The AFME Foundation is a non-profit 501 (c) (3) organization that produces the Albuquerque Film & Music Experience (AFMX).   

AFME Foundation formed to make a difference in our collective community during AFMX and through year-round programming.  


Our purpose is to provide opportunities for future generations while increasing exposure and economic impact for the City of Albuquerque and the State of New Mexico.  Each year, we bring filmmakers, musicians, artists, and visionaries together to celebrate the art of storytelling and collaborate into the future.


The foundation provides support to students and up-and-coming New Mexico filmmakers, artists, and musicians who, otherwise, may never pursue their college education or realize their artistic dreams.  With so many talented students of the arts in the Land of Enchantment, our goal is to offer assistance in earning degrees in their respective fields of study,  further their careers, and keep them, and their talents, right here in New Mexico.

Students are invited to volunteer at AFMX, attend educational panels, workshops, and Intimate Conversations with talent for free, and take advantage of free passes to the overall festival through our "Sponsor a Student at AFMX" program.

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With over 25 years of experience in hospitality and entertainment, and seven years serving as a film festival executive producer, Ivan has become a key resource and go-to person in New Mexico for A-list talent, producers, directors, and other clients in the film and entertainment industry.  He takes great pride in providing a platform for economic growth and opportunities for students as Executive Director of the Albuquerque Film & Music Experience.  He also serves as a Board member of the AFME Foundation.

Ivan owns Reel Solutions, one of the premier concierge and consulting services in New Mexico.  Reel Solutions has worked with some of the biggest names in film and television as it is the only company authorized to provide airport meet and greet services at Albuquerque International Airport. These services give a great first and last impression of client experiences in the Land of Enchantment.


Ivan has been a producer on several short films, television shows, documentaries, and commercials and is working his way into producing feature films and documentaries.  Ivan is the former Head Concierge of the historic Watergate Hotel in Washington, D.C., and a former personal assistant to the late actor Dennis Hopper.



Jeff Baker is the managing partner of The Baker Law Group.  He is a former chair of the Anti-Defamation League's New Mexico region and is a member of ADL’s National Civil Rights Committee. 


Jeff currently serves on the New Mexico Supreme Court Professional Conduct Committee, and he is a member of the Client Protection Fund Commission. Jeff has testified as an expert witness in matters involving attorney’s fees and attorney ethics. He is listed in Best Lawyers in America (legal malpractice). Jeff’s involvement with AFMX stems from his interest in encouraging students to use film to promote diversity, respect, and tolerance.



Larry is President of the Board and has served on the Foundation’s Board of Directors since its inception. He serves as Vice President – Investments for Wells Fargo Advisors LLC. Larry graduated from the University of New Mexico in 1985 and has been a resident of New Mexico for 37 years.  As a businessman, Schwartz has sat on both sides of the table, as a corporate executive and board member of several non-profits.   He is a tenor saxophone player and has a passion for bringing people together for a co-creative community.


AFMX is proud to have Larry’s experience and dedication to growth in the community as part of its program.


Bruce F. Malott, CPA, CFF, is the founder and managing principal of O2 CPA Consulting Group. O2 CPA is a boutique consulting and tax firm that specializes in helping small businesses navigate complex tax, funding, and profitability issues and help individuals achieve their personal financial goals. Beyond tax advice and business consulting, Bruce is a nationally recognized forensic accounting expert who testifies in over 100 cases.

In 1983, Bruce started his own firm, which grew to be recognized for its innovative marketing, outstanding customer service, and high professional expertise level. By the time the firm was acquired in 2011, the firm had grown into a $10 million firm with over 70 employees. This acquisition allowed Bruce to return to his true calling, helping small businesses.


Augusta Myers is well-known in Albuquerque as a former Anchorwoman/Reporter for the ABC affiliate channel 7 for 16-years. She won several awards for her coverage of current events both locally and nationally. 


She currently works as Communications Manager for the Mid Region Council of Governments, where much of the federal funds flow for transportation planning and workforce development in Central New Mexico.  Augusta also serves as the spokesperson for the state's only commuter rail system - the New Mexico Rail Runner Express.


Augusta is passionate about her voice-over work and continues to narrate and appear in various videos a natural lover of the written and spoken word.

