News (Noticias) Tagged ‘MTV Tr3s’

MTV Tr3s and five-time LATIN GRAMMY
winners CALLE 13 are teaming to give fans a triple dose of exclusive and
first-ever experiences in anticipation of the duo’s new album, “Los de
Atras Vienen Conmigo” (’The Ones Left Behind Are Coming With Me’), set to
drop on October 7th.

Declared “the most musically adventurous group in Latin hip-hop, maybe
in hip-hop, period” by The Los Angeles Times, Calle 13 will perform at the
first MTV Tr3s Pre-VMA Party on September 4th in Hollywood — marking the
first-ever performance by a Latin act at a Video Music Awards event. Party
guests, who will include fans, music executives and celebrities, will be
treated to the live performance premiere of songs from “Los de Atras Vienen
Conmigo.” This event signals the channel’s commitment to both established
and emerging Latino talent. Fans across the country can catch all the
action when MTV Tr3s streams the party performances on September 5th on
MTV.com www.mtv.com/ontv/vma/2008/video.jhtml. Portions of the
performances will also appear on MTV Tr3s and Los Angeles affiliate
KBEH-Channel 63 on the night of the MTV Video Music Awards on September 7th
at 9PM SHARP (ET/PT).

Following the MTV Video Music Awards pre-party performance, Calle 13
will be featured in the channel’s award winning “Artist Speaking Tr3s”
campaign starting September 15th. The campaign is a creative collaboration
between the channel and Calle 13 and will take advantage of the creativity
and unique sensibilities the duo always bring to their work, while also
showing off the irreverent side of their personalities. Calle 13’s “Artist
Speaking Tr3s” features vignettes that challenge perceptions and
stereotypes. Fans get to watch as the circumstances of four ordinary
Latinos are transformed, destroyed and/or changed, and will also have the
opportunity to see exclusive performances. The campaign will also include
exclusive specials such as “Qui and Ey,” where fans get to have their
questions answered directly by Calle 13, and “Tr3s or False,” an
interactive special.

Finally, MTV Tr3s will launch its TR3SPASS CONCERT SERIES with Calle 13
as the headlining artist and Kinky as the opening act. The TR3SPASS CONCERT
SERIES is the most important expression to date of the channel’s commitment
to deepen the connection its viewers have to their favorite artists.
TheTR3SPASS CONCERT SERIES dates featuring Calle 13 are:

October 9th - New York, NY - Nokia Theatre Times Square
October 10th - Miami, FL - La Covacha
October 30th - Chicago, IL - Volkan
October 31st - Houston, TX - Warehouse Live
November 14th - San Francisco, CA - Regency Ballroom at the Grand
November 15th, Los Angeles, CA - Club NOKIA

“MTV Tr3s Pre-VMA Party 2008 is one example of how MTV Tr3s is now
fully integrated into MTV’s broader strategy,” said Jesus Lara, Senior Vice
President, Music and Talent, MTV Tr3s and MTV/VH1 Latin America. “Calle 13
is one of the most exciting, provocative and innovative artists in the
Latin music today. We are thrilled to be working with them on so many
levels.”

MTV Tr3s provided early support to Calle 13 by featuring the duo in its
first-ever live performance of “No Hay Igual” with Nelly Furtado in New
York’s Time Square when the channel launched in 2006. Calle 13 was also
named as one of the first MTV Tr3s Artist of the Month selections in 2007.
Recognizing Calle 13’s commitment to social justice, MTV Tr3s also featured
vocalist Residente as a panelist during its “Beyond Borders” immigration
forum last year.

About MTV Tr3s

MTV Tr3s (mtvTr3s.com) is in 6.4 million Hispanic TV households and 34
million total TV households, making it the most-widely distributed TV
network dedicated to superserving today’s bicultural Latino youth. MTV Tr3s
programming is rooted in the fusion of American and Latino music, cultures,
lifestyles and languages. Music programming is at the core of MTV Tr3s and
the channel features hitmakers, emerging artists and new sounds that
resonate with young U.S. Latinos. In addition to music programming, the MTV
Tr3s programming slate also features lifestyle series, news, documentaries
and other long-form programs that celebrate US Latino hybrid identity and
culture.
“

When MTV Tr3’s viewers left Karli Henriquez last season, her namesake show “Karlifornia” was generating enormous buzz among young Latinos for the show’s tell-it-like-it-really-is look at living in a bilingual and bicultural world. In season two of “Karlifornia,” which premieres on August 19th at 4pm and 9pm, Karli’s thriving television and radio career is balanced by her abuelita’s reminders to remember her roots and to get married, soon! Karli kicks off the season celebrating her birthday with a star-studded night at one of L.A.’s hottest clubs and figuring out how she’s going to tell her boyfriend he may not be able to walk the red carpet with her.

