| -- Second Annual Celebration "Soulfrito: The Pontiac Urban Latin Music Festival" Presented by GMAC Spearheads Major Breakthrough for Fastest Growing Minority Group |
Soulfrito: The Urban Latin Music Festival, the first and only celebration of its kind in the world to provide a platform of expression for Urban Latin music and culture, is proud to announce Pontiac as the official title sponsor and GMAC as presenting sponsor.
Soulfrito: The Pontiac Urban Latin Music Festival Presented by GMAC is set to take place below the illuminating and beautiful skyline of Downtown Miami's Bayfront Park Amphitheatre on Sunday, October 5, 2003. Meanwhile, a series of Urban Latin themed activities such as student competitions, mini-concerts, and an Urban Latin Music Conference launch, are scheduled during the weeks leading up to the main event and preview the ever-increasing influence that Urban Latin culture is contributing to today's mainstream lifestyle.
The first Urban Latin Music Festival launched in 2002, took place at Bayfront Park Amphitheatre and was hosted by Angie Martinez featuring renowned artists such as Tony Touch, Sacario, Aventura, don Chezina, Oro Solido and City High with over 8,000 people attending. As a result of this unpredicted success, the event has been re-branded "Soulfrito" (Soulful Latin flavor) and will be broadcast as a one-hour television special reaching millions nationwide.
Through this breakthrough partnership, both brands will reach out to "New Generation Latinos," an under-represented yet burgeoning youth market consisting of second thru fourth generations who are in their 20's, 30's and even 40's. This is also the heaviest segment of Urban Latin music purchasers which consist of specific music enthusiasts: "hip hoppers", "popsters","roqueros", "trailblazers", and "traditionalists".
With nearly 70% of the US Hispanic market under 30, and 65% of its population growth driven by bicultural, acculturated and Urban US-born citizens, this sponsorship opportunity is unique to blue-chip household brands seeking to attract an untapped segment of the market.
Melissa Giles, Founder of Soulfrito comments:
"Soulfrito's partnership with Pontiac and GMAC is due to their strong understanding of the importance of the Urban Latin culture in America, while recognizing and celebrating the creative significance the youth contributes to the evolution of the arts and music. This allows us to make a long lasting impact on our cultural heritage."
Tim Hudgens, Pontiac-GMC Southeast Regional Marketing Manager comments:
"Pontiac is proud to sponsor Soulfrito: The Pontiac Urban Latin Music Festival, a unique celebration of Urban Latin culture. The Soulfrito series of events, culminating with the Pontiac Urban Latin Music Festival, is an amazing opportunity to introduce Pontiac's complete line up of products, designed specifically for the needs and desires of the young consumers. Pontiac as well as other General Motors divisions will continue the expansion of their support and involvement in arts, music and other creative initiatives for the Hispanic community in the South Florida region."
This 'world's first' and unique celebration of Urban Latin culture was introduced to bring together Urban Latin and hip-hop music talent and audiences that represent the existing blend of generations within the Hispanic communities in the U.S. Through this partnership with Pontiac and GMAC Financial Services, the development of various regional and local events ranging from grass-roots education initiatives, to meetings designed to reach key figures within the Hispanic community, have been made possible. On a national level, the partnership will support a unique Urban Latin music concert that will showcase both world-class and breakthrough artists.
The Soulfrito Summer Series Presented by Pontiac, will help raise awareness and build the brand association through events over a two-month period including 'Urban style' parties launching with the Urban Dance Hall at the Official Latin GRAMMY(R) Beach Party that will take place on Saturday August 30th in Miami with DJ Spam & The Spam All Stars, J'Zhabel and Deborah Magdalena, followed by 'The Soulfrito Spoken Episode' in September. A Miami-Dade County High School Poetry and Arts Competition will reach out to high school students and educate them on the value of honing their craft and staying in school. A launch reception for the inaugural Urban Latin Music Conference in 2004 invites urban music industry experts to come together and introduce topics for next year's unique summit. The Soulfrito concert 'official' opening and closing parties will showcase the best local Urban Latin DJ's and artists.
The Pontiac sponsored 'Summer Series' of events will culminate on October 5th at Soulfrito The Pontiac Urban Latin Music Festival Presented by GMAC and a full day music celebration with live performances from a medley of national and international cutting-edge talent.
About Soulfrito: The Urban Latin Music Festival
Soulfrito: The Pontiac Urban Latin Music Festival, is a 'world's first' and unique celebration of Urban Latin culture. Established in 2002, this niche event was introduced to bring together Urban Latin and hip-hop music talent and audiences that represent the existing blend of second and third generation multi-cultural Latino communities in the US. Founder Melissa Giles aims to help 'blur' the lines of cultural segregation between minority communities by providing high quality entertainment that promotes the Urban Latino culture through music, sports, fashion, film, literary and the visual arts.
About General Motors
General Motors Corp. , the world's largest vehicle manufacturer, employs 342,000 people globally in its core automotive business and subsidiaries. Founded in 1908, GM has been the global automotive sales leader since 1931. GM today has manufacturing operations in 32 countries and its vehicles are sold in more than 190 countries. In 2002, GM sold more than 8.6 million cars and trucks, nearly 15 percent of the global vehicle market. GM's global headquarters is at the GM Renaissance Center in Detroit. More information on GM and its products can be found on the company's consumer website at http://www.gm.com.
About GMAC:
GMAC Financial Services includes automotive financing, commercial finance, insurance and mortgage products, and real estate services. With a presence in 41 nations, GMAC earned $1.9 billion in 2002. A wholly owned subsidiary of General Motors since 1919, GMAC has extended more than $1 trillion in credit to finance upwards of 150 million vehicles.