News Column

Don Omar, Nas Added to Soulfrito Lineup

February 19, 2014

Staff Reports -- HispanicBusiness.com

Don Omar

The Soulfrito Urban Latin Music Festival is back to highlight popular and up-and-coming artists in the urban music landscape.

The Florida festival was launched by Soulfrito –- a lifestyle and entertainment brand with the mission of highlighting the essence of urban Latino culture. The seventh annual festival will take place on Saturday, Feb. 22, at the Sun Life Stadium in Miami.

This week it was announced that Nas and Don Omar were added to the lineup that already included talented acts, including Juicy J, Busta Rhymes, Victor Manuelle, Hector "El Torito" Acosta, Sensato, Plan B, Calma Carmona, DJ Camilo and DJ Enuff.

Latina entertainers Adrienne Bailon and Julissa Bermudez will be co-hosting the festival. Bailon and Bermudez co-star in their own reality series, Empire Girls: Julissa and Adrienne that airs on the Style network.

Soulfrito attracts second- and third-generation, predominantly bilingual U.S. Hispanics.

"The format of Soulfrito has progressed to become the first event of its kind that targets the 'Urban Latin Millennial,'" Soulfrito founder Melissa Giles said in a press release.

Hispanics will account for 11 percent of U.S. purchasing power by 2017, according to Giles. The Soulfrito festival was one of the first of its kind to provide a music platform that brought together Hispanic artists and major brands, such as Pitbull and GM, to target this audience.

"Miami has become one of the fastest-growing international markets in the world, and the popular American Latino movement it represents has immigrated overseas in to countries that are now exposed to the music and culture," Ms. Giles added.

Soulfrito also has teamed with other major brands, including Toyota, Jack Daniels, Anheuser Busch, Coca Cola and Heineken.

"Soulfrito fits well within our Hispanic community outreach program of sports and entertainment at Sun Life Stadium," Todd Boyan, senior vice president of Sun Life Stadium, said in a news statement. "Our partnership with the festival is based upon the unique nature and multicultural audiences the event will draw from.

"Soulfrito has a crossover appeal to multiple genres, cultures and ethnicities, including the mainstream urban music enthusiast, which is a testament to how today's general market has developed to include the Hispanic consumer," he added.


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