Heineken MezclaSonic Brings the Musical Experience of Latin Mashups to the 11th Annual Latin Grammy® Awards

Latin America - español

2010 Heineken Green Ribbon Initiative To Support The Growth Of The Latin Mashup Music Genre

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Oct 12, 2010, 01:14 ET

WHITE PLAINS, N.Y., Oct. 12 /PRNewswire/ -- Heineken USA, the official beer sponsor for the 11th Annual Latin GRAMMY® Awards, will rock Las Vegas with the ground-breaking sounds of Latin mashups, through Heineken MezclaSonic. This yearlong music series was created as a platform to showcase the Latin mashup music movement and the top DJs behind it. In support of the movement, Heineken will direct its music program, Heineken Green Ribbon, to fund future talent in the Latin mashup genre through a DJ school partnership. The 11th Annual Latin GRAMMY Awards will be broadcast live on the Univision Network from 8-11 p.m. ET/PT on November 11th from the Mandalay Bay Event Center in Las Vegas.

Heineken MezclaSonic launched in April 2010 to promote innovative sounds by bringing together Latin mashup DJs to mix and blend unexpected musical combos. Headlined by three top DJ groups in the Latin mashup scene, The Mexican Institute of Sound, Nacotheque, and D'marquesina, Heineken MezclaSonic traveled through cities nationwide, performing in New York, Miami, Chicago, and Los Angeles, and the tour will be making its last stop at this year's Latin GRAMMY Awards in Las Vegas.

Heineken will partner with a DJ school to fund classes in Spanish as part of this year's Green Ribbon program on behalf of everyone who wears a green ribbon during the awards. With this donation, Heineken will have achieved its goal of providing $100,000 in support of music education and special programs for music artists in Hispanic communities over the years.

"The Latin GRAMMY Awards is a premiere cultural event, and Heineken is proud to have been a part of this celebration for 11 years in a row," said Daniel Mandelbaum, Brand Director of Heineken. "We are also excited that through the Heineken Green Ribbon, we will be supporting one of the most progressive trends in Latin music today, the Latin mashup, and bringing Heineken MezclaSonic to the lively city of Las Vegas."

For more information on the Heineken MezclaSonic program, and updates on Heineken at the Latin GRAMMY Awards, please visit www.mezclasonic.heineken.com.

About the Heineken Green Ribbon

Since its launch in 2003, Heineken provides a number of Hispanic music organizations and individual musicians in cities throughout the country, the funding to help them continue to develop their skills and artistic expression. Past beneficiaries include: The Celia Cruz Foundation, ASCAP Foundation, Mano a Mano- Mexican Culture Without Borders and most recently the National Association of Latino Arts & Culture (NALAC) Fund for the Arts.

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 The Latin Recording Academy®

The Latin Recording Academy is an International, membership-based organization comprised of Spanish- and Portuguese-speaking recording artists, musicians, songwriters, producers and other creative and technical recording professionals. The organization is dedicated to improving the quality of life and cultural condition for Latin music and its makers. In addition to producing the Latin GRAMMY Awards to honor excellence in the recorded arts and sciences, The Latin Recording Academy provides educational and outreach programs for the Latin music community. For more information about The Latin Recording Academy, please visit www.latingrammy.com. For breaking news and exclusive content, join the organization's social networks as a Twitter follower at www.twitter.com/latingrammys, and a Facebook fan at www.facebook.com/latingrammys.

SOURCE Heineken USA