“I’m in a place I could only dream of, an 818 Valley girl now going to VIP parties and big red carpet events on the other side of the hill, but there’s a lot to balance and figure out,” says Karli.

Since debuting last November, “Karlifornia” has followed Karli, the quintessential Angelina, as she opens up about growing up in L.A., her personal life, family, dating and more. Her rapid ascent into the world of personalities to watch has Karli trying to balance things like her family, boyfriend, friends and school. Season two of “Karlifornia” sees Karli trying to straddle her Latino-ness and American-ness, her radio gig and her television duties, her love life and her demanding career that constantly has her on the move. Plus, her Mexican and Salvadoran family is doing all they can to help Karli keep it real.

Fans can get to know Karli even better by visiting karlifornia.mtvtr3s.com, where they can watch full episodes of the show, browse behind-the-scenes photos, and read making-of-the-show chisme on Karli’s “My Barrio” blog. Later in the season, fans will get an added digital bonus with “Consejos de Abuelita,” an online application permitting users to send in their questions to abuelita, seeking words of wisdom from Karli’s grandma.

MTV Tr3s Mobile will show full episodes on all wireless carrier distribution partners, including mobile VOD and mobile TV partners. In addition, full episodes will be syndicated to all online syndication partners.

MTV Tr3’s (mtvTr3s.com) is in 6.4 million Hispanic TV households and 34 million total TV households, making it the most-widely distributed TV network dedicated to super-serving today’s bicultural Latino youth. MTV Tr3’s programming is rooted in the fusion of American and Latino music, cultures, lifestyles and languages. Music programming is at the core of MTV Tr3’s and the channel features hitmakers, emerging artists and new sounds that resonate with young U.S. Latinos. In addition to music programming, the MTV Tr3’s programming slate also features lifestyle series, news, documentaries and other long-form programs that celebrate US Latino hybrid identity and culture. “

Diego, the 18-year old Latin Grammy nominated artist who got his big break in Mexico, has been selected by MTV Tr3s for its music discovery multiplatform Descubre & Download.

Diego’s debut self-titled album led to two Top-10 hits in Mexico and reached gold status in Chile and Brazil. He says he is “honored and privileged to be chosen by MTV Tr3s for Descubre & Download. I’ve watched the channel since its launch and feel that it provides artists like myself a great platform to promote Latin music to all of America as well as Latin America.”

“Diego is a superstar in the making. He has the voice, the looks, the songs and most importantly that very special indescribable star power that everyone in his presence feels. His album is full of hits and the production level is unlike anything we have heard in Latin music in a very long time,” says Jesus Lara, Senior Vice President, Music and Talent, MTV Tr3s and MTV/VH1 Latin America.

Diego will get aggressive on-air exposure, interactive online elements, wireless content distribution and other off-air promotional and marketing elements designed to reach today’s multitasking music fan. Diego’s single “Tres Minutos” is available for free, exclusive download at download.mtvtr3s.com. Diego also has a dedicated page at mtvtr3s .com where his bio, behind-the-scenes photo gallery, and snaggable music and D&D video are available. MTV Tr3s Radio will feature Diego’s Descubre & Download vignettes and MTV Rhapsody fans will also have links to his Descubre & Download pages.

MTV Tr3s (mtvtr3s.com) is in 6.4 million Hispanic TV households and 34 million total TV households, making it the most widely distributed TV network dedicated to superserving today’s bicultural Latino youth. MTV Tr3s programming is rooted in the fusion of American and Latino music, cultures, lifestyles and languages. Music programming is at the core of MTV Tr3s and the channel features hitmakers, emerging artists and new sounds that resonate with young U.S. Latinos. In addition to music programming, the MTV Tr3s programming slate also features lifestyle series, news, documentaries and other long-form programs that celebrate US Latino hybrid identity and culture. “

MTV Tr3s programming and on-air advertising has received eight Imagen Foundation Awards for positive portrayals of young Latinos. The 23rd Annual Imagen Awards take place Thursday, August 21 at the Beverly Hilton Hotel in Beverly Hills.

Nominated in the Best Variety or Reality Show category is “Mi TRL Awards,” an annual awards show that recognizes and honors the people and music that make “Mi TRL” the “must watch” show for U.S. Latinos and sends winners home with a shiny “Gallo” (rooster) trophy. The nominated show was packed with some of today’s hottest artists, such as RBD, Wisin y Yandel, Will Smith, Jessica Alba, Menudo, Snoop Dogg, Chris Brown, and Jaslene Gonzalez and Zuleyka Rivera performing, accepting and presenting awards, along with a surprise appearance by Diddy who opened the show to the delight of the fans who attended the awards show.