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Grammy-nominated bassist Nathan East, credited on more than 2,000 recordings is recognized as one of the most recorded musicians in music. He is a founding member of contemporary jazz supergroup Fourplay with Bob James, Lee Ritenour & Harvey Mason. East has performed and collaborated with Eric Clapton, BB King, Stevie Wonder, Michael Jackson, Dave Grusin, George Harrison, Ringo, Quincy Jones, Toto & Daft Punk with Nathan's bass line driving the worldwide hit, "Get Lucky".  East co-wrote "Easy Lover" with Phil Collins & Philip Bailey earning him an MTV Video Award.

In 2014, Nathan released his debut album on the Yamaha Entertainment Group label which went to #1 on the Billboard Jazz Charts and won a Grammy nomination for Best Contemporary Instrumental Album. His second solo album "Reverence" (2017) also reached #1 on the Billboard Jazz & Contemporary Jazz charts.

East, a graduate of the University of California - San Diego with a Bachelor of Arts Degree in Music, was honored by The United States Congress with a Congressional Record for his contribution to the worldwide music community.

Nathan’s award-winning documentary “For The Record” was featured at AFME in 2016 where he received the prestigious AFME Music Award.  

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Joanie Griffin is the CEO and founder of Sunny505. She has over 30 years of experience in the communications and marketing field—starting Griffin & Associates in 1990. As a successful small business owner, Joanie knows the importance of creating a memorable and lasting brand for a business. Though the media world has evolved greatly, Joanie has always adapted media strategies to most effectively serve her clients’ needs. Joanie has remained at the forefront of marketing and advertising by building communications plans that integrate shared media, owned media, paid media and earned media.


As one of New Mexico's leading entertainment attorneys, Robert Singer was privileged to represent and work with many prominent entertainment industry companies, actors, performing artists, writers, producers, and technicians over many years.  He worked at the legal, business, and creative levels of many exciting entertainments and significant construction projects in New Mexico and the United States. He also worked in various international venues, including Spain, the United Kingdom, Germany, China, Japan, Taiwan, Mexico, El Salvador, Brazil, South Korea, and others. 

Other projects include the formation and representation of many entertainment production, marketing and distribution companies. Robert participated in the development, organization, and presentation of numerous film and television productions, theme park developments and attractions, live concerts and performances, and sound-and-light specials. Events.


Carissa Mitchell is the Owner and SAG-AFTRA Franchised Talent Agent at Mitchell & Associates Talent, with branches in Los Angeles and New Mexico. Prior to becoming an agent, she had earned an excellent reputation working in the casting and AD departments of many independent films and local film festivals. She also co-produced projects that were designed to encourage the involvement of local film students, SAG-AFTRA actors, Union mentors, and businesses in the support of independent productions.

Before entering into the entertainment industry, Carissa was a graphic designer, art director, and special events coordinator for almost twenty years. She has a Bachelor’s Degree from the University of Wisconsin-Madison in Fine Art and Photography.

A self-proclaimed nerd and film buff, Carissa couldn’t be happier to represent amazing actors and being a part of this wonderful industry!

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When pushed, SB Reeves will reluctantly and modestly tell you that since he was 16 and for the past 55 years, he published a great number of the over 500 songs he has composed. Over the years, he is recognized as both a thinker and a doer.


In the early 1970s, he was awarded a Ford Foundation Executive Leadership Doctoral Fellowship at the age of 21 - a fellowship customarily given to more mature and seasoned professionals.  When he asked why he was chosen, he was told by a member of the selection committee that he demonstrated leadership qualities way before his time and was half jokingly told that he was 21 going on 70 for the way he had conducted himself in the rigorous interview process.  

In 1976 a move to Los Angeles quickly changed his life.  In a simple twist of fate he was offered a job writing for Goodson/Todman produced game shows and did so for a number of years.  Subsequently, his curious nature and entrepreneurial spirit involved him in a variety of engagements ranging from forming a small record label, developing film projects, promoting the Moscow Circus, and being an Ernst and Young Entrepreneur of the Year Finalist twice.

For the past 20 years, he has concentrated mainly on the process of song-writing and performing and has played everywhere form small establishments to the Kennedy Center For the Performing Arts.

He also continues to develop the Character, Dr Einstein Krinkle(R) (Santa Claus' Personal Doctor(R)) who appears when called upon to tell his tales to children of all ages.

2020 990 report