'Heineken MezclaSonic' Brings the Underground Music Movement of Latin Mashups Center Stage

WHITE PLAINS, N.Y., April 5 /PRNewswire/ -- For the first time, Heineken USA will bring the innovative sounds of Latin mashups center stage with "Heineken MezclaSonic." Kicking off this spring, "Heineken MezclaSonic" will provide a platform for this emerging music genre through unique musical experiences nationwide. Headlined by three top DJ groups in the Latin mashup scene, The Mexican Institute of Sound, Nacotheque and D'Marquesina, this yearlong initiative will debut at the Heineken TransAtlantic Festival on April 9th in Miami. "Heineken MezclaSonic" will then travel through cities including New York, Chicago and Los Angeles and will offer adult consumers the experience nationwide via an online space.

"Heineken MezclaSonic" fosters innovative sounds by bringing together Latin mashup DJs to mix and blend unexpected musical combos. Songs and beats from traditional Latin genres are mashed with popular urban beats and mainstream music including reggaeton, hip-hop, electronic and funk to reflect the bicultural, dynamic style of modern American Latinos.

"'Heineken MezclaSonic' is a real life example of our Demuestra Quien Eres platform. These DJs have taken the high road as music innovators – they are some of the trail blazers behind the creation of the Latin mashup genre. This team of DJs embodies the essence of what it means to show what you're made of through music. We're excited to bring this unique musical experience to our adult Hispanic consumers nationwide and can't wait to kick it off in Miami, one of the most important cities for Latin music," said Shane Hoyne, Senior Brand Director of Heineken.

The "Heineken MezclaSonic" DJs will merge Caribbean and Mexican nostalgia from the 80's and 90's with contemporary, urban sounds of today to create original music consumers can experience at events and digitally. These DJs will be creating unique Latin mashups that will be made available for digital downloads via major online channels this summer.

"Heineken MezclaSonic" DJs:

• Mexican Institute of Sound: Camilo Lara known as a pioneer of the growing Mexican electronica movement; specializes in mashups using forgotten Mexican folk songs with modern sounds like Electronica and Alternative Rock.
• D'Marquesina: Puerto Rican DJ duo Hector Arce and Glori Linares known for turning Caribbean nostalgia from the 80's and 90's into new original mashups of classic salsa, merengue and cumbia beats with reggeaton and hip hop.
• Nacotheque: New York based duo Marcelo Baez and Amylu Meneses have become one of the most unique Latin mashup DJs in the underground scene, specializing in Latin mashups from music all over Latin America and Spain.

"We're very excited to be part of the Heineken Mezclasonic program! We always look forward to sharing the love for underground, new, and classic Latin music and to create a scene where people are having a really great time as they experience some never before heard musical creations," expressed Marcelo Baez of Nacotheque.

"Heineken MezclaSonic" will kick off at the 8th Annual Heineken TransAtlantic Festival which features modern world music from the great cities of the Atlantic rim - Europe, Africa, Brazil, Argentina, the Caribbean and New York- and will continue throughout the year during Heineken events in major cities including New York, Chicago and Los Angeles.

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. 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 FEMSA Cerveza of Mexico. For a safe ride home, download the Heineken USA-sponsored Taxi MagicTMapplication from your smartphone. Please visit www.EnjoyHeinekenResponsibly.com.

SOURCE Heineken USA

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