“Beyond Borders: An MTV Tr3s Immigration Forum,” a network special that gave voice to Latino youth who were ready to go beyond the politics and rhetoric of the immigration debate, was nominated for Best National Informational Programming. The historic, first-ever of its kind on network TV event, brought together artists such as Ana Ortiz, Calle 13’s Residente and Malverde; young people from Cal State L.A; and U.S. Congressman Xavier Becerra to explore solutions to the immigration crisis and discuss its impact on their families, education and everyday lives. It was hosted by journalist Gustavo Arellano.

MTV Tr3s’ multiplatform music discovery initiative, “Descubre & Download” earned two nominations in the Best On-Air Advertising category for projects with newcomer Colby O’Donis and West-coast rapper Malverde.

Also earning nominations in Best On Air Advertising were three MTV Tr3s “Tu Pride” entries, “Sylvestre,” “Elan,” and “Ruben.” “Tu Pride” is a series of mini-documentaries about young Latinos growing up today with a mix of cultural influences.

“The entire MTV Tr3s familia is dedicated to the positive and uplifting portrayal of the U.S. Latino experience and we are humbled to be recognized with these nominations by the Imagen Foundation,” said Lucia Ballas-Traynor, Senior Vice President and General Manager, MTV Tr3s.

MTV Tr3s (mtvTr3s.com) is in 6.4 million Hispanic TV households and 34 million total TV households, making it the most-widely distributed TV network dedicated to superserving today’s bicultural Latino youth. MTV Tr3s programming is rooted in the fusion of American and Latino music, cultures, lifestyles and languages. Music programming is at the core of MTV Tr3s and the channel features hitmakers, emerging artists and new sounds that resonate with young U.S. Latinos. In addition to music programming, the MTV Tr3s programming slate also features lifestyle series, news, documentaries and other long-form programs that celebrate US Latino hybrid identity and culture. “

Los Angeles, CA—MTV Tr3s has joined forces with Monte Negro and two other California-based alternative rock bands (Astra Heights, The May Fire) to bring their diverse takes on the burgeoning Latin alternative scene to the West and Midwest for six weeks in August and September. With new records coming out on August 5^th from both The May Fire (The List / self-released) and Monte Negro (Cicatrix / Epic Records), the tour kicks off on August 6^th in San Diego.

The music of Monte Negro, defies a simple description. Most say melodic rock, which is true, yet there are distinct undertones and layers making it eclectic and bohemian, American yet definitely worldly. Their music has landed them in magazines such as Spin, La Banda Elástica, and Billboard, they have worked with famed producer Tone (Green Day, Carlos Santana) and played alongside a diverse line up of bands like Todos Tus Muertos, Matisyahu, 311, Coldplay, NIN, Incubus, At The Drive In, and Molotov. Monte Negro most recently performed with the Mexican alternative band Zoe and L.A.’s multiethnic band, Ozomatli. Monte Negro was also MTV Tr3s’s “Descubre & Download” artist (January through March of 2008). The band’s new release Cicatrix will be featured on The LEAK July 29^th – August 5^th (www.music.mtvtr3s.com).

Monte Negro is a bilingual band that has devoured enough music genres over the years to do justice to the bilingual and bicultural musicians that constitute the group. Digesting healthy portions of Jane’s Addiction, The Cure, The Clash, and the Sex Pistols, Monte Negro has also piled onto its proverbial plate Latin-alternative rockers such as Caifanes, Los Fabulosos Cadillacs, Maldita Vecindad, Mano Negra, Soda Stereo, and Spinetta.

Mexican-American brothers Kinski and Rodax—the vocalist and bass player—like so many first-generation Americans working toward assimilation, initially overlooked the richness of their roots. Kinksi and Rodax recruited Jason Li Shing, a Chinese-Japanese American guitarist. After trying a heavier sound with another drummer, Monte Negro hired drummer Xavier Lopez and arrived at its current line-up in 2003. Today, Monte Negro is finally producing the sound they describe as an “amalgamation of styles filtering through our creative sides.” Pop sensibilities mix with darker experimentation to give the listener an acoustic journey through the Monte Negro landscape. Monte Negro’s goal is simple: play for a lot of people and get a reaction.

TOUR DATES

www.myspace.com/montenegrorocks

www.mtvtr3s.com

First Single “El Presente” Notches A Fourth Consecutive Week At #1 in Mexico, And Leaps Into The Top-20 At Radio in The United States

“[Julieta Venegas: MTV Unplugged] is magical…To enjoy Julieta Venegas, one must truly listen to and see this new CD and DVD…Julieta took the acoustic concept to another level. Not only was she accompanied by virtuoso musicians, but she created a musical world were she reinvented her own songs, innovated sounds and brought magic to the stage with her collaborations”- La Opinion-La Vibra COVER (translated)

To Celebrate The Release Of Her Already Critically Praised Unplugged CD & DVD, Julieta Venegas Was In New York To Tape MTV Tr3’s MiTRL and To Meet Fans At An In-store While The Complete Unplugged Performance Was Seen Above On A Giant Times Square Video Screen

