Heineken® Unveils "Heineken House" at the 14th Annual Latin GRAMMY Awards®

Latin America - español

A multisensory experience featuring music artists and producers in Las Vegas celebrating the Biggest Night in Latin Music™

News provided by

Heineken

Nov 14, 2013, 09:00 ET

WHITE PLAINS, N.Y., Nov. 14, 2013 /PRNewswire/ -- Heineken®, the official beer of the 14th Annual Latin GRAMMY Awards®, is returning as a proud sponsor with a brand new state-of-the-art consumer experience at the Heineken House, located in the Eye Candy Lounge at the Mandalay Bay Resort and Casino.

The Heineken House will be open to all consumers during Latin GRAMMY® week, November 19^th through the 21^st. The space will feature the Music Labs, an interactive and innovative music experience that includes a custom built recording studio, an interactive area equipped with iPads with music apps and LG touchscreens allowing music fans to discover, engage, and get a first-hand view of the musical creative process with some of today's most recognized Latin music artists.

"Latin music is a passion point for our Hispanic consumers and we are very proud and excited to continue our support of the Latin GRAMMY Awards® for the 14th year," shared Belen Pamukoff, brand director, Heineken USA. "This year, we enhanced our presence by transforming the Heineken House into an innovative, digitally-infused, consumer experience offering the chance to discover and engage in the creative music recording process."

2013 Heineken House Experience

Sound Lab – a state-of-the-art portable recording studio offering consumers a glimpse into the music recording process with a chance to observe live studio sessions between industry leading producer Toy Selectah and various Latin GRAMMY nominees.

Touch Lab – a digital zone equipped with iPad kiosks offering consumers the opportunity to create and share personalized music, and all-star access to current Latin GRAMMY nominees including photos, biographies, music and videos.

Media Hub – a dedicated media engagement lounge fully-equipped with complementary WiFi, charging stations, seating, social and in-person engagement including interview access to artists and celebrities on Tuesday, November 19 and Wednesday, November 20 from 11:00 a.m. until 4:45 p.m.

Sound Wall – an eye-catching speaker systems art installation providing the ultimate acoustic, visual and sensual sounds of Latin music streaming from the DJ booth.

Along with hosting signature events throughout Latin GRAMMY week, Heineken will participate as a sponsor of the 2013 Latin Recording Academy® Person of the Year gala on November 20; feature the live preshow green carpet arrivals area prior to the Latin GRAMMY Awards and serve as an official sponsor of the official Latin GRAMMY Awards After-Party on November 21.

Heineken House Signature Event Highlights

Sound Lab Sessions, music recording sessions with Latin GRAMMY nominated artists throughout the week including Gaby Moreno, Illya Kuryaki & The Valderramas, DJ Afro of Los Amigos Invisibles, Fito Blanko, Bomba Estereo, and Hello Seahorse, among others.
Evening Celebrations
- Welcome Party featuring a headlining celebrity DJ set from Illya Kuryaki & The Valderramas and live performances by Latin GRAMMY nominated artist Gaby Moreno.
- Remezcla Party, a night of Latin Alternative music featuring live performances from Latin GRAMMY nominated artists Bomba Estero and Hello Seahorse with a headlining DJ set by Toy Selectah.
- Closing Night Party, the ultimate consumer dance party including live performances by Sensato, Magic Juan and featuring DJ sets by AJ El Kallejero, Orior, El Dusty of Peligrosa All Stars and much more!

For more information on Heineken, please follow us on Twitter, @Heineken_US, #HEINEKENHOUSE or visit the Heineken Facebook page, www.facebook.com/Heineken.

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, Indio, 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 LatinGRAMMY.com. For breaking news and exclusive content, follow @LatinGRAMMYs on Twitter, like "Latin GRAMMYs" on Facebook, and join the Latin GRAMMYs' social communities on Foursquare, Google+, Instagram, Pinterest, Tumblr, and YouTube.

SOURCE Heineken