Today, Billboard Español announced the brand’s first official beer partnership with Michelob ULTRA will kick off at Billboard Latin Music Week, the longest-running and biggest Latin music industry gathering in the world, with events presented by Michelob ULTRA featuring Fonseca, Mike Bahía, and Greeicy. Michelob ULTRA will also serve as the first-ever official beer of the week-long event that will return to Miami, FL on October 2 – 6, 2023 spotlighting Latin’s top artists, actors, influencers, and industry leaders. Registration is now open at BillboardLatinMusicWeek.com.
The inaugural partnership will expand Billboard Español and Michelob ULTRA’s as supporters of the Latin music community. Rooted in Michelob ULTRA’s key messaging “It’s Only Worth It If You Enjoy It” or “Solo Vale La Pena Si Lo Disfrutas,” the partnership will feature a series of unique, music-focused moments with iconic singers that have shaped the Latin music community and paved the way for the genre’s recent rise in global popularity. These moments will range from bespoke concert experiences, to immersive activations, to artist-led video storytelling that highlight the various ways artists create moments of joy in addition to their music.
During Billboard Latin Music Week, Michelob ULTRA will present a fireside chat with seven-time Grammy Award winning Colombian singer and composer, Fonseca. Known for his fusion of traditional Colombian sounds with rock, pop and symphonic music, the beloved artist will unveil another side of himself unveiling his life passions and what brings him joy outside of music.
Michelob ULTRA will also present two En Vivo Concerts during the week:
- October 2nd – Headlined by Colombian singer and actress Greeicy alongside husband and Latin Grammy Award winning singer and songwriter, Mike Bahia, at the Faena Theatre
- October 6th – Finale concert headlined by Fonseca at Oasis Wynwood
In addition, Michelob ULTRA will invite attendees to enjoy an interactive video booth to share their favorite moments and what brought them joy during Billboard Latin Music Week. As the official beer partner, Michelob ULTRA and Michelob ULTRA Pure Gold will be served to guests 21+.
Throughout Billboard Latin Music Week, Billboard Español and Michelob ULTRA will capture exclusive content with Fonseca, Mike Bahía, and Greeicy for custom videos that will convey the spirit of each artist and offer unique insight into the Latin community. The artist-led videos will explore the history of their careers, personal relationships, unpack personal moments where they’ve struggled and felt the most triumphant, and more. Each branded video will be released by Billboard Español as part of the ongoing partnership later this Fall.
“Our partnership with Michelob ULTRA was born from our shared vision to celebrate the very best of Latin music,” said Leila Cobo, Chief Content Officer of Billboard Latin/Español. “Latin music is synonymous with joy and together our two brands have the opportunity to create unique experiences at Latin Music Week that tap into our audience’s passion points, especially the love of music.”
“At Michelob ULTRA, we pride ourselves on creating unique and immersive experiences for music fans to come together and enjoy the artists they love”, said Ricardo Marques, Vice President of Marketing, Michelob ULTRA. “Through this partnership with Billboard Latin Music Week, we’re excited to celebrate Latin culture through music in a way that inspires joy for all.”
The 2023 edition of Billboard Latin Music Week will feature an expansive programming lineup with one-of-a-kind performances, exclusive panel conversations, workshops, showcases, networking opportunities, and more. Featured recently announced participants include Arcángel, Chencho Corleone, Christian Chávez, Christopher von Uckermann, Edgar Barrera, Eladio Carrión, Feid, Fonseca, GALE, Grupo Frontera, Maite Perroni, Manuel Turizo, Maria Becerra, Myke Towers, Natanael Cano, Nathy Peluso, Nicki Nicole, Peso Pluma, Santa Fe Klan, Shakira, Vico C, Yng Lvcas, and Young Miko, with more to be revealed. For more information on Billboard Latin Music Week and the latest updates, visit BillboardLatinMusicWeek.com.
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ABOUT MICHELOB ULTRA
Introduced in 2002, Michelob ULTRA is the No. 2 beer in the industry by volume. With just 95 calories, 2.6 carbs and no artificial flavors or colors, it is a superior light beer that celebrates the active, balanced lifestyle of its drinkers that includes both fitness and fun. Michelob ULTRA’s choice of grains and extended mashing process leads to its refreshing taste and fewer carbohydrates. It is brewed with the finest barley malt, rice, hops, and a pure-cultured yeast strain, all of which reflect Anheuser-Busch’s commitment to brewing quality. Michelob ULTRA reminds you to always drink, and sweat, responsibly.
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