this case bringing back the stylistics and arrangements of the legendary Mongo Santamaria.

Sponsored by KSDS 88.3 and hosted by Latin jazz DJ Chris Springer, don’t miss catching Mongorama this month in San Diego at the Four Points Sheraton. As part of the CD release Mongorama will also be performing in concert. The band will perform classic charanga jazz with a contemporary twist to satisfy everyone. Regular admission to this event is only $20 per person and includes a free album. For anyone interested in meeting some of the greatest Latin Jazz artists, there is also a special “Meet & Greet” VIP package to get up-close and talk to the Mongorama members. The VIP package includes a reception, as well as the album for only $35. For more information or to purchase tickets, please visit: http://www.emersonbranmanagement.com

About Mongorama

Mongorama is a 9-piece, all star band, lead by KJazz radio personality Jose Rizo, performing fresh arrangements of classic Mongo Santamaria tunes and original material inspired by this legendary conga master. Some of Mongorama participants are Grammy-winners, who are former members of Mongo’s bands, or close associates. Mongorama is dedicated to continuing the legacy of the great Mongo Santamaria. This is Latin-Jazz at it’s highest level. The music performed is classic charanga-jazz with a modern twist, satisfying both the great dancers and the very hip jazz fans. Some of the Mongorama members include world-class musicians like Justo Almario (tenor sax), Danilo Lozano(flute),Joey De Leon(congas), Dayren Santamaria(violin), Adonis Puentes(lead vocals), Rene Camacho(bass), Ramon Banda(timbales), Alberto Salas(piano), and Alfredo Ortiz(percussion).

About Emerson Bran Management

Emerson Bran Management is a full-service booking and management agency established in 1999 specializing in the Latin & Jazz industry. Our commitment is to bring you the best performers in Jazz, Fusion Jazz, Latin Jazz, Afro-Cuban music and more. EBM artists are some of the finest performers, clinicians and educators in the world. EBM represents, books, and has produced events with Grammy Award winners, national and international recording artists as well as emerging talent. From celebratory international and national headlining performances, to unforgettable collaborations and special presentations, EBM’s artists offer a diversity of world genres and rhythms for any size engagement. For a complete roster of EBM artists, please go to http://www.emersonbranmanagement.com

# # #

Most artist, even older jazz artists, have one! That should be an integral part to your online branding!!!!

By now they should be running promotional campaigns through it, as well twitter, myspace and so many other (about 20 or so) sites.

There are various ways to use your branding to get a return on your investment, and help you grow your audience. If you are a performing arts center, jazz club, or festival and need help on creating an online promotional campaign, just call us and we’ll help you.