Tune-In To MTV Tr3s At 4:00PM (ET) on Thursday, June 19^th To See Julieta On MiTRL

“For her [Unplugged], the smart, lyrical singer-songwriter made sure to never zap any energy from her thoughtful, spirited and sometimes offbeat brand of Latin pop and rock with a Mexican twist. [Venegas] gathered a studio full of great artists – including guests Gustavo Santaolalla, Marisa Monte and La Mala Rodríguez – then comfortably refashioned staples as well as four fresh tracks. There’s no pigeonholing her. “El Presente,” one of the new tunes, [is] breezy, up-tempo and perfect for radio… then she throws in “Algún Día,” a delightful tuba- and banjo-fueled jaunt” - Dallas Morning News

“[Julieta Venegas: MTV Unplugged finds] Venegas armed with the best musicians and collaborators who she could find from all corners of the planet.” – People en Espanol

Julieta Venegas with MiTRL host Carlos Santos at MTV’s Times Square Studio – Credit: Brian Appio/ mtvtr3s.com

For the first time, the Hispanic upfronts will move beyond the coasts and straight into the heart of the country, holding the multi-network Texas Hispanic Upfront event in San Antonio on June 5th.

Participating broadcast networks will include Univision, Telemundo, TV Azteca and V-me. The upfront event will also host cable TV networks, ESPN Deportes, Fox Sports en Espanol, and MTV Tr3s.”*

With the start of summer nearly upon us, we thought you might like to see an overview/ reminder of some key Latin music album releases and concert dates from our artists coming up quickly. Below is a timeline of key dates, followed by a brief overview for each artist. If you need copies of any albums, or would like to attend a specific concert, please let us know…

Album Releases (See details below)

June 03: ‘In The Heights’ Original Broadway Cast recording – Produced by Andres Levin

June 10:  Sergio Mendes’ Encanto

June 17: Julieta Venegas: MTV Unplugged

Special Latin Music TV Broadcasts

June 05:“Julieta Venegas: MTV Unplugged” premieres on MTV Tr3s

June 15: A Three-Hour Special on The ALAS Organization’s historic “Concierto por los Niños” will be broadcast by Univision from 7-10PM ET/PT

Key Concert Dates & Other Events

June 06 – Los Tigres del Norte - Poughkeepsie, NY - Mid Hudson Civic

June 07 – Los Tigres del Norte - Asbury Park, NJ - Convention Hall

June 12: Gustavo Santaolalla Honored as the year’s ICON at BMI’s 15th annual Latin Awards in Los Angeles

June 14 - Los Tigres del Norte - Highland Park, IL (Chicago) - Ravinia Festival/Martin Theater

June 17: Julieta Venegas- In-store Appearance – New York, NY – Virgin Megastore (Times Square)

June 21: Sergio Mendes - New York, NY - JVC Jazz Festival / Carnegie Hall

June 23: Sergio Mendes - Philadelphia, PA- World Café Live

June 25: Sergio Mendes - Somerville, MA (Boston) - Somerville Theatre

July 01: Sergio Mendes -Vienna, VA (Wash DC) - The Filene Center

July 09: CuCu Diamantes – New York, NY - Central Park Summerstage (LAMC)

July 10: Julieta Venegas – Boston, MA – Roxy

July 12: Julieta Venegas – New York, NY – Central Park Summerstage (LAMC)

July 12: Juan Luis Guerra - Miami, FL- American Airlines Arena

July 18: Juan Luis Guerra- New York, NY - Madison Sq. Garden

Aug.03: Juan Luis Guerra - Los Angeles, CA - Nokia Theatre

Aug.22: Café Tacvba – Los Angeles, CA – Greek Theatre

Aug.23: Café Tacvba – San Francisco, CA – Outside Lands Festival (Golden Gate St. Park)

For Long-Lead Planning: Things To Watch For In The Fall

- Grammy & Five-Time Latin Grammy winners CALLE 13 plan to release their eagerly awaited third album.

