Exploring the Journey of Nacional Records: 20 Years of Influencing Latin Alternative Music

Los Angeles-based entrepreneur Tomas Cookman founded Nacional Records two decades ago, positioning the label as a pivotal voice in the U.S. Latin alternative music scene.

The label’s first release was the self-titled debut album by Andrea Echeverri, the lead singer of Colombia’s groundbreaking Rock en Español band, Aterciopelados. This was followed by “Tijuana Sessions Vol. 3,” the eagerly awaited sophomore album from the Latin electronic group, Nortec Collective, despite the fact that the band never produced a “Vol. 2.”

Released in March and July of 2005, respectively, these albums quickly showcased Nacional as a boutique imprint finely attuned to the Latin music zeitgeist. Rather than focusing on a specific sound, the label offered a distinct perspective—one that was both visionary and diverse. In subsequent years, Nacional nurtured future stars such as Ana Tijoux, Bomba Estéreo, and ChocQuibTown while also investing in notable projects that didn’t achieve commercial success, like Liquits and She’s a Tease. The label attracted genre legends, including Manu Chao and Fabulosos Cadillacs, and even released noteworthy records by non-Latin artists, such as Tom Tom Club and Tokyo Ska Paradise Orchestra. In doing so, Nacional garnered over 100 Grammy and Latin Grammy nominations and co-founded the Latin Alternative Music Conference, an annual event in New York.

As the rock-based alternative movement waned in the 2010s, supplanted by the rise of trap and reggaetón, Nacional adapted its curatorial approach, embracing a more eclectic range of genres, including tango, música Mexicana, and urbano.

To commemorate its 20th anniversary, Nacional has released “The Story of Nacional Records,” a two-volume, double-LP vinyl compilation featuring 51 tracks curated by Cookman.

Reflecting on the label’s journey, Cookman remarked, “I’ve always felt that the Nacional Records story is a Los Angeles story. This is where we decided to do it, where we’ve been all these years, where we brought the artists and made it a real market for people. I love L.A. I wouldn’t want to live anywhere else.”

Andrea Echeverri from Aterciopelados shared her experience, stating, “We knew Tomas from the ’90s, when Aterciopelados was constantly touring with the likes of Fabulosos Cadillacs… It was a complicated moment, and Tomas really came through for us when we signed with him.”

Cookman added insight into the challenges of running a label, recalling, “Running a record label is not easy… back then, it was more expensive to record and manufacture physical product. With every new release, we’d send albums to 800 people, and that was expensive.”

Jennifer Sarkissian, general manager of Nacional and LAMC, highlighted Cookman’s unique approach to artist relations: “He gives artists the creative freedom to become the best version of themselves.” She noted that through the years, his support has fostered their growth and evolution.

The journey of Nacional Records also includes market shifts experienced by artists. Julio Briceño from Los Amigos Invisibles commented on the importance of the label’s connections: “We realized that we could benefit from the label’s contacts and promotional arm,” he noted.

Cookman reflected on the financial challenges that independent labels face, revealing, “We’ve lost artists over the years… In all those cases, someone said, ‘I’m going to give you $200,000,’ and my counteroffer was, don’t spend it all too quickly.” Briceño acknowledged that eventually, the band determined independence might be more feasible.

Ana Tijoux shared that her time at Nacional enriched her career but felt the need to pursue other opportunities eventually. Echeverri reminisced about the camaraderie formed over dinners and shared experiences, expressing gratitude for her time with the label.

Nacional has adapted to a fragmented market while expanding its management arm. Cookman recalled his realization that management suited him better than performing. He noted, “Luckily, I realized that I was a better artist manager and label owner than a singer or drummer.”

As Nacional celebrates its legacy, Tomas Cookman remains driven by a passion for music and the artists it represents, focusing on fostering creativity and connection in an ever-evolving industry.