Heineken to Host "The Spot"; an Unprecedented Latino Cultural Experience in New York This Summer

USA - English

• Latin America - español

NEW YORK, June 16, 2011 /PRNewswire/ -- Trendsetting Latino artists, musicians, DJs, filmmakers and tastemakers will unite under one roof in New York this summer at The Spot by Heineken. In partnership with Remezcla, a leading creative house and content authority on emerging Latin culture, The Spot by Heineken is a place that inspires and connects everyone to Latin music and culture. The three-week initiative combines all elements of a performance space, art gallery and a local hangout.

(Logo: http://photos.prnewswire.com/prnh/20110616/LA21562LOGO)

Located in the heart of Soho's Nolita neighborhood, The Spot by Heineken launches on July 13th with over 12 events bringing together a mass audience for live concerts, art exhibits and film screenings, thoughtfully curated by the expertise of Remezcla. Kinky, Tego Calderon, La Mala Rodriguez, Vico C and Carla Morrison, and the New York International Latino Film Festival are just some of the artists and partners who will be part of The Spot by Heineken's line-up. Content from The Spot by Heineken will also live digitally via www.remezcla.com/TheSpot, a multimedia hub that provides 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 by Heineken celebrates the convergence between Latin culture and urban creativity, and is a big testament to the impact that many Latin artists and the creative community have made on US cities. Partnering with Heineken on The Spot supports Remezcla's vision for building digital and social platforms to discover, celebrate, and experience the diversity of emerging Latin music and culture scenes.  New York City is the perfect place to start telling this story," said Andrew Herrera, CEO and Founder of Remezcla.

The Spot by Heineken will include the participation of over 30 artists and organizations. Partners and the final line up will be announced in the coming weeks. The public will be able to preview the space and get exclusive information about these events by registering on www.remezcla.com/TheSpot.

Video available here: http://vimeo.com/channels/thespot

About Heineken USA

Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. European brands imported into the U.S. include Heineken Lager, the world's most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the Heineken USA-sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com. Please visit www.EnjoyHeinekenResponsibly.com.

About Remezcla

Remezcla is an indie Latin media and creative studio specializing in cultural innovation. Leveraging its expertise in emerging Latin music and culture, Remezcla has built a dynamic environment for idea generation and execution that is based on the convergence of cultural, creative, and new media strategies and insights. Remezcla has been tapped by leading brands such as Heineken, Pepsico, Levi's, Nissan, Microsoft and others to develop progressive marketing programs for young and trend-setting Latinos.  For more information go to www.remezcla.com

SOURCE Heineken USA