- Julieta Venegas Will Undertake More extensive tour dates in September

- The 9^th Annual LATIN GRAMMY Awards will take place November 13^th in Houston, TX

With A Combination Of Four New Songs And A Collection Of Beloved Favorites Recorded In An Intimate Acoustic Atmosphere, Julieta Venegas: MTV Unplugged Finds The GRAMMY-Winning Songwriter Joined  By Such Respected Guests As Gustavo Santaolalla, Marisa Monte, La Mala Rodriguez, Natalia Lafourcade & More

“Superlative in craft [and] universally appealing… Venegas is as acclaimed as she is popular, customarily earning the praise of critics and winning awards, including numerous Grammys” - All Music Guide

“A female pop star who writes her own songs, plays her own instruments (guitar, accordion, piano) and has a magical knack for melodic hooks. Venegas proves [that] Mexican pop music can be both popular and respectable… [Venegas is] captivating. All she has to do is sing. Her songs cast a spell.” – Los Angeles Times

Look For The Premiere of Julieta Venegas: MTV Unplugged To Air June 5^th on MTV Tr3s

Julieta Venegas Will Be the June Artist For MTV Tr3s’ “Artists Speaking Tres” Campaign – Including An Online Album Leak Starting June 10^th.  To See The Video For First Single “El Presente,” As Well As The Imaginative Promo Spots And Behind The Scenes Photos, Please Visit: http://www.mtvtr3s.com/music/artist/venegas_julieta/artist.jhtml

- - - - - - - - - - - - - - -

On March 6^th , one of Latin Music’s most respected rock & pop singer-songwriters took to the stage before an intimate audience in Mexico City for the recording of MTV Latin’s special 20^th ‘unplugged’ production and delivered an evening of acoustic musical magic that captivated all in attendance and created fast anticipation for its public unveiling.  With entrancing arrangements and an eclectic array of backing instrumentation such as tuba, xylophone, clarinet and a string quartet added to the her own virtuosity with a guitar, accordion and piano, Grammy winner Julieta Venegas shared four new compositions and a collection of her already beloved biggest hits in a session that is an instant essential addition to her music catalog. With her résumé already boasting collaborations with many of Latin music’s most venerated musicians; it was no surprise that Venegas’ performance was elevated even further by a stellar supporting cast that included double-Oscar winner Gustavo Santaolalla, and a gathering of fellow female trailblazers such as renowned Brazilian vocalist Marisa Monte, explosive urban artist La Mala Rodriguez and the multi-instrumental contribution of Natalia Lafourcade.

Now, Latin music fans world-wide will have the opportunity to share the experience witnessed by that initial audience of 300 lucky guests, as MTV Tr3s will premiere Julieta Venegas: MTV Unplugged on June 5^th, followed by Sony BMG’s planned CD and DVD releases on June 17^th.  For an early preview, visit www.mtvtr3s.com to view a video for the album’s recently released first single “El Presente” and other exclusive Venegas programming MTV Tr3s is featuring throughout June.

For more information on JULIETA VENEGAS, please contact John Reilly at 212.445.8440 / jreilly@rogersandcowan.com

Or Sylvia Bedrosian at 212.445.8424 / sbedrosian@rogersandcowan.com

In celebration of the highly anticipated worldwide premiere of “Julieta Venegas MTV Unplugged,” MTV Tr3s is giving Julieta fans an unprecedented and intimate look at the Mexican singer/songwriter through its marquee “Artists Speaking Tr3s” superstar campaign, beginning on May 16th. The campaign will run for more than six weeks and features nine vignettes, co-created with Julieta, that show a side of her that fans have never before seen. There’s also exclusive programming, online and mobile experiences and several exclusive performances and appearances that make up “Artists Speaking Tr3s: Julieta Venegas.”

“In this Artists Speaking Tr3s campaign, Julieta is literally surrounded by LOVE because it is a recurring source of inspiration for her,” explains Jesus Lara, Senior Vice President of Music and Talent, MTV Tr3s and MTV/VH1 Latin America.

Created by the MTV Tr3s On-Air Promotions team in collaboration with the artist, Julieta’s nine vignettes feature stripped down versions of the world to provide a clean and aesthetic place where Julieta plays, talks and interacts with LOVE. The vignettes explore the different ways and forms in which she does this, from living it, talking about it, using it and expressing it in her writing, music and songs.

In addition to the extensive on-air promo campaign, Julieta will also be featured in exclusive and multiplatform programming such as “Videologia” (May 26th at 9 PM) and “Making MTV Unplugged (May 26th at 9:30 PM) and the premiere of “Julieta Venegas MTV Unplugged” (June 5th at 9 PM).

Starting May 16th, viewers can learn more about Julieta’s MTV Unplugged by visiting www.unplugged.mtvtr3s.com. “Julieta Venegas MTV Unplugged” will be available in full on www.unplugged.mtvtr3s.com starting June 5th, and affiliated programming will be posted to the site prior to the show’s airdate. Throughout the campaign, users can learn more about Julieta via her MTV Tr3s artist page packed with music videos new and old, Artists Speaking Tr3s vignettes, a behind-the-scenes of Artists Speaking Tr3s video exclusive, photos, bios and more. MTV Tr3s Mobile will feature long-form versions of the on-air promos.

