Heineken continues to roll out sponsorship initiatives backing Latino creative culture. From music and film, to dance, art, performance and education, the beer brand continues to emphasise its international values and reach by engaging with the Latino community.
In its latest initiative the brand has launched ‘The Spot By Heineken’ in partnership with Latin cultural and creative authority Remezcla. Located in Nolita New York, this space aims to attract trendsetting Latino artists, musicians, DJs, filmmakers and fashionistas in July. The project will host a three-week festival targeting young Latino audiences and fans of Latino culture with a line up of live films, art exhibitions, concerts and creative events linking with the New York International Latino Film Festival.
Digital access to The Spot’s content will be available on the Remezcla website, providing access to events, as well as original videos, music and interviews of performing artists.
‘Latin music and culture have revolutionized urban trends, so we’re thrilled to be partnering with Remezcla to offer our audience an enhanced cultural experience this summer,’ said Carolyn Concepcion, Brand Manager of Heineken. ‘The Spot by Heineken offers the community access to some of today’s hottest and more unique Latinos in the music and art world through an engaging platform, all while strengthening Heineken’s support of creative and innovative minds in the Latino community.’
The spot is one of a suite of Heineken Latino sponsorship initiatives. Others include a brand backed grant to help Hispanic film and video artists in the US to gain exposure in the industry, supporting Latino film at Tribeca Film Festival, sponsoring the 19th Annual Billboard Music Conference & Awards, backing a live memorabilia silent auction to benefit the NALAC Fund for the Arts and its Green Ribbon Grant.
Heineken is also the official sponsor of the Latin Grammy’s in Las Vegas and this year it will build on this sponsorship by making the event the final stop on its year-long MezclaSonic music tour. Designed to celebrate the art of the mash-up mix (popular amongst Latin DJs), the MezclaSonic project backs the talents of leading DJ groups such as the Mexican Institute of Sound, Nacotheque, and D’marquesina.
Heineken has also announced plans to link the MezclaSonic project with its existing Green Ribbon music programme. This will see the brand partner with a DJ school to fund lessons (in Spanish) for young enthusiasts. Latino Grammy attendees were encouraged to pledge their support for the cause by wearing a green ribbon.
Comment:
Its support for Latino culture, particularly in the US, is increasingly comprehensive and well rounded and the beer brand adopts this type of approach to further boost not just the Latino niche, but its desired positioned as the global beer brand.
Links:
http://www.remezcla.com/thespot
http://www.heineken.com/us/heineken-music/latin-grammy.aspx?display=low-end-mobile
http://www.tribecafilm.com/festival/heineken/
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