On June 17th, New York’s Times Square will be flooded with fans anxious to catch a glimpse of Julieta as she makes an appearance on “Mi TRL,” which will be projected on a public jumbo 44 1/2 foot video screen for all to see. Julieta will follow her “Mi TRL” taping with an appearance at the Virgin Megastore at 7 PM where she will autograph copies of her “Julieta Venegas MTV Unplugged” CD/DVD, which is being released the same day by Sony/BMG. “Mi TRL” featuring Julieta airs on June 19th at 4 PM.

The “Artists Speaking Tr3s” campaign with Julieta Venegas wraps up on Saturday July 12th when the channel sponsors a free concert with her as part of New York Summerstage.

“Julieta Venegas is one of those rare artists who is known not only for her amazing musical talent but also for her distinct interpretive style which has earned her fans throughout the world,” added Lara. “Julieta was the muse of LOVE in our Artists Speaking Tr3s campaign and only MTV Tr3s is able to present her in such an innovative way. It was exciting to provide her with the creative platform of the Artists Speaking Tr3s campaign and we are thrilled to provide our audience with such a special look at her and her music.”

MTV Tr3s selects superstar Latino artists throughout the year for its “Artists Speaking Tr3s” campaign and collaborates with them on the creation of distinctive, customized spots that offer fans the most intimate television programming experience — an unprecedented and unique look at their favorite artists, their music and their lives. Previous “Artists Speaking Tr3s” artists include Aventura, Enrique Iglesias, and AB Quintanilla.

“Julieta Venegas MTV Unplugged” provided an acoustic platform for Julieta to showcase new songs and perform some of her biggest hits in an intimate setting before a live audience. During the show, she integrated an eclectic mix of rhythm and harmony by incorporating an array of instruments including the tuba, clarinet, xylophone, flute and a string quartet, among others, giving a new twist to some of her classic hits such as “Limón y Sal,” “Lento” and “Me Voy.” New songs included “El Presente”, “Algún Día”, “Mira la Vida” and “Ilusión.”

MTV Tr3s (www.mtvtr3s.com) is the most widely distributed TV network dedicated to superserving today’s bicultural Latino youth and is currently seen in 6.3 million Hispanic TV households and 33.3 million total TV households. Music programming is at the core of MTV Tr3s and the channel features hitmakers, emerging artists and new sounds that resonate with young U.S. Latinos and celebrate their hybrid identity and culture. In addition to music programming, the MTV Tr3s programming slate features lifestyle series, news, documentaries and other long-form programs.”*

Marketers who want to reach today’s young Latinos must know and speak the language of this often elusive 12 to 34 demo. That means delivering messaging that’s authentic and culturally relevant.

“We call that speaking Tr3s,” Ballas-Traynor said in a message that she and other MTV Tr3s executives and talent delivered Tuesday night, talking up the bilingual network’s theme for this year’s upfront “Speak Tr3s.”

It was an opportunity for the not yet two-year-old network to provide marketers and media buyers with key insights for speaking and connecting with the culture and language of young Hispanics.”*

Fueled by the unstoppable growth of Hispanics 12-34, the insights of a panel of Latino youth trendsetters and the youth expertise of the MTV brand, MTV Tr3s announced today that it has doubled its distribution in the less than two years since it launched, doubled its Hispanic TV viewing shares among persons 12-24 since it became Nielsen rated last October, and doubled its ratings and impressions among persons 12-24, also since last October.

The bilingual network’s momentum has given it widespread distribution of 6.3 million Hispanic TV households and 33.3 million total households and the highest concentration of Hispanics 12-34 (67.5% according to Nielsen), making MTV Tr3s a dominant, multiplatform brand that is an integral part of young Latinos’ unique lifestyle.

Advertisers gathered at the MTV Tr3s upfront held in New York City to learn more about tapping into the growing and increasingly influential Latino youth segment by learning how to “speak Tr3s,” the language of young Latinos that is very different from their non-Latino counterparts.

“Latino youth are leading Hispanic and overall 12-34 growth while the general market is shrinking,” said Lucia Ballas-Traynor, Senior Vice President and General Manager of MTV Tr3s. “They are shaking America’s political, economic and cultural foundation because beyond their sheer size, their role as trailblazers, communicators and gatekeepers all add up to unprecedented clout and influence that you can’t ignore in order to grow any business.”

The MTV Tr3s Cooltura panelists are a group of Latino trendsetters and trendspreaders in key U.S. markets. MTV Tr3s taps into the Cooltura panel regularly to help the network stay ahead of cultural trends so that it can immediately respond with the right content for its audience.

Jesus Lara, Senior Vice President of Music and Talent, MTV Tr3s and MTV/VH1 Latin America, said Cooltura has been influential in refining the channel’s three music pillars: to bring viewers the biggest names in music, provide an opportunity for viewers to participate in the channel’s music programming process and offer a continuous music discovery experience.

“Cooltura helped us understand that although our audience is curious about general market pop artists, they turn to MTV Tr3s to showcase the Latin artists that define their identity and that they won’t find anywhere else,” Lara explained. “Therefore, the majority of our music mix is Latin, irrespective of language, with artists such as Don Omar, Camila, and Belinda, and includes some of the general market hitmakers they are interested in, artists such as Justin Timberlake, Fergie, and Usher.”

Also in response to audience feedback, Lara announced the launch of Fresh Music Mondays, a new music block that gives young Latinos the bragging rights they crave by being the first to know about a hot new video or a cool new artists.

Music My Guey, where fans can go online, create their own playlist, post a few photos and potentially be selected to air will return for a second season, said Lara. “The show has been a hit, with over 10,000 registered users and 8,500 playlists submitted in a short four months,” he said.

Music discovery is also a top priority for young Latinos and is therefore woven within the fabric of the MTV Tr3s brand. Lara also announced that the network’s marquee multiplatform music discovery initiative, Descubre & Download, will return in 2009. The program not only profiles new artists in innovative ways through on-air vignettes and branded video rotation, but also offers exclusive free music downloads of the artist from the mtvtres.com site. It has been hailed by music label executives as “critical” to new artist development. Last year MTV Tr3s was the first to showcase some of the hottest new Latin artists, including Jesse and Joy, a brother and sister duo from Mexico, who went on to win a Latin Grammy award for Best New Artist; Kat de Luna, who has since sold over 500,000 downloads of her Descubre & Download single “Whine Up”; and Colby O’Donis who recorded a Spanish-language version of his hit single “What You Got” especially for the Descubre & Download campaign.

MTV Tr3s will take the music discovery process to a whole new level as it seeks the best unsigned Latino artist in Dame Un Break, set to launch on June 3rd.

MTV Tr3s programming also reflects the world of young Latinos in a way that no mainstream media can. As explained by Lily Neumeyer, MTV Tr3s Vice President of Programming and Production, “MTV Tr3s is the one place where young Latino viewers don’t have to choose between their two identities or compromise their cultural values. They can, and do, invest their whole selves in our shows’ mind, heart and spirit.”

Among the returning programs MTV Tr3s viewers can expect channel defining shows such as Mi TRL, Karlifornia, Sucker Free Latino, and Pimpeando, along with new comers Bust-a-Ritmo and Rock Dinner.

Neumeyer announced that the third season of Quiero Mis Quinces, the hugely popular series that celebrates the Latina rite of passage into adulthood, quinceaneras, will expand production into U.S. Hispanic communities starting in 2009. A companion Quiero Mis Quinces digital extension of the series simultaneously will capture all the new social behavior around the show’s content.

Neumeyer also announced an expanded slate of MTV Tr3s Weekend Stunts, designed to capitalize on the network’s popularity among young Latinos during the weekends. MTV Tr3s Weekend Stunts will be programmed around events and holidays such as Father’s Day, MTV Movie Awards, National Puerto Rican Day Parade, Fashion Weekend, Mexican Independence, Dia de Los Muertos, and Thanksgiving, amongst others.

MTV Tr3s will add its first short-form animation series, Lugar Heights, as part of its 2009 upfront offerings. The series follows the adventures of a number of friends living in Lugar Heights, USA. Combining satire, dark humor, and pop culture in a parody of mass entertainment, the show is refreshingly innovative in its style, subject matter, and language, making it a milestone of urban entertainment.

The network will continue addressing the issues that are dear to young Latinos in a new production, The Yearbook Chronicles, a documentary project about the challenges that some Latinos face to graduate from high school.

“Their size, fast growth, influence and age make young Latinos a must for any marketer looking to establish brand loyalties and grow their business. To emotionally connect brands to them and engage them with messages, content and experiences that are authentic and resonate with them, advertisers need to have a deep understanding of the hot, cultural passion points that shape their identity. We call that Speaking Tr3s,” concluded Ballas-Traynor.

MTV Tr3s (http://www.mtvtr3s.com) is the most widely-distributed TV network dedicated to superserving today’s bicultural Latino youth and is currently seen in 6.3 million Hispanic TV households and 33.3 million total TV households. Music programming is at the core of MTV Tr3s and the channel features hitmakers, emerging artists and new sounds that resonate with young U.S. Latinos and celebrate their hybrid identity and culture. In addition to music programming, the MTV Tr3s programming slate features lifestyle series, news, documentaries and other long-form programs.

Website: http://mtvtres.com/“*

This is the first year Thalia celebrates Mother’s Day as a mom. And to make this holiday even more memorable, the Mexican singer will host an all-weekend special, where she will share her experiences as a first-time mother. Other artists will also join Thalia in expressing their love for their moms. The special Mother’s Day weekend programming will include other shows also hosted by the 36-year-old actress. The show Chicas Arriba: Thalia will air some of Thalia’s favorite music videos by famous moms like Gwen Stefani, Jennifer Lopez, Christina Aguilera, and Madonna. “*

Colby O’Donis, the 20-year-old Queens-born, Orlando-bred musical prodigy recently signed to Akon’s KonLive label, is the newest MTV Tr3s “Descubre & Download” artist. Colby will get aggressive on-air exposure, interactive online elements, wireless content distribution and other off-air promotional and marketing elements designed to reach today’s multitasking music fan through June 8th.

Those eager to discover Colby can download his new single “What You Got,” also available in Spanish (”Cuanto Quieres,” recorded exclusively for MTV Tr3s), for free at download.mtvtr3s.com. Users may also watch the “What You Got” music video and Descubre & Download vignette on Colby’s dedicated page. In addition, fans get to know the artist better through an exclusive web interview with Colby on blogamole.mtvtr3s.com. For mobile fans, Colby’s “Descubre & Download” vignettes will be streamed and a ringtone of “What You Got” will be available through Motricity.

Born to Puerto Rican parents, Colby has been singing, dancing and playing guitar since he was a very young boy. At age nine, he was signed to Full Force, the hitmakers responsible for the success of Lisa Lisa and The Cult Jam, and penned hits for Britney Spears and the Backstreet Boys. He met Akon about three years ago who was immediately impressed with the young prodigy, and the rest as they say is history in the making.

“The world will assume I am Irish or Greek by my stage name, so it’s an honor to finally let everyone know that I am Latino first and foremost,” says Colby. “Being chosen as a Descubre & Download artist for MTV Tr3s made me feel welcomed into the Latino community and I hope that I can set a good example for everyone that follows me. Mostly that if you put your mind to it, you can do it. Yes it’s hard to break into R&B but not impossible so I say stick to your fight when you’re hardest hit. When things seem the worst, that’s when you must not quit”.

“There’s great buzz about Colby and his first single, “What You Got” featuring Akon. It is sure to be one of the anthems of the summer,” said Michael Galbe, MTV Tr3s Vice President of Music and Talent. “MTV Tr3s viewers are in for a treat of Colby’s unique mix of R&B, Pop, and Latin flavor and we are very excited to be the first network to support Colby with an extensive multiplatform campaign.”

MTV Tr3s (mtvtr3s.com) is in 6.2 million Hispanic TV households and 31.9 million total TV households, making it the most-widely distributed TV network dedicated to superserving today’s bicultural Latino youth. MTV Tr3s programming is rooted in the fusion of American and Latino music, cultures, lifestyles and languages. Music programming is at the core of MTV Tr3s and the channel features hitmakers, emerging artists and new sounds that resonate with young U.S. Latinos. In addition to music programming, the MTV Tr3s programming slate also features lifestyle series, news, documentaries and other long-form programs that celebrate US Latino hybrid identity and culture. “*

Dennis deLeon, president of the Latino Commission on AIDS, announced that Kat DeLuna is the 2008 International Ambassador to the Commission. Ms. DeLuna will accept the title passed down from Gael Garcia Bernal on May 13, 2008, at Cipriani Wall Street during Cielo Latino, the largest national fundraiser for the Latino community in its fight against AIDS.

In recent months, Ms. DeLuna has emerged as one of the defining faces of pop’s next generation. Ms. DeLuna’s sound is a colorful canvas of strokes blending together hip hop, R&B, meringue, pop, Latin jazz, electronic, and dance. She has been honored as MTV Tr3s’ Best New Artist and nominated for a Latin Billboard Award. Ms. DeLuna was also featured in People Magazine, Entertainment Weekly, USA Today, Teen Vogue, and Latina magazine.

Ms. DeLuna was born in the Bronx but she was raised in the Dominican Republic. After much hardship, Ms. DeLuna decided to use her emotions to fuel her music and began writing her own music and pursuing her lifelong dream of being a singer. This drive led Ms. DeLuna to have the hit single “Whine Up” featuring Elephant Man.

“As a Latina I am committed to the fight against HIV/AIDS in our community,” said DeLuna. “The Latino Commission on AIDS has made great strides in HIV prevention and I am honored to serve as their International Ambassador in the fight. Now is the time to call attention to the problems this disease is bringing to Latino communities across the U.S. and Latin America. Together as a community we can better stop the spread of the disease and provide better care for people living with HIV.”

Cielo Latino draws celebrities from all over such as Lupe Ontiveros, Rosie Perez, Amaury Nolasco, Odalys Molina, Jorge Villamizar, Geraldo Rivera (host), Cucu Diamantes (entertainment), Jaslene Gonzalez, Miss Teen USA Hilary Cruz, Miss USA Crystal Stewart, and former Miss USA Denise Quiñones.

For further information, please visit www.latinoaids.org/Cielo or contact Elayne Monnens at 212-584-9318.

The Latino Commission on AIDS is